Choosing the Face of Your Business

Do you remember the day, back in 2007, when Steve Jobs announced the launch of the iPhone?

If not, go check out his keynote. It was…iconic.

Lots of companies struggle to capture this kind of magic - and since Steve Jobs passed away, Apple has, too. And here’s (part of) why I think that is.

Most corporate spokespeople are either actors or celebrities who are brought in for their charisma but don’t really have an emotional connection to what they’re selling, or they’re executives who don’t resonate with the target audience.

Steve Jobs wasn’t just a talented speaker.  He was a geek. He build the early Apple products with his own hands, and you could almost feel his giddiness when he announced an innovative new creation.

Tim Cook, the current CEO of Apple, is a perfectly capable communicator - but he’s a corporate guy. His vibe is more “I’m a PC” than “I’m a Mac.” And that’s not a vibe that gets Apple fans excited.

So when you’re thinking about who to present as the face of your business, it might seem natural for it to be the CEO or some other high-profile leader in the company. But you need to ask yourself, “Will our audience identify with this person?”

Source: Apple Inc.

“Will hearing from this person get them excited to bring our products into their lives?”
Because most of the time, it’s about excitement. The consumer market cares more about emotions than about specifications. And even the business crowd, the STEM crowd, those who are theoretically more driven by facts - they’re swayed by their feelings and biases more than they’d like to admit.

And just because a particular person has power within the company, and is associated with the company in the public’s mind, it DOESN’T mean that they can spark those emotions that get people to open their wallets.

So what if you looked outside the box for your spokesperson? What if you looked to your team for committed, likeable, and relatable to your target audience? Someone on your design team, or someone who delivers services to clients, or that absolute treasure of a receptionist who knows your business backwards and forwards, and charms everyone who comes in the door?

This person doesn’t need to be a “natural” public speaker - whatever that’s supposed to mean. Anyone can get training and develop those skills. Anyone can learn to be confident, articulate, and concise.

Your team is your greatest untapped source of brand ambassadors. They just need the opportunity, and your trust, and the right tools to empower them to do it well.

With the right support, it’s a lot easier to turn an excited, friendly, but unpolished person into a great spokesperson than it is to turn a PC into a Mac.

Want to give your team the tools to become your brand’s next superstar ambassadors? Get in touch or set up an appointment and learn about Stage Light Communication’s corporate workshops and communications training options. !