If you are ready to grow your business through the power of the brand, there are many factors to consider and all are equally important. Many are related to operations and internal processes that ultimately affect how the brand moves through commerce channels, while others are external and more based on how your customers and potential customers receive and engage with your brand.

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We are going to focus on the external component in the power of the brand and talk about investing in the right communications. Hiring a spokesperson for your business can be the difference between engaging your audience or getting lost in the noise.

The power comes from that connection and most assuredly the message extension to their sphere of influence.

Hiring the right spokesperson includes vetting notable characteristics and qualifications.

Credibility, notoriety, professional on-camera experience, media training, emotional empathy, and business and marketing acumen all play a significant role in vetting this individual.

First, proceed with caution and do not get fooled by the notion that the right spokesperson must be a celebrity and cost more than your monthly net income.  This is simply not true, and some significant brands have painfully discovered that focusing on celebrity endorsements can backfire many times.  It is most important that a company spokesperson is relatable to your audience and exudes a confident, trustworthy factor.   Proceed cautiously in vetting this person.  There are many online sources that will provide relatively low or free options. It is not advisable to cut corners on this marketing strategy.  Your company spokesperson should be a marketing budget item that you invest in, as it will turn dividends at higher levels than marketing campaigns run without the right spokesperson. Your investment should be in a trained individual who knows how to use your words, company tone, and the right body language to deliver your message in the most powerful way.  It is all about communication and resonating with your audience. In addition to the outward appearance and delivery, it is an added value when you can work with a spokesperson who has the marketing, business and writing skills to assist in copywriting and editing of scripts.  One of the biggest mistakes a company can make when hiring a spokesperson is that they may find the right talent but then provide the wrong message for delivery.

Marketing campaigns are most effective when the right person delivers the right message through the right channels.

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Lastly, know the goal of your hired company spokesperson. Is it…

Solidifying the brand with an existing customer base?
Growing the brand with a new customer base?
Educating your audience of brand unique selling points through explainer or training videos?
Positioning a new product or service?
Increasing brand awareness in the competitive landscape?

Identifying the overall purpose is crucial to the success of your hired spokesperson. So, take the time to strategize, vet credible spokespersons through agents or marketing agencies, invest in the process and watch your brand power and equity grow.