If you’re considering whether you need to show up as who you really are (in person, writing, on video etc) then you’ll enjoy reading this. 20+ years of building and promoting brands has taught me a lot!
If you’ve read my article on Egghead, real face or logo then you’ll know how I feel about doing things before you’re ready. There is no rush to show your face behind your brand, but there are advantages of doing so!
I was not the face of my business for years and, whilst my business grew over time, I would say I have had best outcomes as the face of my brand.
In this brief article I share my views on showing up as a humanised brand. I do think it depends on your company, your brand positioning, the industry you serve and your company vision.
Bigger companies, larger agencies, department stores etcetera can be logos. However, what we may notice is that they use real people in their promotional campaigns and advertising, to humanise their brands (think about the John Lewis Christmas ad, Topshop print ads etc). Whether it’s the company owner’s face or not – real people are being used as part of the brand promo.
Human interaction is everything and people buy people. I recently saw a National Rail (or Southern Rail!) display ad campaign where they are now depicting staff to share their experiences and brand story! As small business owners it’s arguably harder for consumers to connect with SMEs (that simply show up as a logo) because most people want to know who is behind the brand! Consumers are nosier now!
Are you shy about stepping out as a small business owner? Listen to these tips
You shouldn’t shy away from being the face of our brand because someone may not like how we look or sound. We cannot be everyone’s cup of tea! And for startups and smaller business owners, it’s sensible to consider pros/cons of using a personal brand – considering where you want your business to go!
Think about your business model, and your personal preferences. When I launched my business, I ran my business as a logo for years. And, as my business grew and I got into campaign management, coaching, speaking and training, I realised the importance of needing to be the face of my brand. I have had success in building my business/agency as a logo and also have had positive outcomes from being the face of my brand as a speaker/trainer too. It really does depend on your business vision and personal preferences.
Want tips on how to get more results from your marketing? Watch this
My Action Taker members are seeing great results from stepping outside of their comfort zone and as a result of changing over their profile photos, creating video content, writing and sharing their personal views etc. Success includes winning awards, more speaking gigs, workshop collaborations and more!