Does Your Company Need a Spokesperson?

There probably isn't a person in the continental United States that doesn't know the familiar face of Geico's Gecko…or Smokey the Bear…or Spud McKenzie. These "spokespeople" have done a lot to bump up their brand, promote their image and put their company's name on everyone's tongue. The question is, does your company need a spokesperson?

Establishing a spokesperson for your company has a number of benefits, whether you choose to employ a celebrity spokesperson like William Shatner (Priceline.com) or Bill Cosby (JELL-O), bring in someone unknown or create your own like the examples above did. Spokespeople are often easier to remember than a product. Their familiar faces stick in the minds of your consumers, influencing their purchasing decisions because of the brand image they convey. They also go a long way toward endearing your product to your consumers-much loved characters=much loved products.

If bringing in a spokesperson was all roses, however, every company in the world would do it. Remember, your spokesperson must convey your company's desired image. Spokespeople that are too playful may not sell products designed for serious consumers (especially if they have a childish tone to their actions). Many companies have found, to their detriment, that their spokesperson has done them more harm than good-or, as in the case of one notable pet goods dealer, created an entity loved by the public but not suitable to their brand. (Consumers bought tee-shirts with the spokesdog's image on it but failed to buy the company's mainstream products.)

Bringing in a celebrity also carries its own risks. Your celebrity spokesperson's reputation will be your reputation, so it's good to keep that in mind. Human beings will be human beings, but when their face hits the tabloids it's going to be the beginning of the end for your company. For that reason it's important that you make your choices wisely. Spokespeople aren't necessary for the success of your business. A good relationship with your consumers is.