Why Your Spokespeople Might Be Tanking Your Brand – And How to Fix It

CEOs often don't know how their employees represent their brand out in the wild.

They're not recording their spokespeople and giving feedback on their messaging.

This oversight can lead to a significant issue we see all too often: condescension and arrogance in communicating messages.

These two huge turnoffs can alienate audiences and damage your brand’s reputation. Possibly worse, your spokespeople may be treating their teams inside your company the same way.

What you say and how you make your team feel greatly impacts their output.

Lessons from a Celebrity Chef Food Fest

I attended the Nassau Paradise Island Food and Wine Festival this year, enjoying fantastic food and unexpectedly gaining valuable public speaking insights. Here are three crucial lessons I learned:

1. It's About the Team, Not the "Me"

During the event, a celebrity chef brought his team to the dining room before the first course to acknowledge their hard work. It seemed like a great move, right? Unfortunately, he then undermined their work and creativity in front of the audience. He was particularly condescending towards a female pastry chef, explaining her mistake and how he fixed it. Instead, he should have highlighted specific team members' contributions and celebrated their successes.

Key Takeaway:

When representing your brand, it's essential to uplift and support your team. Publicly acknowledging their hard work and creativity builds trust and respect, both within the team and with your audience. Condescension and arrogance, on the other hand, can erode that trust and harm your brand's image with audiences. I was completely turned off.

2. Respect the Stage (and the Names!)

The festival was a prime opportunity for brands, but the top organizer fumbled the pronunciations of sponsor names. This lack of respect and preparation was glaring. Taking the time to learn and correctly pronounce names is crucial. It ensures that the brand (and you) looks good to the audience. These brands pay top dollar for sponsorship, so your spokesperson should mention them correctly. Get this right.

Key Takeaway:

Prepare, prepare, prepare. Preparation and respect go a long way in public speaking. Mispronouncing names or appearing unprepared can reflect poorly on you and your brand. Always ensure you’re well-prepared and respectful, especially when acknowledging sponsors and partners.

3. Don't Forget the Fans!

During Martha Stewart's garden party at the festival, she vanished without meeting fans, leaving those who paid top dollar disappointed. While you might not be Martha, people still spend their time and money to hear you. The least you can do is give them your time in return. Stick around for a Q&A or take a few photos.

Key Takeaway:

Engage with your audience. Work the room. I’ve coached CEOs who just want to show up, get on stage, and then disappear. People are there to meet you. You need to build connections. Your presence and willingness to interact with them can leave a lasting positive impression. Always aim to under-promise and over-deliver, exceeding their expectations.

How your spokespeople represent your brand in public can make or break your company’s image. Arrogance and condescension are major turnoffs that can damage your brand’s reputation. By focusing on team acknowledgment, respect, preparation, and audience engagement, you can ensure your brand is represented in the best light possible.

If you're looking to improve your public speaking and media presence, let's have a conversation about what success looks like to you. At Janicek Performance Group, we help you bring your fully confident, expert self to the stage. Reach out today and transform how you represent your brand.