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5 Things You Must Do as a Brand Manager

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Being a Brand Manager in today’s world isn’t easy. But it’s one of the most important jobs that exists in the Marketing Department — if not the Company. The reason is, the Brand Manager is the first and last line of defense for the brand. To successfully fulfill your duties as Brand Manager, these are the 5 things you must do.

5 Must Dos for a Brand Manager

A Brand Manager Guards the Brand

This is the big one. It’s your job to ensure that everything…every printed piece, every advertisement, every TV ad, every tweet, and every interaction is on brand. If you’re not holding firm on that, then you can be sure that no one else is either. Be sure to protect your brand from bad press. Look hard at everything your company does, says, and produces.

A Brand Manager Ensures Consistency

Your brand has to be consistent. This means that as Brand Manager, you have to hold the line and make sure that everything you do is steady and consistent with everything else you’re doing. A prime example of a Brand Manager who was not paying attention occurred recently with McDonald’s. Have you seen the “Champions of Happy, Goat” Commercial? (below)

This commercial is not anywhere near any of the rest of the brand for McDonalds.  Now, McDonalds obviously has money to throw around on ineffectual and poor marketing choices that dilute their brand, but I’m betting your company doesn’t. As Brand Manager, it’s your job to make sure this doesn’t happen.

A Brand Manager Focuses on One Thing

Scope Creep happens. It happens when we decide that we really like standing for X when traditionally, we’ve stood for Y. And after all, no one is standing for X right now, so the logic goes — why don’t we stand for X AND Y? The problem here is that when you stand for more than one thing — you stand for NOTHING! So pick one thing, stand for it, and let the rest of it go.

A Brand Manager Promotes the Brand

You can’t have a great brand if no one knows about it. Figure out what you can afford to spend on a monthly basis promoting your brand, choose the very best medium to promote it and get busy with your promotion. Take the time to make a plan, and stick with it.

A Brand Manager Makes a Strategic Plan for the Brand

I know, planning isn’t at the top of everyone’s list — but it doesn’t have to take forever and it will save you time in the long run. I’ve previously outlined how to write a strategic marketing plan. Re-read the post and download the free template if you’re having trouble getting started.

Sounds easy enough right? Being a Brand Manager isn’t an easy job — but if you diligently work on these 5 must dos, you’ll be well on your way to creating a successful, well-known brand that makes your company money. And that’s what we’re all after right?


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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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Comments

  1. I have a friend who’s been a brand manager and he finds it intoxicating after just a month or so. I will recommend this blog of yours to him. Great post! Kudos!

  2. True. These are really Must Dos for a brand manager.The job isn’t as easy as it sounds, so there are certain qualities that a brand manager should possess. These 5 Must Dos are great, but I think establishing a good working relationship with your colleagues is also a must to be able to work well and be successful with your job. 🙂

  3. What about Profit? The only reason a brand exists is you can make more money instead of just pushing a commodity.

    • That’s an interesting perspective Graham. I agree that in Corporations the motivation to brand is often driven by profit, but I’m not sure that’s 100% the case. How do you answer a non-profit’s motivations? Why do start-up brands work on branding rather than just starting as a commodity? I’d hypothesize that having a brand is something bigger…a manifestation of a larger game. True, that often leads to the ability to charge more for an item, and there is an opportunity to reap more profit, but I’m not sure that’s always the case. Do you disagree? Why?

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