By: Sir Sanju Ganglani– Managing Director
With brand management being an estimated 500-billion-dollar industry, one might ask what exactly the role of a brand manager is. The answer, in short, is that it is no easy feat.
Brand management is more than just flashy logos and witty posts on social media. It encompasses every aspect of marketing and management and is essential for the success of every type of business. Every day as a brand manager is different. From dealing with other agencies that are outsourced to handle certain creative tasks, to contacting suppliers or working with the rest of your team to make sure all statistics and distribution factors are okay. Handling the website and merchandise or creating new sales points for customers – the only thing one can count on being a brand manager is always being in demand.
In a highly competitive marketplace, one thing a brand manager can always count on as difficult is remaining consistency. It is much too easy to send a document to a client using an outdated logo or send out a clumsily worded statement which can lead to misinterpretations of your brand. You cannot buy your customer’s opinions as easily as it is to buy a billboard or tv commercial slot – you are always in danger of anything derailing your brand or brand message. Everyone wants their brand to be showcased in a certain light, and this light is a brand manager’s responsibility to maintain across all their platforms, regardless of how many changes there may be. Any faltering may not be a big deal to others, but it breaks the unified experience that customers are on the receiving end of. As brand managers, it is our job to make sure this does not happen at all.
Conversely, something brand managers are always at the mercy of is not having a strong enough digital strategy that evolves with the rest of the world. Being such a complex, changing field, branding thrives when there are different mindsets and perspectives for every business. New, dynamic, and creative initiatives, new ways to work with other areas of marketing, new focuses for customers – these will all be part of your job to keep creating and maintaining. To always tailor to your consumers’ sweet spot is not an easy task, but by developing original programs, adjusting your digital marketing focus, or becoming active partners of certain other companies, you will find it much easier to not only understand the dynamic nature of branding, but excel in your role as the company’s protector.
To implement all of these changes and strategies but also keep your company relevant on all platforms takes a lot of hard work (and stress). There will be times where this hard work won’t seem like it is paying off – there may be fewer customers buying your products or more reasons emerging for them not to engage in your company’s services (perhaps there are cheaper or more popular options available). In the world of social media, you must also account for the fact that followers can and will talk. When it’s your job to protect a brand’s reputation, it is much easier to spot the audiences that are negatively influencing your campaigns, jeopardizing your services or product sales with negative reviews, or even employees doing the same thing. All of these may lead to you and your team’s personal driving force to fizzle out. However, as brand managers, it is our jobs to detect these red flags and respond to them before they even gain momentum. Create new reasons for your clients to go to your company and face their criticisms head on, whether online or in person – so that your business will not have to face these challenges altogether.
While rest of the world looks on with criticism and scrutiny, it’s true that you have your work cut out for you as your company and brand’s guardian. But those engaged in building and maintaining a brand should have a willingness to adapt and change along with the harsh and forever changing marketing industry. It will never be easy, and it takes a lot of thick skin and persistence. The types of people who thrive at brand management are the ones who when faced with any of these challenges, they can determine which ones are most critical to their success and meet such challenges – strengthening their brand identity and their impact and accomplishing something like no other.