The Power of a Face: How Establishing a Spokesperson Elevates Your Brand

Consider the last time you purchased a cosmetic product. Did the image of that captivating individual from a social media video or an alluring advertisement immediately come to mind? Establishing a spokesperson for your company can be remarkably influential. They can leave a lasting impression on the consumer.

Companies that put a “face” to their brand are taking advantage of several marketing truths:

People relate to faces…especially faces that look their own.
Spokespeople are usually seen as credible, trustworthy, authoritative, and authentic.
Brands that have faces will stand out, stand apart, and be remembered.

Giving a face to your brand allows you to build a rapport with your target audience, making your brand look more familiar, approachable, and authentic. This also increases your brand awareness and brand personality.

According to Martha Stewart, being the face of your brand isn't as simple as a short-and-sweet "about" page on your website or a one-and-done post on Instagram. It takes time and consideration in order to create.

Who is the best candidate to be the face of your company or brand?

Someone who is your company’s biggest fan.
It’s easier for small business owners to take on this role since they are likely the person who founded the company and grew it from nothing. They have a passion for what they do, and for the company’s mission – and that’s likely to come through in their outward persona.
A polished and professional public speaker.
This person represents your company, so you want them to give the very best impression. They should excel not only on camera with a prepared script but also be extremely professional and ready whenever the need arises to be in the public eye.
A social media expert.
If the face of your brand is willing to be on your company’s social media channels and post frequently, even after hours and on weekends, your messaging will be amplified every time. Social media posts tend to be casual and can show people’s approachable side. Even LinkedIn, the platform for professional networking, has a “Stories” feature that allows in-the-moment videos.

The impact of giving a face to your brand cannot be underestimated. By leveraging a relatable spokesperson, your company can tap into essential marketing truths that build trust, credibility, and authenticity with your audience. A dedicated advocate who genuinely embodies your company's values can leave a lasting impression on consumers, enhancing brand awareness and recognition. Whether it's a passionate founder, a polished public speaker, or a social media-savvy expert, the right face can elevate your brand to new heights. So, take the time to carefully consider and cultivate the best candidate to represent your company, and watch as your brand stands out, stands apart, and remains imprinted in the hearts and minds of your customers for years to come.

Sources:

https://anitusraj.medium.com/importance-of-giving-your-brand-a-face-ab270757d781

https://www.marthastewart.com/7796667/being-the-face-of-your-business