If done right, producing commercials and video content for your company can be an exciting process that greatly boosts brand awareness and delivers significant returns. However, even with meticulous planning, production day and the final result can go horribly wrong if you choose the wrong spokesperson.
The importance of selecting the right brand spokesperson cannot be overstated. This individual represents the face of your brand, embodying its values, personality, and mission. It’s essential to choose someone who can effectively communicate your brand message and connect with your target audience. So, how do you go about selecting the perfect person to represent your brand?
The Headshot Myth
If you believe that a spokesperson’s headshot reveals everything you need to know about them, think again! Don’t be swayed by flawless hair and a sparkling smile; headshots are static and may not accurately depict what the talent looks like today (or any other day, for that matter). Additionally, headshots are typically edited to perfection, and while they can help narrow down the talent pool, it’s important to conduct further research before making a final decision on who will represent your brand.
The Reel Deal
When considering a spokesperson for your brand, it’s essential to ask their representative for a ‘spokesperson’ or ‘host’ reel. If the contender doesn’t have one, it may indicate that they lack experience as a spokesperson or only work part-time in this capacity, which could mean they haven’t devoted the time and effort needed to create a professional reel. Not having a professional reel is a surefire way to move a talent from the ‘maybe’ pile to the ‘no’ pile.
When reviewing reels, take a closer look to get a sense of the talent’s range. Look for clips from different hosting scenarios, such as in front of a green screen (which suggests the use of a teleprompter), on-location shoots, or interviews.
To evaluate the talent’s suitability for your brand, watch some of the reel without sound and focus on their body language, facial expressions, and overall demeanor. Do they come across as compelling and engaging? Can you envision them effectively conveying your brand message? If the answer is yes, then you’ve likely found an excellent choice for your spokesperson.
What’s in a Word?
In today’s social media landscape, user-generated content (UGC) is ubiquitous. You’ll recognize it by the ads that start with informal phrases like “Hey guys…” or “If you ever…then you have to check this out.” This relaxed approach to reaching potential customers through homemade-style videos has become increasingly popular. However, there is a significant difference between a professional spokesperson, who has received training in diction and voice, teleprompter operation, extensive corporate branding experience, and someone who flipped their camera around to informally review their favorite lipstick or hair product.
If you’re seeking a high-quality spokesperson to represent your brand, you should consider factors such as keyword pronunciation (e.g., ensuring that the word “to” is pronounced as “to,” not “ta”), proper pacing for optimal message delivery, and an accent that best aligns with your brand (e.g., neutral American, American Southern, Midwestern). It’s essential to choose a spokesperson who will effectively convey your brand’s message to your target audience.
Other Factors to Consider
Relevance and Authenticity
Consider the relevance of the spokesperson to your brand. In some cases, it is important for your spokesperson to be relevant to your target audience and the industry you operate in. For example, if you sell fitness equipment, a fitness trainer or athlete would be a suitable spokesperson as they have credibility and knowledge in the industry.
The spokesperson should be authentic and genuine in their representation of your brand. They should be passionate about your brand’s mission and values and have a strong personal brand that aligns with yours. Authenticity is essential in building trust with your target audience and fostering long-term relationships. When possible, enlist the services of an authentic and relevant spokesperson who has had some on-camera training.
Reach and Influence
Consider the reach and influence of the spokesperson. When possible, they should have a strong following and influence in their respective industry or niche. This will help you reach a wider audience and generate more buzz around your brand.
It is essential to choose a spokesperson with a good reputation. Look for someone who has a positive public image and a history of ethical behavior. Negative publicity associated with your spokesperson can harm your brand’s reputation and credibility.
Availability and Commitment
Choose a spokesperson who is available and committed to your brand. They should be willing to work with you on a long-term basis and attend events or promotional activities as required. It is essential to have a good working relationship with your spokesperson to ensure they effectively communicate your brand message.
Finally, consider the budget you have for a spokesperson. Depending on the spokesperson’s level of fame, their fees can range from a few thousand to millions of dollars. Choose someone who fits within your budget while meeting your requirements.
Meet and Greet
Congratulations on selecting your spokesperson for your brand! But now what? Whether it’s a one-time commercial or an ongoing relationship, it’s crucial to schedule a meeting with your chosen talent before production day. During this meeting, you should discuss the pace of the day, the shot list, script, teleprompter use, wardrobe, call time, and any other relevant information that can help make production day run seamlessly.
In conclusion, choosing the right spokesperson for your brand can significantly impact your brand’s success. Consider the professional experience, relevance, authenticity, reach and influence, reputation, availability and commitment, and budget when choosing a spokesperson. A spokesperson who resonates with your target audience and represents your brand’s values and personality will effectively communicate your brand message and help you achieve your business objectives.
Need support identifying the perfect spokesperson for your brand? Our account manager, Leslie Nifoussi is an expert in the matter. Get in touch today!