Brand Communication: Unveiling the faceless Corporate vs. Embracing the friendly People-led firm

In today’s competitive market, brand communication plays a pivotal role in shaping the perception and success of businesses. However, not all brands communicate in the same way. Some choose to maintain a faceless, corporate persona, while others opt for a more people-led, friendly approach. What are the differences between these two communication styles and their impact on businesses?


The faceless Corporate brand:

A faceless corporate brand typically presents itself as a monolithic entity, focused on projecting a professional, polished image. This approach is often seen in industries such as finance, technology, and big corporations. The communication is formal and serious, and emphasises the brand’s authority and expertise.

The message of a faceless corporate brand can be centred around professionalism, competence, and reliability. The tone is usually serious and business-oriented, with a focus on presenting data and facts to establish credibility.

Corporate brands often utilize traditional communication channels such as press releases, official statements, and corporate websites. Social media presence is usually limited, and when used, it adheres to a controlled and calculated strategy.

For bigger corporate brands, it is not uncommon for the emphasis to be on the logo and brand name, rather than individuals. The brand identity is more about the company’s values and achievements rather than the people behind it.

The friendly People-led firm:

On the other hand, a people-led firm places human interaction at the forefront of its brand communication. This approach is commonly found in small businesses, start-up and industries that prioritise personalised service and community engagement.

People-led firms adopt a conversational and approachable tone. They focus on building relationships, engaging with customers on a personal level, and highlighting the values and stories of their team members.

These firms heavily have come to rely on social media platforms, blogs, and other interactive channels to connect with their audience. They encourage two-way communication and actively respond to feedback and inquiries.

In a people-led firm, individuals are the face of the brand. Employees, founders, and even customers are featured in marketing materials, sharing experiences and stories that humanize the brand.

Choice in style:

Ultimately the choice of brand communication style significantly impacts how customers perceive a company and whether it is to be trusted and considered reliable.

Corporate brands tend to be associated with professionalism and stability, which can instil trust in consumers looking for a secure and established provider. On the other hand, people-led firms often gain trust through personal connections and genuine interactions, appealing to customers seeking a more relatable and authentic experience.

Friendly people-led firms have an advantage in creating an emotional connection with customers. By sharing relatable stories and engaging content, they foster a sense of loyalty and belonging, turning customers into brand advocates.

Faceless corporate brands can suffer from being perceived as slow-moving and bureaucratic, while people-led firms are often felt to be more agile, adaptable and innovative. This perception can attract customers who value personalised experiences and responsiveness to their needs.

Where relationships are critical people-led firms are more likely to cultivate strong brand loyalty due to their emphasis on relationships and community. Customers feel appreciated and valued as individuals, which can result in repeat business and word-of-mouth referrals.

Your brand DNA:

The challenge for both corporates and people-led firms is to transform their activities into brands that are respected, valued, trusted and enjoyed. We know that people-led strategies foster emotional connections, trust, and long-term loyalty. Ultimately, businesses must carefully consider their target audience, values, and brand identity to choose the most effective communication style for their success in the competitive market.

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