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Brand manager

Looking after a brand: what it stands for, how it looks and how it is talked about.

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The brand manager looks after what the brand stands for, how it looks and sounds, and how it shows up in every channel and on every pack. In an integrated plan they hold the brand platform and the message house that agencies and teams build from, and judge whether each piece builds the brand or only fills a slot. They often run launches, promotions and sponsorships for the brand as well.

What matters when choosing

  • Asset management that keeps logos, colours, images and approved copy in one place, in every language.
  • Partners who respect distinctive brand assets and can adapt them without breaking them.
  • Brand tracking that shows memory and preference over time, not only campaign results.
  • Approval workflows quick enough for social and creator content.
  • Clear briefs and one message house shared by every agency.

Questions to ask vendors and agencies

  1. How does this keep the brand recognisable across channels, markets and languages?
  2. How will we know whether the brand is getting stronger, not only whether a campaign worked?
  3. What may partners change, and what must stay fixed?

Common mistakes

  • Refreshing the look so often that people stop recognising it.
  • Running promotions and sponsorships that do not fit what the brand stands for.

Typical disciplines Advertising (TV, radio, print, cinema) Sponsorship Sales promotion Social media Influencer and creator marketing Out-of-home and digital out-of-home

Platforms that fit (12)

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