A brand ambassador is basically someone who’s absolutely head-over-heels in love with a company and can’t help but share with others their own experiences in a way that accurately portrays the personality of the brand. They’re usually in it for the long term rather than a quick promotion spike and then vanish.
I recall when I was attempting to kick off a brand ambassador program at this small coffee shop that I had founded—it was an initial total failure because I selected individuals solely based on the number of followers they had. As it happened, they were not very interested in our coffee, so the entire ordeal came across as a charade.
And when I discovered individuals who were truly in love with our beers (and who bragged about it online and offline), well, that’s when the magic truly began to happen.
Why Brand Ambassadors Are Necessary
We’re constantly inundated with ads everywhere, so it’s nice to get a recommendation from someone who actually enjoys a brand. It’s more like taking advice from a friend than seeing another ad go by. If you have ambassadors who actually enjoy your product or service, that shines through and people follow through on it. It creates trust, which more often than not leads to loyalty and repeat business.
In addition, ambassadors can assist in establishing a feeling of community between the brand and its audience so that everyone feels more bonded.
For businesses looking to expand your reach, brand ambassadors play a crucial role in increasing brand awareness and engagement.
Types of Brand Ambassadors
You can find all sorts of ambassadors. There are mega-star celebrities that provide huge star power. Some are employees that just love the company they’re employed by. Then you have your average customers that had such a great experience they just can’t stop raving about it. And then you have micro-influencers with smaller but highly engaged audiences that can place your brand in front of the perfect niche audience.
Most Important Elements of an Effective Brand Ambassador
Based on my own trial and error, the most effective ambassadors are people who genuinely love your product. They’re also communicators since they’ll be speaking for your business and responding to questions left and right. Dependability is important, too—if they commit to doing a live chat or showing up at an event, you want to know they’ll be there.
And, naturally, a good knowledge of your product or service is enormous. If they are not able to answer a simple question about it, they’ll lose credibility quickly.
How to Hire and Welcome Brand Ambassadors
Everybody is checking the followers’ count, but believe me, go deeper. Search for the customers who already love you—like those who leave great reviews or shout you out on social media simply because they feel like it.
When you do identify these potential rockstars, give them all the information they need on your brand, from your core values to your vision for the future. Be honest with them about what you’re requesting of them and what they’ll receive in return—a freebie, a coupon code, or a genuine thank you. Above all, continue to speak with them, request their feedback, and inform them that they actually do matter.
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Measuring Success for a Brand Ambassador Program
I just used to cross my fingers with my ambassador programs and not monitor anything. No wonder, it didn’t go so well. Now I know you need to monitor such metrics as how many people click through ambassadors’ links, how many comments or likes their posts receive, or how many new customers refer to you. You can even simply ask people how they heard about you.
It sounds simple, but those small things allow you to understand what’s really working.
Challenges and Ideal Practices
Getting your brand message straight is one of the largest concerns, particularly if you’re working with a group of ambassadors who all have their own unique style. To remedy this, provide them with a brief set of guidelines and perhaps a brief training session.
Remaining energized is the other side of the coin—an ambassador who is made to feel underutilized or unappreciated may lose interest.
And you never want to have insincere enthusiasm; pick people who really connect with your brand, or it’s going to come across as stilted.
Case Studies: Successful Brand Ambassador Programs
Nike gets it right through collaborating with athletes who breathe and live sports as much as Nike’s sporty aesthetic. Glossier collaborates with everyday customers to tell authentic stories that make the brand feel relatable and down-to-earth. Apple has employees who are so enthusiastic they’re like walking billboards, eager to talk about the latest iPhone or Mac.
Emerging Trends in Brand Ambassadorship
It’s wild how we’re already seeing virtual, AI-driven ambassadors feature in marketing campaigns. And micro-influencers are becoming very popular because, as you’d expect, their smaller follower bases tend to be very engaged.
And with technology still developing further, it’s now feasible for brands to track their ambassadors’ performances in effectively real time so that it becomes easier to adjust strategies along the way.
Actionable Tips for Businesses
Even beginning from scratch, a brand ambassador program can be a real game-changer. Start with your most enthusiastic customers or most passionate employees. Give them something exclusive—perhaps pre-launch access to a new product or a behind-the-scenes look. Make them feel like co-conspirators, rather than short-term endorsers. Leave the lines of communication open, discover what works, and do not be afraid to alter course if you encounter a bump.
Quite frankly, it’s a matter of learning what works and applying those lessons to develop.
FAQ on Brand Ambassadors
In What Ways Does A Brand Ambassador Differ From An Influencer?
Influencers are typically paid on a per-post or per-campaign basis, whereas brand ambassadors have an ongoing relationship with a brand and organically mention it over a period of time.
How Do I Obtain Brand Ambassadors For My Small Business?
Look at who your biggest fans are. Perhaps you have someone who consistently leaves cool reviews or tags you on Instagram. Those are usually your first choices since they already follow your brand.
Do Brand Ambassadors Get Paid Always?
Not always. Some are incentivized simply to receive free products or insider perks, while others are paid a commission or other payment.