Many businesses search diligently to put a face with their brand. In an age of social media influencers and celebrity endorsements, many customers want to connect a name or face to whatever it is that you’re selling as a way to emotionally connect with your business. But big-budget influencer marketing isn’t the only way to put a face to your business – that connection to your brand is closer than you think! Here are some considerations for being the face of your brand:
Make Social Media Your Ally
Social media is a driving force in the marketing industry with billions of active users around the world and around the clock. So, not only is social media a great place to establish your face with your brand, but it’s also an opportunity to give your followers a behind-the-scenes glance at your business. Many businesses have been able to successfully use Instagram, IGTV, Facebook Live, and other Story posting features for such branding. You can strategically layout your products or services and help prospective clients connect your image with your products or services. The power of your personal story as a business owner is a great emotional marketing tool.
The Power of a Single Story
Your website, pages, and social media business sites should all be in sync. If you’re establishing yourself as the face of your business on one network, make sure you’re appearing on all of them. Whether you’re selling real estate or baby clothes, it’s important to make sure you’re humanizing your web story everywhere your customer sees. Be consistent with what you share and how you present yourself. Once your customers recognize you and how you post on one media attached to your business, they’ll know how to look for you on others, growing your brand awareness and leading to more conversions.
Public Vs. Private
Some business owners are reluctant to act as the face behind their brand because they are rather private. To establish your public brand from your private life, draw a fine line with how you choose to promote yourself on social media. Be selective on business profiles of types of personal information you share; some positive content in this vein is office life, team shenanigans, local treats, and personal inspiration.
If your personal social media profiles are public, don’t post anything that would be inappropriate for your work environment, and remember your base internet safety tips like not sharing where you live or any passwords. Some business owners opt to have two types of personal profiles per social network – one set to private for their friends and family only, and one set to public for fans where you can post motivation, inspiration, professional development, community involvement, and accomplishments.
If you’re going to be the face of your brand, your integrity as a business owner is important. Showing up on time, being honest, and building trust with your customers are imperative to showcase the personal integrity of your brand. Too much inconsistency in how you represent yourself can damage your credibility or even cause you to lose your audience. Especially in this day and age, when everything stays on the internet forever and the rising consumer generations care deeply about the social responsibility of the brands they support.
You’re Already an Expert, Now be a Thought Leader
As a business owner, you’re an expert in your field, so it’s important to also establish yourself as a thought leader. Share your knowledge with the world, backing up your business’s credibility. Be prepared to establish your face and answer questions at events, on podcasts, or in print about how you apply your expertise in your business model. Why do you insist on cruelty-free products? How do you secure the highest quality services? What is most important to you about your brand’s mission? These are the types of important questions you need to know and share when you’re the face of your brand. A thought leader is willing to put up the facts behind their success.
Being the face of your brand can give your customers a personal connection to your business and help you stay competitive in your field. If you need some help getting started, please contact me for a consultation or training!