The main qualities that a brand manager must possess
What prevents brands from being successful? The answer is simple – the quality and knowledge of the people who control them. And in many ways – the wrong understanding of the problems of the brand manager.
In fact, it does not matter how the person responsible for one of the most important assets of your company is called – the brand. It may be the owner of the company, and the marketing director, and the product manager, and still unimportantly-as-named-head. The essence of this does not change. This person is responsible for the profitability and efficiency of your brand. Therefore, you can call it a brand manager.
When dealing with top managers from different companies, you hear from time to time a few myths about brand management, which are especially harmful to the brand and business.
Myth 1. Brand manager – Generator of brilliant ideas
Many think that the task of a brand manager is to invent the name, design, advertising and other brand elements of the brand. As an example, one can cite the situation from one psychological training for marketing managers. When it came to discussing different types of personalities, many suggested that the brand manager was a creative person with a “head in heaven” and a theoretical approach to life.
This error leads to a paradox. The brand manager spends almost all his time on the design of various products, advertising, etc., and these products are poorly sold, and he lacks time for such important tasks as understanding consumer preferences, coordinating complex advertising projects, coordinating the development of a new product / brand.
In fact, the generation of ideas is not the most important task. Ideas can create a special agency whose services cost less than your brand manager’s time. Much more important is the task setting for these ideas.
Myth 2. Brand manager is the creator of advertising
Some companies really believe that the brand is an advertisement. The mistake was that the advertising of their brands did not respond to the values of consumers of specific products. There were huge money that did not bring returns. There are many such examples now. About 80% of the advertising, which is placed on the street, in the subway, on television, does not sell the goods.
And, in order to sell the ad, one must understand that advertising is part of the brand, but not the most important thing in it. Before making effective advertising, it is necessary to conduct a lot of research, determine the strategy of the brand, the positioning of the brand and other its values. You also need to accurately calculate the future effectiveness of the advertisement and the business plan of the whole brand.
Accordingly, advertising itself is part of the brand’s strategy. To create it there are advertising agencies whose cost of services is less than the cost of your brand manager’s time. And the brand manager’s task is to make the brand successful and profitable.
Myth 3. Brand manager – any manager who worked with well-known brands
There are a lot of such situations, a person comes to the interview and tells: he worked in the department of a cool multinational company, and for which famous brands in this company he was responsible. And what was he responsible for the budget, for promotion, for a long-term strategy, etc. And he also knows precisely such terms as brand essence, brand image, above-the-line.
In order not to be mistaken in a person, learn more about the projects that were carried out by them on their own. Are there any real results of these projects? Has the brand’s performance increased, did sales increase? Has this person started his own brand?
If a brand manager talks about profits freely and can accurately calculate the profitability of a brand, then perhaps it’s really a professional.
Here are just a few extremes in the wrong understanding of the brand manager’s tasks. Although there are actually a lot more errors.