The People Behind Your Brand

Personality. Some companies have it, others don’t, but it’s just not the sort of thing you can fake.

Smart businesses develop a personality early on. They find a balance between how their organizations operate and how the people who work there act, then use their personalities to brand themselves.

It’s easy to decide how you want your brand to be viewed. It’s much harder to project your vision and have your personality stick with your audience.

Email marketing is the perfect medium for building and displaying your business personality. It allows you to show readers that your company is transparent and made up of real people.

By giving subscribers a behind-the-scenes look at who makes up your company, you can build trust and encourage spending at the same time. Here’s a look at 4 groups of people that can impact a company’s personality.

The Employees

Employees are the lifeblood of a successful business. They keep things running smoothly and are constantly thinking of new, innovative ways to do things.

If you let them, your employees individual personalities can really shine through in their work.

Take this email from Ann Taylor for example:

Ann Taylor

Ann Taylor ads don’t normally feature staff members, but for this email, they selected real-life workers to be their brand advocates.

These are the people who live and breathe Ann every day. They know their product, because they create it, sell it and wear it, so who better to feature in a campaign? Plus, it shows that Ann Taylor appreciates their staff, which is always compelling to prospective customers.

How You Can Do It

You don’t have to sell clothing in order to try this tactic with your campaign. In fact, you can sell just about anything. As long as your employees or coworkers are passionate about their work, they will make the perfect examples for your emails.

  • Do a quick, informal office survey and publish the results in your next newsletter.
  • Feature one employee per month in your newsletter. Let them write a small paragraph about what your brand means to them, or what their favorite product is.

The Experts

Some industries require higher education or formal training. Others become experts based on years and years of experience. If your business has any of these individuals in the ranks, show them off!

MAC Cosmetics regularly features their experts faves in their newsletters:


Including this testimonial gives readers a sense of exclusivity because they are hearing from a senior artist who they would never be able to talk with at their local MAC store.

It also suggests that they use multiple products that they may not have considered purchasing before reading this message.

How You Can Do It

  • Have your expert employees write how-to guides for certain products, then also suggest complimentary items in the emails.
  • Ask your subscribers if they’re in expert on a certain subject that you want to cover in an upcoming email. This way you can feature their expertise, and they’ll get exposure too.

The Partners

On the whole, consumers feel comforted by professional opinions. It’s not uncommon for businesses to team up to gain exposure and reach new audiences.

Newport News recently featured Marie Claire Fashion Director, Nina Garcia, in their campaign:

Newport News

Now you might not be on a first name basis with celebs like Nina Garcia, but there’s no doubt that you have relationships with knowledgeable people in your industry. Use your email newsletter to highlight their accomplishments and give some advice to your readers.

How You Can Do It

  • Find a business that you feel lines up with your own goals and objectives, then approach them about cross-promotional email deals.
  • Conduct an interview with your partner, then share the results in your email. Better yet? Record a video of the interview and include it in your message.

The Customers

Last, but most importantly not least, are customers. Customers are everything to your business.

They define you because they only buy the things that they want. By knowing what they want, you can mold your brand.

Magazine retailer Spiegel acknowledges their customers in their email campaign:

Spiegel Loves Teachers

By including photos of these women in their Spiegel outfits, the brand is showing prospects that their customers are real people. They want women who read this email to think, “if they can wear that outfit, I can too.”

How You Can Do It

  • Occasionally include surveys in your emails to find out what products your customers would like to hear more about, then publish the results in your newsletter.
  • On your Facebook Fan Page, ask for customer photo submissions of people using your products, then include featured photos in your newsletters.

Who Makes Up Your Business?

Letting subscribers know who you find to be interesting and influential gives them an idea of who you are as a company.

We would love to hear who you rely on to make your business successful. Share your responses below!