what is a brand manager?
As a brand manager, you manage a company's image. You are responsible for customers' perceptions of the business and the brand. Hence, you develop strategies to improve the brand's image and make the company's products recognisable. The role requires creativity, technical skills and business acumen to stay ahead of the competition.
Aside from inspiring enthusiasm for a company's product externally, you also build interest among employees. When employees are enthusiastic, they represent the brand positively, boosting customer loyalty with their customer service skills. Brand management involves implementing diverse strategies to build value and equity. You also identify the most effective digital marketing and communication tools for portraying a unique value proposition for the brand.
what does a brand manager do?
As a brand manager, you work alongside the marketing team to ensure the information they convey to the public resonates with the company’s brand messaging. After studying the audience and customer needs, you develop a brand tone and voice to use on various social media platforms to improve awareness. Brand managers create advertisements and marketing campaigns for the company. You also work with the production teams to ensure the product features and packaging matches the brand image.
view opportunitiesaverage brand manager salary
As a brand manager, you receive a remuneration package of approximately $100,000 per year. Brand managers in entry-level positions receive a salary of $85,000 annually. As your experience improves, your earnings increase gradually, and you can earn over $120,000 yearly.
what factors affect the salary of a brand manager?
Depending on their experience and qualifications, brand managers have diverse salaries. When you are new in the role, you have minimal experience, and your earnings are likely to be lower. Brand managers with experience and additional competencies receive a higher remuneration package.
The company size also influences your earnings. When you work in a large company, you are responsible for its brand image in various regions and countries. The scope of your role in large companies also increases your earning prospects. For instance, in large organisations, your job ranges from branding campaigns, advertisements and social media campaigns to print and television advertising. When you handle large projects, your salary is higher than brand managers working in junior roles or small start-up companies.
The location also influences the remuneration of brand managers. Working in metro areas increases your earning potential due to the high demand for the role and the high cost of living in those areas.
types of brand managers
The types of brand managers usually depend on the employer they work for and the scope of their role. Some of the brand managers include:
- personal brand managers: as a brand manager, you can assist prominent personalities in achieving their business and personal goals. You organise appearances and interviews to help them improve their brand image. You also strategise ways to increase their social media following and help them improve their skills.
- product brand managers: as a product brand manager, you work with a company to increase a product’s awareness or introduce it to the market. Your job is to develop the best packaging and branding strategies to make the product attract attention. You work with production and marketing teams to streamline the product's brand messaging.
working as a brand manager
Working as a brand manager involves improving a brand's public image and perception. Let's explore brand managers' duties, work environments and career outlooks.
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brand manager job description
Some of the duties of brand managers include:
- researching the consumers and market: it is important to understand the company's market and consumers. You should research the target audience and consumer preferences before developing the brand's tone and voice. After developing a brand image and voice, you test it in the market and use focus groups to evaluate the performance.
- developing a brand identity: as a brand manager, you develop a brand name that will build a strong brand identity. A good brand name enables you to build customer relationships since they can relate to the brand identity. A strong brand identity gives people a sense of organisational culture that makes them recognisable in the market.
- planning strategies to build on the brand identity: it isn't enough to create a consistent image that curves out a position for the company in the marketplace. You should regularly plan for the next strategy to strengthen the brand identity. Identify areas of improvement in the brand identity and develop a plan to improve on the areas.
- developing custom brand management campaigns for products: as a brand manager, you keep your company ahead of the competition. That involves creating personalised branding campaigns for various products and services. You plan and execute communications and media to promote products through various channels.
- assisting with launching new products: as a brand manager, you ensure the launch of new products is smooth and successful. For instance, you advise the company on pricing, product development and packaging that attracts customers' attention. You also create and manage adverts and social media campaigns.
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work environment
Brand managers work in various industries, from retail and marketing agencies to wholesale businesses and manufacturing companies. As a brand manager, you work in high-pressure and demanding work environments. Most brand managers work in an office setting and often collaborate with people in various departments. The job also involves travelling to meet various stakeholders in the industry. Your role may involve international travel if you work for a multinational company. Since you can accomplish most of the roles from a phone or computer, remote working is possible.
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who are your colleagues?
Depending on your employer and the industry you work in, your colleagues might include digital marketing managers, finance managers, finance analysts, financial accountants and production workers or managers. You might also be working in close proximity to office managers, marketing coordinator executives and operations managers, as well as other specialists that could include, but not be limited to, category managers, insights managers and portfolio managers.
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work schedule
The work schedule of a brand manager is 40 hours a week in full-time positions. As a brand manager, you work regular business hours, attend meetings and develop brand strategies. Sometimes, you meet clients or attend conferences in the evenings or during weekends. While most brand managers work full-time, part-time opportunities are available. Some brand managers also work on short-term contracts. As a freelance brand manager, you enjoy flexible work patterns like working from home.
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job outlook
Before you become a brand manager, you join the profession as a junior or assistant brand manager. As you improve your skills, you attain a senior level in the company. From a brand manager role, you can become a communications manager, public relations officer or marketing director. Some brand managers become consultants and open private practices.
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advantages of finding a brand manager job through randstad
Finding your brand manager job through Randstad provides important advantages such as:
- a wide variety of training and development opportunities
- an experienced contact person to provide help if needed
- a range of opportunities in your area
- get paid weekly or monthly, depending on the job
- temporary and permanent contracts
Want a permanent contract? A temporary job as a brand manager is often a stepping stone to an attractive permanent job. Every year, thousands of people earn a permanent contract with great employers thanks to a temporary job found through Randstad. What's more, many companies recruit their permanent employees through Randstad too.
brand manager education and skills
Some of the educational qualifications of a brand manager include:
- education: formal education is compulsory for becoming a brand manager, but some employers prefer qualifications in the field of communications.
A bachelor's degree in marketing improves your job prospects. - work experience: working as a brand manager requires work experience in marketing and communication. After completing your degree in marketing, you can secure an internship to learn the role's requirements. You also gain relevant experience in junior marketing or communications jobs. Typically, brand managers require experience of up to 5 years to excel in the role.
brand manager skills and competencies
Some of the qualities of a brand manager include:
- storytelling skills: as a brand manager, you create content and innovative campaigns that resonate with customers. Storytelling skills help you communicate with your audience and explain the product features.
- multitasking skills: as a brand manager, you juggle marketing and advertising campaigns for various products. Multitasking skills help you handle multiple tasks without compromising the performance of any tasks. With multitasking skills, you oversee various aspects of brand marketing and create a cohesive identity.
- interpersonal skills: having interpersonal skills helps you connect and collaborate with others. Since you work with various professionals, interpersonal skills assist with relationship management. Interpersonal skills make you a good listener and help you understand the needs of your audience.
- flexibility: as a brand manager, you develop brands that resonate with the target audience. Due to the constantly changing market trends, you require flexibility to adapt to changes and stay ahead of the competition.
- data analysis: as a brand manager, you gather and analyse information on your audience to ensure the brand offers value to customers. Analysing data helps you learn about competitors' products and customers' habits and preferences.
FAQs about working as a brand manager
Here, you will find the answers to the most frequently asked questions about the profession of a brand manager.
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which industries do brand managers work in?
Brand managers work in various industries to improve the brand image of the company they work for. For instance, you can work in wholesale trade or scientific and technical services. Some brand managers also work in the manufacturing and mining industries.
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what does a brand manager do?
As a brand manager, you are responsible for devising and implementing a marketing strategy to improve a company's brand image. Your job is to enhance the brand's image and increase sales or boost customer loyalty. Your primary role is to make your company's brand name memorable and keep it in the hearts and minds of customers.
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is a brand manager a good job?
Working as a brand manager is exciting since you build the company's image and improve sales. A brand manager has numerous opportunities for career growth in managerial positions and other executive roles. Brand managers also earn lucrative salaries.
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what is the salary of a brand manager?
The average salary of brand managers in New Zealand is $100,000 per year. When you have minimal experience, your salary begins at $85,000. Experienced brand managers receive a remuneration package of over $120,000 yearly.
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is a brand manager a high position?
A brand manager is a managerial position with important duties in the company. Depending on the company's size, it can be a mid-management position or a top-management role.
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how do I apply for a brand manager vacancy?
Applying for a brand manager job is easy: create a Randstad profile and search our analyst job offers. Then simply send us your CV and cover letter. Need help with your application? Check out all our job search tips here.
