A company’s image goes beyond just a logo or slogan. Certainly, you know of businesses that became famous and represented by a CEO, founder, or professional who became ‘the face of the company’—as happened with Apple, Tesla, and many others. This personification, while natural and often unavoidable, is not always 100% positive for those involved and deserves closer attention to avoid reputational risks that could harm operations.
There are many ways corporate personification can occur, whether through a professional embodying the brand’s culture and values (something more internally focused) or through a more market-oriented approach, where customers recognize a particular individual as influential in commercial agreements, the problem-solver, or the person they are willing to engage with when acquiring products or services.
For business owners, this personification can be advantageous to a certain extent, considering its power to influence greater market representation, increased sales, and established partnerships. However, negatively, they often become dependent on this talent for various operational aspects, with a high risk of significant losses if this professional resigns.
In the long term, this is a concern that companies must keep on their radar, ensuring they can pivot throughout their journey by fostering a solidified culture that doesn’t rely on one or a few individuals to thrive. And there is no shortage of international cases demonstrating this complexity.
Analyzing Tesla’s scenario as an example, despite electric cars gaining traction in Europe, the American company’s sales dropped 45% in January of this year compared to the same month in 2024, according to the European Automobile Manufacturers’ Association (ACEA). This decline is largely due to Elon Musk’s political stance—the primary personification of the brand—which has sparked numerous controversies, not only triggering protests but also causing Tesla’s stock to plummet over 25% last month.
This situation reflects the dangers a professional who becomes ‘the face of the company’ can pose, not only to the organization but also to the individual. After all, if they wish to disassociate from the business and pursue a different path, how will they eliminate this association in a new opportunity and detach themselves without any lingering influence from their previous brand?
The impacts of personalization can affect companies of all sizes and sectors, as well as professionals in various roles. It’s a major challenge to overcome, with no one-size-fits-all solution to mitigate potential obstacles—something that requires constant, careful attention from all involved to avoid centralizing this image and responsibility in just one individual.
It is crucial for companies to prioritize corporate prosperity, considering employee satisfaction and growth, but ensuring the brand’s competitive prominence, protecting its culture, and shielding itself against excessively influential personification. This way, the chances of abrupt disruptions for either party are minimized, ensuring the best possible business performance and maintaining a strong reputation in the industry.
