Once simply associated with a logo, name, or trademark, the term ‘brand’ has evolved into so much more. Today a brand is the all-encompassing perception of your products or services when a prospect hears your brand name. With so many consumer touch points in the 21st century, there are now more opportunities than ever to maximize what the public thinks of your brand from both an emotional and factual standpoint.
Many companies have successfully adapted to the idea that brand building is the most crucial marketing component, while some have been dragging their feet to jump on the wagon. Reality? Brand focus does not appear to be at risk of extinction anytime soon. In fact, major corporations like Proctor & Gamble have shifted their entire marketing functions to brand management.
The most important aspect of branding is to make sure that ALL components and touch points tie back the same message and evoke the same emotion.
So what skills, qualities and strategies make for a ‘successful’ brand manager?
The best brand managers truly are a balance of the left and right brain. It’s a harmonious mix of strategy and creativity typically acquired through work experience in their market and product.
A brand manager must start with the big picture. He or she has to understand the category, the consumer, the targeted customer’s attitudes, values, hopes, and fears. They must be able to take available quantitative and qualitative data to draw a conclusion and apply an appropriate solution. A brand manager knows how to differentiate. Many product markets are saturated. From bread to restaurants to automobiles—the options become so similar. A brand manager must be courageous enough to try something bold that stands out from the pack, while still creating an appropriate and meaningful message.
Another key to understanding a good brand manager is to realize they are not salesmen. Generally, in sales, you are looking for cash now and immediate gratification. However brand managers realize that building your image is a long-term process. A certain promotion may make sense from an immediate business perspective, but a good brand manager will know and fight for the best decision from a long-term perspective.
Pulling back to the right side of the brain, let’s remember that humans are visual creatures. While facts and benefits may appeal to some level, packaging, advertising, and presentation at and during point-of-sale can still make or break a deal. Creativity and aesthetic appeal is crucial to any brand manager.
A favorite brand moment in 2015 was the “reinvention” of Barbie. As one of the clearest representations of childhood, in particular for many girls, Barbie has taken this past year to redirect its branding. Barbie wants to maintain its position as a favored childhood classic toy, while establishing the message that “you can be who you want”. Stepping away from the mold of a skinny body, high heels, and a fashionable life—Barbie products and advertising campaigns still target the young lady but encourage her to be ambitious and explore who she is. Today Barbie’s product line and messages prompt young people to appreciate the “realness” of themselves and their peers.
Looking for insight on how to build, manage, or evolve your brand—we’re here to help!
