You remember faces, not mission statements
From Peach
Von Peach is a creative communications hub that helps companies and leaders build brands with a clear and authentic voice. By combining strategic communication, storytelling and personal branding, the team develops human and culturally relevant narratives for corporates and start-ups in different industries.
Why do companies continue to invest millions in their brand voice when the most effective voice has long been within their own company? Around ten years ago, digital advertising was still a novelty. Today, companies compete for attention in a world of constant communication, which means that traditional advertising is increasingly losing its impact.
You probably don’t know the exact vision or mission statement of one of the biggest smartphone brands in the world. Nevertheless, you immediately have an image in your head: the founder, in a black turtleneck and blue jeans, on a huge stage. Steve Jobs’ personal brand became a symbol of excellence, simplicity and trust and at the same time of Apple’s brand values.
Perfection makes trust disappear
People trust perfectly presented brands less than real personalities. Younger generations in particular react skeptically to smoothly formulated corporate communications and generic LinkedIn posts. This effect is further enhanced with AI-generated content.
Many companies today communicate professionally, but without any personality. The more automated and interchangeable communication becomes, the greater the desire for real opinions and recognizable people behind companies.
Companies scale, people connect
In a world full of AI content, personality becomes a competitive advantage. Visibility no longer only influences marketing or PR, but also recruiting, sales and partnerships. Anyone who is publicly present builds trust and relevance more quickly.
A Brunswick study also shows how relevant personal visibility has become: 82 percent of people check the online presence of a CEO before deciding on a company. (Quelle: Brunswick, 2022)Because companies can scale, relationships and trust still develop between people.
Visibility Index from Von Peach to calculate your personal brand and your digital footprint. (Image: © Von Peach GmbH)
You too already have a personal brand
Everyone has a personal brand. You leave a digital mark through social media, LinkedIn, interviews, and even the way you appear in real life. The crucial question is whether these are designed consciously. If you build your personal brand strategically, you can tell your own story instead of relying on advertising or media coverage.
This is exactly where communications agencies like Von Peach come in: not through artificially staged personas, but through strategies that make the people behind companies visible and make their values heard.
The most visible brands of the future will not be the loudest companies, but the people with a clearly recognizable voice. Because in a digital world full of content, personality is ultimately remembered more than any logo.
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