Who runs on raspberry vinaigrette dressing, is inspired by 90s playlists, and defies normal human anatomy by working vertically in her office chair? That would be AfterShokz brand manager, Chelsea Jordan. Despite her busy schedule (today it’s 16 Trello cards long) she’s found time to give us an inside look into where our brand has been, where our brand is now, and the exciting direction we’re heading!
What exactly does a brand manager do?
Manages the brand, duh ;). Jokes aside, a brand manager makes sure the voice, images, and overall essence of the brand is in-line with the vision of the company.
When I say Nike, what do you automatically think or feel? I think of hard working athletes. Blood, sweat, and tears. No excuses, get out there and “Just do it.” And the reason I think that is because Nike has brand managers making sure that feeling is portrayed through every image, message and video out there.
Communication is key when being a brand manager. Coordinating assets and messaging across the company is what keeps a brand running like a well-oiled machine.
How would you describe the AfterShokz brand?
Fast growing and ever changing! Big companies have all the answers. They know who they are and where they succeed. They are the adults. Small companies are like college students. We are still trying to figure out what messaging works best for us, and what direction works best for us. But to be honest, figuring it out is half the fun!
This year especially, we have really tried to narrow in on the everyday athlete. We certainly aren’t Nike, nor try to be. We believe in putting in that hard work as an athlete, jamming to your music safely, and also having the occasional Netflix binge day. Our voice portrays us as fun and relatable (like talking to a friend).
However, now that we have our vision in mind, it takes many more years of hard work to emphasize that message to the rest of the world. As any brand manager would say, “Repetition, repetition, repetition.” The more frequent people see and hear your message, the sooner they are to learning who and what you stand for!
You’ve been with the company since 2012. How has the AfterShokz brand changed over time?
It’s changed immensely! I think we were still trying to find our spot in the market. We were like the new kid at school and didn’t know where homeroom was. We have since found our niche in the market and the vision of our brand. It was only a couple of us in 2012 with big dreams! Now we have an awesome team to help drive and push our brand message to its potential.
What is your favorite AfterShokz headphone?
Well… I can’t really say because they haven’t come out yet. But just between you and me, they are the epitome of comfort.
How do you use your AfterShokz?
I love using them around the house. I have a baby (and when I say baby…I mean fur-baby), so it’s always good to hear if he steals one of my shoes to chew on again. I am also relocating to Florida soon, so I can’t wait to use my AfterShokz in the beautiful weather!