The global skills and competency framework for the digital world

Brand management BRMG


Developing and managing a brand strategy to establish, enhance, and sustain brand identity, positioning, and value aligned with organisational goals.

SFIA 9 is in development

  • SFIA 9 beta due in early July 2024
  • SFIA 9 planned for publication October 2024

This is a prototype for SFIA 9. It is subject to change before publication.

Disclaimer - prototypes/new skills may be substantially modified prior to launch or may never be released.

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
  • 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 reponsibilities.

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 with tasks (generic examples are provided by the essence statements for each level)

Where higher levels are not defined...

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


Defined at these levels: 4 5 6

Show/hide extra descriptions and levels.

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 supervises others, works autonomously under general direction, and contributes expertise to deliver team objectives.


Contributes to the development and implementation of brand identity elements and guidelines. Assists in conducting 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 achieving workgroup objectives and managing work from analysis to execution and evaluation.


Leads the development and execution of brand strategies and plans. Defines brand positioning, values, and value proposition. Manages brand identity, portfolio, and architecture. Conducts in-depth brand performance analysis and provides strategic recommendations. 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, fosters organizational collaboration, and accepts accountability in key areas.


Establishes the overall brand vision, strategy, and governance for the organization. Oversees brand research, analysis, and strategic planning. Evaluates brand performance and equity, making strategic decisions to enhance brand value. Ensures alignment of brand strategy with organisational goals and market dynamics.

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