Honoring the Veterans of the Iraq War

Finding a Worthy Spokesperson for Your Brand is Not As Easy As It Looks

We found a model to represent our brand. She had the look, personality and lifestyle to represent us for the long term. We were looking for a face and spokesperson to represent our brand who shared our values and beliefs. This is a hard thing to accomplish. It is easy to find a pretty face to represent your brand, but it is tough to find someone who actually should and could be associated with your brand. We found someone halfway around the world, and we used a company that does video production in Singapore to do some test video.

Our talent agent was tasked with finding a person who actually lived the life our products represent. We needed someone who was young, athletic and who lived a lifestyle of proper nutrition and health. Someone who was also family oriented and had children. Of course, she also had to have the face and smile we were looking for. The agent found an actress/model living in Singapore who fit our requirements to a tee. We needed to see her on video doing our marketing scripts, so the company that does video production in Singapore set up their studios to produce some rough shoots. They turned out great, so we asked them to shoot us a 30-second spot we could air if we hired her.

Building a brand is easier when you have a spokesperson. Look at the animated character who does the car insurance commercial as well as the character that actress Stephanie Courtney has created for another company. This is what we wanted, but we wanted more reality and less character acting. This was a tough thing to pull off, but our talent agent really found the perfect person for the job. It takes months for a new marketing campaign for a brand to get in the pipeline, but we think we really have something that will now set us apart in the busy space of advertising.