To the vast majority of businesses, their brand is everything. As advertising guru David Ogilvy once said, ‘a business without a brand is like a person without a personality.’ An organisation encapsulates its values, purpose, and external perception amongst customers and other stakeholders within its brand. The guardians of a brand are vital, ensuring that a business maintains its strength and unique appeal while evolving with market conditions, customer demands, and other external factors. But what brand management skills should organisations seek in candidates for these critical roles?
Top Brand Management Skills
Strategic Thinking
Brands are constantly evolving, and managers must be able to think strategically and align initiatives with the overarching and shifting goals of the wider business. As explored in VMA GROUP’s report, Beyond Communications, today’s communications and brand leaders are increasingly expected to act as strategic business partners rather than purely functional specialists. This includes analysing market trends, understanding consumer behaviors, and developing plans that position the brand effectively and differentiate it from competitors.
Those who possess the ability to think strategically and laterally can develop plans that appeal to both internal stakeholders and external customers, which is no easy feat.
Creativity & Innovation
Keeping a brand fresh and relevant is challenging, especially in a rapidly changing world. The best organisations, like Apple and Google, adapt to stay at the cutting edge. According to Interbrand Best Global Brands, organisations that consistently innovate are more likely to maintain long-term brand value and customer loyalty. For firms with less established reputations and smaller budgets, creativity and the ability to think outside the box are critical skills for any brand manager. These individuals need to reinvent their output and develop fresh content linked to central organisational values while setting their brand apart from rivals.
Communication
Brands are built on effective communication. Organisations or individuals that can’t articulate their brand’s purpose, values, and goals will struggle to gain a foothold in core markets. Brand managers must advocate on behalf of their brand both internally and externally, collaborate with cross-functional teams, and engage with a wide array of stakeholders. Consistency in messaging and interactions is nearly impossible without clear and coherent communication skills.
Additional Essential Skills
Cultural Intelligence
In the multicultural global market, cultural intelligence and understanding different contexts are critical. Numerous organisations have been impacted by a lack of these traits, particularly those working internationally. For example, Chevrolet’s ‘Nova’ model translated to ‘it doesn’t go’ in Spanish, impacting sales in Latin America. Similarly, KFC’s phrase ‘finger-licking good’ was translated to ‘eat your fingers off’ in China. Awareness of cultural differences can save organisations from significant embarrassment.
Organisational Expertise
Managing a range of branding initiatives involves coordinating multiple projects, timelines, and teams. Strong project management and organisational qualities are key to planning effectively and allocating resources to ensure strategies are executed under budget. Timing is also critical in effective branding, and deploying tactics at the right times can significantly impact overall success.
Technological Know-How
The digital landscape is constantly changing, and brand managers must remain up to speed with the latest developments. AI-led platforms like ChatGPT and new social media channels and design tools are now integral to brand management. Utilising these technologies to their full potential helps build brand awareness, engage with audiences, and manage workloads effectively.
Brand managers play a pivotal but often overlooked role within organisational marketing and communications teams. Without their expert skills in maintaining and evolving organisational perceptions, the work of those in other roles would be wasted. If your business is seeking its next key hire, speak to our expert team to find the best specialists in the market.
If you’re searching for your next Brand Manager or marketing specialist, our marketing and communications consultants can help. Get in touch with the team today.
