You may have heard of a brand manager before. You may have even considered hiring one yourself. Either way, a brand manager is an invaluable asset for any business.
And I’m going to share why. But first..
What is a brand manager anyway?
A brand manager is the person responsible for the overall image of a brand. They spend time researching the marketplace (competition, products, industry). They also develop marketing and advertising strategies and budgets.
A brand manager will also help to design for your marketing – this can range from web to print, depending on the range of skills. It also includes overseeing promotional activities, looking at pricing, and making sure the brand is performing well and resonating with your consumer base.
So here’s why you need one.
1. Get Ongoing Support
Your brand manager is there to support you. Simply put, they have your back. When you have someone focused on the big picture aspects of your brand, you can focus on other areas of running your business, like logistics, operations and business development.
2. Make Sales
Your brand can make or break a sale. Investing in a brand manager is crucial to managing the perceptions your customers have of you. Those perceptions directly impact when and how they buy.
3. Keep Consistent
If you know me, you know how much I talk about the importance of consistency. While little inconsistencies here and there can humanize a brand, it needs to be overall consistent in order to be trusted by customers. Often businesses will hire multiple contractors for different areas of marketing. A web designer, a social media manager, a copywriter, a digital marketer, and the list goes on.
This is great because you can work with specialized professionals. However, if they aren’t communicating which each other, it can lead to inconsistencies. Having a qualified brand manager handle your overall identity allows for a consistent image.
4. Put a Process in Place
Process can make or break the flow of a business. It’s easy to end up with scattered ideas and projects when you don’t have someone managing the everyday aspects of your brand. A brand manager will develop a process for all of your company’s external communications.
5. Protect Your Brand
A brand manager will help you protect your brand from any inconsistencies and negative perceptions. If you’re not controlling your brand, it could very well fail.
6. Rally Your Employees
Studies show that when employees understand a brand and its values, they’re more likely to be engaged and productive in their positions. Great brand management creates a workplace culture for your employees based on your values and your mission.
So do you need a brand manager?
The answer is probably yes. Depending on the stage you’re at in your business, you may need a simpler or a more robust approach. But it’s undeniable that brand management is a crucial part of any business.