What is a brand ambassador?
A brand ambassador is a person who promotes a brand’s products or services, usually in exchange for money or the products themselves. The most common example of brand ambassadors are celebrities who endorse specific brands or product lines. Another example of a brand ambassador is a dentist who advises patients to use a specific toothpaste or a fitness guru who promotes certain supplements to clients.
Brand ambassadors can be very effective in helping to reach the goals of a brand or business. Studies show that the majority of people are more likely to follow the advice of someone well-known, especially if that person has authority and expertise in that field.
Take our dentist for example. If he has a good reputation and his patients trust his expertise, they’ll listen to his advice and use the toothpaste he suggests. They’ll believe him when he tells them its benefits, and will likely purchase it. The dentist is an effective brand ambassador as his endorsement not only sells toothpaste but portrays the brand positively and promotes the benefits of their product.
There are many different types of brand ambassadors and lots of ways to create these co-beneficial relationships. While bigger brands are able to hire celebrities to endorse them, micro-influencers and even existing customers are accessible options for almost any enterprise.
Here are 3 things you should look for when hiring a brand ambassador:
It’s important to hire a brand ambassador that can help you reach new audiences and increase brand awareness. Social media has fast become one of the most important facets of a brand’s advertising strategy, and the brand ambassador you choose should support that. They should have a strong following on social media, especially on Instagram.
Your brand ambassador should have a direct and positive presence on social media platforms such as Instagram, Twitter, Google, Snapchat, LinkedIn, and Facebook. They should also have a level of authority and influence in their field so they’ll attract new customers that trust what they say.
Passion achieves results. The influencer you choose must be passionate about their field and show the same passion as a brand ambassador for your company. They must be able to share this passion with others, converting it into brand awareness and new customers.
Being an ambassador for any brand has many duties and responsibilities, including traveling to different places to present the product, representing the brand at events and exhibitions, being part of advertising campaigns for television and print media, and attending various public relations and corporate activities among other things. The brand ambassador you choose should be polite, professional, and able to represent your company in its best light.
Types of brand ambassador:
- Celebrity Ambassador
Celebrity brand ambassadors have a far reach and help to increase brand awareness and sales through their star power. This is one of the most widely used marketing techniques today. Example: Taylor Swift promoted Diet Coke by appearing in their advertising campaign.
- Promotional Model Ambassadors
These are the promotional models hired as brand ambassadors for trade shows and special events. Example: Red Bull’s Wings Team, the attractive young people you often see at events handing out free energy drinks.
Influencers are the latest trend in brand ambassadors and are proving to be the most effective digital PR and marketing strategies today. Typically micro-influencers have had 1,000 to 100,000 followers on social media– popular for ordinary people, but not so popular they’ve reached celebrity status (or celebrity prices!). They’re seen as experts in their niche but aren’t so famous they’ve lost their authenticity.
Their fans tend to be more engaged and trusting than those of bigger names, and although micro-influencers are a great option for small to medium-sized brands looking for accessible brand ambassadors, larger brands are getting in on the movement too.
Example: Amazon‘s Audible partnered with micro-influencer photographer Jesse Driftwood (@jessedriftwood) who posted a photo of himself listening to an Audible audiobook and explained in the caption that he uses the service to further his learning through audiobooks about business management and productivity.
The importance of brand ambassadors:
- Human touch
It is a fact in the field of marketing that “people trust and buy from people”. Hiring a brand ambassador adds a human touch to the brand. Brand ambassadors create an emotional connection with the target audience, and people buy the products and services they endorse because of this trust and loyalty.
- Create new customers
Brand ambassadors have a group of loyal fans and followers that represent new audiences for companies that hire them. Through sharing a brand’s product or service with their audience the ambassador exposes the brand to new people, increasing brand awareness, and expanding the company’s database of existing and prospective customers.
Brand ambassadors are experts in their niche, trusted by fans and followers to give authentic opinions and suggestions. When they hire a brand ambassador, companies automatically gain some of this trust from their ambassador’s audience.
- Target new markets
It is often not possible for a brand to reach markets that are not targeted by marketing and advertising strategies. With a brand ambassador, companies can enter new markets on the reputation and influence of their ambassador.
- Increase brand awareness
Well-known and influential ambassadors can help increase brand awareness among their loyal followers.
When building a brand ambassador strategy, keep in mind that it will have a lasting impact on your consumers. Do not rush into designing a program, instead plan carefully from beginning to end and choose brand ambassadors that will reflect well on your company now and in the future.
Let this program grow organically and give ambassadors reasons to continue promoting your brand.