The Real Skills Of A Brand Manager
Jack of All Trades, Master of None – Control Freaks Need Not Apply
I know, I know — it’s an unpopular opinion. But being a top-tier brand manager requires diplomacy, juggling skills, active listening, and pragmatism. It does not require being an expert in everything—oh, and definitely not being a control freak.
I often speak to agencies about what lies beneath the surface of the iceberg they see when working with clients. You can see why trying to be an expert in everything would make our heads implode...
Service, Please
At the start of the year, brand planning — the two most dreaded words in marketing — looms large. But what if you reframed your thinking to focus less on brand and more on service?
Gandhi said, “The best way to find yourself is to lose yourself in service to others.”
Applying this principle to brand strategy means embracing a service mindset, which fosters emotional connections, brand loyalty, and reduced price sensitivity.
Service is about value. Shifting the focus from price to value can elevate your brand to a new level. But beware—change is inevitable. Keeping an eye on the future is essential for long-term success.
Marketers Can’t Write Briefs
Once you’ve nailed your brand strategy, you’ll need to write a few briefs. Prioritise time and space to do this collaboratively.
An agency is only as good as the brief it’s given. I’ve seen great agencies struggle with briefs that are unclear, unfocused, or lack commercial objectives. "Increase penetration by 2%” is not a creative springboard.
A brief should be a conversation, a joint effort, an anchor, and your North Star throughout a campaign. Start with a single-minded objective, refine it, and ensure it lives and breathes through every stage of the journey.
Creative Courage – Where’s the Love?
In your beautifully crafted briefs, always leave room for agencies to be creatively bold and emotionally tuned in.
Too often, the link between standout creative and emotional impact is overlooked. Creative courage should be a recognised skill—listed on job descriptions and sought after by every marketing director.
In a world oversaturated with messages, how do you cut through the noise? Not by bombarding audiences with endless social ads (think Mahabis slippers on Facebook!). Being bold can work, but aligning creativity with brand values is far more powerful. Emotional advertising is the key to long-term brand love, providing resilience during tougher times.
Studies by Harvard professor Gerald Zaltman show that 95% of purchases take place in the subconscious mind, and brands that adopt an emotion-first strategy see 82% loyalty retention. Who wouldn’t want some of that?
An Army of Influencers Under Your Nose
When it’s all happening (the exciting bit), don’t forget that everyone in your business is an influencer.
Every employee has two ears and one mouth — meaning they can listen, become brand advocates, and spread the word. When they understand their role and the key messages, they add real value. Employees who feel informed and included will always feel empowered and engaged.
JFK once asked a cleaner at NASA, “What are you doing, son?” His response? “Putting a man on the moon, sir.” He understood the mission and his role in it.
Final Thoughts
Excelling as a brand manager requires multitasking, teamwork, and strong leadership. Now, brave marketers, go forth and lead your incredible teams—agencies, peers, and leaders—who are ready and able to drive success.
Or, as Vanilla Ice so brilliantly put it: STOP, COLLABORATE, AND LISTEN.
