What Does a Brand Manager Do?

You’re great at developing engaging content that encourages customer interaction that translates to sales, but you want to take that next step!

Not only do you want to craft messages based on your company’s brand, but you want a hand in developing that reputation, too.

Now may be the time for you to learn more about brand management and how it can expand your role within your marketing department.

What is Brand Management?

Brand management is the process of maintaining your company’s reputation and building its perception among your audience. The different parts of brand management include awareness, equity, loyalty, recognition, and reputation. 

• Awareness - how familiar the general public is with your brand
• Equity - how customers value your brand based on their experiences and perceptions
• Loyalty - how consistently your customers engage with your brand
• Recognition - how well a consumer can recognize your brand
• Reputation - how the general public perceives the character and quality of your brand

What Does a Brand Manager Do?

A marketing brand manager cultivates the message a company wants to express to its customers.

They make sure the products and services their company offers resonate with customers and are represented in the best light. Brand manager responsibilities include setting a brand style, assisting with product development and managing advertising budgets.

They also assist with marketing campaigns, helping develop a message that will drive customer engagement and further define the company’s reputation and image in relation to the market.

The brand of a company constantly evolves based on the market and feedback from customers. Brand managers must be able to adapt quickly, maintaining a consistent company image while responding to changes in the industry and society. Using consumer and trend research, brand managers create strategies to mold how people perceive the company’s brand.

They make sure the brand is recognizable and maintains a good reputation among its target audience.

In a brand manager job description, companies often look for someone with strong communication skills and plenty of creativity.

They also need to be able to research market trends and analyze the data to draw conclusions that shape their branding strategy.

Brand managers typically manage a team, so they also need supervisory experience.

What Does a Typical Day Look Like?

No two days are going to be the same and a brand manager at one company might have different tasks and responsibilities at another company.

Generally, a brand manager will play a role in the creative development of content, running an affiliate program, interfacing with the media and the sales teams, pulling data and running analysis on campaigns, and working with outside agencies and vendors.

How Much Does a Brand Manager Get Paid?

The average brand manager salary is $70,000 according to Payscale. Using the PayScale Salary Survey, you can estimate how much you would make depending on where you are located and how much experience you have.

How Can Digital Asset Management Help?

Brand assets are the tangible components that customers, employees and the general public can see. These assets need to be stored somewhere, and brand managers often need a “brand central” to house all logos, fonts, guidelines, and campaign assets.

It can be difficult to keep track of everything, especially when you’re in the middle of a brand refresh. Digital asset management can help keep you organized. DAM helps you distribute assets, collaborate in house, and work with agencies and outside vendors.

Image Relay's Guide to Digital Asset Management will show you how digital asset management can make keeping the tangible components of your brand organized. You’ll have a place to store these assets and easily find them when needed. DAM helps save you time and money.

Photo by Austin Chan on Unsplash.