What makes a brand spokesperson truly relatable isn’t just a familiar face or a polished delivery. It’s their ability to feel human, approachable, and emotionally in tune with the audience.
We’ve been bombarded with marketing messages every day, so relatability becomes a powerful differentiator. A spokesperson who can genuinely mirror the audience’s values, speak their language, and understand their daily realities builds more than just brand awareness; they build trust.
They can be a quirky fictional character, a charismatic celebrity, or even a knowledgeable everyday person. The thing is, the most effective spokespeople never solely aim to sell a product. They can embody a story, a lifestyle, or a shared experience that makes people feel seen.
We’re exploring what makes certain spokespeople click with audiences and how relatability turns a good campaign into a lasting connection.
Photo from Freepik
Reputable Spokesperson: What Does It Mean and Who Are They?
A reputable spokesperson is the cornerstone of a brand’s public identity. But what exactly does “reputable” mean in this context?
It should be more about fame or recognition. Credibility, consistency, and alignment with the brand’s core values are the key. A reputable spokesperson, such as Priskilla Lusina from Plus Advisor, is someone the audience trusts, respects, and listens to, not because they’re paid to speak, but because their presence feels earned. They become a bridge between the brand and its audience, embodying both the voice of the company and the values of its customers.
These individuals often bring their track record of integrity, expertise, or likeability into the relationship. In some cases, they’re real-world professionals or celebrities with clear ties to the product or industry, like Gordon Ramsay representing kitchenware, or Malala Yousafzai speaking on education-related campaigns.
Their personal brand enhances the company’s message. When these figures speak, audiences believe they know what they’re talking about.
But reputable spokespeople don’t always come from the world of real-life celebrities. Fictional or character-driven personas like Flo from Progressive, the Old Spice Guy, or the Geico Gecko have earned reputations through long-term storytelling, consistency in tone, and clever writing. Over time, they evolve from ad characters into trusted brand figures; relatable, familiar, and even beloved.
So, in short, what makes someone reputable is their ability to show up consistently, deliver a message clearly, and reflect the values of the brand in a way that feels natural, never forced. They can be an industry insider, a celebrity, or a fictional mascot. After all, their relatability is amplified by the trust they build over time. And in a marketing world often filled with noise and fleeting trends, that kind of reputation is priceless.
Why We Only Connect With Certain Spokespeople
While reputation builds trust, relatability builds connection. A spokesperson, such as Andre Oentoro from Breadnbeyond, may be respected, but to truly resonate with an audience, they need to feel reachable, like someone you could talk to, learn from, or even see a bit of yourself in.
Relatability is what turns a passive viewer into an engaged customer because it taps into shared experiences, emotions, and values.
So, what makes a spokesperson relatable?
It’s often a mix of tone, attitude, and storytelling. They speak in a way that feels natural and unscripted. They acknowledge common challenges, reflect real-life situations, or express emotions that feel genuine.
For instance, Zendaya’s easygoing confidence in her endorsements makes her feel like a trusted friend rather than a distant celebrity. Or take Terry Crews in Old Spice ads, his over-the-top humor makes people laugh, but it also makes the brand approachable and memorable.
It’s also important to recognize that relatability is subjective. What feels authentic to one audience may not resonate with another. That’s why the best brands choose spokespeople who reflect their specific target demographics: culturally, emotionally, or socially.
From influencers who share day-in-the-life content to experts who break down complex topics with humor and empathy, relatability comes from being seen and spoken to on a human level.
At its core, relatability reminds audiences that the brand understands them. It’s the reason we smile when we hear a specific tone, remember a clever line, or trust a product recommendation, and not because it was perfectly delivered, but because it felt real.
What Makes a Brand Spokesperson Truly Relatable?
At the heart of every memorable spokesperson is a spark of something undeniably human. They’re not representative of a brand or company. Rather, they simply reflect the customer. They speak with empathy, act with sincerity, and show up in ways that feel familiar and honest.
Let’s break down some traits of a truly relatable spokesperson:
#1. Shared Values and Beliefs
Relatability starts with alignment. When a spokesperson openly shares the same values, beliefs, or passions as the brand’s audience, it creates an immediate bond. People are more likely to trust and connect with someone who seems to “get” what matters to them, whether that’s sustainability, innovation, inclusivity, or even humor.
Think of how Patagonia uses real environmental advocates in their campaigns, or how Dove features women of all shapes and backgrounds to support body positivity. These choices aren’t random.
They’re intentional reflections of the audience’s ideals. As we mentioned slightly before, a relatable spokesperson embodies the same principles their audience lives by.
When audiences see a spokesperson take a stand on something they care about or live out the values they aspire to, that’s when the message goes beyond marketing. It becomes personal.
#2. Conversational and Approachable Communication Style
Relatable spokespeople sound like people, not corporate-sounding or way-too-scripted. They speak in a tone that feels natural, friendly, and easy to understand, as if they’re having a one-on-one conversation rather than delivering a rehearsed pitch. This conversational style breaks down barriers and makes the audience feel like they’re being spoken with, not at.
We can see the casual, self-aware humor of Ryan Reynolds in Mint Mobile ads or the warm, matter-of-fact storytelling of influencers sharing their honest product experiences; the goal is the same: authenticity.
Because we just don’t respond to jargon, forced enthusiasm, or robotic scripts. We only respond to personality, especially if they’re naturally unique.
This kind of approachable tone builds trust. When a spokesperson communicates like a real person, they signal that they’re relatable, transparent, and, most importantly, believable.
#3. Emotional Transparency and Vulnerability
Relatable spokespeople aren’t afraid to show emotion or even admit they don’t have it all figured out. In fact, a little vulnerability can go a long way in building trust and connection. Whether it’s sharing personal struggles, moments of failure, or honest reflections, emotional transparency helps break the illusion of perfection and creates space for empathy.
Take, for example, a campaign where an entrepreneur talks about the challenges of starting their first business, or a skincare brand ambassador who opens up about their real experience with acne. Or even someone simply sharing what they learned from a book review video, not as an expert, but as a curious learner.
These moments go beyond touching. They’re so powerful. They make the spokesperson feel human, not scripted, and they invite the audience to let their guard down, too.
We’ve seen enough content that feels staged or too polished. That’s what makes vulnerability signals honesty. And when people believe they’re seeing the real person (not just the brand rep, they’re far more likely to listen, trust, and ultimately, relate.
#4. Consistency Across Time and Channels
Relatability is earned over time. There’s no such thing as an overnight success. A spokesperson becomes truly relatable when their personality, tone, and values remain consistent across multiple touchpoints, whether that’s in a commercial, a social media post, an interview, or even a behind-the-scenes clip. This consistency reinforces credibility and helps audiences form a lasting connection.
Characters like Flo from Progressive or the Geico Gecko are perfect examples.
They’ve shown up in hundreds of campaigns, always staying true to their voice and persona. Over time, they’ve evolved, but the essence of who they are (and what they stand for) remains steady. That familiarity breeds trust, and trust breeds relatability.
In contrast, when a spokesperson’s message or behavior changes dramatically depending on the platform or campaign, audiences may see them as insincere or manufactured.
A relatable spokesperson shows up the same way whether they’re on a billboard, in a YouTube ad, or chatting casually on Instagram Stories. That reliability makes them feel more like a real person, and less like a marketing tool.
#5. Cultural and Social Relevance
A truly relatable spokesperson understands the moment they’re speaking into. They reflect not only the brand’s values but also the cultural conversations, social dynamics, and generational tone of the audience they’re addressing.
It can be humor that matches current internet culture, references that feel timely, or speaking up about issues that matter. Cultural relevance keeps a spokesperson connected and relatable.
For example, when a brand spokesperson joins a trending challenge or meme in a way that feels natural, it shows they’re part of the same world as their audience.
Similarly, when a public figure uses their platform to highlight social causes aligned with the brand’s mission, it can deepen their relatability by showing awareness and empathy.
Of course, this relevance must be handled with care. Audiences are quick to sense when a spokesperson is jumping on a trend just to stay visible.
The key is authenticity: cultural relevance should feel like a reflection of who the spokesperson already is, not a marketing costume they put on. When done right, it’s a powerful way to say, “I see you—and I’m part of this too.”
#6. A Sense of Humor (That Actually Lands)
Humor is one of the quickest ways to win people over when it feels genuine. A spokesperson with a natural sense of humor, or one who doesn’t take themselves too seriously, immediately becomes more approachable and enjoyable to watch.
Laughter builds emotional rapport, lightens the message, and makes the brand feel less like it’s selling and more like it’s connecting.
Brands like Old Spice and DPS Power use absurd humor to break through the noise and create characters audiences not only remember, but like. Or Wendy’s entire marketing team, who’s ready to throw shade at everyone.
When the humor feels aligned with the brand’s tone and the spokesperson’s personality, it creates a memorable and relatable experience.
But there’s a fine line: forced jokes or tone-deaf humor can backfire. The best spokespeople know how to read the room (and the internet) and deliver humor that improves the message without distracting from it. At its best, a good laugh builds connection, softens skepticism, and makes audiences say, “Okay, I like this person.”
#7. Real-Life Experience With the Product or Cause
There’s nothing more relatable than a spokesperson who actually uses the product or genuinely believes in the cause they’re promoting. When someone speaks from personal experience, it brings a layer of authenticity that can’t be faked. It’s no longer just a paid endorsement; it’s a recommendation rooted in lived truth.
Audiences are much more receptive when they feel the spokesperson has “been there” or “tried that.” Think of a parent advocating for baby products they use, or an athlete endorsing gear they rely on in real training. Their words carry more weight because they come from experience, not a script.
This kind of connection also makes it easier for the spokesperson to share real stories, struggles, or benefits that resonate far more than generic marketing copy.
When people feel the spokesperson is speaking from the same side of the table, not across it, the result is a powerful sense of trust and understanding.
The Takeaway: Real Connection Over Polished Perfection
More and more brands are learning that the most powerful spokespeople are the ones who feel real. A relatable spokesperson is a mirror. They reflect the audience’s world, speak their language, and show up with a kind of presence that feels familiar, not foreign.
That kind of connection doesn’t happen by accident, though. It’s the result of intentional storytelling, smart positioning, and a deep understanding of what drives public perception.
This is where tools like Agility PR Solutions come in. With its media insights and influencer tracking capabilities, brands can identify voices that not only align with the message but also resonate with the people listening. At the end of the day, it’s pretty much about finding credible partners, culturally in tune, and genuinely aligned with the values your audience cares about.
Building trust through a spokesperson should be a strategic, long-term effort. And with the right tools and approach, brands can go beyond visibility to build something far more lasting: connection.
