What's up brand builders! Stephen Houraghan here of BrandMasterAcademy.com and in
this video you're going to learn what a brand manager is and what they do
so you can understand what it is to manage a brand
and learn to manage your own brand more effectively.
now if you're new to the channel welcome this is where you're going to learn how
to build brands that go beyond visuals with strategy psychology and creative
thinking so make sure you hit that subscribe button and the notification
bell and you will be well on your way now the brand manager is an
all-encompassing role and everything that the brand does
in terms of its communication its operation
and everything from marketing to customer service falls
under the control of the brand manager it's the brand manager's job
to ensure that the brand is out there in the marketplace communicating clearly
and consistently and effectively so that ultimately the brand
grows long-term so everything that the brand does
in terms of its communication its operations its marketing
all falls under the control of the brand manager and it's their job to make sure
that the brand grows so the brand manager needs to ask
and answer questions about the brand so what are we doing why are we doing it this
way is it working if yes why if no why can we do things
better can we increase our sales where can we communicate more
effectively these are the questions that the brand manager needs to ask and
they need to make sure that they get the answers to those questions so that they
can ultimately steer the brand in the
direction of success and grow that brand long term now the
term brand manager is synonymous with bigger businesses when
we think of brand managers we think of brand managers at big corporate
companies managing a big brand but brand managers today
fall within small businesses and when it comes to
small business it's more than likely the business owner who is going to be
managing that brand so therefore they are in
control of everything the brand does everything within their marketing and
within their operations and making decisions
on how that brand is going to go out there and communicate so
they'll be in charge of communication they'll be in charge of
advertising whether it's Facebook or Google they'll be in charge
of content marketing and they'll be in charge of messaging
on their website so all of these roles fall under the term
and the leadership of the brand manager and within the small business that tends
to be the business owner when it comes to bigger businesses on
the other hand the brand manager usually has an
army of specialists at their disposal whether
that be a social media manager a Facebook ads manager
a Google ads manager a content writer
a copywriter a developer a website designer
there are many different roles within building a successful brand
and regardless of the resources at hand and regardless of
the skills of the business owner it is the brand manager's job to oversee all
of these roles to make sure that each one of these roles
are playing the right part are doing their bit to move the brand forward
because it's ultimately the brand manager's job
to set the course and steer the ship so some key responsibilities of the brand
manager includes market research so
understanding who that audience is and what they're looking for
understanding that competitive landscape and what's already
in the market to identify gaps and opportunities then there's also visual
and verbal communication how is the brand being expressed
in the marketplace what kind of personality does it have what kind of
tone of voice or messaging strategy or storytelling framework is being used
and then of course marketing strategy what kind of ads are
out there in the marketplace where are those ads
being put what kind of media spend is being allocated to
different channels these are all part of the role of the brand manager to
understand what they need to do understand how they need to get in front
of their audience and make some critical decisions to get in front of that
audience and ultimately sales this is where the buck
stops with the brand manager they need to ensure that
everything they're doing within the brand everything that they're
communicating and all their marketing efforts is providing a return on
investment and that those sales are ultimately
growing longer term and the brand is ultimately growing
long-term so what is the brand manager that owns the show
that is the brand and at the end of the day
it is the brand manager that needs to have a firm understanding of all of the
different elements at play all of the different lines
of communication and everything that the brand needs to do
to shape the perceptions in the mind of their target audience so having a really
strong relationship with who that audience is really really
understanding what it is that they want to be able to
make critical decisions to get in front of them
to influence their perceptions and to ultimately influence
their buying decisions so that they buy more of what the brand is offering
and that they ultimately grow that brand but I would love to hear from you about
your experiences when it comes to brand management are you managing a small
brand at the moment and are you playing all those roles or are you managing
a bigger brand and do you have specialists at your disposal I would
love to hear from you in the comments below about your
experiences if you have any questions in relation to brand managers or brand
management let me know in the comments below I'll do my best to answer all of those
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about your experiences and your challenges I'll do my best to answer all
of those until next time brand like a master and
I will see you in the next video!