Brand Expert is a vague role in the worldwide market these days. A job whose nature is intangible and there are no clear expectations about it. Some businesses consider the brand Expert to be the sales Expert and some businesses consider the brand Expert to be the marketing Expert. However, in this foggy branding environment, we guess you are reading this article for three reasons:
This article is the result of studying external sources and the experiences of consultants who have taken responsibility for brand management. If you are not yet familiar with the topics and concepts of branding, start with branding training. Otherwise, read the rest of this article.
Who is the brand Expert and what are his/her duties?
In the definitions of global and international standards, the responsibility of the brand Expert is as follows: A brand Expert is a person who measures the perception and image of the brand in the market and helps the brand to gain knowledge and loyalty to the brand through interactive and marketing tools. In this way, the brand Expert is responsible for creating a competitive identity and advantage. The brand Expert is also responsible for managing tangible elements (price, packaging, website design, logo, etc.) and intangible elements (value proposition, loyalty, etc.). Expert definitions can also be used to achieve the task of brand Expert.
The point that combines branding and marketing is that the marketing techniques of brand management tools were introduced. Brand management is the process of defining identity from a value proposition and injecting it into the mind of the target community. Because what the brand says is not necessarily the same as what the target audience is, it is up to the brand Expert and branding team to examine these deviations and create a solution (possibly in the form of a campaign). What is expected from a brand Expert is the improvement of brand indicators, including:
Increase brand awareness Increase brand attractiveness Increase customer loyalty Increasing the number of brand promoters
Target community for brand Expert
It turns out that the brand Expert of the target community beyond the target community is the marketing unit (probably focusing on sales leads), the sales unit (focusing on justified or current customer leads), and the after-sales service (focusing on the current customer). The brand Expert is responsible for the perception of the whole audience about the brand.
In fact, the branding process for organizations does not end there. Organizations need to increase the number of customers, develop a new product or enter new markets every day. On the other hand, competitors are also involved in such activities. Therefore, the activities of the organization and its competitors affect the minds of the target community and brand indicators. Given the increasing ways of communicating with the audience, let’s open up the brand management processes a bit.
What roles does branding require?
If you have read the article on brand identity, you are familiar with the dimensions of branding. Looking at the variety of branding activities, we quickly realize that implementing branding is more than just one person. Let’s take a look at current branding issues: Branding and Content Marketing: Content marketing with the continuous presence of the brand in the media and marketing channels, continuously affects the mentality of the target community and increases brand awareness, brand awareness, and brand loyalty.
Branding and public relations: Public relations, which is also called creating appetite, is to create a brand image without direct advertising of the brand. Advertising reporting, collaborating with the media, publishing news, and such activities are related to public relations. Branding and Design: One of the areas that makes a brand attractive is the unique design of the brand. Attractive and unique visual features are amazingly effective in brand success.
Branding and market research: Reaching the audience persona, questionnaire distribution, questionnaire analysis, quantitative and qualitative research, focus group, and other branding research are all subsets of market research to effectively measure the value and image of the brand. Branding and strategy: Choosing a grand brand strategy to position the brand and choosing the best strategy to promote a branding campaign are topics that affect the future of the business. Knowledge of strategic business issues helps strategic brand management.
Digital Marketing and Branding (Digital Branding)
How to use digital tools to manage the brand and interact more with the audience through online space including SEO, email marketing, social media marketing, online advertising, and… As you can see, the plans of the brand Expert are not one or two. These things are so many that it goes beyond one’s knowledge and experience. Therefore, brand management is a person who can manage all these plans. So if you come across a job description of a brand Expert, know that you are not going to perform them alone. The brand Expert, like the conductor, leads the branding activities to create a harmony of brand interactions.
Job Description of Brand Expert
In brand Expert recruitment advertisements, two parts are important for the employer: the responsibility and description of the duties and requirements of the applicant
Responsibility and duties of the brand Expert: Planning and implementing branding research including brand health indicators such as brand associations, brand loyalty, Identify key marketing and marketing trends, Business branding budgeting, Strat design
Designing branding campaigns
Update brand identity based on market conditions, business and audience attitudes
Monitoring the implementation and success of advertising campaigns, Requirements, and competencies of the brand applicant: Minimum undergraduate education in the fields of industrial engineering, management, and business
At least 5 years of experience in the related field, Analytical thinking, and attention to detail
Creative and innovative
Ability to advance teamwork and project management, Ability to advance business correspondence
Has strategic thinking, Master the principles of branding, marketing, advertising, and market research.Familiarity with different types of media
What organizations hire a brand expert?
Basically a brand manager for developed businesses. In start-ups or small organizations, the marketing manager has the role of brand manager. The following areas usually apply for a brand manager: Large and popular products, especially FMCGs, cosmetics, pharmaceuticals, and technology companies
Marketing agencies
Multi-branch and chain stores
Every business area with a purpose requires hiring a brand manager. But brand management becomes a challenge for brands as the number of products and the volume of organizational interactions increase.
What is the salary of a brand manager?
In countries like Canada, the average is $ 70,000 ($ 5,800 per month). This rate in Canada varies depending on the brand, but usually, the salaries of brand managers are on average 2 to 3 million tomans higher than marketing experts. Usually, the salary of brand managers varies from 10 to 30 million per month depending on the organization.
Advantages and disadvantages of brand management jobs. The job of brand management is one of the most attractive jobs. This job has a dynamic, diverse, and creative nature and human interactions play a key role in it. Although this job is very attractive, it also has its challenges. The biggest challenge in this field of work is the lack of job opportunities.
In countries that are going through a difficult economic period, the issue of hiring a brand manager is a kind of development activity and conflicts with the conditions of the recession. The duties of a brand manager are not very clear and fixed. Each organization defines the scope of responsibilities and duties of the brand manager based on its own needs. Many brand managers become confused about the effectiveness of their activities after a while because they themselves may not be directly involved in any process.
Conclusion
This article examines the nature of the brand manager job, challenges, different dimensions, duties, and rights of the brand manager. The job of brand management requires sufficient experience in various fields and gaining applied knowledge in the field of branding. Share your experience with us.
