Brand Marketing
Brand marketers know how to build a brand that connects with an audience. These types of marketers develop the customer-facing elements of a brand, which often include visual branding like logos, messaging, and core values. Your brand communicates your identity to customers and lets them know who you are.
An effective brand marketer will tell your story and create a strategy for reaching your target customers. Finding and hiring a talented brand marketer with the skills you need starts with creating a detailed job post, understanding the role, and knowing what to look for.
Many companies find engaging freelance brand marketers fits their budget and timelines better than hiring for a full-time position. You can hire a freelancer to help with your rebrand project or provide ongoing marketing support.
If you’re looking to hire a marketer to elevate your brand, this guide will cover what you need to know to get started.
Writing a brand marketer job post
Brand marketers rely on your job post to determine if they have the appropriate skills, experience, and interest for your project or position. Follow this outline when creating your job description to attract the right talent.
Jost post title
Clearly describe what you’re looking for with a straightforward and concise title, like these examples:
- Brand designer. Searching for a talented designer to create a new logo and visual brand guidelines for our company.
- Digital brand marketer. Looking for an experienced brand marketer to overhaul our brand’s identity and online messaging with a full rebrand.
- Rebranding consultant. Need a branding expert to provide recommendations for refreshing and modernizing our brand with an updated logo and messaging.
- Brand strategist. Seeking a branding professional to analyze our brand’s performance and create a roadmap for improvement.
- Personal brand marketer. Developing my personal brand and need an expert to create my public brand identity.
- Brand content marketer. Looking for a talented marketer to create branded content for our website and social media channels.
Project description
When writing your brand marketer job post, include these elements:
- Scope of work. Identify each of the specific deliverables that you’ll need for the project.
- Project length. Outline the project’s size, hourly requirements, and your ideal timeline.
- Background. Indicate if you prefer certain backgrounds, industry experience, or proficiency with specific tools.
- Budget. Establish a budget and state whether the project will be hourly or fixed-price.
Job Responsibilities
These are some examples of job responsibilities for a brand marketer:
- Brand storytelling. Communicate and strengthen the brand’s identity through content and messaging.
- Strategy development. Create a marketing plan to promote the brand and reach the target audience.
- Market research. Analyze branding and compare it to direct and indirect competitors.
- Performance measurement. Identify the brand’s current strengths and weaknesses and identify areas for improvement.
Qualifications
Include any specific requirements and qualifications that you’re looking for, such as:
- Design skills. Proficiency in graphic design and typography to create logos and branded graphics.
- Project management. Background in overseeing the implementation and execution of brand strategy while providing support to cross-functional teams.
- Research. Experience conducting brand audits (performance evaluations) and competitive analyses.
- Brand positioning. Record of developing successful brand identities, personas, mission statements, values, and style guidelines.
- Creative thinking. Strong critical thinking and creative skills to brainstorm innovative marketing campaigns and brand initiatives.
You can use Upwork job description templates to help you get started.
Helpful information to know before you hire a brand marketer
Having a better understanding of the role, demand, and costs of hiring a brand marketer can empower you to make more informed hiring decisions. The following sections will give an overview of the role and other details, so you have an idea of what to expect when hiring a brand marketer.
The role of a brand marketer
Brand marketers are strategic storytellers who create and manage brand identities through messaging and content. They combine analytic and creative skills to make data-driven decisions and break through the noise to reach target audiences. Brand marketers can work remotely or in-house.
The main responsibilities of a brand marketer are:
- Brand audits. Conduct brand audits and provide recommendations for updates or repositioning based on research and market trends.
- Content creation. Promote the brand through website and social media content using graphic design and writing skills.
- Brand positioning. Identify brand values, mission statement, and unique selling proposition (what sets the brand apart from competitors).
- Competitive analysis. Compare the brand to competitors to identify gaps in the marketplace and areas for opportunity.
- Marketing campaigns. Execute marketing campaigns to improve brand recognition, perception, and awareness and increase loyalty.
- Communication. Make sure that the brand is consistent across all channels with visuals and messaging.
- Reputation management. Monitor how the audience perceives the brand through social listening and customer feedback and strategize ways to improve.
Brand marketer hiring demands 2024
As companies and individuals look for ways to separate themselves from their competitors and increase customer loyalty, the hiring demand for brand marketers will increase in 2024. The Bureau of Labor Statistics projects the job outlook for advertising, promotions, and marketing managers, which includes brand marketers, to grow by 6% (faster than average) from 2022 to 2032.
This growth forecast reflects the need for companies to find talent with both creative and analytical skills to develop innovative content strategies.
Each year around 34,000 employment opportunities in this field should become available as workers retire, change jobs, and new companies come to market. Companies will need brand marketers to assist with developing new brand identities, maintaining branding across online channels, and overseeing rebrands.
The goal for businesses to increase sales and brand loyalty will continue to drive the demand for brand marketers.
The most common projects for brand marketers
Brand marketers employ a variety of different skills depending on the specific project’s requirements and whether they’re working on developing, maintaining, or updating a brand. These are some of the most common tasks for brand marketers:
- Style guidelines. Develop brand style guidelines including fonts, typography, and color palettes.
- Logo. Update or redesign a company’s logo and tagline.
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Rebrand. Modernize current brand visuals and messaging based on market research and trends.
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Social media content. Create social media content to improve brand awareness.
- Values. Define the brand’s core values and mission statement.
- Performance evaluation. Conduct a SWOT analysis (strengths, weaknesses, opportunities, and threats) of current branding.
- Competitive analysis. Compare the brand against competitors and provide recommendations for improvements.
- Product launches. Plan and execute marketing and social media campaigns for new product launches.
Industries hiring brand marketers
Companies and individuals across all industries hire brand marketers to differentiate themselves from their competitors. Opportunities for brand marketers can include:
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Personal brand. Business professionals, entrepreneurs, and other public figures hire brand marketers to develop and maintain their public identity.
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Consumer goods. Companies work with brand marketers to build customer loyalty through branding.
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Business-to-business. Brand marketers can help position companies as the solution to a problem.
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Luxury goods. High-end products and services rely on branding to justify their price points and drive demand.
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Tech. Companies with similar products and services need brand marketers to build trust and demonstrate value.
Average cost of hiring a brand marketer in 2024
The hourly rate for hiring a brand marketer depends on their specific skills and experience and can vary depending on the project’s complexity. These are the typical hourly rates for brand marketers according to Salary.com:
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Entry level. $53 per hour
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Mid career. $68 per hour
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Experienced. $84 per hour
The median salary for brand marketing managers paid annually is $142,000.
When interviewing and evaluating brand marketers, compare your specific project needs to their past experience and successes. The brand marketer you choose will depend on your budget, industry, and type of project.
Find your ideal brand marketer now
Branding is how you set yourself apart from the competition and explain why someone should choose you. The right brand marketer will help you develop a visual identity, messaging, positioning, and core values that resonate with your target audience to build customer loyalty and increase sales. Understanding the role, average costs, and common types of projects for a brand manager can give you a better idea of where to start your search.
Whether you’re looking to develop your brand’s identity, strengthen your current branding, or update and rebrand, you can find brand marketers on Upwork with the skills you need. Start your search for a brand marketer today so you can take your brand to the next level.