An expert brand marketer needs these 6 skills.
A brand marketer is responsible for telling a cohesive brand story across all customer touch points — and that takes a skill set that’s far from entry-level.
The person in this role should be able to handle competitive analysis, market research and brand positioning, which flows into the development of a brand strategy — encompassing brand values, brand voice, logo design, color palettes and more.
Doing all this successfully takes years of experience, and a few essential brand marketer skills:
- Brand strategy development and implementation: Before executing any marketing program, a skilled brand marketer will take ample time to create a comprehensive brand strategy with clear goals to help the company achieve its desired results.
- Marketing calendar creation and management: Sharing your brand message and value proposition requires creating content and campaigns. A top-notch brand marketer has experience in brand management – planning and managing multiple marketing initiatives using project management software.
- Customer data analysis: Figuring out who a brand’s customers really are — and who the brand’s target audience should be — is critical for successful brand marketing campaigns. Same goes for measuring brand awareness within that target audience, and identifying the most resonant value propositions for reaching that target audience. That’s why brand marketing manager jobs require analytical skills.
- Content and campaign development: Great brand marketers aren’t just strategic; they’re creative. They can take customer insights and create relevant, engaging content and messaging that deeply resonates across multiple channels and helps build a loyal customer base.
- Social media and email marketing strategy: Launching brand campaigns is an integrative endeavor, so brand marketers should be well-versed in all kinds of digital marketing, particularly email and social media management, to deliver the right campaigns to the right people at the right time. Specifically, they should know how to segment email subscribers and retarget them on social.
- Creative collaboration: Brand marketers are often the linchpins on campaigns that require many other heads and hands. Having the communication skills to succeed across marketing teams and roles — including content marketers, copywriters, designers and other stakeholders — is key.