There will come a stage when people recognise your brand by sight alone, but this doesn’t come easy. Branding is one of the most significant methods of distinguishing yourself from your competitors and tends to give you an edge once your brand has gained some credibility.
A branding manager should be able to streamline the essence of your brand and get the right message out to the audience. The importance of this position is reflected in the statistics provided by the U.S. Bureau of Labour Statistics who predicted that jobs in this sector are projected to increase by 12 percent in the years between 2012 and 2022. It is, therefore, important to consider certain factors before hiring a brand manager:
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Consumer psychology and trends in marketing are of the utmost importance when it comes to branding. Your brand manager should be on top of both, and help by finding ways to attract new customers by understanding their wants and needs and what is popular in the market at the moment. You may have tools that help you analyse the data you are getting from the market, but understanding and implementing the information you get from this can help you determine a profitable course of action.
Brand distinction is key when it comes to good branding strategies. Your brand needs to be the most famous and recognisable in its category. A good brand manager will be able to accelerate this by taking calculated risks instead of following herd mentality and sticking to the status quo. They must have disruptive strategies and ideas that will propel your brand to the next level. Your products may be of top quality, but what matters more is that people prefer it to others in its class.
In the era of the internet, information is not hard to come by. A simple search will tell you everything you need to know, and some more. However, this means that people are less patient and unwilling to devote more time to hearing a message. The key here is to keep that message short and to the point. Focusing on the bare essentials and leaving out the rest is an important skill for a brand manager to possess and this helps him/her stay ahead of the pack.
Though they may be a new addition to your business, a brand manager needs to take ownership of your brand so they can represent it to the best of their abilities. He/she must be fair to business partners and take responsibility for the course that the brand is put on. A team player who can manage a large team and put a positive spin on your brand is the ideal candidate for your brand manager.
These are the most important qualities to consider before hiring someone to manage your brand. Other factors such as initiative, courage, and passion for both the brand as well as marketing are important while finding the ideal brand manager. Most importantly, find a person who will fit in well with the culture of your organisation and can get work done in collaboration with other teams. They must not be afraid to have a voice and be ready to make changes as they see suitable – if they lack these qualities, the harsh possibility is that the brand name could end up being ruined!