We've brought in the big guns. Discover 6 highly effective skills every brand manager should know.
As professional brand managers, you already understand the importance of developing a good relationship with your audience. But alongside analyzing, planning, and managing your brand within the market, the journey of brand management is a constantly evolving one. From championing brand integrity within your own teams, understanding how to design and implement a winning brand strategy, to deep diving within the customer experience to creating a successful style guide, we’ve asked some branding professionals to share their insights on what are some of the key skills that every brand manager needs to know.
Sometimes the best brand resources are directly in front of you. Empowering and educating your team members to be your best brand advocates is a key skill in effective brand management. As Director of Brand Marketing at Blinkist, Sarah Moriarty is a firm believer in getting team members to champion the brand.
The key to building a cohesive brand is starting with your own team! If you can get every team member in your company on the same page when it comes to what your brand is, how it feels & sounds, and why they should believe in it, then this understanding will trickle into every project that's built and developed. You can achieve this through clear brand guidelines, interactive brand workshop sessions, and practical toolkits that speak to real tensions and challenges. This is the fundamental first step in translating your brand vision to all customer touch points. -- Sarah Moriarty, Director of Brand Marketing at Blinkist.
Embrace Your Inner Project Manager
As an experienced freelance communication consultant, Rose McCullough knows what it takes to wear multiple hats and draws upon project management principles such as planning and working collaboratively in order to bring product into line with brand promise. This means engaging multiple stakeholders, being able to think quickly and creatively and to use her external consulting experience to cast fresh eyes over the brand for her clients.
In FMCG, working on brand fundamentality means aligning product with promise. This means that you are often in a Project Manager position, working with a variety of departments in the company to adjust the voice, design or strategy for the customers' needs. Here are my three pieces of advice to become a successful brand professional in this space: Apply limitless creative thinking - There are ways things have been done and there are ways things could be done. Don't be limited by the 'norm'. Plan meticulously - Kick-off meetings, project timelines, meeting minutes and regular check-ins should all be part-and-parcel of your project management to ensure timely execution and smooth coordination. Create a collaborative work environment - Working across departments requires diplomacy, compromise and transparent communication. Be the voice of the customer within the business and foster strong relationships with colleagues to filter that through to all aspects of it. -- Rose McCullough, Freelance Communication Consultant.
Develop a Thoughtful Brand Strategy
Investing the time to develop your brand strategy is the key to building a successful brand. A successful brand strategy is the long-term plan for the brand and defines the how, where, what, when and to who you communicate your brand message. Simply put, it’s the foundation on which to build upon the brand.
Understanding what makes good brand strategy is key. A lot of people go wrong by going straight into execution/creative - always start off with the basics like WHO you appeal to, WHY you exist as a brand, WHERE your brand might get traction, before jumping into picking the perfect color or writing the perfect tagline. -- Tom Livingstone, Head of Marketing, Talentful
Deep Dive into the Customer Experience
As marketing manager at travel company AirHelp, Felix Ecke spends a lot of time thinking about the customer experience. AirHelp helps millions of customers to obtain compensation for delayed or cancelled flights, so understanding their customer, their behavior and needs is critical for AirHelp brand management.
When building a brand, Analyze everything around your customer and the customer journey. Find out when they would buy and/or use your product, why they do it and how your brand can fulfil those needs. Designing a nice logo is easy, but to work out the basics is the hardest part. -- Felix Ecke, Marketing Manager Germany, AirHelp
Establish a Style Guide
With so much content being published internally and externally, it’s important to have one unified style guide that applies consistency across your brand and defines your brand’s unique tone of voice. Investing in content marketers, UX Writers and documentation experts also builds trust with your audience as they will naturally engage in clear and concise copy.
A style guide is a powerful tool for your brand. It helps you write clear, consistent content for your organization across teams and channels. This way, marketers, web developers and community managers all stay on the same page, and present a unified vision of the brand to the public. -- Teresa Sousa, Founder, TAGS-Language Solutions
Quit Trying to be Everything to Everyone
Brands can polarize and that’s okay! Not everyone is going to like or engage with your brand so it can be a waste of energy trying to be all things to all people. Instead, focus on finding the best people to amplify and engage with your brand. What are their needs, and can your brand solve them? Freelance Brand Strategist, Ruth Chadwick shares her tips:
If some people don't like you it's a good thing. You can't be for everyone. Find your people, work out what they want or need and then only talk to them. Forget everyone else. You will be a more powerful brand with the love of a few than you will be with the mild indifference of everyone. -- Ruth Chadwick, Freelance Brand Strategist
When it comes to brand management, there’s always room to think outside the square and we hope you’ve enjoyed some fresh insights from our expert brand managers. At Latana, we look forward to hearing about how you’ve applied this advice within your own teams and across your own company brand. For more brand advice, check out our articles on building a trusted brand and improving brand awareness.