Why using faces in branding is more important than ever

The enduring power of a face in marketing

On a recent road trip across California, I saw something that got me thinking. Every few miles, towering billboards showed confident yet approachable faces—lawyers promising to fight for accident victims, smiling consultants ready to guide your case, or friendly professionals offering a helping hand.

It might feel over the top to some—especially to a reserved Englishman—but it’s proof of a simple truth: faces still sell. In our work, we’ve always championed using real people in branding, whether in lifestyle shots, corporate portraits, social media, email signatures, brand videos, or even pitch decks.

We’re not talking about putting a face in your logo design (though that can work for a quirky, retro vibe). We’re talking about the visible, intentional use of human faces as part of your brand’s storytelling.

The science behind human face recognition

Humans are hardwired to recognise faces in milliseconds. From infancy, our brains are tuned to notice and interpret faces faster than almost anything else. In marketing, this means your audience will lock onto a human portrait before they notice your product shot or headline.

Emotional connection and trust-building

A face isn’t just a picture—it’s a trust signal. Seeing someone looking directly at you can reduce perceived risk, build rapport, and make your brand feel more approachable.

First impressions and brand personality

Facial expressions convey warmth, professionalism, confidence, and authenticity far faster than words can. The first impression your audience forms may come from the expression on a person’s face, not your product description.

The psychological impact of faces in advertising and branding

Facial cues and consumer decision-making

Studies show that faces influence buying decisions by affecting perceived reliability, competence, and friendliness.

How eye contact increases engagement

Eye contact—even in a static image—creates a subconscious sense of connection, making viewers linger longer on your content.

The role of microexpressions in brand perception

Tiny facial movements or differences can communicate sincerity, confidence, or empathy—qualities that customers subconsciously seek in trustworthy brands.

What happens when branding lacks human presence

The risk of a cold, transactional brand image

Without faces, brands can feel distant, corporate, and purely transactional—qualities that alienate customers.

Loss of relatability and approachability

People connect with people. A faceless brand feels like it’s speaking at you, not with you. There could be concerns about its legitimacy and purpose.

Why “faceless” brands struggle to build loyalty

Loyalty stems from emotional bonds, which are harder to form without human representation in your branding. In many business or purchasing decisions, a human interaction takes place, and can easily sway the decision.

Real faces vs. AI-generated faces in branding

AI-generated portraits: pros and cons

AI faces can be high-quality, diverse, and cost-effective, but they lack the lived experience that comes from a genuine smile or authentic expression.

The impending blur between real and artificial

Soon, AI-generated faces will be nearly indistinguishable from real ones, raising new questions about trust and transparency.

When AI can enhance – but not replace – authenticity

In some cases, high-quality synthetic faces might be better than none at all—particularly when budgets or privacy concerns limit photography.

Case studies: how leading brands use faces

Apple’s strategic human touch

Apple often lets its products take centre stage, but in contexts where trust and human connection matter—like the Genius Bar or customer support—they showcase real people.

Small business wins with personal branding

Independent consultants, coaches, and creators benefit hugely from showing their own faces as part of their marketing. It's a must.

Service businesses, like legal, medical, and consulting

These industries rely heavily on personal trust, making headshots and approachable portraits central to their branding.

Practical ways to use faces in your branding

There are many possibilities on how and where your people show up, so choose the occasions that best suit your brand and customer experience.

• Website and Landing Pages – Showcase your team or customer testimonials with portraits.

• Email Signatures and Customer Support Profiles – Make interactions feel personal.

• Social Media Campaigns and Ads – Humanise your message.

• Video Content and Brand Storytelling – Bring narratives to life.

• Event Marketing and Presentations – Build instant rapport with audiences.

Best practices for using faces effectively

Choosing the right photography style

Your photography style should align with your brand’s tone. A tech startup might opt for clean, modern headshots with neutral backgrounds, while a lifestyle brand could use candid, natural-light portraits that feel warm and inviting.

High-resolution, well-lit images signal professionalism. Poorly shot or low-quality images can damage credibility just as quickly as no images at all.

Balancing product and personality

While faces are powerful, they shouldn’t overshadow your product or service. The best designs integrate people naturally into brand stories—showing them interacting with the product, not just smiling for the camera.

Diversity, representation, and inclusivity

Customers want to see themselves reflected in the brands they engage with. This means being intentional about diversity in ethnicity, age, gender, ability, and style. It's a no-brainer for many, but sadly, it still needs to be said.

Representation isn’t just ethical—it’s good business. A study by Deloitte found that inclusive advertising campaigns are more likely to attract diverse audiences and foster deeper loyalty.

The future of faces in branding

Hybrid branding: blending AI and real imagery

Brands will increasingly use AI-generated imagery to supplement real photography, especially when creating content quickly or representing global audiences.

For example, a brand might shoot its real team for the “About Us” page while using AI-generated models for conceptual campaign visuals. This allows creative flexibility without losing human authenticity. Some are already using this approach, some are still sceptical, but it will soon become the new normal.

Maintaining trust in a synthetic world

As AI-generated faces become more convincing, transparency will be key. Disclosing when images are AI-made can help preserve trust. Brands that hide synthetic imagery risk backlash if customers feel deceived.

Ultimately, while technology will change how faces are created, it won’t change why they work—people will always respond to perceived humanity in branding.

Conclusion: people still buy from people

In an age of automation, AI-generated media, and digital saturation, the human face remains one of the most potent tools in a brand’s visual identity.

Whether it’s a confident lawyer on a billboard, a friendly customer service rep on your website, or a smiling team member in an email signature, faces convey trust, warmth, and connection in ways no abstract logo or clever tagline can.

The future may blur the line between real and synthetic faces, but the principle remains the same: brands that show their human side will always have the advantage.

Work with a leading branding agency

Want to nail your brand imagery or build a brand that outcompetes? Let's talk. Threerooms is an award-winning UK-based branding agency. We know our stuff and love to put our expertise to work. Get in touch today.

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