What Does a Brand Manager Do? (With Position Requirements)

By Indeed Editorial Team

Published 4 October 2021

Brand managers are marketing professionals who align a company's brand to fit its target audience. They often help companies boost sales and increase brand awareness, which may lead to sustained growth. If you want to pursue a position in marketing, learning what a brand manager does may be useful for you. In this article, we answer the question, 'what does a brand manager do?' and provide the requirements to become one.

Related: 15 Top Marketing Roles and Responsibilities (With Tips)

What does a brand manager do?

A brand manager is a marketing professional who is responsible for modifying a company's brand to better fit the target market. They observe market trends and perform competitive analysis to make sure that the products and services of their brands stay relevant to current and potential customers. Their goal is to increase brand awareness for an organisation, which can lead to boosted sales and a positive company reputation.

Here are the duties that brand managers complete while working:

  • Develop a brand strategy: Brand managers create a brand strategy to represent the company's goals, mission and products. Brand strategies often include marketing guidelines and plans to advertise a company's services or a product line.

  • Handle communications: Brand managers handle marketing-related communications for organisations, including the content of a company's website and social media posts.

  • Assist with product development: They often assist companies with product development to help their products align with the brand's values and target audience.

  • Create promotional material: They create promotional material to advertise the products or services that a company offers. They may create different materials according to the product's target audience.

  • Manage a marketing budget: Brand managers manage a company's marketing budget to create advertisements and promotional material that align with the company's available finances.

  • Analyse competitor's brands: They analyse a business's competitor's to identify the brand's strengths and weaknesses and to gain insight into their target audience.

How to become a brand manager

Consider following these steps to help you become a brand manager:

1. Get an undergraduate degree

To become a brand manager, you may first earn an undergraduate degree in a field that relates to marketing, like business or advertisement. Your undergraduate degree may prepare you to develop a company's brand and adapt it to align with its target audience. By doing so, you can learn valuable marketing techniques and standards.

While earning your undergraduate degree, it's useful to take part in a marketing internship where you may learn about how to handle and grow a company's brand. An internship can also grow your experience and skills, which may help you find an entry-level marketing job after completing your degree. Ask your professors if they're aware of any marketing internship opportunities, or reach out to your school's administration to find out about internship programmes.

Related: The Best Times to Apply for an Internship (Plus Tips From a University Career Coach)

2. Gain experience

Possessing sufficient marketing experience is crucial to becoming a brand manager. Many professionals start in entry-level roles and receive valuable training in marketing, advertising and business management. It's useful to work on a variety of brands before becoming a brand manager so that you can better understand various marketing techniques. For example, working on a sports team's brand may help you better understand the target audience of adolescents and adults, while working on a brand for children's toys may help you understand marketing techniques for children.

While working, try completing duties that can grow your management skills. For example, consider completing duties that grow your leadership and communication skills, like training other associates or offering help to management. Once you gather enough experience working as a brand associate or brand specialist, you can advance to a brand manager position.

Related: How To List Relevant Experience on Your Marketing Resume

3. Get certifications

Consider earning certifications in brand management to set you apart from other professionals in your field and expand your knowledge of brand marketing. It's common for brand professionals to become a Certified Brand Manager, which recognises your expertise in marketing and shows your knowledge of brand growth and advertisement. There are a variety of educational institutions that offer this certification. Look online to find a programme that fits your needs. Many institutions offer the programme in-person and online.

4. Pursue a master's degree

Since brand managers can work in specialised areas, a graduate degree might be beneficial because it could provide advanced instruction in core concepts like advertising, economics, marketing and business. While a master's degree is not necessary to become a brand manager, earning a degree in higher education may expand your marketing knowledge and increase your chance of earning career advancement. Consider earning a master's degree in marketing, advertising or business administration.

Related: What Does a Marketing Manager Do? (And How To Be One)

Brand manager skills

Here are the skills that brand managers may use while working:

Communication

Working across departments and facilitating company-wide cooperation on branding projects may be easier for brand managers through effective communication. It's important that they're available to answer questions and clarify assignments and objectives to ensure the cohesion of the branding messages being created and communicated with the target audiences.

Related: 15 Ways on How To Communicate Effectively at the Workplace

Creativity

Creativity is an important part of creating marketing campaigns. Brand managers may balance structure with innovation when developing new creative strategies to ensure maximum efficiency and effectiveness. Having creative skills may help them develop innovative marketing techniques to get the attention of a company's target audience.

Data analysis

These professionals often present branding efforts to upper management that include supporting data. Branding efforts are often easily understood in qualitative terms, but a brand manager is responsible for calculating conversion rates and presenting them dynamically in conjunction with real-world examples to prove the effectiveness of the strategies.

Flexibility

It's useful for brand managers to adapt quickly to the evolution of the market and trends. They usually do this while maintaining the consistency of the brand's messaging. With brand management being a rapidly evolving process, these individuals often leverage the tools available to them to remain competitive.

Multitasking

Since brand managers sometimes handle various brands at the same time, it's essential to have effective multitasking skills. Multitasking can help you complete duties and prioritise tasks according to their level of importance. Consider joining a club or organisation while earning your undergraduate degree to familiarise yourself with having several responsibilities at once.

Related: What Is Marketing Consultant? And How To Become One

Brand manager work environment

Brand managers often work in demanding and high-pressure settings. They generally work full time while occasionally working overtime to meet deadlines. Brand managers can work in many different industries. They may work on several brands at once, or they can devote their efforts to one specific brand. Other features of this role include:

  • working mainly in office settings, with occasional local, domestic or international travel

  • using computers, printers, fax machines and office telephones

  • working across departments to create branding strategies

  • working in a fast-paced environment

  • creating conversion, sales and other reports to present to upper management

  • social networking regularly

Brand manager job description

Here's an example of a brand manager job description to help you better understand the role's duties and requirements:

Capital International is seeking an experienced brand manager to help guide our marketing and production staff on our collection of retail product lines. The ideal candidate for this position is an energetic professional who can multi-task and provide creative input to help grow our brands. This position acts as the creative liaison between our marketing and design teams as they create unique retail product packaging. The successful candidate will take ownership of advertisements and their related budgets, finances, compliance, staff engagement and customer service. This individual will uniquely impact all of our regional teams and work closely with the company's C-suite executives and store-level management.

Daily duties include the following:

  • Work with company partners to develop best practices in the creation, execution and maintenance of interactive programmes for our customers

  • Oversee brand standards to ensure operational systems are utilised effectively

  • Provide support for logistics and planning for all strategy and tactical meetings

  • Leverage key business drivers to get desired campaign results

  • Track and analyse sales and marketing statistics

  • Monitor competition and market fluctuations to develop new strategies

  • Monitor social media platforms, making sure that you address customer feedback and leverage to improve product performance

  • Provide comprehensive campaign performance reports to executive management

  • Provide team motivation and coaching

  • Take part in interviewing and hiring new team members

  • Work with Human Resources to identify resource needs

Requirements:

  • Bachelor's degree in advertising, marketing, business or related major

  • Ability to travel as needed

  • Proactively working across the organisation to drive results and achieve objectives

  • Ability to establish productive relationships and maintain credibility with customers and vendors

  • Excellent time management and prioritisation skills

  • Exceptional communication skills

  • Able to work independently and with a team

  • Proficiency using everyday office software platforms