S3Corp. Tech Blog

In the tech world, brand communication often leans on CEOs and senior executives to convey vision, growth, and market relevance. Yet, an untapped opportunity exists right within product management teams. Product managers—immersed in the details and purpose of each product—are ideally suited to represent a brand on the global stage. Their perspective, grounded in both the “why” and “how” of product development, allows them to communicate the brand’s story with a level of authenticity and technical understanding that is invaluable, particularly in the global marketplace. Here’s why product managers should be considered as the next global brand ambassadors.

Product Managers: The Architects and Storytellers of Innovation

Product managers are much more than logistical coordinators; they are the architects who shape ideas into tangible products. They drive collaboration between engineering, design, marketing, and customer insights, harmonizing these diverse elements into a unified product experience. This intimate involvement with every stage—from concept to market—grants them a comprehensive view of the product’s journey, insights into the choices behind each feature, and a deep understanding of the market’s needs.

Consider this: a product manager can speak to the purpose and intricacies of a product with the same passion an artist might describe a painting. Their knowledge allows them to bring forth the purpose behind product decisions, appealing directly to users and potential customers with an authenticity that traditional spokespersons may lack. This fusion of creativity and expertise makes them powerful narrators of the brand’s story.

Bridging Product Development and Authentic Storytelling

Where traditional spokespersons may emphasize the polished, high-level benefits of a product, product managers can delve into the narrative of its creation. Their familiarity with the challenges, innovations, and intentions behind each product equips them with compelling stories that resonate on a human level. Through them, consumers get a sense of the “why” behind each product—a dimension that is often missed in traditional product launches.

For instance, a product manager might explain how a particular feature came to life because of direct feedback from users, painting a picture of the brand as responsive and genuinely attentive. This form of storytelling goes beyond mere marketing; it taps into emotional touchpoints, connecting with audiences in a way that transcends borders. The technical insights, infused with personal experiences, make them relatable, credible, and captivating to diverse audiences worldwide.

A Personal Touch in Global Representation

While CEOs maintain a high-level view, product managers bring a nuanced, personal perspective to brand storytelling. Their hands-on experience allows them to communicate complex features in a way that is relatable and understandable across cultural contexts, delivering benefits that appeal universally while remaining grounded in authenticity.

For example, in Japan, a product manager might speak about how meticulous user feedback shaped certain design aspects to meet the high expectations of Japanese consumers. Meanwhile, in Germany, that same product manager could focus on the precision and durability of the product—values that align with German engineering standards. By tailoring the brand’s message to resonate with different cultural values, product managers can enhance international consumer trust and connection with the brand.

Leveraging Product Managers for Strategic Global Communication

The role of product managers in global brand representation doesn’t need to be confined to one or two channels. Their insights can be amplified across a range of platforms, creating touchpoints that enhance global brand recognition:

1. Localized Owned Media
Engage product managers in region-specific blog posts, videos, and social media. They can provide in-depth, culturally relevant content, addressing the specific needs of local audiences and showcasing how the brand listens and adapts to its global customer base.

2. International Earned Media
Product managers’ deep product knowledge makes them ideal candidates for interviews with local media in different countries. By sharing the unique story of a product’s development, they can generate buzz and interest that resonates with local values and expectations.

3. Global Speaking Engagements
Conferences and industry events offer a unique opportunity to position product managers as thought leaders. Their technical expertise, combined with their storytelling ability, can reinforce the brand’s global presence and credibility, setting it apart from competitors who rely solely on traditional marketing tactics.

This multi-channel approach not only boosts brand recognition but also strengthens the company’s position as a global thought leader, appealing to both B2B and B2C audiences who value authenticity and expertise.

Learning from Experience: Product Managers in Action

Product managers who understood storytelling principles and brand messaging added depth to the launch events, aligning the product’s story with its market purpose. In one case, a product manager described the iterative process behind a specific feature based on customer feedback, which made the product feel like a collaborative effort between the brand and its users. This approach not only improved media coverage but also attracted users who felt they had a stake in the product’s development.

Addressing Concerns: Training Product Managers for the Spotlight

Some organizations hesitate to spotlight product managers, fearing they may lack the polish of seasoned spokespersons or stray from brand messaging. However, these challenges are addressable through targeted media training that equips them with the skills needed for public-facing roles. With preparation in storytelling, media handling, and brand messaging, product managers can shine in the spotlight while staying true to the brand’s voice.

This training should focus not just on delivery but on emphasizing cross-cultural communication skills. Product managers, with their technical backgrounds, often connect naturally with audiences who seek authentic, detailed insights. By developing these communication skills, companies can transform product managers into trusted, relatable voices that resonate globally.

The Future: Product Managers as Brand Voices in an AI-Driven World

As technology evolves, so does the complexity of the products we introduce. Today’s products are often multi-layered, involving AI, machine learning, and cloud integrations. The role of a knowledgeable, articulate spokesperson who can demystify these complexities is more important than ever. Product managers are uniquely positioned to fulfill this role, translating technical specifics into benefits that consumers and businesses can appreciate.

Moreover, as global audiences increasingly seek transparency and authenticity, product managers offer a refreshing alternative to overly polished corporate messaging. Their stories, grounded in the real process of product creation, cut through the noise of traditional marketing, bringing authenticity to the fore. This resonates with modern audiences who value “behind-the-scenes” insights and genuine connections with the brands they support.

Next Steps for Communication Leaders: A Roadmap

To harness the potential of product managers as global brand ambassadors, communication leaders can take a structured approach:

1. Identify Suitable Candidates
Begin by assessing product managers who have a natural passion for their work, demonstrate effective communication skills, and exhibit cultural sensitivity. Seek individuals who can articulate the purpose of a product and adapt their message to different global audiences.

2. Implement Comprehensive Training
Develop a training program that covers not only media and public speaking but also storytelling and cross-cultural communication. This will ensure product managers are equipped to deliver consistent, brand-aligned messages across markets.

3. Pilot Programs in Local Markets
Start with lower-stakes opportunities, such as regional blog posts, local social media appearances, or presentations at industry events. These initial forays allow product managers to gain experience while enabling the team to refine the communication strategy before launching in broader international forums.

Conclusion: Embracing the Untapped Potential of Product Managers

In a world where audiences crave authenticity and expertise, product managers represent an untapped resource in brand storytelling. By elevating their role in public communication, companies can foster more credible, relatable brand narratives that transcend borders. Empowering product managers to become brand ambassadors not only enhances the brand’s global appeal but also inspires a culture of storytelling within the organization.

The result is a virtuous cycle: product managers share their insights, building trust and connection with consumers, which in turn shapes the development of future products to align even closer with the market’s needs. By leveraging product managers as spokespeople, companies can bridge the gap between software product development and brand communication, crafting stories that resonate worldwide.

In the age of global markets, consider the potential impact of these “storytellers of innovation” as the voice of your brand—bringing depth, credibility, and a touch of humanity that today’s global audience truly values.