In simple terms, an ambassador is a person who represents a company and promotes its products or services. They act as the face of the company, both online and offline, and help build a positive image for the brand. Brand ambassadors can be employees, customers, celebrities, or influencers. Their main job is to connect with people, create brand awareness, and build trust in the company.
What Does an Ambassador Do?
A brand ambassador’s job is to build and strengthen the brand’s and its audience’s relationship. They promote the company using various channels, such as social media, blogs, personal websites, and even in-person events. Social media platforms like Instagram, Facebook, Twitter, and LinkedIn have become essential tools for brand ambassadors.
Additionally, employees can serve as ambassadors, helping improve the company’s image and attracting new talent through referrals and sharing company experiences. These employees, known as corporate influencers, play a key role in promoting the employer brand and recruiting.
Benefits of Having an Ambassador
Ambassadors can bring a variety of benefits to a company. Here are some key advantages:
They Give the Brand a Human Touch
Customers often connect more with a brand when they can relate to a real person promoting it. Brand ambassadors make the brand feel more human and approachable than traditional advertising.
They Strengthen Marketing and Recruitment
Brand ambassadors serve as additional members of the marketing and recruitment teams. Their recommendations can have a considerable impact, as word-of-mouth advertising is one of the most effective forms of promotion.
They Boost Social Media Presence
Most ambassadors already have a solid online presence. It means they can help drive traffic to the company’s website or social media pages, increasing visibility and brand recognition.
They Can Solve Problems
Negative reviews and feedback are a part of the business. A brand ambassador can help ease the impact of negative comments by offering positive, authentic responses that rebuild trust.
They Open New Markets
Brand ambassadors, especially influencers, can help companies expand into new regions or demographics. For instance, a local blogger in India could introduce a Brazilian clothing brand to a new audience.
They Provide Authentic Support
One of the most important aspects of a brand ambassador’s role is honesty. They promote the brand because they genuinely believe in it, making their endorsements more trustworthy for potential customers.
They Act as Customer Support
When potential customers are unsure about trying a new brand, they often look to influencers and brand ambassadors for answers. These ambassadors provide helpful insights and testimonials, making it easier for customers to make informed decisions.
How Do Companies Find Ambassadors?
Finding the right ambassador requires a strategic approach. Here are four steps to help:
Step 1: Define Your Ideal Ambassador
The ideal brand ambassador should have a solid connection to the company’s target audience and be able to represent the brand credibly. They should have relevant knowledge and the ability to influence their followers.
Step 2: Look in the Right Places
You can find brand ambassadors both inside and outside the company. Employees make great ambassadors because they know the brand inside and out. Loyal customers can also be effective ambassadors, promoting the brand to their friends and followers.
Step 3: Offer Product Samples
Once you’ve identified potential ambassadors, please give them a taste of your company’s offerings. Send them samples or provide access to your services to help them become familiar with the brand.
Step 4: Maintain a Good Relationship
Building a long-term relationship with your brand ambassador is crucial. Please provide them with support, incentives, and feedback to keep the partnership beneficial.
Different Types of Ambassadors
There are several types of ambassadors, each serving a unique role in a company’s marketing strategy:
Celebrity Ambassadors
Celebrities can give a brand significant visibility. For example, Jennifer Aniston has long been associated with Aveeno Skin Care, helping the brand gain widespread recognition.
Social Media Influencers
Influencers on platforms like Instagram, YouTube, and TikTok use their popularity to sway their followers’ purchasing decisions. They often post reviews, share their experiences, and interact with their audience on behalf of the brand.
Bloggers and Vloggers
These content creators specialize in detailed reviews and tutorials. For example, Marques Brownlee (MKBHD) reviews tech products on YouTube, making him a valuable partner for tech brands looking to reach a tech-savvy audience.
Customer Advocates
Satisfied customers can be some of the best brand ambassadors. For example, GoPro often shares videos made by actual users, showcasing the camera’s capabilities and encouraging others to try it.
Employees as Brand Ambassadors
Employees are already familiar with the brand and can provide authentic endorsements. At Salesforce, employees are encouraged to share their work experiences on social media using the hashtag #SalesforceOhana.
Local Personalities or Community Leaders
Community leaders or well-known figures can effectively promote a brand in smaller, local markets. For example, Aaron Franklin of Franklin Barbecue in Austin, Texas, is a local celebrity whose endorsements carry weight in the community.
How to Build an Effective Ambassador Strategy
A well-planned brand ambassador program can help a company grow brand awareness and customer engagement. Here’s how companies can create a successful strategy:
- Clearly define the ambassador’s role: Make sure your ambassadors know what’s expected of them, whether posting on social media, attending events, or giving product feedback.
- Offer incentives: While some brand ambassadors may be intrinsically motivated, offering rewards like discounts, commissions, or exclusive products can keep them engaged.
- Measure success: Track the ambassador’s impact on brand awareness, website traffic, and sales to ensure the program delivers results.
Conclusion
An ambassador is a powerful asset for any business. Whether it’s an employee, a satisfied customer, or a popular influencer, they can provide authentic recommendations that build trust and attract new customers. In a world where people are likely to trust personal endorsements over traditional advertising, having exemplary ambassadors can make all the difference. Businesses can create long-lasting and effective marketing partnerships by investing in the right people and maintaining good relationships with them.
