Many business owners shy away from the spotlight, preferring to keep the focus on the products or services. However, for new business owners, making yourself the face of your brand can have some powerful benefits. Here’s why:

No one knows the business like you do

No one else will be as passionate or committed to the business as the person responsible for starting it. You believe in your products and services, and that will come through to prospects and customers.

You need to build trust in you, not just what you’re selling

If your business doesn’t yet have name recognition or notoriety, you need to convince potential customers to take a chance on the business. Even if what you sell is the best on the market, people need to trust you and align with your values, if they’re going to buy it.

The best way to do that is to let them know who you are and build connections through regular, authentic interactions. The more people see you, the more they will grow to trust you, and that is the critical first step to gaining their business.

You have a compelling story to tell

No one else can tell your story. Tell people why you started the business and any obstacles you overcame to realize your dream. You’ve taken a long and winding path to get to where you are, so don’t be afraid to share your story. You will seem real and genuine and endear yourself to people, and that makes you easier to remember and trust.

How to become the face of your brand

It turns out, you just have to put yourself out there every chance you get to become the face of your brand. For example:

• Put your headshot or other images of you on your website and marketing materials. People will connect a real person to the business.
• Speak at conferences and other industry events. That kind of exposure to competitors, peers and customers is hard to replicate from your office or location.
• Volunteer to be interviewed by the media. You can register to become a source for journalists through HARO. If you have special skills or expertise, journalists are likely to connect with you to interview for newspapers, blogs, T.V. shows and more. Just make sure you take advantage of those opportunities.
• Write guest articles for relevant blogs and publications. It’s a great way to build your thought leadership and credibility.
• Record videos of you sharing tips, news and insights. DIY videos are an outstanding way to show your personality, offer valuable content and connect with potential and existing customers.
• Use social media daily to share your content and news. Post daily, and actively work to grow your audience to get your face and name in front as many people as possible.

Admittedly, it can feel awkward—or even a little scary—to become the face of your business. However, it can be instrumental in growing awareness and acceptance of your brand.