by Lina Martinez
It’s a widely held belief that people don’t buy from businesses, they buy from people. Thus, in the world of business, enterprises both large and small have put their CEO front and centre in their branding. This can lend your enterprise a human side and help your core clientele develop a personal relationship with your brand. It can make you into a local celebrity of sorts or even propel you into the ranks of the world’s most famous entrepreneurs. However, it also comes with its potential pitfalls. When you choose to become the face of your business your reputation is inextricable from the business and if your enterprise turns out to be ill-fated it can be that much harder to bounce back from your fall.
Of course, this doesn’t mean that you shouldn’t try this approach but you should certainly go about it the right way and make sure that your eyes are wide open. Here are some important considerations that you need to make if you choose to be the face of your business...
Know your hook
If you are the face of the business, you will have to create a new persona for yourself… Just like a superhero. Clark Kent, Bruce Wayne, Peter Parker… They’re all very different guys in and out of the tights! The real you is your secret identity but your public persona is a carefully crafted facade that cherry picks the best bits of you and presents them to your target market in a media friendly package.
But what sort of you do you want to be?
A self imposed caricature? An inspiring go-getter? A leader and mentor? A figurehead of innovation? A force of nature? Do you want to cultivate a Steve Jobs-esque mystique or do you want to put it all out on front street?
The better defined your hook, the more cohesive your branding will become.
Invest in protecting your reputation
Despite your best intentions and tireless efforts, eventually something will come along to tarnish your reputation. It could be an irate employee, a disgruntled customer or a simple accident for which you may appear culpable in the court of public opinion. Needless to say, it’s up to you to invest in your own protection.
Get an attorney with experience working for businesses like yours. They will be instrumental in protecting you if you or your enterprise are accused of wrongdoing. You should also ensure that your employees are well looked after and have a healthy and productive workspace with an open door to your office to air any grievances so that they are not encouraged to air them in a more public forum.
Likewise, ensure that you have a robust customer complaints policy and are swift, decisive and proactive in dealing with complaints made on social media platforms.
Don’t be surprised if people stop you in the street
Finally, when your persona is inextricable from your brand, you mustn’t be surprised if people stop you in the street. They may want to take selfies with you, they may shout your business slogan at you and may conduct themselves in ways that try your patience.
It’s vital that you remember that the public’s eyes are on you. Show the merest sign of irritation and it could be calamitous for your brand. Take it all in your stride and be sure to have a smile for everyone. After all, this just means that your efforts are working and that your brand has achieved a level of ubiquity your competitors can only dream of!