Professional, the “face of the company”: what are the risks?

A company's image goes beyond a mere logo or slogan. You've certainly seen a business become famous and represented by a CEO, founder, or professional who becomes the "face of the company"—as has happened with Apple, Tesla, and many others. This personification, while natural and often inevitable, isn't always a positive thing for both parties. It deserves closer attention to avoid image risks that could harm operations.

There are several ways in which corporate personification can occur, whether through the representation of the brand's culture and values in a specific professional (something more directed inwards), or in a more marketing aspect, where customers recognize a certain person as someone influential in commercial agreements, someone who solves problems or with whom they accept a relationship when purchasing the products or services offered.

For businesses, having this personification can be advantageous to some extent, considering its influence, resulting in greater market representation, increased sales, and established partnerships. However, negatively, they end up being at the mercy of this talent for various operational issues, with a high risk of suffering significant losses if this professional resigns.

In the long term, this is a concern that companies need to be aware of, ensuring they can make pivotal changes throughout their journey through a solidified culture that doesn't depend on one or a few people to thrive. And there's no shortage of international cases that demonstrate this complexity.

Looking at Tesla's scenario, for example, despite electric cars taking over Europe, the American company's sales fell 45% in January of this year, compared to the same month in 2024, according to the European Automobile Manufacturers Association (ACEA). This is mainly due to the political stance of Elon Musk, the brand's greatest personification, which has generated a series of disagreements that not only sparked protests but also caused Tesla's shares to plummet more than 25% last month.

This situation reflects the dangers that a professional who represents the "face of the company" can pose, not only to the organization itself, but also to the talent itself. After all, if they want to disassociate themselves from the business and pursue a different path, how can they eliminate this association in a new opportunity and detach themselves without any reflection or influence from their previous experience with another brand?

The impacts of personalization can affect companies of all sizes and segments, as well as all professionals in different fields. It's a huge challenge to overcome, with no one-size-fits-all solution to mitigate potential setbacks. It's something that requires careful monitoring at all times by all involved, ensuring that this image and responsibility aren't centralized in just one professional.

It's crucial that companies focus on corporate prosperity, taking into account, of course, the satisfaction and growth of their teams, but also prioritizing the brand's competitive prominence, protecting its culture, and guarding against overly influential impersonation. This minimizes the chances of a disruptive move for either party, ensuring the best possible business performance and a strong reputation within the industry.