Faceless businesses are very impersonal making it hard for the customer to really connect with them. By stepping out to center stage you are allowing your customers to see who is really behind everything (although who knows, maybe it’s best in some cases that they don’t know! ha ha). You want your customers to see you as approachable and personable. Putting yourself out there is one of the best ways to do it.
Come Out From Behind Your Brand!
A corporate brand is nothing more than your reputation. As a small business owner, you pour your heart and soul into your business. Your passion for what you do is obvious. Generally, you wear plenty of hats and you ply your magic from the wings or back stage at best. Your participation is pivotal is the success of your business.
Behind the scenes you are the person customers expect to see and you’re the person who directs the show. You step up to every role except one -
CENTER STAGE.
I think you should pocket your humility and step out into the spot light and claim your just rewards. Many small business leaders shy away from the idea of putting themselves out there. Do you realize that in every other way you ARE putting yourself out there already? You have no issues with facing your audience on a one-on-one basis, live in person, right?. Stepping into the spot light makes you into an icon for your brand. It provides a genuine personality that a prospective customer can relate to. It authenticates your brand offering and helps to position the company with a human side.
It puts your money where your mouth is. I had much the same apprehension when I first plopped my photo onto my blog. It made me very tense. It was when I decided that I was a product much like any other that I warmed up to the idea. Now almost four years later, I think it helps my brand. My face and opinion define me to my customers. My expertise and my style of delivery are reflected in how I position my identity. I have been called a person who delivers “straight forward valuable advice” and I believe my brand reflects this.
Give your business a face. Think of it as meeting someone just before the handshake. With your face, potential customers can see themselves doing business with you. Powerful stuff.
Author: Ed Roach (123 Articles)
For 25 years or so I have developed positioning strategies for small businesses that helps to differentiate them. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. Opportunities come to light in every discussion. I consult predominantly with small business and and implement the solutions developed. I've had the pleasure of being interviewed in all media regarding branding small business, most recently in "America's Best" magazine and the "Christian Radio & Music Industry" trade magazine. I am available for speaking engagements and I have authored "The Reluctant Salesperson", an Introvert's Guide to Selling. Contact me if you are looking for practical advice on bringing your corporate brand to the next level. I also have international speaking experience including a recent event in Prague, Czech Republic. I am currently working on a branding conference in Mumbai, India for next year. I can be contacted directly at: 519-324-9536 or ed@thebrandingexperts.ca Blog: TheBrandCorral.com Twitter: BrandCorral Facebook
9 comments - add yours
Elizabeth
October 8, 2009
Ed Roach
October 8, 2009
True Elizabeth, some may just want to stay under the radar 
But I’ve found that taking a stand and “putting myself out there” is a terrific motivator. And if you’re not too handsome – there’s always photoshop.
walkie talkie
October 8, 2009
Hi Ed,
I agree with you. People like to know on what is really the quality of the brand and to be sure that they no regrets.
Ed Roach
October 9, 2009
I think offering up yourself helps to do that. Thank for commenting walkie talkie.
Ed Roach
October 10, 2009
Konstantin, we’re having technical difficulties. I’ll paste your comment and my reply here:
So how would you do it if you have online business?
You don’t suggest putting my face on the homepage, do you?
Konstantin, that’s exactly what I’m suggesting. Especially with the personal attitude you are taking in your contact area of your website. I like the humorous way you position yourself and others within your company that you’re not elite athlete. Put a face to that attitude. Even humorous poses would be great through out your site. Your products are for folks who are serious about their fitness. I think they’d appreciate some humanity.
It takes the edge off just product. Remember the Seinfeld show – the J. Peterman catalog. J. Peterman was an icon or spokes man for the brand – that could be you.
Form relationships with customers – have them send in pictures wearing your gear and post them to a gallery page . They’ll come back to see themselves and bring their friends with them. You could become quite the host.
Bobby
October 12, 2009
This is a good point, Ed. Some of the world’s most popular brands got there by putting a face on the brand (Kentucky Fried Chicken, Orville Reddenbacher, Steve Jobs, Bill Gates). Makes the brand more personable, and, especially for smaller brands, increases their perceived trustworthiness. Most people would rather buy a product/service from a “someone” rather than a “something.”
Ed Roach
October 12, 2009
Thanks Bobbie, I’m glad that you agree. I think it’s at least something for small business owners to consider.
[...] Ed wrote about Coming out from behind your brand so I decided that it was due time to get a video up. Ed has a very strong brand and often times [...]
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October 22, 2009
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