When it comes to big business, few things are as fiercely defended as branding. It makes sense. McDonald’s wouldn’t be McDonald’s without the golden arches. Nike wouldn’t be Nike without the “swoosh.” Heck, even apps like Robinhood need their brands to stand out in the world of SaaS. 

Most people already know that hiring a brand agency is a good way to get a slick brand together. But, most people also haven’t heard about brand managers. This is an in-house role that might work better for your company. So, how do you hire one?

• Hiring a brand manager is something that shouldn't be done lightly.
• You will have to have a brand guide first, then post a job for the brand manager.
• From there, you should vet potential candidates by looking at their work experience and portfolios.
• After interviewing each candidate, extend the offer to the most qualified individual.

Like with all other hiring processes, this is something that needs to be heavily debated and researched. Some might need a manager, others might not. Our guide will help you understand what a brand manager does and how to hire one, if you need one. 

What Does A Brand Manager Do?

A brand manager is an in-house employee who is responsible for keeping products, advertising, copywriting, and packaging within your company’s brand parameters. They often will use client feedback to subtly change the brand to maximize its impact, but only with your approval, of course.

In the event of a reputation problem, your brand manager is going to be the one to try to ameliorate the situation. They often work hand-in-hand with your company’s public relations manager and digital marketing department as a result. 

Do All Companies Need A Brand Manager?

For the most part, the answer is no. This is a role that is most commonly found in medium to larger companies. 

In smaller companies, branding and marketing usually falls on branding agency simply because there aren’t as many marketing campaigns that need to be done at any given moment. It takes a while to get in-house expertise and also hire the right people for the job.

So, when you’re first starting out, hire a marketing agency or put together a retainer with a qualified marketing team. They can usually do brand management too, and also guide you on how to make the most of your brand.

As your company scales upwards, you will need to have more projects, more media appearances, more products, and more marketing to do. You will eventually need to have full-scale creative teams. When your marketing has to be managed by multiple people, then having a brand manager makes sense. 

What your target audience is can also influence your decision to get a manager. Brand managers are actually a good asset to have if you are B2C, though B2B companies often choose to hire them later on in their lifecycle. 

What Qualities Should You Look For In A Brand Manager?

At first glance, the concept of a brand manager may seem like it’s a collection of soft skills. Brand managers are actually pretty data science-heavy people. Or rather, they should be able to do a lot of math. Their success is all based on their ROI, or return on investment. 

When choosing a brand manager, look for the following qualities:

• Hard Numbers. A brand manager who cannot show hard numbers involving improved sales and engagement isn’t a brand manager. That’s a fraud. You should be able to see a legitimate ROI and improved brand experience rating across the board. The only time you can excuse a low ROI is when you have major, well-known industry setbacks.
• Good Ideas. Before you hire anyone to work as a brand manager, you want to make sure they have decent ideas for your brand. Your brand should stand out but still have a relatable style. If their concept of a brand does not work with you or the industry you’re in, then that’s a bad match. 
• Explanation Behind The ROI. Sure, numbers are good. But, how can you tell if they were lucky or if there was something legitimately planned behind it? If they can’t explain their benefits, then it’s a gambit. 
• A Strong Portfolio. Brand managers worth their salt have some kind of experience under their belt. They will tout the companies they worked with because they stand behind their work.
• Great Communication Skills. A good brand manager will be able to understand what you’re saying and translate it into solid, punchy copywriting. They also will be able to understand how to convey brand requirements to freelancers who might be doing work for you.
• Understanding Of Your Industry. Each industry has its own quirks. You want to make sure that your manager understands it well. In one discussion on Savvy, people asked how you can develop a launch brand strategy. This is something having a brand manager can help out with, but ONLY if they’re good with the industry that you’re in. 

How To Find A Good Brand Manager

Now that you know what they do and what to look for, it’s time to go on the hunt. Finding a good brand manager might be hard, but it’s not impossible. Here’s what to do.

1. Post a job.

SavvySME is pretty good for this, but you have other ways that you can find your potential manager. You can use online business directories, word of mouth, or even a freelancer platform to help you out. 

With that said, the job should explain the industry that you’re in, the products you make, as well as the overall expected role. When posting a brand manager position, you need to come up with a list of qualifications you need. 

We strongly recommend having at least two years of experience, ideally in a managerial or assistant position. Having a proven track record and large portfolio of companies is ideal. We do not suggest interviewing anyone or hiring anyone who can’t provide a work portfolio. 

2. Get at least three proposals from your job post.

When you’re using the SavvySME platform, this is going to be a cinch. It’s also easy to get paired with brand managers that are in your industry. If you want to get other applicants through other platforms, you may have to wait a while before you actually receive applications that actually have the qualifications you want. 

3. Before you interview the job candidates that you want to potentially hire, look at their business profiles. 

I cannot emphasize this enough. There will be people who use the word “consultant” for a brand to mean that they made a logo that was ordered by a larger PR group and had nothing to do with their own styles. There will also be managers that say they work in your field, only to show portfolio pieces that are woefully out of touch. 

4. Interview your top candidates.

Top candidates will be able to answer most of the questions you throw at them with ease. The best candidates will be able to give you clear answers to the following questions:

• What would you do to ensure that we get a higher ROI this upcoming year?
• How did you improve your last project’s brand appeal, and how did it translate into sales?
• What do you do if you notice a problem with the brand’s voice? Or logo?
• What do you measure when managing the brand?
• How would you handle a new product in the company?
• What do you do if a brand has a major PR disaster?
• What kind of ideas do you have for our brand?

5. Choose your new manager and hire them.

Choosing your new manager is something that is very personal. What might be a great candidate for one company is not going to be okay for another. I suggest going with the candidate who seems to know what your company needs most and actively understands your brand. 

Should You Hire An In-House Brand Manager Or Get A Consultant?

Due to the fact that brand managers are literally meant to make sure that other clients get your brand’s presentation right, it’s exceedingly difficult to hire an individual on a consultant basis for this role. In many cases, agencies offer their own brand management. This is one of the very few roles that should remain in-house if at all possible.

You have to remember that brand managers are often the people that work directly with branding agencies on your behalf. At imes, brand agencies are the ones that actually get you the management you need. Having a freelancer branding manager to work with other freelancers is kind of a “hat on a hat” type of deal. 

How Much Does Brand Management Cost?

Brand management costs can vary greatly depending on whether you hire an individual or an agency. A single salaried individual will cost between $50,000 to $170,000 depending on the level of expertise they have. Most agencies, on the other hand, will charge between $150 to $300 per hour.

Find And Hire A Brand Manager Today!

Trying to find the right new addition to your business is never easy, but SavvySME makes it easier than ever before. To get connected with the right people, all you have to do is answer some brief questions and let us do the rest for you. 

Brand management is one of the most difficult industries to pair a business with. That’s specifically why you should work with a platform that understands the nuances of working with SMEs. We’re here to help you, so take a look at the top branding agencies near you.