subject: Personal Branding Tip: Shining Your Countenance Upon Your Customers [print this page] Personal Branding Tip: Shining Your Countenance Upon Your Customers
Roman emperors used their own personal branding technique when they minted coins with their faces on them. By doing so, they made their subjects aware of who was in charge and this, in theory, avoided any messy rebellions.People in advertising have known this for a while, and that is why faces are so prominent in visual advertising.The face is one of the most used visual tools in advertising campaigns. It is used in all types of visual media. Faces are found in newspapers, magazines, and authors very often have their photos on the inside back cover of books. Television is all about people's faces. Even online, people are recognizing the power that comes from having an image of themselves online. The reasoning behind this is simple. People are hardwired to recognize faces, so it makes sense to use faces in ads. They direct the audience's attention towards what the ad is trying to sell. People read other people's emotions through the expressions on their faces, and through this often perceive certain things about the person behind the face.People's penchant for faces is also one of the primary reasons Facebook overtook all other social sites and now dominates that market. Sure, the other sites allowed you to post your face, but the "Face" in Facebook made it seem like the thing to do.The same is true in other, older industries.New real estate agents are taught to have business cards with photos of their faces on them. Though a potential client may only have met the agent for a few minutes before receiving the card, seeing the real estate agent's face subconsciously allows any potential client to "know" with whom they are doing business.People like to know the people with whom they do business, so having your face on a business card or, even better, a website and social media sites, will help people become more open to doing business with you. If someone knows your face, they think they know you.In reality, they do not know the intricacies of your personality, your likes and dislikes, or what your favorite color might be, but by making your face part of your personal brand you are helping potential customers get to know you. If they get a chance to meet you in person, they will likely treat you like someone they have known for some time, rather than someone that they have barely met.This simple personal branding tip can create business from places you least expect. Imagine getting an e-mail or phone call or someone popping into your place of business and greeting you by name, just because they saw your photo on your website. This is happening more frequently in today's business world, and it is all due to people adding their face, and the personality behind it, to their brand.
