There is one most common perception about advertising and that is one needs a common sense to be an ad person but the irony is that common sense is not so common. It takes years and years for people to understand what works for their brands and what not. There are many ifs and buts in the play, many hits and trials on a brand’s success journey.

​ There are millions of brands in the world and in the present day and age, the questions like what makes a brand stand apart; what takes it to hit the bull’s eye; how the strategies should go ahead for being that 1 % at the top; and why the brand exists, are key to a brand’s identity. A brand’s identity or we may call it awareness takes a lot of time to be solidified. This process includes a crucial aspect, that is neither related to graphic design capabilities nor to be a great copywriter. Though these two helps a lot for the long run what lies at the core is the process and the channels through which all these go ahead and that is a marketing strategy.

This is where a brand manager’s role comes into play. The brand managers are crucial to any business, they are certainly the building blocks for the brand and the targeted advertising.

But before we go ahead let us know what a brand consists of, then only we can be clear about the brand manager’s role.

​ A brand consists of name, logo, tagline, graphics, colours and movements. It has physical qualities as well as its own personality and culture. This personality in advertising creates a unique continuity and characterisation. A brand can be personal(unique), family (many products in one) or individual, these all factors must be clear to the brand manager. Then only can it be unique while it is targeting print ads, online advertising or free ads.

Concentrate on both the design of your product or the decor of your store so that you marvel your customers and generate a magical ambiance for them.

For instance, when you succeed in enthralling your customers with unique interior decorations, naturally they are awed and pass on that experience with their friend. Think about how McDonald began building playgrounds to attract kids. Or the Starbucks store in Dazaifu (Japan) which is popular not just for its coffee alone but for its store’s interior as well.

It's thin wooden sticks on its walls make it look like the cafe is inside a gigantic wooden basket! The main purpose should be to give something to the customer that can’t stop talking about it! Give them a real treat for their eyes!

Perform Extraordinarily ​

To go ahead in the brand management arena there are some factors required apart from brand awareness; apart from tons of research; there is a strong sense of determination which is required, great amounts of people management skills.

​ The brand management is a fine balance of quantitative as well as qualitative skills. On one hand, it requires huge amounts of market research, trend analysis, competitor insight, sales forecasting and on the other, it is hugely dependent upon the personality of the brand manager too. The ability to interpret and be patient while the brand is being built.

Conclusively, it is advised that one must be thorough with their brand and communicate with the upper management on a regular basis. Brand management should be done with great skills in resources management and respecting people’s time and capabilities.

WE ARE VOLUME. AND THAT'S WHAT WE HELP YOU GET IN YOUR BUSINESS

UDIT SAMANIA

Creative Associate

VOLUME