Usually, you try a bunch of gimmicks until one sticks. By that time, it's usually clear by how the crowd reacts to you whether you're a face or a heel. Other co

Usually, you try a bunch of gimmicks until one sticks. By that time, it's usually clear by how the crowd reacts to you whether you're a face or a heel. Other considerations are whether one group is over or under represented. Additionally, the most charismatic workers can turn face or heel as necessary to build heat for another or to advance a story line. It is exactly the way it works in comic books and soap operas.