Logos and slogans might capture attention, but they don’t build trust. In 2025, the strongest brands will be led by people who live and breathe their mission, creating genuine connections in an automated world. With automation and AI flooding marketing, the value of a brand’s real human face has never been higher. Consumers swipe past influencer ads with skepticism. The people I have in mind aren’t classic influencers. They are the leaders and employees embodying one brand’s values.

It’s about the humans behind the brand. Global icons like Yvon Chouinard of Patagonia, whose environmental commitment redefines corporate purpose. Another example is Elon Musk, whose persona elevates and challenges his various companies. These figures show how personal branding can shape global perceptions.

Why People Are More Powerful Than Influencers

Let’s clarify: this isn’t influencer marketing 2.0. Classic influencer marketing is transactional, temporary, and shallow. It’s about leveraging someone else’s audience to boost your brand. This is about brand representatives—founders, CEOs, or rockstar employees—becoming the face of your values. Unlike influencers, these individuals are deeply committed. Their actions, beliefs, and lifestyles align with the brand’s mission.

AI-generated content and automated marketing dominate our digital space. Users want a personal connection to become customers. Reports show declining trust in paid partnerships and rising demand for transparency. Today’s consumers can easily recognize inauthenticity.

Brands like Patagonia have built their identity around this principle. When its founder, Yvon Chouinard, gave away the company to fight climate change, he solidified Patagonia as the exemplary model for purpose-driven brands. Consumers see the actions of individuals like Chouinard as proof of a brand’s sincerity.

You can find good examples in Switzerland too. Nicholas Hänny from NIKIN is in my opinion the brand's most effective advertising channel. He posts authentic and transparent content about his entrepreneurial journey.

The Risks of Putting People First

This approach has pitfalls. When a person becomes the brand, their missteps can have consequences. Take Elon Musk. His polarizing tweets have created loyalty and scrutiny for Tesla and X. His alignment with Donald Trump has further divided public opinion, risking long-term damage to his associated brands.

Another challenge is legacy. What happens to the brand's value when its figurehead steps aside or is no longer present? Brands tied to a single individual often struggle to maintain their identity in their absence. Without clear succession or broader brand identity, companies can face a space that is difficult to fill.

This is the double-edged sword of personal branding. Authenticity is powerful, but it means living under the microscope. For brands, the key is ensuring their representatives are prepared for the scrutiny while building a sustainable foundation that doesn’t rely on one individual.

How To Use People For Your Brand:

1. Spot Your Storytellers: Look for individuals in your company who embody your values. It could be your founder, a passionate team member, or a customer.

2. Encourage Transparency: Authenticity thrives on openness. Show the human side of your representatives. Their struggles, wins, and passion.

3. Train for the Spotlight: Not everyone is born ready for public scrutiny. Bad comments are everywhere. Provide media training and guidance to help representatives navigate challenges while staying authentic.

4. Balance the Risk: Ensure your brand’s values outweigh any one person. A strong personality can boost it, but the foundation should remain resilient to individual missteps.

Consumers aren’t buying products anymore; they’re buying into people. The most powerful brand ambassadors aren’t hired influencers but the individuals who embody the brand’s mission daily.

The real human face of your brand will set you apart in 2025.