Skill description
Managing brand strategy to establish and enhance brand identity and value aligned with organisational goals.
Guidance notes
Activities may include, but are not limited to:
- conducting brand research and analysis to inform brand strategy development.
- defining brand positioning, values, personality and value proposition.
- creating and managing brand identity elements, such as logos, colour palettes and typography.
- developing brand guidelines and ensuring consistent application across all touchpoints.
- managing brand portfolios, architecture and extensions.
- monitoring and analysing brand performance metrics and consumer perceptions.
- collaborating with internal stakeholders to align brand strategy with overall business objectives.
- partnering with external agencies and vendors to execute brand initiatives and campaigns.
- using creative strategies to differentiate the brand and drive commercial success.
- protecting and enhancing brand value to contribute to overall commercial outcomes.
- continuously refining and adapting brand strategy based on market trends and insights.
Level 4Enable
Contributes to the development and implementation of brand identity elements and guidelines.
Supports brand research and analysis.
Ensures consistent application of brand standards across assigned projects.
Monitors brand performance metrics and reports on key findings.
Level 5Ensure, advise
Leads the development and execution of brand strategies and plans.
Defines brand positioning, values and value proposition.
Applies principles of brand architecture to manage brand portfolio.
Conducts in-depth brand performance analysis and provides strategic recommendations.
Uses creative approaches to differentiate the brand.
Collaborates with internal and external stakeholders to align brand initiatives with business objectives.
Level 6Initiate, influence
Establishes the overall brand vision, strategy and governance for the organisation.
Oversees brand research, analysis and strategic planning.
Evaluates brand performance and equity, making decisions to enhance brand value and organisational outcomes.
Ensures alignment of brand strategy with organisational goals and market dynamics.
Governs the application of visual identity and distinctive brand assets across the organisation.
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