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The role of a spokesperson in representing and speaking for a brand has evolved significantly, especially in the Indonesian market. With the rise of influencers and digital platforms, brands are faced with a critical decision: should they tap into existing spokespersons or create their own? This article explores this phenomenon, weighing the pros and cons of each approach.

What is a Spokesperson?

Understanding of Contrasting Branding Strategy

Understanding of Contrasting Branding Strategy. Photo by canva.com

A spokesperson is an individual who embodies and conveys the brand’s message, values, and identity to the public. They can be celebrities, influencers, or even internal figures within the company. The right spokesperson can enhance brand credibility, reach, and engagement.

The Spokesperson Phenomenon in Indonesia

Indonesia’s digital landscape has given rise to a unique phenomenon where spokespersons, particularly influencers, have become a potent marketing force. They are not only promoting brands but actively driving sales and conversions.

Tapping into Existing Spokesperson

Steps to Implement a Contrasting Branding Strategy

Steps to Implement a Contrasting Branding Strategy. Photo by canva.com

Harnessing the influence of pre-existing spokespersons offers brands a valuable avenue for connecting with audiences. This strategy involves capitalizing on the established popularity and impact of influencers or celebrities who possess a considerable following. There are notable advantages to this approach:

Cultivating Credibility

Enlisting the support of well-known figures nurtures trust among consumers, fostering the perception that the endorsed product or service maintains a high level of quality and reliability.

Elevated Visibility

Partnering with a prominent celebrity can elevate commercials and promotional content, effectively capturing the attention of untapped markets and diverse demographics.

Revitalizing Brand Image

Especially relevant for nascent or struggling brands, a spokesperson has the potential to infuse new vitality into the brand’s identity, reinvigorating it and making it more enticing to the audience.

Strategic Synergy

The careful selection of a spokesperson whose values align with the brand’s ethos and resonates with the target market can bolster credibility, boost visibility, and invigorate the brand’s overall image.

However, it’s crucial to be mindful of potential drawbacks:

Variable Celebrity Reliability

Celebrities, while influential, can be unpredictable. A single misstep or controversial action on their part could lead to reputational damage that affects the entire campaign.

Brand Overshadowing

In instances where the celebrity’s fame overshadows the brand itself, the product might take a back seat, diverting attention away from its unique offerings.

Pricey Notability

Engaging a celebrity spokesperson often comes with a hefty price tag. Determining whether the investment in recognition justifies the expenditure requires careful consideration.


Creating Your Own Spokesperson

Another approach at brands’ disposal involves crafting a bespoke spokesperson tailored to embody the brand’s essence and principles. This method enables brands to closely align their representative with their identity and values, yielding several advantages:

Harmonious Brand Consistency

Creating an in-house spokesperson offers unparalleled authority over the portrayal and communication of the brand’s message, ensuring it resonates precisely as intended.

Economical Advantage

Especially advantageous for emerging or smaller brands, generating an in-house spokesperson can potentially be a more budget-friendly alternative.

However, this approach also presents its set of challenges:

Time-Intensive Endeavor

Developing an in-house spokesperson necessitates a considerable investment of time and resources in nurturing their presence and growing their influence. This process may entail a longer timeline before tangible outcomes materialize.

Potential for Unpredictable Outcomes

Unlike established influencers, the impact of an in-house spokesperson may be less predictable, particularly if they lack inherent influential sway over the target audience.


The decision to tap into an existing spokesperson or create your own depends on various factors, including the brand’s goals, target audience, budget, and risk tolerance. Both approaches have their advantages and disadvantages, and careful consideration must be given to choose the right strategy.

If you’re interested in learning more about how to leverage the power of a spokesperson for your brand, or need guidance on whether to tap in or create your own, contact us at Melon Branding. We can help you navigate this exciting phenomenon and find the perfect solution for your brand.

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