Brand management BRMG

Managing brand strategy to establish and enhance brand identity and value aligned with organisational goals.

Revision notes

Updates for SFIA 9

This is a new skill introduced in SFIA 9.
Theme(s) influencing the updates for this new skill: Support for specialised domains in the field of marketing.
Previous SFIA assessments or skills mapping of other SFIA skills are not impacted by this new skill.

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.

Understanding the responsibility levels of this skill

Where lower levels are not defined...

Specific tasks and responsibilities are not defined because the skill requires a higher level of autonomy, influence, and complexity in decision-making than is typically expected at these levels. You can use the essence statements to understand the generic responsibilities associated with these levels.

Where higher levels are not defined...

Responsibilities and accountabilities are not defined because these higher levels involve strategic leadership and broader organisational influence that goes beyond the scope of this specific skill. See the essence statements.

Developing skills and demonstrating responsibilities related to this skill

The defined levels show the incremental progression in skills and responsibilities.

Where lower levels are not defined...

You can develop your knowledge and support others who do have responsibility in this area by:

Learning key concepts and principles related to this skill and its impact on your role
Performing related skills (see the related SFIA skills)
Supporting others who are performing higher level tasks and activities

Where higher levels are not defined...

You can progress by developing related skills which are better suited to higher levels of organisational leadership.

Click to learn why SFIA skills are not defined at all 7 levels.

Show/hide extra descriptions and levels.

Levels of responsibility for this skill

Level 1

Level 1 - Follow: Essence of the level: Performs routine tasks under close supervision, follows instructions, and requires guidance to complete their work. Learns and applies basic skills and knowledge.

Level 2

Level 2 - Assist: Essence of the level: Provides assistance to others, works under routine supervision, and uses their discretion to address routine problems. Actively learns through training and on-the-job experiences.

Level 3

Level 3 - Apply: Essence of the level: Performs varied tasks, sometimes complex and non-routine, using standard methods and procedures. Works under general direction, exercises discretion, and manages own work within deadlines. Proactively enhances skills and impact in the workplace.

Brand management: Level 4

Level 4 - Enable: Essence of the level: Performs diverse complex activities, supports and guides others, delegates tasks when appropriate, works autonomously under general direction, and contributes expertise to deliver team objectives.

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.

Brand management: Level 5

Level 5 - Ensure, advise: Essence of the level: Provides authoritative guidance in their field and works under broad direction. Accountable for delivering significant work outcomes, from analysis through execution to evaluation.

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.

Brand management: Level 6

Level 6 - Initiate, influence: Essence of the level: Has significant organisational influence, makes high-level decisions, shapes policies, demonstrates leadership, promotes organisational collaboration, and accepts accountability in key areas.

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.

Level 7

Level 7 - Set strategy, inspire, mobilise: Essence of the level: Operates at the highest organisational level, determines overall organisational vision and strategy, and assumes accountability for overall success.

New skill