A brand without a face feels impersonal and distant.
Competitors who are thriving understand this, crafting charismatic brand characters who pull attention, drive engagement, and position them as memorable players.
If you’re wondering why your competitors’ creators seem to effortlessly draw in the audience while your brand struggles, it’s time to dive into the nuances of creating a charismatic brand character.
This article will break down the essential elements you need to bring your brand to life with compelling, memorable creators.
Understanding the charismatic creator advantage
A charismatic brand character isn’t just a person who represents the brand; it’s a person who breathes life into it.
Think about why some B2B creators seem to attract followers with ease. It’s not just their message or content; it’s their personality, authenticity, and relatability.
Luke Kostka from ClickUp is a strong example of how a charismatic persona can transform B2B content for a productivity platform. As the face of ClickUp’s brand, Luke’s approach has reshaped their content strategy.
Luke introduced a vibrant persona in ClickUp’s video content, with a style that’s both relatable and educational.
His upbeat, engaging presence transformed dry topics into entertaining narratives that help users understand how ClickUp could solve real-life work challenges. This added personality also helped differentiate ClickUp in the productivity software space.
ClickUp’s content is now not just informative but also entertaining. By introducing this charismatic character, ClickUp successfully differentiated itself from other B2B productivity platforms, positioning itself as a trusted, user-friendly solution for productivity.
The face behind the brand plays a significant role in building trust and emotional connections, which are crucial in B2B markets, where relationships and reputations carry a lot of weight.
Here’s why this matters: studies have shown that people trust individuals more than logos.
Charismatic creators bridge that gap, making the brand feel more human, approachable, and, most importantly, memorable.
Without these creators, brands risk appearing flat, boring, or even faceless.
Why are competitors getting it right?
If your competitors are drawing attention and building an engaged audience while your brand struggles, it’s worth investigating what they’re doing right. Here are some key tactics that successful brands employ to develop engaging brand personalities:
- They invest in personal branding
Successful brands aren’t just “represented” by individuals; they build their strategy around these individuals’ unique strengths and personalities. Look at how your competitors are curating the image, tone, and style of their creators. Are they quirky, analytical, or authoritative? Do they have a unique voice? The way these creators are positioned makes them memorable, relatable, and distinct. - They’re authentic
The best creators are those who are authentic. Audiences can quickly detect inauthenticity, and they’ll lose interest in a brand that seems disingenuous. Your competitors’ creators likely share real stories, opinions, and even vulnerabilities, making them more relatable. Authenticity builds credibility, making people more likely to follow along, engage, and trust. - They focus on storytelling
People resonate with stories, not just statistics or industry jargon. Brands with charismatic creators don’t just deliver facts—they weave those facts into narratives. When a creator shares a personal experience or a customer success story, it transforms a dry topic into a relatable lesson. This storytelling approach engages audiences on an emotional level, making the brand more memorable. - They embrace their uniqueness
Many B2B brands hesitate to lean into unique characteristics or opinions because they fear alienating some potential customers. But charismatic brand creators understand that it’s often better to stand for something specific rather than try to appeal to everyone. This willingness to embrace and amplify what makes them unique sets them apart in a crowded market.
The risks of not developing charismatic creators
If your brand lacks a compelling creator, you risk being overshadowed by competitors who understand the value of a charismatic brand personality. When audiences see a brand with flat, impersonal communication, they’re less likely to feel a connection, which can lead to lower engagement rates, slower growth, and ultimately, missed opportunities.
In a world of endless content, where B2B buyers have more choices than ever, you don’t want to be the brand that people overlook simply because it lacks a memorable face. Here are some specific pitfalls of not investing in charismatic brand creators:
- Lack of differentiation: Without a unique and memorable personality, your brand may appear just like everyone else.
- Lower engagement: People are more likely to engage with individuals than with faceless brands. If your brand lacks that human touch, your engagement metrics will likely suffer.
- Missed emotional connections: Emotional connections lead to loyalty. Without a creator to form these connections, your brand risks being easily forgotten.
Building your charismatic brand character
If you’re ready to inject some charisma into your brand, here’s a roadmap to help you develop a brand character that captures attention and builds loyalty.
- Identify a creator who embodies your brand
Look within your team or network for individuals who naturally align with your brand values and target audience. This person doesn’t need to be a traditional “influencer,” but they should be someone who feels comfortable sharing insights, speaking on behalf of the brand, and building relationships. Authenticity is key, so they must genuinely align with the brand’s mission and values. - Develop a unique brand voice
A charismatic creator has a strong, recognizable voice. Decide on a tone and style that aligns with your brand but also allows the creator to showcase their personality. This could be humorous, analytical, casual, or authoritative—whatever resonates best with your target audience. - Invest in personal branding for the creator
Treat your creator like a brand in themselves. Create a personal brand strategy around them, including their LinkedIn presence, blog posts, videos, and any other content where they’ll appear. Ensure they have a consistent look, tone, and messaging that aligns with your brand. - Embrace storytelling in your content strategy
Encourage your brand creator to share personal stories, customer experiences, and behind-the-scenes moments. Storytelling is one of the most powerful ways to create connections and emotional engagement. Use it to turn complex B2B topics into relatable and impactful content. - Encourage interaction and engagement
A charismatic creator should feel accessible to your audience. Encourage them to respond to comments, answer questions, and engage in discussions on social media and other platforms. This two-way communication makes the brand feel approachable and can lead to stronger relationships with your audience. - Be consistent yet flexible
Consistency is crucial, but don’t make the creator feel scripted. Let them showcase their personality within the boundaries of the brand. A rigid script can make them feel robotic, but allowing some freedom will help them seem genuine and relatable. - Track and optimize
Not every creator will immediately resonate with your audience. Track engagement metrics, analyze what works, and continuously refine your approach. If one creator doesn’t seem to gain traction, consider tweaking their strategy or even testing another individual who might better capture the brand’s essence.
Lessons from B2B brands who get it right
To put this into perspective, let’s consider some B2B brands that have nailed their brand character strategy.
For instance, companies like Drift and Gong have invested heavily in creator-driven content. Their creators regularly share insights, personal stories, and unique perspectives, building relationships that transcend traditional marketing messages.
These brands prioritize charismatic characters because they understand that people remember people, not products. Through authentic storytelling and consistent engagement, they’ve managed to cultivate audiences that feel personally invested in their brand’s journey.
Closing thoughts: don’t wait to start
Creating a charismatic brand character might sound like a luxury, but in today’s landscape, it’s a necessity. Don’t be the brand that gets left behind because you’re lacking a compelling creator to champion your message.
Start small, choose a creator who aligns with your brand, and invest in building their personal brand and voice. Over time, you’ll find that your brand feels more human, relatable, and, ultimately, unforgettable.
So, as you look to build your brand’s character, remember this: charisma isn’t about having the loudest voice; it’s about having the most memorable one. Embrace authenticity, lean into storytelling, and create a brand character who not only represents your business but also brings it to life.
After all, in B2B, it’s the brand with the most compelling character that will stand the test of time.