Brand Management
Defining, positioning, and maintaining the perception and reputation of a product, service, or the organisation itself in the market.
Proficiency Level
Level 1 (Follow)
- Uses approved brand assets (logos, templates, colours) correctly according to guidelines.
- Follows instructions for creating simple internal or external communications adhering to brand voice.
- Identifies and reports incorrect usage of brand elements observed.
Level 2 (Assist)
- Helps monitor brand mentions across various channels (social media, news) using predefined tools.
- Assists in compiling reports on brand sentiment or campaign performance based on templates.
- Supports the logistical coordination of brand-related events or material production.
Level 3 (Apply)
- Executes specific brand-building activities or campaigns according to the plan.
- Manages the inventory and distribution of brand assets and ensures their correct application by others in their team/department.
- Writes copy or creates content consistent with the defined brand voice and messaging for assigned channels.
Level 4 (Ensure)
- Develops and implements brand plans for specific products, services, or business units.
- Monitors and analyses brand health metrics (awareness, perception, equity) and recommends actions.
- Ensures brand consistency across all marketing materials and customer touchpoints within their scope.
Level 5 (Strategise)
- Defines and evolves the overall brand strategy, architecture, positioning, and values for the organisation.
- Makes strategic decisions regarding brand portfolio management, extensions, or repositioning.
- Oversees crisis communication from a brand reputation perspective.