As a Brand & Design agency based in Essex, UK, I’ve created dozens of personal brands for clients. Brand design is extremely important when creating a personal brand because the brand & design represents you personally, so if you’re thinking of creating a personal brand then be sure to invest in branding, but in addition there’s one other thing that you should definitely invest in when creating your personal brand. That thing is your face.
If you’re creating a personal brand then your business name is likely to be your government name, and your business services are likely to revolve around you. Despite the fact that you may be selling services, you are the product that your customers want to buy because you do something that they want, in a very good or particular way. You are essentially selling yourself.
To sum up, personal branding is all about you.
Benefits, features and services may all help to make a sale but ultimately, customers want to know whether you’re an expert, trustworthy and successful in what you do. That’s the three things that people will buy into when they buy into your personal brand and the best way to instantly communicate these ideas is through your best marketing tool, your face.
You don’t have to be a stunning individual to use your face within your personal brand. What you do need to do is invest in some great photography. This is where the power of your face will help you to propel your personal brand image.
According to marketing psychology, customers buy into :
- Other people: Customers are more confident in purchasing when there’s a face to see or a person to talk to
- Visuals: Visuals provide an instant sales pitch and make powerful first impressions.
- Good Design: Good design in any form communicates, trust, confidence, success and intelligence.
To achieve the above for your personal brand, all you need to do is to setup a good photoshoot for yourself and use it throughout your personal brand design.
Some photography tips:
- Be natural with your own personal character
- If possible shoot inside and outdoors
- Get more than a headshot
- Get photos of you standing, sitting and in mid action
- Get creative and use different gestures or facial expressions
- Use a consistent theme with your photos
- Make sure none of the photos are cropped
- Make sure it ties in with your branding
I think that any industry, business or brand benefits from having a “face” to promote their message. Even faceless corporations take full advantage of this idea to make their business more personable.
Apples brand face was Steve Jobs:
Steve Jobs was the face of the company on an industrial level but when it came down to selling the computers they personified the Mac Vs Windows scenario with faces. The young hip, good-looking actor (mac) Vs the older, square employee (windows).
McDonalds brand face:
McDonalds created Ronald McDonald as the business mascot back in 1963 to create a child friendly brand. Ronald McDonald worked well for McDonalds and has claimed to be the second most recognisable character in the world (after SantsClaus) but to be honest I haven’t seen him in years. He still plays a part as the face of McDonalds but in their latest adverts today, McDonalds they use a whole host of everyday generic faces to relate to a wider, modern audience.
Alfa Romeo’s brand face:
Alfa Romeo has been known for creating beautiful sporty cars, deriving from their racing heritage. Obviously this has a male dominated audience but when Alfa Romeo released their new car model being the Giulietta, they targeted a new female market that emerged as cash ready car buyers. To achieve this they used the face of the actress, Urma Thurman within the adverts.
Overall, branding, personal branding and a face is the perfect way to relate to your target audience.
It does what good branding should always do, create a relationship with the customer.
Check out the personal brands we’ve created here and if you need help creating your own personal brand then just get in touch.