Personality or Image – What is More Important to Brands?

written by Melina

When our founder Helen Hanson started Hel’s Angels nearly 20 years ago, it was at a time when promotional staff were booked for campaigns based largely on image. At the time, the company’s offering was revolutionary – providing staff with personality and character who could intelligently deliver brand messages.  Much has changed in the industry since then but our founding principles still hold true when we consider promotional staff to join the Hel’s Angels database and those that we recommend for brand campaigns.

We meet all our staff face to face

Before any potential brand ambassador is accepted onto our database, we insist on meeting them face to face. We hold initial group interviews to check communication skills, team work and how people present themselves, so we can get a full picture of that person and potentially which of our brands they would be right for.  We never employ people purely based on how they look, we want to meet them to see what interests and excites them, and what their skills are. We find this approach leads to longer staff retention and happy, engaged teams of field staff who are working on campaigns which genuinely interest them.


We invest a lot of time on in-house training. We believe in educating people about the industry so that they understand about the marketing world in general and what brands are trying to achieve.  Staff also get specific brand training, so when talking to the public they come across as knowledgeable and engaged, not just a ‘pretty face’ handing out samples. Our staff have other interests, skills and qualifications from professional actors through to cocktail bartenders. We harness these qualities and help develop them further in order to provide added value on brand activity.

Selecting the right people for the job

Client have requests, which of course includes how they want their brand ambassadors to look but our emphasis on personality and character means they get the whole package.  We cast based on skills and interests, not just appearance.

Our recent work for SSE saw us recruiting a team of ‘Energisers’ to help assist the public during events at the Scottish Hydro and Wembley.  As the name suggests, our team had to be full of energy and enthusiasm and be able to provide impeccable customer service.  The team have been so successful that they regularly receive thank you notes from the public and frequently get mentioned in independent customer satisfaction surveys.

As brands are realising they need to build relationships with their consumers, not just raise awareness, the importance of well trained, intelligent staff who can deliver effective brand messages becomes more and more vital for live events and brand engagement programs.