‘A brand is a promise kept’

She explained that a brand delivers a particular and unique meaning in order to add value and connect a product with its target audience. It is not merely the name of a product, but the manifestation of an identity and, more importantly, a purpose. “Brand managers define the purpose of the brand in the market place and position the services and products of the brand accordingly, creating an authentic and distinctive value and competitive space for the brand, whether it is a political party, a city, an airline or a clothing label,” Enslin said.

A brand manager is responsible for defining the brand’s distinctive reason for existence, shaping the architecture of the business to uphold this purpose and ultimately to ensure that every decision and action delivers on the brand’s promise. Enslin said a brand manager’s mantra is ‘a brand is not a promise made, it is a promise kept’.

She explained that a brand is not a static concept. It must be dynamic and this calls for skilled and dedicated brand leadership. As with any relationship, a brand’s relationship with its target market must be nurtured, fed and developed.

While studying brand management opens up avenues like being a brand manager, strategic planner, channel and media planner, digital marketer, copywriter, multimedia specialist or visual communicator, Enslin warns that the field is not for everyone.

“It’s the fearless thinkers who challenge conventions and develop original and meaningful solutions to an organisation’s conundrums through its brands,” she said. “But it isn’t easy, ideas are elusive beasts that are hard to trap.”

Enslin quoted writer Jack London when she said, “You can’t wait for inspiration. You have to go after it with a club.”

Do you have some expert advice for Joburg’s business community? Let us know in the comments section below.