BRAND MANAGER: Duties, Salary & How to Become One

brand manager
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Brand managers are in charge of marketing initiatives that influence how the audience view a business. Every company needs brand marketing, but even if many companies spend money on marketing and advertising efforts, they still need to put in the necessary effort to create a recognizable brand. By performing market research, creating marketing efforts, and establishing budgets with the intention of maximizing revenues, they construct a brand strategy for goods and services. This post entails what you should know about the job description, salary, and career paths of a brand manager.

Brand Manager

A brand manager is in charge of marketing initiatives that have an effect on a company’s reputation and public perception. Brand managers carry out market research, examining the products of their rivals and figuring out how their own items fit within their sector. They develop a budget for these activities and create marketing campaigns, events, and other efforts. In order to make sure that goods are in line with a brand strategy, brand managers also develop brand guidelines and consult with the product teams.

Types of Branding

Despite their numerous commonalities, brand managers may use various strategies depending on the brands they assist.

  • A company’s overall image is addressed via Corporate branding. A brand manager may concentrate on perfecting the content for the company’s values, mission statement, and website design in order to build an image for an organization. 
  • The marketing of a particular product is the emphasis of Product branding. To understand how to target people with certain product attributes and where their product fits within the intended industry, brand managers must undertake market research.
  • Given that it entails promoting a company’s service, Service branding is a little broader. Advertisements that highlight customer success stories and how a certain service alleviates significant customer pain points may be developed by brand managers.

The Relevance of Brand Managers

Brand managers are responsible for keeping an eye on marketing initiatives that affect how customers perceive a firm and its goods, services, and image. To create a deliberate and consistent brand across the entire organization, they work together with all pertinent departments. The ability of a brand manager to create and implement branding policies and strategies across all marketing-related activities determines the success of a company’s overall brand.

Job Description for a Brand Manager

A brand manager, often known as a brand strategist, is in charge of preserving the public perception of a business or a person through the implementation of marketing efforts. The job description of a brand manager includes interacting with business executives, marketing staff, and public figures, conducting research on market conditions and public opinion, and helping to develop marketing and advertising campaigns that will help their client’s brands stand out.

Education and Experience of Brand Managers

Before getting hired, most brand managers are required to have at least a bachelor’s degree in a related field and some past marketing experience. Some employers could insist on an MBA or post-graduate degree. To manage and collaborate with a branding team, you must possess both strong leadership abilities and outstanding communication skills.

Companies often search for the following characteristics and competencies when hiring a brand manager:

#1. Creativity

A key strategy for setting your business apart from the competition is branding. This calls for both the ability to think critically and creatively beyond the box. A professional brand manager will provide original tactics and concepts to make your business stand out.

Marketing and consumer psychology trends are important for brand managers to follow. They should be able to show that they are interested in the most recent business news and data.

#3. Attention and Accountability

It takes more than just having smart ideas. Managers of brands must be able to put them into practice. They must be able to maintain concentration and be prepared to take on a variety of duties because they will collaborate with a variety of organizational departments to accomplish their objectives.

Which Tools Do Brand Managers Employ?

Depending on the precise duties your employer expects you to carry out, the tools you’ll use as a brand manager will change. However, some popular tools for managing a brand include:

  • Social media listening and monitoring (Sprout, Hootsuite)  
  • Relationship management with the media and media monitoring (Meltwater, Cision, Muckrack)  
  • Software for managing customer relationships (CRM) (Salesforce, Zoho, Hubspot)
  • Utilizing Google Charts, Tableau, and Datawrapper as data visualization tools

Certificates and Training for Brand Managers

  • Courses in marketing including topics like content marketing.
  • Product management courses and other marketing-related subjects.  
  • Accreditation for brand managers, such as the Certified Brand Manager title.
  • Marketing credentials like this one in digital marketing.

What Does Brand Manager Do

Developing a brand strategy entails creating a special narrative and customer experience that will help to establish long-term client loyalty. Brand managers are in charge of managing any marketing activity related to a company’s brand and making sure that all branding choices ultimately boost sales. Brand managers frequently collaborate with several marketing disciplines, including research, content, social media, and design, to create that alignment.

As a brand manager, you can be in charge of:

  • Carrying out market research
  • Data analysis to find trends, facts, and insights
  • Providing branding strategy guidance to several teams
  • Interacting with marketing departments to achieve brand consistency
  • Directing projects through several development stages
  • Budgeting to support branding initiatives  
  • Keeping in touch with firm stakeholders

How to Become A Brand Manager 

A mix of advanced education and work experience is needed to become a brand manager. After working in a different form of management position, such as social media management or content management, marketers frequently hold this one. If you want to become a brand manager, you should take the following things into consideration:

#1. Acquiring A Degree.

The educational qualifications for brand managers vary across different job advertisements. Brand managers are typically expected to have a bachelor’s degree, with some employers specifying marketing, communications, or business as majors. In order to develop their knowledge and enhance their position, several brand managers also pursue an MBA with a marketing specialization.

#3. Get Relevant Experience.

Smaller businesses might just need one to three years of experience, whilst bigger businesses might need more. You can lay the groundwork for a career in brand management by working as a market research analyst, social media manager, content marketing manager, or digital marketing manager. Through these positions, you can improve your comprehension of consumers and the effective messaging required to connect with them—key elements in managing a brand.

#4. Enhance Your Marketing and Branding Abilities.  

Typically, a brand manager must possess advanced abilities in the following fields:

  • Writing: Because messaging is at the core of brand strategy, excellent writing abilities will help you create compelling messaging and ensure that copywriters will put it into action.
  • Communication:  You must be able to interact with a company’s marketing team and stakeholders about your strategic recommendations in addition to speaking on the brand’s behalf. 
  • Plan of action: Understanding the industry, how your business fits inside it, and how to contact clients are essential to developing or upgrading a branding plan.
  • Project management: You’ll be able to supervise brand-new campaigns and assist teams with everything from graphic overlays to email text by using your abilities to handle several projects at once.
  • Personnel management: Having some experience managing others will serve you well whether you manage direct reports on your branding team or oversee a variety of teams that report to you for branding assistance.
  • Adaptability:  The ability to adapt is important since markets are always changing to meet consumer wants. Additionally, keeping an open mind about innovations and trends will help you create a brand strategy that is more responsive.  

Career Growth for Brand Managers

As your career progresses after becoming a brand manager, you’ll discover new opportunities to pursue. Some brand managers advance to senior brand management positions or, in the end, marketing or communications directors. You could be able to rise into higher-level positions that control a larger portion of a company’s marketing strategy thanks to the sophisticated communication and strategic abilities you develop throughout your time as a brand manager.

Qualities of Becoming a Successful Brand Manager

However, depending on how their marketing department functions, some organizations may decide to train brand managers. Successful brand managers will have relevant and demonstrated experience in marketing. Anyhow, some of the traits of a productive brand manager include the following:

#1. Relationship Management

Brand managers have to handle relationships and coordinate various teams through collaboration and communication. Brand management is considerably more than just creating and implementing plans. They will collaborate with product development in these situations to provide market research and customer feedback to make sure the products live up to their promises.

#2. Consumer-Focused

In order to convey the appropriate messages to the right people at the right moments, firms must focus on the consumer. Brand managers can provide better experiences and create messages that can draw in and convert new customers thanks to their customer-centric approach.

#3. Technical Knowledge

To use the numerous tools they require to understand more about clients and create successful marketing campaigns, brand managers must be tech-savvy. These people have access to technologies that they may utilize to do market and competitor research, gather information about target audiences through websites, social media, and digital advertising platforms, and develop marketing strategies.

#4. Data-Driven

Brand managers utilize data to develop persuasive marketing strategies, messaging, and visual components that promote brand awareness, conversions, and lead generation. They are more than just storytellers. These experts may delve deeply into analytics to obtain intelligence that enables them to re-evaluate message and alter it as appropriate because they have the capacity to measure and optimize branding efforts based on data from actual customers.

#5. Continuous Training

Consumer habits, tools, and trends all evolve over time. The most effective brand managers are always learning more about their industry and looking for new ways to get better at what they do.

Salary Brand Manager

The average annual salary for a brand manager in the US is $85,024 as of June 14, 2023. Brand Manager salaries presently average between $61,000 (25th percentile) and $105,000 (75th percentile), with the top 90 percentile earners in the United States making $130,500 annually. The wide variation in typical salary for a brand manager—up to $44,000—indicates that there may be numerous prospects for pay increases and development based on experience, location, and skill level. In your region, the average yearly income for a brand manager is $83,852, which is $1 (0.0%) less than the $85,024 national average.

What Is the Difference Between a Marketing Manager and a Brand Manager?

It might be difficult to distinguish between brand management and marketing. However, there is a clear distinction between the two. Marketing manager is in charge of running the specific campaigns that advertise the brand and increase brand engagement, whereas brand management manager is in charge of establishing the brand itself.

What Is the Difference Between a Brand Manager and a Creative Manager?

Marketing managers are another name for brand directors. These professionals are in charge of creating marketing plans and strategies. For clients’ products to be advertised in magazines, newspapers, and other media, creative directors put together marketing layouts.

Is Brand Manager a High Position?

Since the position involves at least many years of marketing expertise, brand managers are often mid-level or senior-level professionals.

What Does a Brand Manager Do Day to Day?

Develop marketing and advertising plans and manage their budgets. Assist in creating graphics and print layouts. Research the market to discover where the product or client fits in.


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