Brand ambassador – who is it and what role does it play?

Your brand can promote itself through a number of ways. One of them is hiring or partnering with a brand ambassador. Who is he or she, what should he or she stand out for and how can he or she influence the market position of your company?

In this article you will find out:

• Who is a brand ambassador?
• Who can be a brand ambassador?
• What are the tasks of a brand ambassador?
• What qualities should a brand ambassador have?
• How to start working with a brand ambassador?
• What are benefits of working with a brand ambassador?
• What are possible difficulties in working with a brand ambassador?

Brand ambassador definition

A brand ambassador is a person chosen by your company to represent your products or services. He or she can be a celebrity, athlete, influencer or someone related to a particular industry. The ambassador is expected to promote your brand, products or services through various marketing activities, with the aim of increasing the visibility and reputation of your brand brand.

A brand ambassador is a person who represents and advertises the company, supports its offers and embodies the brand identity through words and actions.

Brand ambassador definition

Brand ambassador vs. brand hero

A brand ambassador and a brand hero are two different concepts. A brand ambassador is a person chosen by a company to promote its products or services. A brand hero is a concept in which the brand becomes the protagonist of a story told in advertising (storytelling). In such a campaign, the brand (which takes on some form, such as a pet) is treated as a hero that solves a problem or meets a customer need. At the same time, the brand hero is, in a way, a brand ambassador, as the audience can associate your hero with certain content of your company.

Brand ambassador versus influencers

Brand ambassador and influencer often mean the same person, but it is important to remember that there are differences between the two. Brand ambassadors are usually well-known and respected in their field, and their job is to promote a specific brand, product or service. Influencers, on the other hand, influence the opinion of their followers on social media, (e.g. Instagram, YouTube or TikTok). They can be treated as brand ambassadors if they are selected by the company.

Choosing a brand ambassador

The choice of brand ambassador depends on the objectives, strategy and image of the brand, as well as the available resources and budget for promotion. He or she should be a person who is credible, trustworthy and consistent with the brand image. Most often brand ambassadors become:

• Celebrities – such as actors, singers or athletes who have gained recognition and popularity.
• Influencers – people who have a strong influence on their social media followers.
• Specialists – i.e. experts in a particular field or industry.
• Customers – people who have a positive experience of the brand and are keen to share it with those around them.
• Employees – people employed by the company who know the product or service intimately and are able to communicate their knowledge and enthusiasm externally. Employee activities can be part of an employer branding and employee advocacy strategy.

Tasks of a brand ambassador

The ambassador plays an important role in promoting a brand, product or service by creating a positive image of the brand or building customer engagement and consumer loyalty. The exact role is influenced by many factors such as your business objectives, the specifics of the product or the terms of the ambassador’s contract.

The ambassador’s role is to represent the brand, products or services and promote them through various marketing activities. To do this, he or she may take part in an advertisement or marketing campaign to promote the product or service. He or she may also attend industry events such as conferences or trade fairs to represent the brand and its products. During these (but not exclusively), they may give media interviews in which they can talk about their experience with your brand and the benefits of using your products or services.

Brand ambassadors are often active on social media, where they publish posts, photos or videos on their accounts, thus promoting the brand and its products or services. In addition to social media, ambassadors may create other unique content, such as blog posts or videos, to help promote the brand and its products.

Brand ambassadors can get involved in charitable activities run or sponsored by your company, which contributes to building a positive image for your company. In addition, they can support sales activities by participating in promotions, competitions or offering discount codes.

Ambassadors also create a positive image of your brand and increase its visibility through various educational activities. These could be webinars, e-books or participation in training courses. This can help build customer engagement and loyalty.

Traits and values of a good brand ambassador

A brand ambassador should have a number of qualities and skills to effectively represent the brand, build a positive image and attract new customers. Here are some of the qualities a good brand ambassador should possess:

• Authenticity – credibility improves trust in the ambassador and the brand, but it is important to ensure that their actions are consistent with your brand values.
• Charisma – a brand ambassador should have the interpersonal skills to attract attention and build relationships with customers. He or she should also excel with well-developed communication skills to persuasively convey brand messages to customers.
• Passion – a good and effective brand ambassador should display a passion for the brand being represented. This contributes to increasing customer engagement and building loyalty.
• Industry knowledge – knowledge and experience in a particular industry allows brands to represent effectively and increases the credibility of the message.
• Creativity – skilful use of different tools and channels, original content and overall imagination captures customer attention and builds a positive image of your brand.
• Loyalty – the brand ambassador should be supportive of your brand and its values so that their actions are consistent and credible in the eyes of customers.

The process of working with a brand ambassador

Working with a brand ambassador can increase your brand recognition. However, it should be tailored to your specific industry, target audience, your business goals or budget. To start working with a brand ambassador, it is worth remembering to:

1. Choose the right ambassador – select a person with qualities and values that match your brand image. He or she should be well-known and respected in their field.

2. Determine the goals of the collaboration – define the expectations of working with a brand ambassador – this could be to increase sales, build a positive brand image or improve brand recognition. This helps define the scope of the collaboration and establish ways to measure the effectiveness of the activities

3. Develop an action plan – the plan can be related to an advertising campaign, the ambassador’s participation in events or sales activities. It can cover one specific activity or be part of a broader marketing strategy. Whatever the scope, the plan should include a timeline for implementation, a breakdown of tasks and the tools to be used.

Discuss the detailsof the collaboration and sign a good contract – discuss with the ambassador the details of the collaboration, such as remuneration, collaboration period, responsibilities, rules for using the ambassador’s image and channels of promotion. Prepare a contract setting out the details of the collaboration and the responsibilities of both parties. It should be signed before the cooperation starts.

Monitor and measure results – Measuring KPIs such as sales, customer engagement, brand recognition and positive image will help you determine whether the collaboration with the ambassador was effective.

Benefits of working with a brand ambassador

Working with a brand ambassador can bring many benefits to your brand, products or services. It can increase brand recognition by representing the brand in various marketing activities and promotions. It can also help create a positive brand image by representing the brand in a way that is consistent with the brand values.

A brand ambassador builds customer engagement by, for example, posting content on social media. This can help increase sales and extend the brand’s reach by representing the brand at various industry events and in the media. Not only can an ambassador help build customer loyalty, but they can also attract new customers who have not previously been exposed to your brand.

Possible difficulties in working with a brand ambassador

While there can be many benefits to working with a brand ambassador, there may also be some difficulties. He or she may unknowingly or deliberately represent the brand in a way that is contrary to its values or image, which can damage the reputation. If he or she does not show an appropriate level of commitment to promotion, he or she may contribute to low effectiveness of marketing campaigns. He or she may also represent other brands or products at the same time, which may create a conflict of interest.

A lack of control over the brand ambassador’s actions can lead to inappropriate brand representation or low effectiveness of marketing campaigns. It is also worth paying attention to the target audience – if the ambassador is not properly matched to your target audience, the effectiveness of marketing campaigns may be negatively affected.

Working with a brand ambassador – what else to keep in mind?

Working with a brand ambassador requires the right preparation and approach to achieve positive results. Communication with him or her should be regular and transparent in order to avoid misunderstandings and ensure that activities are consistent with the brand values. You also need to be mindful of choosing the right channels on which the brand ambassador will represent the brand….

Pay attention to marketing campaigns that are coordinated with the brand ambassador’s representation of the brand to avoid inconsistencies in messaging. Define rules for the use of the brand ambassador’s image in advertising and marketing materials to avoid copyright infringement. Limit the risks associated with the brand ambassador’s representation of the brand by defining exactly what activities are acceptable and what are not, and clearly outlining the terms of the collaboration.

Report regularly on the brand ambassador’s performance to keep tabs on the effectiveness of the marketing campaign and monitor its progress. Develop a relationship with the brand ambassador to foster engagement and trust in the brand and contribute to a long-term relationship. This will help to achieve the desired results and build a positive brand image.