Let me give you a marketing tip that will have a direct, immediate and positive impact on your sales. Guaranteed.
Is this more marketing B/S, you’re thinking?
Not at all!
It works like this. Stop hiding. Show your face!
I see this over and over. Business owners don’t show face. They hide. On the company website they’re nowhere to be seen. The company’s social media is posted under a “corporate” logo. The brochure is almost anonymous.
And the reasons are as old as the hills:
- This is not America where we do hero worshipping.
- I don’t want to be famous.
- I don’t want others to know the business is white or black owned.
- I don’t want to come across as arrogant.
- We are a team – I should not set myself apart.
- I am trying to work myself out of the business.
- We need to look bigger than what we really are.
- I’m too shy…
I’ve heard it all.
It boils down to a very basic brand strategy mistake that too many South African entrepreneurs make. They forget where the brand equity lies – with them! Not the logo.
Thing is, no matter how lovely your logo, how pure your intentions, how ambitious your goals, or the nature of your personality, for at least the first decade of your company’s life, you are the face of it. You started it. You own it. You are the boss. You are responsible. It is ultimately about you, and deep down everybody knows this.
By hiding your face, you are hiding the most potent marketing tool you have – your personal interest in the business.
We all say that business is personal, but do we really believe it? If we do, why don’t more companies feature their owners and founders front and centre in all of their marketing?
Unless you are a global multinational, your face must be on your website. Whatever your company posts on social media, must be under your name. Your face must be there. You!
Don’t make the mistake of thinking that the legal person that is your company, can replace the real person that is you. You are missing out on a natural premium available to you. People like doing business with people and are willing to pay more money, and display more loyalty, for that privilege. Ride that wave for as long as you can!
Show your face.