What is Brand Management?

I have been asked on several occasions by business owners questions like, What do I need to do to build my brand? Can I build my brand myself? Should I learn design or take classes to learn how to design marketing materials for my business and save money?  My answer to all of these questions are of course, and yes!  Many small business owners do not have the budget to go our and hire a professional marketing or branding company, or some companies may do so without having the proper business assessment.  I advise everyone who owns a business or plans to start a business, to first speak with a qualified business manager or branding manager before they spend money utilizing platforms and people that they may not need.

If you are creative and design has always been an interest or niche, if you have the time, take a few courses on design so the you can get familiar with what is current and can be appealing to your targeted audience.  Additionally, there are many online solutions like vistaprint,  wordpress, ix.com and others that are designed to help small business owners create professional branding materials without breaking the bank.

Now I also advise that if you are working with time restraints, and want to collect a certain amount of revenue, it is important to assess project and completion.  When you as a business owner have a specific target to reach, for example a certain dollar amount, a particular audience demographic, or a purpose driven cause, make sure that you are able to remove yourself and allow your ideas to be implemented by the right people.  Simply hiring a graphics artist or video-grapher is not enough, as you may need way more expertise in obtaining your financial goals.

A proper business assessment is necessary to determine the level of branding expertise you will need. Your company may already have a great logo and tons of marketing materials, and a website, but how are these tools being utilized, and are theses resources bring in the traffic that you or your business wants?  Sometime simple solutions can be provided with the right advice from a professional  brand manager as the branding strategy should add to what you have and increase productivity and exposure.


When I started my journey to being a brand manager, I had previously worked in marketing and was a professional property manager.  I had worked with several multi billion dollar corporations, but found myself in a tough position, because I saw the need for more effective marketing strategies due to the cookie cutter platforms that were provided for that industry.  I had previously been interested in design, and played around with different graphics, editing, and music softwares just as a hobby, and that hobby turned into a lucrative gift.  I have been able to help other businesses with their strategies, revenue increase, and overall brand management because I was able to save them money by providing in house resources.

In order to fully manage a brand, it does take time, strategy, and most importantly a qualified team.  You company needs and overall look at its performance and if you are soliciting someone to aid you with brand management, make sure that you are hiring a person or business that understands more than just one facet of industry.