The role of today's brand manager is constantly evolving. While they remain the brand guardians ensuring the brand's touchpoints are consistent they have to be agile and responsive to the changing consumer landscape and 24/7 social engagement.
We are often asked by clients and candidates what we look for in strong brand managers and have shared some of the top questions we are asked.
1) What are 3 of the most important skills for a successful brand management candidate to have?
i. Right and Left Brain. To be analytical while being creative in their approach. Successful brand managers are able to draw strategic insights to create desire for their brand.
ii. Willingness to Test and Learn. To surprise and delight your consumer, brand managers will require thinking out of the box, embracing new technologies, strategies and ways of engaging with the consumer while remaining true to the brand's values. By being nimble, they can test new strategies, and develop the brand narrative collaboratively with their consumers.
iii. Strong Communicator. Strong brand managers are able to communicate convincingly to both the internal organization and customers. You need to be able to bring bold ideas to life and anticipate what your consumer never knew they wanted it.
2) What are some of go-to, must-ask questions when you interview a brand manager candidate and why?
i. Tell me about a bold strategy that you implemented that did not go as planned?
- We ask this question to understand how the candidate has thought Out of the Box.
- What it took to make this possible
- What was the insight and how did they adapt their approach when it was not going as planned.
- Did it stop them from taking future risks, how have they applied learnings to future situations.
ii. How do you deal with positive and negative feedback about your brand from your consumers?
- Today's best brands are engaging with their consumers and there could be times of missteps.
- How a candidate navigates the conversation with consumers shows their resilience and ability to manage a brand in good times and times of crisis.
3) Should you ask situational, behavioral, and/or business case questions? Or all of the above?
i. Combination of situation and behavioral questions at the agency level. When the candidate meets a client/brand they might be put through a business case simulation.
4) Any examples of what not to do / how not to answer a question as a candidate?
i. To not give sufficient detail on your personal impact on initiatives and not be able to give concrete examples of results
ii. Do not be afraid to express an opinion/view of how your interviewer's brand is viewed in the marketplace. It is important you understand if the brand's vision aligns with your view of its potential/opportunity.
5) How would you suggest a potential candidate prepare for a brand management interview?
i. As a brand manager, it is important to frame your experiences in a storytelling manner. The most memorable interviews are when the interviewee takes the interviewer on a journey of their experience in a way that gives detail and color.
ii. Walk through a few key experiences and tell the full story from leadership perspective, planning, what worked and didn't work and results.
iii. Do your research on the company/brand you are interviewing for. Have a point of view of their brand and high level ideas of where you see opportunities for the brand.
Author: Damian Chiam | COO Janou LLC