Here at RoryMartin.com, we talk a lot about branding as part of a good social media strategy. At a very basic level, branding is about how we want a potential customer to feel, and what we want them to think, when they see our company out and about – in advertising, on Twitter, being interviewed…
Being interviewed? How can a ‘company’ get interviewed?
When it comes to branding there is one school of thought which believes that people are more likely to connect with a person, than with a faceless corporation. You will most likely agree with this theory, but it’s probable that you will also have ‘good’ feelings when you see a Coca-Cola advert. Of course, Coke have millions of dollars to spend on advertising and marketing, and their branding is all pervasive.
Small to medium companies with rather smaller budgets for getting their brand in front of people may benefit from having a spokesperson or public face of the company. This way, a company can go the usual branding route with online networking and information dissemination but also send their public face out to meetings, networking events, and conferences to relate to potential customers on a personal level. Having a spokesperson, who is represented as an expert in their field, also provides the opportunity for guest-posting, and being interviewed!, on other industry blogs and websites, which then creates link-backs to the company website, as well as positive feeling towards the spokesperson, and therefore the company.
There can be a downside to have a public face on a company, however. Firstly, what if they were to leave the company! Some fashion companies have avoided this by having anonymous public faces, such as @OscarPRGirl who ‘reports’ from inside Oscar De La Renta, and which could be authored by anyone. Secondly, the public face on a company should live according to the company’s ethos at all times when they are in public. As a representative of the brand, it would be hugely detrimental for them to be found acting in such a way as did not represent the brand. This is ultimately quite a responsibility.
What do you think? Do you have a public face for your company? How has it worked for you? Have you ever had any problems with this marketing route?