Advertising Technique: Employees As The Brand

About Using Employees To Express The Brand

Using employees to represent the brand in communication campaigns has several ancillary advantages, such as boosting internal esprit de corps. The types of employees you can use include:

- The people who make the product, deliver the service.

- The sales or marketing team.

- The CEO, such as Sir Richard Branson for Virgin or "Papa" John Schnatter for Papa John's Pizza.

Many CEOs or founders have gone form being brand representative to brand characters or icons. Such as Colonel Harland Sanders of KFC fame.

Make sure you have a signed model release and a backup ad or campaign should the employee leave or get fired.

Creative tip: Especially in small companies, the employees, or the owner, frequently constitute "the brand" to the target audience.

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