DISCOVER
THE MEANING
OF THE BRANDS

What does the brand manager NOT do?
What are the responsibilities of a brand manager?
Every year, companies spend more and more time looking for the right employee. Technology and education are changing. Major mistake - manager misunderstanding conflict based on your experience with small businesses, you can identify the mistake everyone makes when creating a job and looking for a brand manager. Each employer assigns them specific responsibilities and has their own idea of what they should do. An employee comes to the company with a vision of himself. To avoid such mistakes, it is worth identifying tasks that a brand manager should NOT solve.
1. A brand manager does not create products on his own, he is not a technologist or a designer. Generate terms of reference (terms of reference) for a technologist, designer or innovation department - RND (in some cases, the development department is responsible for creating new products). The brand manager manages, coordinates the development of new products, makes decisions and is responsible for the development, implementation and sale of new products and the current range, but in cooperation with the commercial department.
2. The brand manager is not a sales manager. He can participate in negotiations with federal networks and key partners, prepare presentations and sales, but his main task is to properly interact with sales, i.e. H. Specify MSL (Required Inventory List) - a mandatory inventory for business based on data. And analysis of the layout of the shelves, distribution channels, and also in line with the company's goals. He analyzes sales by brand and, when a new product is launched, indicates the channels in which the assortment should be available. For example, if it is juice from a low price segment, the distribution channels are discounters or category C and D stores. In addition, he must make presentations about new products to the sales department, educate the product, indicate the competitive advantages of the product and brand, etc.
3. The brand manager does not plan or conduct commercial marketing activities himself. But it determines their direction. Defines a series of actions for the sales department. The trade marketing function must be included in sales and implemented jointly by the salesperson and the sales team. 4. A brand manager is not an analyst, does not analyze data, does not engage in detailed analysis of the sales of a company for which the company has or should have a service or analytical department. The task of the brand manager is to formulate conclusions and visions based on the data received from the analyst.
5. A brand manager is not a product manager. A brand manager is a person who manages a brand. He knows his target audience well, understands the psychology of consumer behavior, needs, product pricing strategy and creates product advertising. He creates terms of reference for agencies to develop advertising campaigns on TV or on YouTube. ...
A product manager is an employee who cares about the product, perhaps develops or promotes it depending on the purpose of the company, but does not deal with the brand. This always creates confusion, and in order to avoid this, it is important to understand and consider this difference when looking for an employee. The main mistakes in setting goals for a brand manager. What are the challenges faced by a brand manager? one.
Strategy is the most common item for every employer. If the company does not have an active marketing director, it makes sense to invite a marketing consultant (strategist) who will assess the depth of research, relevance, and resources involved from the outside.
We need the brand manager to sell the entire range that we have, to promote the developed trademarks. It is not necessary to immediately form a promotion task, it is important that the products that the brand manager will promote together with the entire team meet the needs of the target audience. It is also worth paying attention to the need for the market for these products and there was competitiveness, otherwise you will spend a lot of time and money, but there will be no result. First, you need to audit the assortment portfolio, and only then, when everyone is sure that the products have the above criteria, you can set the task of promotion. 3. We definitely need a brand manager, since no one else in our company can change the situation with the sale of products and the release of new products. Yes, indeed, the brand manager is responsible for new products, their creation, promotion, implementation of the plan, but he is not the only one. This is the work of a whole team, primarily the CEO or owner, who also create products and participate in promotion. Therefore, the tasks of the brand manager should include the implementation of the project approach in the company, the formation of a project team, the creation of a project system and a system for creating and bringing new products to the market.

If you ask most entrepreneurs what a brand manager is, you won't get a specific answer.
And who is a brand manager, who is he and what does he do. If you ask most enterprising brand managers who they are and what they do, you may not get a clear answer. One thing is certain:
This profession is essential for any business. In fact, not all entrepreneurs understand that a brand manager and a marketer are different specialists.
What does and what does a brand manager manage:
The creator of the Brand as such has a specific name, and this is the adored Steve Jobs. A man who invented absolutely nothing, only from the stage at which he was involved in the sale. The first Apple logo was designed by Ronald Wayne. Its design was far from a bitten apple, but it laid the foundation for the most popular brand today.
The miniature bears the inscription "Newton Mind always travels alone through the metaphorical seas of thought." The translation means: "Newton, who alone swims in thoughts on the seas of others."
Much later, the apple became the symbol of this composition, but it had to be modified and painted. Rumor has it that the signature bite was prepared in such a way that it would not be confused with other fruits in the photo.
Does a brand manager really develop a unique logo and slogan? As for me, the main task of a specialist is to increase awareness, promote TM in the market and loyalty to the target audience.
What is the mismatch compared to a marketing specialist?
"I love strawberries and cream, but for some reason fish prefer worms. That's why, when I go fishing, I don't think about the one I love, but the one that loves fish. "Dale Carnegie.
Imagine that you have a day off and you go fishing.
You take some fishing tackle, a box of worms, and some basic bait. You reached the appointed place, threw in your bait, hooked on a worm and threw in a fishing rod. And after a while you caught a fish.
An experienced fisherman knows that every little thing plays a role in the final result. Following the analogy between fishing and marketing, the job of a marketer is to prepare the gear. And the brand manager is responsible for the degree of quality of the bait. He makes the fish believe that the bait is delicious and the worms are extremely attractive.
Ideally, a marketer serves the sales process. He observes how the change of fishing rod and bait affects the volume of fish caught, how this or that process differs from each other in what bait the fish bites better.
Brands of the nineties.
For example, until the beginning of the 90s, an ordinary Soviet person drank three types of beer: Zhiguli, light and dark. After the fall of the Iron Curtain, the inexperienced population was left with an abundance of the best beers, and then a brand manager comes into the field who will explain to the target audience the value of their product.
Audience loyalty and gross sales depend on quality and location on the supermarket shelf.
Audience loyalty and gross sales depend on quality and location on the supermarket shelf.
Packaging, appearance and subsequent demonstration of the product is an important part of the work of a brand specialist. It is simply the duty of a competent professional to convey the understanding and values of the product to those who will be responsible for merchandising.
Bringing to the market and building a promotion strategy for TM that later became a brand is a key task not only for a brand manager, but also for a business.
Analyze and make adjustments to the strategy. Like a marketer, a brand manager works with numbers. The fundamental function of a specialist is to correlate past results, make the right corrections, and forecast future sales.
Legend has it that the creator of the Nike logo earned only $35, while the person who created the overall brand concept and distribution scheme earned $300,000.
That is, a brand manager does not make money on a colorful brand logo and a book, as it might seem at first glance.

Many businesses today want to differentiate themselves from their competitors. However, in order to become more recognizable, you need not only to interest the client, but also to "sell" yourself or your product correctly. It is in this difficult task that your sales managers can be helped by a brand book. In this article, I will tell you what a brand book is and why you need it.
Perhaps you think that this is just a book with a corporate identity?
This document spells out: target audience, product, goal, mission and general concept of the company, and also demonstrates a common corporate identity for the design of all documentation in the company.
What the brand book consists of - a complete list
first of all it
BRAND PLATFORM:
- Essence
- Values
- Positioning
- The nature of the image
ELEMENTS OF THE VISUAL IMAGE:
- Logo
- Color
- Typography and layout
- Graphics
- Photo style
- Illustrations
VISUAL IMAGE CARRIERS:
- Business Cards
- Blank
- Folder
- Envelopes
- Certificates
- Brochure covers
- Bookmarks
- Packages
- Posters
- Bag
- Stand
What is the difference between a brand book and a guideline?
These documents are indistinguishable to those who are new to marketing and branding in general.
Guideline is a unique, unique color and font in one document and this is only part of a brand book.
A brand book is an obligatory attribute of a company, whether it is a start-up or a large business.
You can make your business more recognizable and attractive to your customers. If you decide to develop this document, you will have the opportunity to promote your business and make it more competitive. In other words, a brand book is a step towards the development of your business.

#Retailbranding
Now we will not talk about a healthy product, but about how branding helps to build up from competitors on the shelf.
The well-known Chebupeli was the first to be brought to the market and it was a brand or innovative solution for chebureks.
5 minutes in the microwave, you get a complete meal. By the third month of sales, the first followers began to appear at Chebupeli, who began to copy this product and the assortment began to develop, Bulmeni appeared - dumplings with juice inside, Krugetsy - round nuggets, and so on, that is, the principle is to form these products in essence and pour into basis. The relationship of their business, established these characteristics of value, but how to actually manage the assortment, the branding agency decided where the main brand of the manufacturer, called hot, appeared, and in the future, specific products with specific images were visualized in a unified visual style, which also allows you to display this product in refrigerators and actually expands the possibilities of our solutions.
The important thing is to allow the brand to evolve in the future.
A retail brand, in my opinion, is one of the most difficult in terms of design, since most of the specialization is focused on creating brands for retail chains, including the development of human resource management, various services, and most importantly. Managing the consumer journey, not only in terms of being in a particular retail store, but also in terms of entrance signs, parking and the route to the consumer within retail chains. And, in fact, one cannot ignore the direction of a particular network, from where lighting and design, shelves and other, in fact, room controls for the consumer, actually appear directly.

Brand strategy = guarantee of success
A brand strategy is a long-term, non-detailed development plan that is subject to adjustment.
It is necessary for every company in order to know the niche, product and show competitive differences.
Brand strategy consists of the following steps:
- strategic analysis
- conception
- creating a brand platform
- identity concept
- brief design
- copywriting
- statement
Labor costs for each stage are two to three weeks, now calculate how long the whole strategy is being developed?
three to six months, but the final much depends on man-hours. The larger your team, the faster you collect and process data. Although I can confidently say that it is impossible to form a good idea and offer it to a client in 20-30 days. Therefore, be afraid of agencies that will rebrand you in a month ... From the inside, it will look like this: out of 30 days, 15 is spent on finishing the previous project, and the remaining 15 account manager quickly sends a selection of examples from the client and himself to the designer, he, in turn draws 3 options. One excellent and 2 so-so (to have plenty to choose from). Next comes the presentation to the client with detailed arguments (why they did it), but no one teaches the client how to develop. Teaching is time, effort, money... and why do it if you can sell it to someone else. This is the reality, friends.

Identity is the physical medium of visual elements that form the perception of a brand.
It creates the first impression of the company, product, brand and forms the overall impression.
A well-designed identity is consistent with the values of the brand and conveys its key ideas and values.
With the help of identity, the brand becomes more recognizable, and also evokes emotional associations among consumers.
Identity is often confused with concepts such as fir. style, brand and branding.
In general, a brand is an extremely abstract concept. This is a set of values, associations and images that arise in the mind of the consumer
Branding is a process focused on creating a unique trademark, which can later become a brand.
Fir style is one of the areas of the identity focused on the visual embodiment of the brand.
Identity is expressed visually and is an integral part of the brand.
4 key steps
- Definition of Big Idea or main idea.
- The product or company, its strategy, mission, values, principles, short-term and long-term goals are scrupulously researched.
- Specialists study competitors and develop positioning to build up.
The process of concepting visual elements. At this turn, the form itself, the color palette and the unique font are thought out. Each element of the identity is described and explained in detail.
Further, such identifiers as a logo, slogan are developed. Next finalize the fir style. As a result, the client is given a brand book - a document that reflects: the values and mission of the company (product), the audience, the rules and methods of using identity elements, on all media options.
As a result, the brand takes shape and a unique "package" that increases the recognition of the company or product, increases audience loyalty and helps to stand out from the competition.
#branding #identity

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