Brand Management: Core Concepts

The Brand Manager’s Checklist

Your job is to be the guardian of the brand’s reputation. Here are your core duties:

• Define the Brand:

  • What is our brand’s unique position in the market?
  • Who is our target customer?
  • What is our brand’s personality and voice?

• Build the Brand:

  • Are our marketing campaigns telling a consistent story?
  • Are we creating positive experiences for our customers at every touchpoint?
  • Are we building long-term brand equity, not just chasing short-term sales?

• Protect the Brand:

  • Are we monitoring what people are saying about our brand?
  • Are we ensuring product quality and customer service live up to the brand promise?
  • Are all departments (sales, product, HR) working together to deliver a consistent brand experience?

Your #1 Enemy: Inconsistency. Your #1 Goal: Build trust.

A strong brand is a promise kept. Your job is to make sure your company keeps its promises.