The person representing your brand on camera is your spokesperson, so choosing the right one is very important.
While some of the most notable spokespeople in television history have been celebrities or recognizable faces – such as model and actor Fabio and basketball superstar and entrepreneur Michael Jordan – they have also included animals like an animated talking gecko and even galloping, majestic Clydesdale horses. When it comes to making a corporate video or producing a marketing video, however, you may not be thinking of a long-term campaign.
A company spokesperson may often be the person who represents your organization to the press, to the stakeholders, or in any public forum. Steve Jobs is one of the most famous spokespeople who also happened to be the CEO of his company.
Based on these examples, you already have a pretty good idea of what a good spokesperson for a brand should be like, but let’s break it down further.
How to Choose an On-Camera Company Spokesperson
These days, when video content gets posted on social media, and news spreads at light speed, it’s very important to choose carefully.
- Good On-Camera Presence – Your company spokesperson needs to do more than look presentable on camera – they need to make a lasting impression on the viewer.
- Charismatic – A charismatic person is convincing and makes you want to emulate them. If you notice yourself mimicking something a person does on screen, you can be assured that you have a charismatic spokesperson.
- Embody the Product – A brand is an idea – your idea. A good spokesperson for your organization needs to ooze your brand values simply by being themselves.
- Authentic + Genuine – Actress and comedian Tiffany Haddish famously promoted Groupon on talk shows while she was promoting her films. So it didn’t take Groupon long to hire her to be their spokesperson. She wasn’t just a promoter; she was a happy customer too.
So, before making your next corporate video, go through the characteristics above and pick the perfect spokesperson.