How the Right Spokesperson Can Make or Break an Ad

As long as mass advertisements have been around, certain brands have been known for their spokespersons. From Colonel Sanders to Flo the Progressive Girl, spokespersons have helped brands develop an identity and relationship with the public. Marketing companies have a lot to consider when looking for a spokesperson and must make decisions carefully. 

When one thinks of famous spokespersons of the past, he or she will most likely also think of the brand associated with the spokesperson. Those who are old enough may remember Mr. Whipple from Charmin toilet paper commercials and his famous line, “Don’t squeeze the Charmin!” 

As Mr. Whipple appeared on the screens of televisions across the country, he became synonymous with Charmin toilet paper. This is the kind of achievement a brand wants when acquiring a spokesperson. 

Mr. Whipple is an example of what a brand needs in a spokesperson. A spokesperson needs to be completely representative of the brand in every way. In a sense, the spokesperson is the brand. That is why brand identity is so important. Marketing companies need to know exactly everything about their brands are before embarking on searches for spokespersons. Knowing the full brand identity will help define the search for a spokesperson. 

Once the brand identity is established, a company must find someone who is representative of the brand. Marketing companies should only think about their brands to get an idea of what kind of personality is needed. What type of service does the brand offer? Is it a serious brand like a law firm? Then it would need a serious and reaffirming spokesperson. If a brand is more generic in terms of its type of service, then it could go several different routes for a spokesperson. 

Many brands use a humorous spokesperson for ads. This is a popular option, but one should consider things carefully before choosing this option. Humor can be great if it is used properly, but there is a risk of people not finding it funny, or not taking the ad seriously as a quality advertisement. Of course, there is always the risk of people finding a spokesperson more annoying than funny. 

Marketing companies can enhance a brand tremendously by using a spokesperson. While there are always risks associated with these tactics, establishing a solid spokesperson can enhance a brand even more. Many spokespersons have gone into the history books as American icons, and that should be the strive for every brand looking to make it in the world. 

Hayden Ratliff writes for Fusion 360, an SEO and content marketing agency. He writes for many other clients as well. Follow on Twitter.