Every company needs a face behind the scenes, or a few faces. Every company needs that one person that you closely relate to the brand, for example Robert Scoble is the guy you think of when you think of Rackspace, Rand Fishkin is the guy for SEOmoz, The Verge has Joshua Topolski and a handful of editors, hell ESPN has a variety of personalities including Scott Van Pelt & Stuart Scott.
Every brand needs a face. Someone that everyone can relate to and when they think of your brand, they immediately think “oh, yeah that guy”. Friendly, funny, lovable, a variety of words are often used to describe this person. The one constant that’s always important though, is that this person is always reflecting your brand. A trade show, a social channel, this person is often seen everywhere all at once.
A face is something that every company needs in today’s digital world. Often it can be a role that the Owner or Manager usually takes, in the case of the Dallas Mavericks they have Owner Mark Cuban, but in some cases it can be a Social Media Manager such as Scott Monty of Ford or Rafe Needleman, who recently became the Platform Advocate for Evernote. These are men whose job it is to speek clearly for the company and take positions on behalf of it, for better or worst they were hired to become the brand’s face.
The world values faces for brands now than ever before. Have you seen Google recently? Their authorship tag is now showing more authors than ever before in the search ranking pages. Use social media? People don’t want to follow companies, they follow people.
Finding a face for your company is more important now than ever, so it’s important that you find the face before your company creates one for you.