Building a brand image for public figures is crucial in order to gain the proper exposure and audience. It’s not just about having a large social media following instead there is an entire persona that needs to be built. Public figures are under the scrutiny of the press and people around them so creating a stellar image for your talent will ensure success along with the right partnerships.

When it comes to curating their image it’s not just about how you as a publicist envision it but instead, it’s finding a way to interweave their authentic personality in order to reflect them in the best light.  Here are the 6 must ask questions when it comes to creating a brand image for your client. 

1. What Are Their Values? 

Ask your clients what their values are and what do they stand for. Take the time, in the beginning, to really understand what makes your client tick and what turns them off. For example, you want to know are they willing to represent alcohol brands or maybe they aren’t willing to talk about politics or religious content. These are all questions you must ask before starting pitching your client for ANY opportunities. 

2. Do They Have Any Causes or Organizations That’s Important To Them? 

It’s very important that talents have a cause or even a few that they are passionate about. Having this gives the audience insight into how your talent thinks and what he/she believes in. 

3. What Is The Best Way They Like to Communicate? 

Knowing your client’s communication style is also key to having an open flow of conversation, not just for yourself but also for the people whom they interact with. Sometimes clients just want you to text them or they just want emails. Whatever their communication style is, you have to respect that and work with it. 

4. How Do They Speak In Public? 

You want to hear your client speak publicly to see where he/she needs to adjust their tone, vernacular, or even body language when speaking publicly. Always remember that our non-verbal communication and body language matters as it tells us a lot about someone. If you have a client who speaks multiple languages, learn each cultural nuances, and make sure you have someone on the team who can help provide insights on how that culture communicates best. 

5. What Are They Expecting Out Of A Publicist? 

This is important because you want to set expectations early and also establish a baseline for your working relationship. Some clients will come to you expecting you to create magic. As much as publicists are talented we are also working with what the client is bringing to the table. Keep in mind that there will be clients that expect you to land them major brand deals but they aren’t as established as other talents. Your job is to let them know what can and can’t be done. 

6. Who Is In Their Circle? 

Learning who the key players are on your talent or client’s team will help you identify team hierarchy. It also sets clear boundaries as to who is responsible for what aspect of your clients’ career. Some talents will have multiple managers, agents, digital teams, personal security, and many more people you need to know about. 

The key to building a client’s brand image is to attentively listen. The more you learn about your client the easier it makes your job as a publicist.