The image of a company goes beyond just a logo or slogan. Certainly, you know of some business that became famous and was represented by a CEO, founder, or professional who became "the face of the company" – as happened with Apple, Tesla, and many others. This personification, although it is something natural and often inevitable to occur, is not always 100% positive for the parties involved, something that deserves to be looked at more carefully in order to avoid image risks that could harm operations.
There are various ways in which corporate personification can occur, whether through the representation of the brand's culture and values in a particular professional (more internally focused), or in a more market-oriented aspect, where clients recognize a certain person as someone influential in commercial agreements, the one who solves problems or with whom they accept to engage in the acquisition of the products or services offered.
For business owners, having this personification can be advantageous up to a certain point, considering its influence on greater market representation, increased sales, and established partnerships. However, negatively, they end up 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 keep on their radar, having the capacity to make turning points throughout their journey through a solidified culture that does not depend on one or a few people to thrive. And there are no shortage of international cases that demonstrate this complexity.
Analyzing Tesla's scenario, for example, although electric cars are taking over Europe, the company's sales fell by 45% in January this year compared to the same month in 2024, according to the European Automobile Manufacturers Association (ACEA). The reason for this is mainly due to Elon Musk's political stance, the main personification of the brand, which has caused a series of misunderstandings that not only triggered protests but also caused Tesla's stock to plummet more than 25% in the past month.
This situation reflects the dangers that a professional with the "face of the company" can cause, not only to the organization itself but also to the talent. After all, if you want to disassociate from the business and pursue a different path, how will you eliminate this association in a new opportunity and detach yourself without any reflection or influence from your previous experience with another brand?
The impacts of personalization can affect companies of all sizes and sectors, as well as all professionals in various fields. An enormous challenge to overcome that has no ready-made solution to mitigate potential obstacles, requiring constant careful monitoring by all involved, aiming not to centralize this image and responsibility in just one professional.
It is essential for companies to prioritize corporate prosperity, considering, of course, the satisfaction and growth of their teams, but maintaining the brand's competitive edge, protecting its culture, and shielding itself against an extremely influential personification. Thus, the chances of experiencing a movement that brings something abrupt to either side are minimized, prioritizing the best possible business performance and its good reputation in the segment.
