People frequently describe themselves as right-brained or left-brained – meaning they’re either analytical and verbal, or creative and visual. A strong brand, however, must be all of these. The best brands are a synthesis of sound strategy (left brain) and unique creativity (right brain). That’s why your organization needs a brand manager to provide strategic direction, and a creative director to oversee your creative process.
Why You Need A Brand Manager
An effective brand manager is a great leader, serving as an evangelist to build enthusiasm and passion around your brand. They wear many hats – from marketplace research, to marketing development, to overseeing promotional activities, to analyzing pricing and sales. Your brand manager ensures that the brand is accurately defined in all internal and external communications. A clear brand message gives employees a sense of purpose, an understanding of the company’s mission, and the motivation to deliver on your brand promise. Your brand manager is charged with safeguarding your company’s reputation by ensuring that employee actions are consistently in sync with your brand.
Establishing the right strategic direction is crucial to the success of any organization – impacting every facet of a brand’s products, communications, and marketing. As the architect of your brand’s image, a good brand manager recognizes valuable opportunities to help your brand grow long-term. A proactive approach to growth prevents the brand from being defined by people outside your company. Check out this article to discover five things all successful brand managers do. These fundamental skills are applicable regardless of your product category, geographical location, or industry.