How to Guide for Marketers

The five success factors to make it at the Brand Manager level

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The best Brand Managers must take ownership, provide the strategic direction, work the system, handle pressure and get the most of their direct report.

Success factors for Brand Managers

The five success factors to make it at the Brand Manager levelI’m going to go through each of the five success factors to make it at the Brand Manager level As someone who managed and promoted many Brand Managers, these are what I would use to measure success.

  1. Take ownership of the brand.
  2. Provide the strategic direction
  3. Work the system
  4. Handle the pressure
  5. Get the most of their direct report

1. Take Ownership of the brand

Many Brand Managers struggle are with the transition from being the helper to now being the owner. As you move into the job, you have to get away the idea that someone will hand you a project list. Not only will you make the project list, but you should also come up with the strategies that set up the need for the projects. 

Make a shift in how you speak with your boss. Speak with a telling voice, rather than an asking voice. It is ok to ask questions as feelers, but a great boss will want you to tell them what you want to do, and let the debate begin from there. They do not want to do your job. 

People on your team will look to you for the decisions. While they want to be heard and have their expertise recognized, but they want you to make the decisions. 

2. Provide Strategic Direction

Create a vision for the brand that can serve as a rallying cry for your team. Let everyone know where you want to go. Make sure the strategic choices and your brand’s execution matches up with your vision.

As the brand owner, you become the steward of the strategy. Reject everything that does not line up to your vision. Think with three strategic pillars, so you can steer a consistent delivery of the brand through the various functions and agencies who support your brand.

3. Work the system

You have to be able to see how the organization works and appreciate the motivations of various key stakeholders. You have to be able to understand the layers of the organization, with varying goals and motivations. Use that knowledge to begin to work the system.

Inspire, challenge and push your key subject matter experts to you their best. Understand their motivations and tap into those motivations as a way to ask people for their best.

4. Handle the pressure

The unknown of ambiguity and the time pressure of deadlines can work against each other. Figure out how to work them to our advantage, as they evoke the right balance of patience with ambiguity and persistence in getting things done. Be organized, disciplined and work the system, so it does not get in your way.

Another significant pressure for Marketers is when the results do not come in. It can be frustrating but is a reality we face. Force yourself to course correct, re-examine the underlying issues, and regroup with your team to look at other options, rather than continuing to repeat and repeat and repeat.

There is pressure in relationships that many Marketers feel, but are unable to fix. Be pro-active in making the first move to build a relationship. Try to figure out the motivations and frustration points in those you work with before they become a problem. Common ground is usually not that far away.

5. Get the most out of your direct report

Most Brand Managers struggle with their first five direct reports. The key is to keep self-evaluating and looking for ways to improve with each direct report.

It can be a struggle to shift from “do-er” to coach, as it is tempting to think you can do something faster, so you may as well do it. The problem is you just become the “super ABM.”
Many Brand Managers fail to share the spotlight, so it becomes hard for you to showcase your Assistant Brand Manager. You must believe the work of your Assistant Brand Manager will reflect positively on how good of a manager you are.

Provide your direct report with positive and negative feedback, delivered in a timely fashion. Too many new managers are afraid to “go negative” so their ABM is left in the dark or left believing they are doing a good job. Take the time to teach up front, give them room to try it out and then provide hands-on feedback in real time.

Here are the 10 reasons Brand Managers get fired

  1. Struggle to make decisions.
  2. Not analytical enough.
  3. Can’t get along with others.
  4. Not good with ambiguity.
  5. Bad people manager.
  6. Poor communicators with management or partners.
  7. Never follow your instincts.
  8. Can’t think or write strategically 
  9. You don’t run the brand; you let the brand run you.
  10. Sloppy with budgets and timelines.

To read this article, click on the link below:

10 reasons why Brand Managers get fired.

To learn more about this type of thinking, you should explore my new book, Beloved Brands.

With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.

You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

To order the e-book version or the paperback version, click on this link: https://lnkd.in/eF-mYPe

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

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