11.21.24 |
YOUR BRAND’S BEST ALLY: Selecting A Spokesperson Who Resonates
116 & West
Meet Tyler–a magnetic personality who’s as reliable as he is personable, the guy you’d trust with your biggest projects and your weekend plans.
We knew we needed a spokesperson like Tyler to strengthen the brand recognition for Mountain West Bank among Treasure Valley residents—someone who not only reflects the bank’s dedication to superior customer service but also resonates with the target audience.
A relatable spokesperson humanizes a brand, becoming the bridge between your company and its consumers. Within a digitally driven marketplace, this tangible connection delivers distinct value—it builds trust, and as trust deepens, so does loyalty. Consumers not only return to brands they trust, but they become enthusiastic brand advocates, encouraging others to engage, thereby expanding its audience.
So, what should you consider when determining if a spokesperson is the right fit for your brand?
THE NATURE OF YOUR SERVICE
First, the nature of your service directly impacts the perceived credibility of a spokesperson and the appeal of an ad.
For a utilitarian service like banking, it is most effective for the spokesperson to be human rather than animated, and be expressed as an expert. Customers often seek reliability and confidence in these services, and a realistic, knowledgeable spokesperson reassures them of the brand’s capability. However, this representation loses its appeal if they appear too charismatic or polished. They should instead be portrayed as an ordinary person with realistic imperfections.
Hedonic services, such as those in the leisure and luxury industries, must similarly foster a sense of personability. However, the spokesperson should evoke emotions tied to enjoyment and aspirations rather than expertise, capturing the essence of the services being offered.
THE PERSONALITY OF YOUR BRAND
In addition to appropriately representing the nature of your service, a spokesperson should exemplify the personality that defines your brand. A disparity between the two risks diluting your campaign’s messaging and confusing consumers’ perceptions. An ideal spokesperson, instead, acts as an amplifier of your brand’s core values.
To strengthen Mountain West Bank’s service-centered identity, we crafted a messaging strategy that positions Tyler as a source of prompt and personable support, exceeding that of larger banks and credit unions. Through this consistent approach, we ensure that Tyler’s role in the marketing campaign echoes the brand’s values, strengthening consumer trust at every interaction.
THE PORTRAYAL OF YOUR VISION
With your brand’s identity clearly defined, the next step in spokesperson strategy is selecting the proper talent to portray your vision. A spokesperson serves as the face of your brand. Therefore, it is imperative that they appeal to the expectations and admirations of your target audience. From their attitude to their appearance, every attribute is essential to their ability to inspire action.
Our MRI Simmons research revealed that consumers tend to trust male spokespersons more and view bankers in their early 30s as the most dedicated to their roles. Informed by these insights, we auditioned close to 25 actors, seeking out-of-market talent to avoid any prior recognition from Boise’s small acting pool and ensure Tyler’s portrayal remained distinctive.
For brands in Boise, this strategy also benefits from local insights provided by an agency with experience in regional markets.
Regardless of your execution of these practices, the value of your spokesperson will only be realized through a persistent presence. Trust is built over time. It is only through continuous exposure that your spokesperson can establish the familiarity needed to connect with consumers. Therefore, you should only consider implementing one when committed to enduring advertising efforts.
AN OMNICHANNEL APPROACH
The effectiveness and influence of a spokesperson is intensified when implemented in an omnichannel marketing approach. In our campaign, Tyler’s presence spanned television, print, digital outlets, and in-brand point-of-sale materials, ensuring his presence was consistent in every consumer interaction.
Whether you’re exploring the possibilities of a spokesperson or eager to implement a plan, our full-service advertising agency will shape a strategy that suits your brand. Get in touch today to discuss your goals and explore how this approach could enhance your brand.