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Do the customers know the owner of the company? Does it matter? Depending upon the product or service, sometimes personalizing the company makes a lot of sense. No longer does anyone personally know the owner of Walmart since Sam Walton died years ago; the company’s persona now stands by itself these days. It has become known as a cost saving retailer for hundreds of millions of people worldwide.
Personify the firm to your market. If your company is privately held, sometimes it makes sense to personify it to relate to buyers. If the owner is likeable or can be made likeable through marketing, it makes economic sense. If your firm is small and personal service or attention is the prime selling point, it may be very effective to introduce the owner in ads. It is a company decision.
Customers sometimes feel family owned businesses are better. If this is your case, market that personal aspect of your firm. You can use this to your advantage, but it is useless if the business does not deliver or falls short on service. People demand, and will pay for, personal attention and some think the family business offers what they are seeking in the market.
Family owned might mean more friendly. They may think it is friendlier than other big corporations. If the consumer can relate a face with the business and that provokes their buying decision, introduce to them to the owner, even if he or she is not around the business very much. Whatever you do, make certain the company delivers on its promises.
