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What do you do if your performance evaluations are hindering your career growth in brand management?

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As a brand manager, you know how important it is to showcase your achievements and demonstrate your value to your organization. But what if your performance evaluations are not reflecting your true potential and are holding you back from advancing your career? In this article, you will learn some practical tips on how to deal with this frustrating situation and improve your chances of getting the recognition and opportunities you deserve.

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Dakshayani Manju

??101 × LinkedIn Top Voice | Human Resources | CXO Leadership Supporter| Networking | HR Recruiting & Business…
Ifedolapo Ojuade, ABMP, MBA

West African Commercial Leader | Strategic Marketing Management | Data-driven Brand Builder | Global Collaborator |…
Sudeep Bardhan

IMT Ghaziabad PGDM'25 | Head of PR and Sponsorship - MarkUp | VIT'19

1 Understand the evaluation criteria

The first step is to understand how your performance is measured and what criteria are used to assess your skills and results. Different organizations may have different standards and expectations for brand managers, so you need to be clear on what your goals and targets are, how they are aligned with the overall brand strategy, and how they are communicated and tracked. You also need to know who is involved in the evaluation process, how often it takes place, and how feedback is given and received.

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Dakshayani Manju

??101 × LinkedIn Top Voice | Human Resources | CXO Leadership Supporter| Networking | HR Recruiting & Business Development | Impactful Leadership | Executive Assistant with a Strategic Edge
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If professional advancement in brand management is being impeded by performance reviews, it is imperative to fully comprehend the evaluation standards. Ask for details on the evaluation process for performance and the particular factors affecting career advancement. Ask HR or your managers for input on areas that need work, then create a strategy to fix any inadequacies. Furthermore, show initiative by going above and above in important performance areas and aggressively looking for chances to show off your strategic thinking and leadership abilities in line with brand management goals.

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Ifedolapo Ojuade, ABMP, MBA

West African Commercial Leader | Strategic Marketing Management | Data-driven Brand Builder | Global Collaborator | Faculty at BMA | I help companies deliver ROI-positive Commercial Programs
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If performance reviews feel like roadblocks, here's how to navigate: 1. Seek Feedback: Initiate conversations with your supervisor to gain clarity on areas for improvement. Understand their perspective and seek specific examples for growth. 2. Self-Reflection: Evaluate your performance objectively. Identify strengths to leverage and areas for development. Set actionable goals to address feedback. 3. Skills Development: Invest in skill-building activities such as training or online courses. Bridge gaps identified in performance evaluations to enhance your capabilities. 4. Advocate for Yourself: Articulate your achievements and contributions during performance discussions. Advocate for opportunities that align with your career goals.

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2 Seek constructive feedback

The second step is to seek constructive feedback from your managers, peers, and other stakeholders. Feedback is essential for your professional development and learning, as it helps you identify your strengths and areas for improvement, as well as the gaps and opportunities in your brand management projects. However, feedback should not be limited to formal performance reviews. You should proactively ask for feedback throughout the year, especially after completing key milestones or delivering important outcomes. You should also be open to receiving feedback, both positive and negative, and use it to improve your performance and skills.

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Sudeep Bardhan

IMT Ghaziabad PGDM'25 | Head of PR and Sponsorship - MarkUp | VIT'19
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To address hindrances in career growth in brand management due to performance evaluations: 1. Request a meeting with your supervisor. 2. Be receptive to feedback without defensiveness. 3. Seek specific examples for improvement. 4. Collaborate on an action plan with measurable goals. 5. Consider mentorship or training for skill development. 6. Schedule regular follow-ups to track progress and address challenges.

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3 Showcase your achievements

The third step is to showcase your achievements and demonstrate your impact on the brand and the business. Brand management is a complex and multifaceted role that involves many activities and responsibilities, such as market research, customer insights, positioning, messaging, creative development, media planning, campaign execution, measurement, and optimization. Therefore, you need to document and highlight your contributions and results in each of these areas, as well as how they support the brand vision, mission, values, and objectives. You can use various tools and methods to showcase your achievements, such as portfolios, case studies, testimonials, metrics, awards, and recognition.

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4 Negotiate your expectations

The fourth step is to negotiate your expectations and advocate for your career growth. If you feel that your performance evaluations are unfair, inaccurate, or inconsistent, you need to address this issue with your managers and discuss how you can align your expectations and improve your evaluation process. You should also express your career aspirations and goals, and ask for the support and resources you need to achieve them. For example, you can request more challenging assignments, more autonomy, more mentoring, more training, or more exposure to senior leadership.

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Sudeep Bardhan

IMT Ghaziabad PGDM'25 | Head of PR and Sponsorship - MarkUp | VIT'19
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If performance evaluations are impeding your career advancement in brand management, it's crucial to engage in negotiations regarding expectations. Initiate a candid discussion with your supervisors to understand their perspective and clarify your own career goals. Through open dialogue, seek to align expectations mutually and discuss potential adjustments to evaluation criteria or goals. If there are skills or areas for improvement identified, inquire about support or resources available for development. Regularly revisit these discussions to ensure ongoing alignment and refinement of expectations as your career progresses.

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5 Explore other opportunities

The fifth step is to explore other opportunities within or outside your organization. Sometimes, despite your best efforts, you may find that your performance evaluations are still hindering your career growth in brand management. This could be due to various factors, such as organizational culture, leadership style, team dynamics, or market conditions. In this case, you may want to consider looking for other opportunities that match your skills, interests, and ambitions. You can leverage your network, your online presence, your personal brand, and your industry reputation to find and pursue new roles or projects that will challenge you and reward you for your performance.

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6 Keep learning and growing

The sixth and final step is to keep learning and growing as a brand manager. Brand management is a dynamic and evolving field that requires constant adaptation and innovation. You need to stay updated on the latest trends, best practices, tools, and techniques in brand management, as well as the changing needs and preferences of your target audience. You also need to develop and refine your core competencies, such as strategic thinking, creative problem-solving, communication, collaboration, and leadership. By doing so, you will not only enhance your performance and value, but also your confidence and satisfaction as a brand manager.

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Sudeep Bardhan

IMT Ghaziabad PGDM'25 | Head of PR and Sponsorship - MarkUp | VIT'19
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If performance evaluations hinder your brand management career growth, prioritize continuous learning and growth. Take proactive steps to enhance your skills and knowledge through additional training, workshops, or seeking mentorship from experienced professionals in the field. By demonstrating a commitment to self-improvement and staying abreast of industry trends, you can position yourself for future opportunities and mitigate the impact of challenging evaluations on your career trajectory. Remember, resilience and dedication to personal development are key to overcoming obstacles and achieving success in brand management.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What do you do if your performance evaluations are hindering your career growth in brand management?

1

2

3

4

5

6

7

1 Understand the evaluation criteria

2 Seek constructive feedback

3 Showcase your achievements

4 Negotiate your expectations

5 Explore other opportunities

6 Keep learning and growing

7 Here’s what else to consider

Brand Management

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What do you do if your performance evaluations are hindering your career growth in brand management?

1

2

3

4

5

6

7

1 Understand the evaluation criteria

2 Seek constructive feedback

3 Showcase your achievements

4 Negotiate your expectations

5 Explore other opportunities

6 Keep learning and growing

7 Here’s what else to consider

Brand Management

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