The image of a company goes beyond just a logo or slogan. Surely, you know of a business that became famous and represented by a CEO, founder, or professional, who becomes the ‘face of the company’ – as it happened with Apple, Tesla, and many others. This personification, although natural and often inevitable, is not always 100% positive to the parties involved, something that deserves a closer look to avoid image risks that could harm operations.
There are several ways in which corporate personification can occur, either through the representation of the brand’s culture and values in a particular professional (something more internally focused), or in a more market-oriented aspect, where customers recognize a certain person as influential in commercial agreements, problem-solver, or someone they are willing to engage with when acquiring the offered products or services.
For business owners, having this personification can be advantageous up to a certain point, considering its power of influence regarding a greater market presence, increased sales, and established partnerships. However, negatively, they end up being at the mercy of this talent for various operational aspects, with a high risk of suffering significant losses if this professional resigns.
In the long run, this is a concern that needs to be on companies’ radar, being able to make key turns along their journey through a solidified culture that does not rely on one or few individuals to thrive. And, there are plenty of international cases that demonstrate this complexity.
Analyzing the Tesla scenario as an example, even though electric cars are taking over Europe, the sales of the American company plummeted by 45% in January of this year compared to the same month in 2024, according to the European Automobile Manufacturers Association (ACEA). The main reason for this is the political stance of Elon Musk, the prominent face of the brand, which has led to a series of misunderstandings that not only triggered protests but also caused Tesla’s stocks to plummet by over 25% last month.
This situation reflects the risks that a professional who is the ‘face of the company’ can bring, not only to the organization itself but also to their own talent. After all, if they want to disassociate themselves from the business and pursue a different path, how will they eliminate this association in a new opportunity and detach without any reflection or influence from their previous experience to another brand?
The impacts of personal branding can affect companies of all sizes and sectors, as well as professionals in various roles. It is a significant challenge to be overcome that does not have a one-size-fits-all solution to mitigate potential obstacles, requiring careful monitoring at all times by everyone involved, aiming not to centralize this image and responsibility in just one professional.
It is essential for companies to have this concern for corporate prosperity, considering the satisfaction and growth of their teams, but prioritizing the competitive edge of the brand, safeguarding its culture, and shielding itself against an extremely influential personalization. Thus, the chances of experiencing a sudden movement that could be detrimental to any side are minimized, focusing on achieving the best possible business performance and maintaining a good reputation in the industry.
