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Hub 1 · Role theory

Brand manager

Looks after a brand's identity and reputation: what it promises, how it looks and how it speaks. Makes sure the brand is recognisable and consistent everywhere, from packaging to social media, and measures what people think of it.

Start with lesson 1

The role in brief

Who they work with

  • Designers and creative agencies, for logo, colours and campaigns
  • Social media, PR and copywriters, who must use the same tone
  • Product marketing and e-commerce, for packaging and launches

The tools

The brand manual (brand guidelines)
Rules on logo, colours, typefaces and tone of voice.
Surveys and research
To find out how many people know the brand and what they think of it.
Social listening
Tools that collect what's said about the brand online.
Search Console and Google Trends
How many people search for the brand name.

A typical day

  1. 9:30Reviews the design of the new iced tea packaging
  2. 11:00Meeting with the agency about the Christmas campaign
  3. 14:30Fixes the tone of a newsletter that sounds too pushy
  4. 16:00Reads the week's comments and the results of a survey

Is it for you? It's for you if you like caring for details, have an eye for consistency and are interested in how people perceive things. Read more on the blog: What does a brand manager do? →

The theory path

  1. Lesson 1 · 10 minutes · 4 partsWhat a brand isA brand isn't the logo · Identity and image · Positioning · Promise and values
    To doOpen
  2. Lesson 2 · 12 minutes · 4 partsVisual identity and tone of voiceThe visual identity · Tone of voice · The brand manual · Consistency across all channels
    To doOpen
  3. Lesson 3 · 12 minutes · 4 partsMeasuring and protecting the brandAwareness · What people think · Protecting the trademark · When something goes wrong
    To doOpen
  4. Quiz · 5 minutes · 8 questionsRole quizAt least 6 right answers to complete the role's theory.
    To doOpen
  5. Quick exercise · optional · about 20 minutesFive Leaf's tone of voiceA short request from Marta: choose and fix the copy so it sounds like Five Leaf.
    Open
  6. Practice · simulationBrand SimulationYou work on Five Leaf's brand: positioning, tone of voice, NPS and awareness, environmental claims, the 2027 strategy and the press office.
    Go to the simulation