Last Updated on June 11, 2025 by Jan Barley
Building A Faceless Brand Can Be Fun. Indeed, Make That The Goal
I started building a faceless brand for an unusual reason. I didn’t mind being on camera. I’d often film on my phone when out walking with my dogs. I could kid myself I was working, hahaha.
Anyhow, I woke up one morning with a face like an angry beetroot, some sort of weird rash. I took antihistamines for a week but it didn’t improve.
It took months for that rash to calm down, despite stronger meds from the doctor. Meantime, I started creating faceless content and, you know what. I enjoyed it. There is far less editing and it’s quicker to throw some images or video shots together. Plus, I had more fun as I didn’t have to keep air filtering my old face!
There are disadvantages to faceless marketing, of course. For instance, psychological studies show that we are more responsive to advertising if it features a person or group of people. Still, don’t let that put you off building a faceless brand.
Step 1: Identify Your Audience
You’re probably yawning because you’d prefer watching paint dry. However, as tedious as it is, identifying your audience is essential for building a faceless brand.
Take time to work out the demographics and psychographics of your audience. You might want to create a buyer persona to target your marketing to that person. Somehow, that energy is conveyed subconsciously to people.
- How old?
- Location
- Tone of voice
- Interests & hobbies
- What is important to them?
- What do they do for work?
- What products do they use?
- What is the average income?
- What is not important to them?
- What do they want from life & work?
- What do they watch on TV or YouTube?
- What’s their inside leg measurement and do they like blueberry pie?
Research where your audience hangs out. There’s no point posting content on TikTok if your target audience prefers Instagram. For the latter, you might find the Instagram Faceless Strategy Guide helpful. YouTube is an excellent platform for finding most audiences and I’ve put together top tips for YouTube growth based on me stalking following several YouTube gurus.
Step 2: Study The Competition
Study the successful faceless brand competitors in your niche, and work through the following questions: –
- What are their strengths?
- What are their weaknesses?
- What makes this brand unique?
- What tone of voice do they have?
- How do they structure their website?
- What social media platforms do they use?
- Which platforms do they get the most engagement?
- Do they use SEO? (Do a Google search for relevant keywords)
- Do they have a subscriber list? If yes, subscribe to assess their email campaign
By completing step 2, you should have an excellent overview of at least two of your top competitors. After that, model their strategies (NOT copy-find a unique spin of your own)
Step 3: Define Your Brand’s Position And Purpose
I’d recommend reading Simon Sinek’s book Start With Why. He says, and I agree that people don’t care what you do. They care why you do it—your underlying “why” will attract your tribe without you having to repeat the message.
You can find Simon’s content on YouTube if you search for his name.
Write a mission statement and elevator speech. Dig deep to understand why you’re doing what you do. If you’re doing it only for the money, your audience will sense that.
There must be a deeper purpose. Also, having a concrete “why” helps keep you motivated when times get tricky.
Step 4: Develop A Brand Personality And Voice
If you’re unsure of your brand personality and voice, I recommend reading Awakening the The Hero Within by Carol S Pearson. It’s about the six archetypes based on Jungian psychology (don’t worry. It’s an easy read).
The book will help you find a relatable archetype you can use throughout your brand creation. It will help you identify your natural strengths and understand your weaknesses.
A relatable brand personality and voice will be the backbone of your positioning and marketing.
Step 5: Create Your Brand Story
If you want to understand the power of storytelling, get the book Building A StoryBrand by Donald Miller, a leading expert on storytelling for business.
Your story must be relatable to your audience and follow a beginning, middle, and end structure.
You are the protagonist in the story, of course, but Donald’s Book teaches you to start with your customer as the central character, with you as the guide who leads them through their process and call to action.
Start using storytelling in your blog and marketing material.
Step 6: Pick A Brand Name
Your brand name must be easy to undertstand. Make it easy to pronounce and spell. Once you decide on a few names, research the internet to check for similar brand names. Remember, be unique.
Naming your brand is one of the most important decisions you’ll make. Most top brand names are either abbreviations or one to two words. They are usually memorable and easy to say and spell.
Step 7: Choose A Slogan
Slogans should be short and catchy. Think of Nike’s slogan Just Do It. It doesn’t get simpler than that. It can capture an attitude or represent “what it does on the tin”, such as “Lunard Couriers Get it Done Faster.”
Your slogan could highlight a benefit, or it could rhyme. Don’t worry. You can change your slogan if you wish. Test out a few to see which ones your audience responds to.
Step 8: Design Your Brand Colours, Style & Logo
Did you notice the brand colours and logo are at step 8? The mistake most new businesses make is to start with this step, and that leads to problems if you don’t define positioning, brand personality, and voice.
Study the competition to see what colours they have for their brands. Are they loud and bright or subtle tones? That could be important because it matters to the relevant audience.
You don’t need to spend a fortune hiring a graphic designer to create your logo. There are so many options online for logo creation. Even Canva does a pretty good job.
Create a style guide, which includes font style and size for text and headings. Decide what type of images you want to use. Depending on your chosen brand colours, the images should complement the brand.
Conclusion
Test your brand and see how your audience responds. If it fails to land, don’t be afraid to tweak your branding or even completely rebrand. The main thing is that you feel passionate about your brand personality and voice because, ultimately, your business represents who you are.
If necessary, shift the colours, change the logo or the slogan, and keep assessing if you have chosen the right archetype for the business.
These 8 steps to building a faceless brand are no different to any other branding. Perhaps you want to do 50/50 faceless marketing. If that’s the case, use the same process because it works.
Have fun. Building a faceless brand needn’t be tedious or difficult. If you plan to be in business for a long time, start as you mean to go on and make it fun.
Faceless digital marketing should be fun, and there’s no reason you cannot build a unique brand.
Disclaimer: There are affiliate links on this page. If you make a purchase, I may receive a small commission.
