Thursday, March 12, 2015

Brand Manager Competencies and Responsibilities

Brand Manager Competencies
  • Strong ability to influence behaviors and perceptions without
  • formal authority
  • Respected throughout the organization
  • Strong written and verbal persuasion skills
  • Adequate analytical skills
  • Customer research experience
  • Strong intuition about human behavior and motivation
  • Good project management skills

Brand Manager Responsibilities
  • Identify, refine, the brand’s “unique value proposition.”
  • Monitor, measure, and manage brand equity/strength.
  • Increase brand awareness, relevant differentiation, value,
  • accessibility, and emotional connection.
  • Develop brand plan.
  • Monitor progress against brand plan.
  • Be responsible for results against brand plan.
  • Drive brand understanding and support organization-wide.
  • Champion/drive initiatives that support delivery of the brand
  • promise.
  • Brand messaging—elevator speech, tagline, campaign themes,
  • proof points, etc.

Brand Identity Manager Competencies
  • Strong ability to influence behaviors and perceptions
  • without
  • formal authority
  • Respected throughout the organization
  • Likable
  • Assertive
  • Ability to say “no” in a nice way
  • Some understanding of brand identity standards and systems

Brand Identity Manager Responsibilities
  • Manage the brand architecture.
  • Establish brand architecture and naming decision rules.
  • Establish brand identity standards including co-branding standards.
  • Maintain brand identity consistency.
  • Chair the brand identity council/team/board.
  • Help manage brand identity transitions resulting from mergers
  • and acquisitions.
  • Help determine identities for new brands/subbrands.
  • Anticipate and accommodate new brand identity needs



© 2015 Brad VanAuken
Excerpted from Brand Aid, second edition, available for sale here.

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