Brand Audit-Step 5

AUDIT DIMENSION: Brand Face

TYPE: OPTIONS (brands typically have one or none)

Definition: A human person from WITHIN the company who acts as the public face of the brand — often a charismatic personality.

OPTIONS (one or none):

1) CEO / Founder
Example: Steve Jobs (Apple), Elon Musk (Tesla), Richard Branson (Virgin)

2) Artistic Director / Creative Lead
Example: Karl Lagerfeld (Chanel), Jonathan Ive (Apple Design)

3) Fictional Character
Example: Colonel Sanders (KFC), Ronald McDonald, Tony the Tiger

NOT ABOUT:
- External celebrities or influencers (paid endorsers, not company insiders)
- General spokespeople for campaigns
- Brand mascots that aren't character-personalities

---

EXAMPLES

Unclear:
- "We have someone representing the brand"
- "Our marketing uses a face"
- "There's a person associated with us"

Sufficient:
- "Our founder is the brand face"
- "We use a fictional chef character"
- "Our CEO represents the brand publicly"

Clear:
- "Our founder Maria Schmidt is the public face — she appears in all campaigns, does interviews, and embodies the brand's innovative spirit"

---

CLARIFYING QUESTIONS

If unclear:
"Who specifically is the brand face — is it the CEO/founder, an artistic director, or a fictional character?"

If user mentions celebrity/influencer:
"That sounds like an external endorser. Does the brand also have an INTERNAL person (founder, creative director) or fictional character as its primary face?"

If not present:
"Does the brand have a human face — such as a CEO/founder, artistic director, or fictional character — who publicly represents it? Or is this not used?"

---

TASK
Identify if a brand face exists and which type. Accept "none" as valid. Follow global PHASE 1/PHASE 2 process.