Our spring intern Conor Quinn shares his thoughts on how to pick the right face for your brand.
When marketing your brand, consider pairing a face people recognize with your product. You don’t necessarily need a celebrity, just a memorable person that connects in some way with your brand or product. A familiar face can breed memorability and trust resulting in increased brand recognition and a boost to your bottom line. The partnership can be long term or have a short run.
Last month, Skittles inked Super Bowl champ and Seattle Seahawks running back Marshawn Lynch, developing a limited edition “Seattle Mix” of the candy in Seahawks team colors. According to a recent post on Mashable.com, the sweet-toothed Lynch has been eating Skittles during football games since he was a child. Every time he scored a touchdown growing up, his mom would give him the “power pellets” and now the tradition lives on with his fans, which pelt him with Skittles whenever his feet hit the end zone. Although this example is of a new partnership, Lynch and Skittles is a perfect advertising tandem. Here are three tips to finding the perfect fit for your brand:
1. Choose someone who is knowledgeable about your product
A person who is familiar with your product or service will come across as more believable than someone who has never heard of you. He can speak more confidently and freely as opposed to someone who comes in and just reads a script. He knows the background of your company and may even be able to contribute to how the ad or campaign should play out. Take stock of your clients and think about who could be your brand’s champion.
2. Pick someone who would actually use your product
Pick someone who resonates with your product’s target audience. If done correctly, your customers will see a reflection of themselves in the face of your brand. You would not choose a racecar driver to endorse a woman’s daily vitamin. This is an extreme example, but the lesson holds true. Think about what type of person your clients would want to see.
3. Have a recognizable face
Finally, pick a person who is memorable. The person should have a friendly face and leave a positive impression. One way to test if you’ve chosen correctly is to put together a focus group or test out the partnership on social media. Gauge the reactions of fans to see if you’ve got the right fit.
If you want help strategizing potential ambassadors for your brand, contact us.