How to connect with your customers on a deeper level
In a marketplace full of brands, what makes a customer choose yours? Is it your logo? Your color palette? While these things are important, they’re only a step towards building real connection with your audience. Let’s dive together into one of the most captivating and unique characteristics a brand can have.
The real secret to a brand that stands out is a face: Yours, to be more precise.
Too many business owners hide behind their logo, thinking that a sterile, corporate-looking brand is more professional. But the opposite is true. In today’s digital world, people want to buy from other people, not from faceless corporations.
That’s why you should consider creating content for your business. We know that being in front of the camera is not something that everyone likes. However, with a little bit of training and experience, you’ll be knocking it out of the park and connecting with your customers in no time.
Why being the face of your brand matters
When you put yourself out there, you’re not just selling a product or a service; you’re building a relationship. Being able to establish a true connection with your audience is what will set you apart from other businesses and make customers prioritize your brand over others.
This is how you personalize your brand and make it relatable. It’s how you build a community, not just a customer base.
People are wired to connect with other people. We trust individuals more than we trust entities. When you, the founder, are visible, you put authenticity and humanity into your business. You provide a “why” behind the “what.”
Think about it: Your competitors can copy your product, your marketing copy, and even your website design. But they can’t copy you. Your unique story, your passion, and your personality are your brand’s most valuable assets.
World-famous cases of personalized brands
History is full of examples of successful brands built around the charismatic and often unconventional personalities of their founders:
Steve Jobs (Apple): Jobs was a master of personal branding. He wasn’t just a CEO; he was the visionary, the rebel, and the perfectionist who changed the world with elegant technology. His famous “one more thing” presentations were iconic, and his presence on stage defined Apple’s innovative and user-centric brand identity.
Elon Musk (Tesla, SpaceX): Say what you want about Elon Musk, there’s no denying that everyone knows he is the face of his brands. His presence, particularly on social media, generates buzz and media attention for Tesla and SpaceX.
What we have done at Adapt Crew
On a smaller scale, we’ve been implementing this in a few of our clients here at Adapt because we understand the importance of putting faces to brands. We have tested it and we have seen the results. Spoiler alert: This kind of strategy does work when it comes to creating connection with audiences.
For example, PaneBras USA’s founder, Paulo Ferreira, serves as the brand’s prominent figure. Beyond his compelling personality, Paulo is highly respected in the industry for his extensive experience and the positive impact he’s made within the Brazilian community and among his employees.
Whenever we share content featuring him, like dressing him up as the Easter Bunny for a special post, we notice a significant boost in engagement. And when we post about his journey and the challenges he’s overcome to get where he is today? The response is huge. If you’re curious, check it out yourself.
The same thing happens when we post about Terra Gaucha’s founders. Everyone wants to hear about their story, wants to know the faces behind their favorite steakhouse so they can connect with their strong personalities on some level. After all, at the end of the day, what everyone craves is a type of connection, a reason that will serve as purpose to eat or shop a specific product.
That’s why we have been introducing them more and more in their social media. Be it an institutional video about them opening a new location or a funny meme with one of them, engagement is sure to be better.
These examples prove that being the face of your brand isn’t just for small businesses. It’s a strategy that works at every level, turning a company from a faceless organization into a living, breathing story that people can connect with.
Their personalities aren’t just an add-on; they are the very essence of their brands. It’s not just a clever marketing tactic, it’s a fundamental shift in how these businesses communicate their values and mission. By communicating in an authentic and transparent way, they become powerful storytellers, add personalities to their companies and connect with their customers more easily. If you also want that kind of spot-on marketing for your business and learn how you can better connect with your audience, you already know what you need to do. Contact us!
Ilana Paschoal
Head of media US
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