The role of brand specialists

A brand specialist is a professional who focuses on helping organisations develop and maintain a strong, positive brand image. The brand specialist's main goal is to ensure that all the elements of the brand, such as its name, logo, messaging, and marketing materials, are consistent and effective in communicating the brand's value and personality to its target audience.

The brand specialist job in Malta or elsewhere may work with a variety of different types of organisations, including large corporations, small businesses, non-profit organisations, and government agencies. They may be responsible for managing the overall brand strategy and coordinating the efforts of other team members to ensure that all aspects of the brand is aligned with the organisation's goals and objectives.

The demand for brand specialists

In today's highly competitive and fast-paced business environment, having a strong and consistent brand is more important than ever. As a result, there is a high demand for brand specialists who are skilled in helping organisations develop and maintain a strong brand image.

Branding has become an increasingly significant aspect of business strategy, as organisations seek to differentiate themselves from their competitors and establish a clear and distinct identity in the minds of their customers. This has led to a growing need for on-site or remote career professionals who are able to help organisations effectively communicate their value proposition and establish a positive brand image through various marketing channels and touchpoints.

The demand for brand specialists is also driven by the increasing importance of digital marketing and social media. In today's connected world, it is important for organisations to have a strong online presence and to be able to effectively engage with customers and potential customers through social media and other digital channels. 

This digital workplace environment has created a need for brand specialists who are skilled in managing and optimising online branding efforts, including through social media marketing, search engine optimisation, and content marketing.

Duties and responsibilities of brand specialists

A relatively senior IT job in Malta or elsewhere, some specific responsibilities of a brand specialist may include:

• Researching and analysing market trends and competitors to develop a unique and effective brand positioning strategy.
• Developing and implementing brand guidelines and standards to ensure consistency across all brand touchpoints.
• Working with design and marketing teams to create and produce branded materials such as logos, website graphics, social media graphics, and similar marketing content.
• Managing the organisation's online presence and social media accounts to ensure a consistent and positive brand image.
• Collaborating with product development teams to ensure that new products and services are aligned with the brand's positioning and messaging.
• Monitoring and analysing the performance of branding efforts to identify areas for improvement and optimisation.

Overall, the IT job of a brand specialist is to help organisations effectively communicate their value proposition and establish a strong, positive brand image in the minds of their target audience.

Salary expectations 

The demand for brand specialists is rapidly increasing, leading the career with fast-paced growth capabilities alongside impressive salary raises. The Castille Salary Survey is based on the average gross basic salary ranges we have seen offered in the local market over the last 12 months. This survey is updated quarterly, remaining representative of current market trends.  

For a global perspective, it is worth keeping in mind that sources vary and are subject to change with time. Considering these variances, salaries for brand specialist jobs consistently reflect an average salary ranging from $35,000 to $75,000 a year. These numbers vary according to level of experience, specialisation, and other associated living costs. 

Education and qualifications of brand specialists

To become a brand specialist, a bachelor's degree in a related field such as marketing, advertising, or communications is often seen as a minimum qualification. In some cases, a master's degree in business administration (MBA) with a focus on marketing or branding may be preferred.

In addition to formal education, many brand specialists also gain practical experience through internships or entry-level positions in marketing or branding on-site or remote jobs. This hands-on experience can be valuable in developing the skills and knowledge needed to succeed in this field, described in more detail in the next section of this article.

Trending technologies and skill sets 

Below are some skills and qualities that may be necessary for a brand specialist:

• Strong written and verbal communication skills.
• Strong analytical and problem-solving skills.
• Proficiency in design software such as Adobe Creative Suite.
• Experience with digital marketing and social media. 
• Understanding of market trends and consumer behaviour.
• Ability to think creatively and strategically.
• Detail-oriented and strong project management skills.
• Ability to work effectively as part of a team.
• Strong customer service skills.
• Ability to adapt to changing needs and priorities.
• Strong organisational and time management skills.
• Ability to manage multiple projects simultaneously.

In addition to these qualifications, brand specialists should also have a strong understanding of market trends and consumer behaviour, as well as the ability to think creatively and strategically. They should also be detail-oriented and have strong project management skills to be able to effectively oversee branding efforts and coordinate the efforts of other team members.

Career path for a brand specialist

The career path for a brand specialist may vary depending on the specific organisation and industry in which they work. However, below are some common career paths that brand specialists may follow:

• Entry-level brand specialist: This may be the first step in a brand specialist's career. At this level, the brand specialist may be responsible for assisting more senior team members with research, analysis, and the development of branding materials. They may also be responsible for managing the organisation's online presence and social media accounts.
• Mid-level brand specialist: As a brand specialist gains experience and expertise, they may be promoted to a mid-level on-site or remote job. In this role, they may be responsible for managing the overall brand strategy and coordinating the efforts of other team members. They may also be responsible for developing and implementing brand guidelines and standards to ensure consistency across all brand touchpoints.
• Senior brand specialist: At the senior level, brand specialists may be responsible for overseeing the entire branding function for their organisation. This may include developing and implementing brand strategies, managing branding budgets, and analysing and optimising the performance of branding efforts.
• Brand manager: Some brand specialists may choose to pursue a career as a brand manager, which is a more senior leadership role. In this role, they may be responsible for leading the overall branding strategy for their organisation and managing a team of brand specialists.

Overall, the career path for a brand specialist may involve advancement through increasingly responsible roles within an organisation, or it may involve moving to different organisations or industries as they gain experience and expertise.

Begin your brand specialist career with Castille 

Now that you’ve critically assessed what working as a brand specialist is about and whether it is right for you, you are able to kickstart your career in this ever-growing field. As technology and the workforce continues to rapidly advance, the role of a brand specialist remains a career suitable for the long-haul.