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?