What Does a Brand Manager Do?

A brand manager is a marketing professional who develops and implements a brand strategy, monitors and adjusts its implementation, and launches new products or categories. While companies are less likely to hire a brand manager in the start-up phase, this position is vital for high-profile projects in large and mid-sized companies.

Key responsibilities of a brand manager

• Develop a mission and values statement, answering the question of who we are and why we do what we do.
• Create a brand positioning strategy, i.e., how we do it.
• Define the target audience (TA), i.e., who we do it for.
• Prepare key messages for the TA, develop a communication style, and create a brand book, i.e., how we present ourselves and the product.
• Identify promotional channels, i.e., where to present.
• Set goals and KPIs, i.e., where we want to go.
• Identify areas for brand growth through competitive analysis.

Types of brand managers

1. Digital brand manager: This person manages a brand’s online presence. The brand manager is responsible mainly for social media and creating content for websites and other platforms. They also work closely with SEO and SERM (Search Engine Reputation Management) to manage a brand’s reputation in Google, Bing, etc.
2. Corporate brand manager: This type of brand manager works to handle the company’s image. The scope of work is similar to that of digital brand managers, but SERM comes first.

As a variation of this role, the employer brand manager is a specialist who deals with the employer brand.

1. Product brand manager: This person deals with specific products and product lines, including their full life cycle from creation to market launch and positioning. They study consumer responses to the product and measure the effectiveness of the brand’s impact on the audience.
2. Service brand manager: These managers are responsible for promoting the company’s services, developing and monitoring their quality standards, researching the market, and managing the service’s image.

Depending on the niche and the product, the work of a brand manager varies.

Brand manager of fast moving consumer goods (FMCG)

This involves advertising everyday products such as food, beverages, and household chemicals.

People buy these products no matter what, and the niche market is highly competitive. Making your brand stand out from hundreds of others is the ultimate goal. That’s why the brand manager’s job includes monitoring sales and brand awareness, researching consumer preferences, and creating advertising campaigns.

Service brand manager

A service brand manager pays special attention to customer experience research and monitors service quality, customer loyalty, and corporate reputation. They work with brands that provide services, such as insurance, travel, and hospitality.

B2B brand manager

A B2B brand manager promotes products and services intended for other businesses, not retail customers. Examples include industrial supplies, consulting services, and corporate training.

Priority is given to communication skills to build long-term relationships, in-depth knowledge of product specifications, and profitability for the company.

Retail brand manager

A retail brand manager works in retail chains and stores such as supermarkets and shopping malls. Their duties include managing product assortment and merchandising, regularly developing promotions and discounts, and attracting customers to the stores.

Fashion and luxury brand manager

Promoting high fashion and luxury brands requires active interaction with influencers and celebrities. The brand manager works to create an image of uniqueness and superior quality for the product.

Healthcare brand manager

This type of brand manager promotes medical services and products. This can include pharmaceutical companies, clinics, and the increasingly popular trend of medical tourism.

In this industry, it is important to focus on fostering trust, controlling product safety, and conducting health awareness campaigns.

Skills and competencies a brand manager needs

To accomplish the tasks and withstand the workload, a brand manager must possess professional and personal competencies.

You will also find these skills listed in the candidate requirements of brand manager job descriptions:

• Strategic and analytical thinking
• Marketing skills, including digital and brand marketing
• Collecting and analyzing market, competitive, and customer data
• Project management skills
• Creative and critical thinking
• Communication and business writing skills
• Leadership skills
• Budget planning and monitoring skills
• Ability to handle stress and multitask

Lol, I could do that.

Now you know.