Faces are the New Logos and Profiles are the New Resumes

creator-driven narrative

The other day, Tim Cook shared the new iPad Pro video commercial on his personal X/Twitter account. I don’t want to delve into other details, but I noticed something interesting here. Tim has more followers than Apple on Twitter. 

In just a few hours, one Twitter video received more views on a personal account than on their official YouTube page.

I see these founders who are changing the game and starting to step in front of their employees, building an audience and becoming the real voice of their brand.

Entrepreneurs like Peter Caputa (CEO of Databox), Rand Fishkin (CEO of SparkToro), Katelyn Bourgoin (CEO of Customer Camp), and Nathan Barry (CEO of ConvertKit) are creating content not just for the sake of the business, but because they understand the value of being a voice, sharing your knowledge, and building an audience.

But it’s not only entrepreneurs who need to do this. 

Everyone who truly cares about their own future, their business, and their legacy should consider it.

It’s becoming clear that in the vast online landscape, faces and personal profiles carry the weight that logos and resumes once did.

The Rise of the Human Logo

Historically, logos served as the face of a company, designed to evoke recognition and emotional connection.

Think of spotting the golden arches of McDonald’s or the swoosh of a Nike t-shirt. In a similar way, a person’s face can now fulfill this role. Whether on LinkedIn, X/Twitter, or TikTok, a friendly, professional photo isn’t just a part of your profile – it’s your introduction, your handshake, your first pitch. It’s the first visual  interaction people have with you. 

Social media changed the game. We consume a lot of video and visual content, making faces more memorable and impactful than just static engineered logos.

This shift becomes even more pronounced as we move further into a post-pandemic world where digital presence is king and creators drive brand engagement through relatable content.

Profiles: The Modern Day Business Card

The last time I handled someone with my business card was almost 10 years ago. Since then I didn’t have any business card, I didn’t use any business card and I don’t need one. Why? Because I’m creating and publishing content. I’m using my personal account to build leverage in the market, to grow an audience and to let people know what I can do for them. 

Since starting my own business I didn’t need it to know at someone’s door to work for them and to present my offer. My profile is my personal business card. Do you want to know what I’m doing, how can I help you and how can we work together? Great. Check out my Linkedin profile or sign up to my newsletter. 

Just as a logo is more than an image, a profile is much more than a resume.

It’s a dynamic, living document of your professional life. It’s not just about your past job titles and skills – it’s about your ongoing contributions, thoughts, and interactions within your industry.

Consider the impact of creator brands, which start from a personality rather than a pure business proposition. SaaS companies like ConvertKit, Sparktoro, DataBox have become inseparable from their own founders. These entrepreneurs leverage their own personal brand  and content creation, focusing on the creator’s persona to build a deep, personal connection with their audience.

Embracing the Creator Economy in Branding

The creator economy has ushered in a new era where brands are increasingly defined by the people behind them. 

This shift from a logo-driven identity to a creator-driven narrative is significant. 

Organic content and simple interactions are valued over polished, aspirational messages. Brands are now seen as friends rather than distant entities, with personalities that audiences can relate to and engage with.

Brands need a face. But more then just a brand ambassador or a walking billboard. Brands need personalities that can connect with their audience, that have a deep knowledge about the industry. 

This transition is not just about changing how brands communicate; it’s about transforming how they connect. 

So let’s rethink how we present ourselves online, and how we tell our own story. 

Start by setting the scene with a great profile picture and a bio that really shows who you are – professional, yet friendly. Just like any good storyteller, you need to keep your audience engaged. Share your thoughts, join in on conversations, and give your take on the latest news. Being real and present helps build stronger connections. Show your work. Help others. Be consistent. That’s the only building your personal brand hack you need. 

But there’s more to the story. Bring your work to life with the content you can create. Let people see behind the scenes or that break down complex ideas into something easy and fun to consume. 

Your face matter more than a logo. 

Just as powerful logos once captured the essence of a brand, a well-managed digital presence now encapsulates the essence of a professional in today’s digital economy. 

Your face and your profile are your introductions, your credibility badges, and your connection tools in a marketplace that values authenticity and engagement over mere appearances.

By embracing the principles of the creator economy, professionals and businesses alike can forge stronger, more personal connections that resonate in a digital-first world. 

For me, as a marketer, this indicates that we are entering a personality-led world. And as the character Mike Prince said in the series movie “Billions” – “There was a time when behind-the-scenes power meant more than power displayed. That’s all changed now.

It’s time to rethink how we present ourselves and engage with others – because today, faces are indeed the new logos, and profiles are the new resumes.