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Lesson #3 – How to Be the Face of Your Brand

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Janine Allis really did an amazing job in the early days of Boost Juice being the champion for the health industry and also being the champion for growing her franchisee network.

Since then she has invested into a number of food businesses and has became one of the faces of food franchises in Australia.

In the early days though, the story and the face of Janine Allis was something that Australians could relate to, and for women in particular, Janine Allis was someone that they could aspire to be like.

Going by Janine’s example as well as Richard Branson and many others, as entrepreneurs it can be beneficial to get out there and be the face of your business, however you need to find ways to get creative and ensure that you’re efficient and effective in using this strategy as you scale your business.

This process can be quite time-consuming and you’ll need to delegate some key tasks to other people within your team to share the workload. I’ve seen a lot of succesful people get so caught up in being the face of the business (and maybe it’s a little bit of their ego getting in the way) but they forget that they need to run the business and work on the business at the same time.

Here are 3 ways to help your customers connect with you as the face of the business:

1. Social media scheduling

Social media is critical to building relationships with your customers. However, there are some tips that can help save time in keeping your social media presence consistent and fresh. We’ve seen that new apps and technologies have allowed us to schedule certain social media posts in advance. This means you can create a series of posts in one batch, and distribute them throughout the week.

Two tools which can help you with this are Buffer and Hootsuite.

Buffer, for example, allows you to connect various social media profiles such as Facebook, Twitter and LinkedIn and schedule your posts (with images attached where necessary) to go out at specified times.

This means that instead of you posting 3 times on Facebook on a Wednesday, for example, you could schedule those posts and have a more consistent presence – posting on Wednesday, Thursday and Sunday, without having to spend additional time creating posts.

With that said, ultimately if you can dedicate additional time to enhancing your own social media skills, it will be a worthwhile investment, and it’s important to customise your content as much as possible to each invididual social media platform. For more detailed information on how to approach your social media, I’d recommend reading Gary Vaynerchuk’s latest book, ‘Jab, Jab, Jab, Right Hook.’

2. Leveraging video and content marketing

You can’t be everywhere at once, and one way to create leverage and get your message out to more people is to use video, audio, and blogs to reach larger audiences than you can see in-person.

Whenever I do videos or podcasts what I try to do is group or ‘batch’ the activity. What this means is I’ll book out half a day or a day and bring in a production team to get it done professionally. If you book someone for an hour or you book them for half a day, generally there’s not a huge price variance considering the amount of work you can get done in one block.

I’ll book them for half a day to come to my office and have all the content prepared and then once it’s recorded we can upload it to social media, or our company intranet, or wherever it needs to go.

By leveraging the power of video and content marketing, you can reach more people and give people more opportunities to interact with you and your business on various mediums.

3. Create multiple ‘faces’ of the business

People say to me, “If I’m the face of the business, people might start to think it’s all about me.” The concern being that they have to be there at all times for the business to function.

I say to them – why don’t you tie your General Manager in to be another face fo the business to share the workload? If your staff have a financial incentive in the form of discounted shares or similar, this will help you get more loyalty from them and have them treat the business like it’s their own.

Once you incentivise your key staff members, you can delegate some of the work that’s involved in being the face of the business, and free up your time to work on other high-value activities.

Being the face of the business is a clever strategy if you execute it in a scalable fashion. I’d advise you to use the energy and passion you have for your business to your advantage.

Do you have any questions around being the ‘face’ of your business? Ask Andrew in the comments!

About Andrew Morello


Andrew Morello is the winner of the first season of The Apprentice Australia and is Head of Business Development working alongside Mark Bouris at listed company Yellow Brick Road. Morello is also the co-founder of online jewelry company Bellagio and Co., and a founding member of The Entourage.

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