You’ve probably heard that your company needs to have a “face.” You know that there needs to be a person who represents your brand. This is the person who handles media interviews, gives presentations, and otherwise speaks on behalf of your company. For example Lance Armstrong was the representative of Livestrong; Tiger Woods was the representative of Gatorade and a host of other brands; and so on.
So, you already know your company needs a representative. Well, I’m here to tell you that’s not quite right. Your company doesn’t need a representative; it needs multiple representatives.
Let’s go back to the examples I mentioned earlier.
Lance Armstrong was the representative of the Livestrong foundation. Keyword here was. He had to resign after he got caught up in that nasty little performance enhancing drug scandal. Turns out it wasn’t in Livestrong’s best interest to have their representative be seen as a cheater and a liar.
Tiger Woods was the representative of Gatorade and a host of other brands. Again, the keyword here is was. After his wholesome image was torn to shreds by reports of his multiple affairs, he was booted as the representative and spokesperson for many companies. These companies didn’t want to be attached to the scandal.
And that’s why you need to have multiple representatives at your company. If your entire brand image is attached to a single spokesperson, you’re setting yourself up for serious trouble if that individual does something naughty. It will reflect poorly on your brand.
But that’s not the only reason your company should have multiple representatives. What if your representative and thought leader is swooped up by a competitor? What would that say about your brand to the general public? It wouldn’t look good, would it?
Simply put, it’s a good idea to have multiple people representing your brand in various roles. That way, if there is any sort of issue with one of your representatives, your brand won’t suffer as much. You won’t have all of your eggs in one basket, so to speak.
What do you think? Do you agree that companies should have multiple representatives?
Share your thoughts by commenting below.
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download your free copy of 7 Cheap PR Tactics for Success in Any Economy here: http://www.ereleases.com/7cheaptactics.html