Should a face or voice be assigned to a brand? Who should the spokesperson(s) be? Will this help or hurt the company, your reputation, or the brand? It is an interesting topic that Entrepreneur Magazine investigated recently and a topic that hits close to home here at Caster as the successes of more than a few clients were built upon this very premise.
“Should You Be the Face of Your Business” does a great job highlighting the pros and cons of building and marketing a brand via personal branding.
- Pros: Dynamic and genuine personalities draw interest and support; charisma and passion cannot be learned and is memorable; and in the age of social networking, there is an accessible and relatable brand expert/guru.
- Cons: That person is then also culpable for company missteps; personal challenges can impede upon corporate success; and, when the figure-head is removed, what is left of the brand?
A company’s election to build a brand alongside the owner is a strategy that should be well-processed and planned; it is certainly is not for everyone. However, from where I stand, capitalizing on the natural charisma, know-how, and dynamism of company executives to establish a voice for a brand, should be a no brainer.
Just as products are measured by innovation, quality, and consistency, so is your company’s messaging evaluated by the public. When addressing the public, consumers or press, via more formal PR activities (press interviews, conferences, speaking engagements) or employing more viral methods (social networking, blogs), it is imperative that company establishes consistency and taps intelligible, passionate spokesperson(s) to positively and accurately communicate the brand, its products and services. That individual, or select group of spokespeople, will be tasked with winning over the public with their innate charisma and persona, one that is not forced, likeable, and will help the company stand out over the competition merely by ensuring proper communication.
Done well, a brand can make the most of its investment in marketing and public relations. Done poorly, you risk cannibalizing the company/brand, despite the great product/services you know you offer.
Posted by: Katie | follow me on Twitter