Yeah, he's not much different as a face. Back when he first started with the Bullet Club he was a super maniacal heel, and then when he feuded with Cody he shifted into a babyface, especially when he re-formed The Golden Lovers, and then won the IWGP title and did the SF show.
When he did the feud with Tanahashi he had to primarily be a heel, and criticize Tanahashi in promos and interviews.