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6 steps to putting a face on your brand

By Lisa Goldsberry

25636533_s.jpgUse PR to show who you really are and attract more customers

Everything your company does and everything people say about your company defines your brand. Therefore, it is important to determine what you stand for, how you want customers to see you and make sure all communications and initiatives support that. But, how do you put a face on your brand?

When consumers think of your company, what do they see? Is it your logo? Would they recognize your headquarters? Nike’s swoosh and McDonald’s golden arches are recognizable worldwide, but who is behind these images? To build a more personal connection, your brand needs a face, and public relations can help you establish the persona that is best for your company.

The benefits of having a face for your brand:

  • Eliminates some of the public’s doubts about corporate leadership. Many people view medium and large companies as faceless, greedy institutions only interested in making a profit at all costs. A human face helps them realize that real people work for your company.
  • Helps your company stand out. People remember and relate to faces. When you have a person who is associated with your brand image, it sets you apart from competitors who don’t.
  • Offers a real person to tell your story. Customers can read all about your company’s history in your materials and on your website, but it has a bigger impact when an actual person tells it. You can give the story more personality, demonstrate your passion and provide more details, such as how difficult it was to get startup funding or how it felt to get your first big client.

6 ways to humanize your brand

  1. Choose a spokesperson.

You can’t put just anyone out front. A spokesperson should be polished, articulate and well-trained to handle any public encounter. It could be the CEO, a famous celebrity, a familiar person in your industry or your PR representative. Whoever it is should be a good match with ideals that mesh with your company’s vision.

  1. Let people see you.

Your spokesperson should be visible, appearing in on-camera messaging, delivering speeches at public events and directly communicating with customers. He or she may also pen blogs, give media interviews or create seminars providing expert information about your industry.

  1. Demonstrate consistency.

One speech a year or a blog once in a while and occasional Tweet won’t cut it. Remember that you are asking people to trust you enough to give you their business. This is not a one-and-done deal; you must build the relationship over time.

  1. Remain genuine.

Today’s savvy consumer can spot a phony a mile away. Decide what you stand for and stick to it. You don’t want to be caught highlighting your cool office culture while employees are complaining of a rigid work structure.

  1. Engage in conversations.

No one wants to be constantly talked “at.” They want to be spoken “to.” Find ways to engage with customers both in person and on social media. Use PR to develop your tone and the right messaging. The more they can interact with you on a personal level, the more customers will see that you value their business.

  1. Hire a PR firm to help you.

Some companies get so used to legal and corporate speak, they forget that everyone – employees, media, key stakeholders and customers – is human. Therefore, you should humanize your brand as well.

At Axia Public Relations, we will help you establish the face of your brand for better customer connections, improved messaging and increased profits. Download our e-book Maximizing Your Public Relations Investment or contact us to learn more.

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Lisa-G-Color-SM.jpgLisa Goldsberry is a blogger for Axia Public Relations with more than 15 years of public relations experience. She specializes in business and technology PR. Lisa has worked for Axia since December 2013. Learn more about Lisa Goldsberry. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.







Featured image credit: 123rf.com

Topics: public relations, spokesperson training, shared media

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