Some brands are defined not by the behaviour of a whole company but in the form of a single person. So which individuals best personify their organisation and its values? Who is regarded as a lightning rod of brand recognition? We asked communications and branding professionals for their suggestions

Rhodri Harries, Kaizo

Steve Jobs from Apple: he is classic geek chic – a nerd in a black polo neck who brings style and substance to the masses. You know at heart he is more interested in the technology and innovation than the style. The man has suffered from viruses and bouts of ill health, which, like the brand, he constantly bounces back from, often slimmer and more featured than before.

Stuart Wood, Fitch

Paul Smith is a wonderful example of a simple philosophy and a clear vision that permeates and personifies everything the brand does. He’s successfully created an intimacy between his brand and its consumers; it’s almost as if you know him.

Nick Ellis, Halo Media

The Milk Tray Man, the ‘James Bond of confectionary’. He defies certain death in order to deliver a box of chocolates, yet seeks no reward. The classic ‘All because the lady loves Milk Tray’ works on so many levels; it’s pure branding genius!

Jessica Bower, Sundance London

The Michelin man. Cleverly he is built out of his own products and his physical appearance dramatises the attributes of tyre-ness: round and rubbery. He is exceptionally long-lived and has amazing recognition and great consistency of meaning. He brings an impressive degree of emotion to a category that could otherwise be regarded as functional and dull.

Phil Spray, PR officer at West Berkshire Council

Richard Branson is an individual that the public identifies as crystallising the brand values of Virgin. He is seen as approachable, generous, unorthodox and innovative. All of which at one stage or another have been associated with the Virgin brand.

John Thompson, PR executive

The obvious one would be Michael O’Leary from Ryanair. He stands for a no frills, no pretence, take-noprisoners approach and if he had his way we’d all be standing for it too (and paying for the privilege).

Adam Portlock, Reading Room

The characters of real-life Ben and Jerry have been a great marketing success allowing the audience to see the real people and the true values behind the brand. Ben and Jerry’s is one of the first companies to promote its CSR which has been a trademark of the brand.

Chris Chapleo, Portsmouth Business School

Anita Roddick really seemed to ‘live’ the brand values of the Body Shop. There are inherent risks in one individual being so closely associated with a brand, but that is another story…

Adam Portlock, Reading Room

Compare the market. The cute little Russian meerkat Aleksandr Orlov is a perfect example of how story-telling can have an immense impact on your brand awareness.

Mike Emery, Jack J. Valenti School of Communication, University of Houston

Eddie – a long-haired ghoulish figure – has been a defining factor in Iron Maiden’s branding since its first album in 1980. His ragged, eerie image complements Iron Maiden’s heavy sound and dark lyrical content.