Humanizing Businesses by Adding a Face Behind the Brand

By TRISOFT team

Sometimes, the person who started, invented or promoted a certain business, brand or company is better known and liked than the very thing they were the image of. Just look at Elon Musk and Tesla, Steve Jobs and Apple, Bill Gates and Microsoft, Jeff Bezos and Amazon, and the list could go on.

Consumers like to associate a product or service with a real person, someone they can put their finger one, find out more about and hold accountable if something goes wrong. Most of the times, the public is more interested in the person behind the brand than the brand itself, therefore liking or disliking the individual can directly influence the success of the company.

People can usually tell the difference between automation and personal engagement, and they will always opt for the personal aspect of interaction. It’s natural and instinctive, so company owners and entrepreneurs should keep this in mind and take advantage of this finding in order to grow their businesses and their clientele.

1. Have someone trustworthy as the image

First and foremost, the brand needs to have a trustworthy person as an image, with a clear and important message.

What is the ultimate goal of the company? The transition toward sustainable energy? Global data security? Saving the earth’s resources? Connecting all people on the planet? It has to be a compelling and inspiring statement, transmitted in a straightforward and simple manner. If the person behind the brand believes in it, then the public will listen to them and start believing in it as well.

Consumers will take the word of someone they know and trust, someone they sincerely believe has their best interests at heart. Thus, the main character has to be someone who hasn’t compromised their image in any way, someone successful, with integrity, lots of knowledge and involvement in their community.

Furthermore, the internet is inundated with brands competing for customers’ attention and things change so quickly online that people tend to search for a relevant face to keep them up to speed and guide them in the right direction. Humanizing a company through a single influential face is an essential way to do gain clients or followers and thus maximize the company’s success in a constantly evolving market.

2. Have them involved in the brand

In addition, an important trait of the face behind the brand is that he/she has experience with the product, knows it in detail and can provide information, specifications, advice and feedback on it. They can even identify what other companies offer and whether their competitors answer to the current needs of consumers.

This is the case with social media influencers for example, who show how the product can be used in real, day-to-day life and the benefits they obtain from it. Putting a face behind the brand gives the audience a relatable person to connect with and as they come to appreciate this person, they will increasingly engage with the brand and purchase products or services from the business.

3. Have someone recognizable as your image

Moreover, the person behind the brand must be recognizable, since it can be difficult for people to relate to a faceless brand.

By adding a human face, consumers will recognize and relate to the company, engaging with an actual person instead of a completely abstract entity. They will become loyal to someone who is accessible, approachable and motivational. After all, a person is easier to remember than a logo.

4. They will be accountable

Also, the face behind the brand is responsible, liable and accountable — if something goes wrong with the purchased product or service, people will feel they have someone to resort to, someone they can call out for selling them false expectations or someone to give them suggestions and advice on how to fix or improve their experience.

A person who has built a relationship with a consumer is going to communicate these messages effectively and compassionately, with higher chances of keeping clients calm and satisfied.

We want to be seen and heard

In conclusion, the face behind your brand is how people build a relationship with the brand, the business or the product. Nobody wants to be just a number, an anonymous client in a crowd, who has to deal with a robot, an app, a virtual assistant, or an impersonal company.

At TRISOFT we just know people want to be heard, recognized and treated as individuals. They crave emotional connection. And thus, they want and need to connect with other people. Ultimately, that is why a face behind our brand is essential.

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