What Does a Brand Ambassador Actually Do?

• T-ROC Staff
• Apr 28, 2023
• 12 mins read

What is a Brand Ambassador? A Comprehensive Guide for Businesses

Have you ever wondered how some companies seem to have an army of loyal and enthusiastic fans spreading the word about their brand? Well, that’s all thanks to their brand ambassadors. These are the passionate individuals who are not only customers of a particular brand but also advocates who go above and beyond to promote it. They are like walking billboards, embodying the values and essence of the brand, and using their influence to create a buzz.

Brand ambassadors are the secret sauce that helps companies build a strong community and create authentic connections with their target audience. Brand ambassadors play a crucial role in the success of a business by promoting its products, services, and values. But what exactly is a brand ambassador and what do they do?

T-ROC Global’s Brand Ambassador Program delivers brand ambassadors who live and breathe your product. Their enthusiasm comes off as genuine because, well…it is! Our Brand Ambassadors are passionate about your brand because they love it just as much as you do.

Understanding the Role and Qualities of a Brand Ambassador

What is a Brand Ambassador?

A brand ambassador is a person employed by an organization or company to represent a brand in a positive light and, by doing so, they help to increase brand awareness and sales. The brand ambassador is meant to embody the corporate identity in appearance, demeanor, values, and ethics.

Simply put, a brand ambassador is someone who promotes a brand and its products with the intention of increasing brand awareness, generating sales, and building customer loyalty.

What Does a Brand Ambassador Do?

The primary responsibility of a brand ambassador is to represent the brand positively in a multitude of settings. This includes social media, physical promotions, and even employee referrals. They participate in promotional events, interact with potential customers, and might even help in field team management. Their job description often includes being corporate influencers and creating a vibrant and inviting image of the brand.

How Brand Ambassadors Affect Business

Brand ambassadors play a crucial role in employer branding, shaping how the company is perceived by both potential customers and prospective employees. Their testimonies and recommendations can strongly influence consumer decisions and add authenticity to the brand’s messaging. That’s why businesses invest significantly in brand ambassador programs.

Discover how T-ROC's innovative VIBA platform can revolutionize customer engagement and satisfaction. Learn more about VIBA's capabilities.

LEARN MORE

Qualities and Characteristics of an Ideal Brand Ambassador

Being a successful ambassador requires more than just a deep understanding of the brand. It involves having a passion for the brand, excellent communication skills, reliability, and above all, the ability to influence and connect with various demographics. Here are 5 of the most important aspects of a successful brand ambassador.

1. Passion and Enthusiasm for the Brand

Passion and enthusiasm are contagious; they shape perceptions and evoke emotions. A passionate ambassador genuinely believes in the brand and products, making them more effective at convincing others of their value.

2. Excellent Communication and Interpersonal Skills

A successful ambassador interacts with a variety of people daily. Therefore, they should possess excellent communication and interpersonal skills to effectively convey the brand’s message and generate a positive response.

3. Reliability and Trustworthiness

Reliability and trustworthiness are crucial. Ambassadors should be dependable and uphold the brand’s values always. They need to be credible, as their endorsement often sways the opinions and behaviors of others.

4. Social Media Presence and Influence

With social media’s growing prominence in marketing strategies and communication, having a strong online presence is beneficial. Ambassadors now use their social media platforms not only to spread the brand message but also to interact and engage with their followers, making them feel part of the brand’s community.

5. Importance of Matching the Ambassador’s Personality with the Brand

There should be a deep connection between the brand and the chosen ambassador. This doesn’t merely mean matching interests and style but also matching values, aspirations, and the wider lifestyle. This helps the ambassador authentically advocate for the brand, making their words and convictions more believable and compelling.

Understanding Brand Ambassadors and Their Importance

Types of Brand Ambassadors

Throughout marketing history, businesses have leveraged the persuasive power of individuals or entities widely respected and admired by the public to influence consumer behavior. These are known as brand ambassadors. They come in different forms, including: experiential, celebrities, influencers, and employees.

1. Experiential Brand Ambassadors

An experiential brand ambassador is an individual who represents and promotes a company or brand by creating memorable and immersive experiences for consumers. They go beyond traditional marketing strategies and actively engage with potential customers in a hands-on, interactive manner. The main focus of an experiential brand ambassador is to build a strong connection between the brand and the target audience by providing them with an authentic and personalized experience.

They may host events, demonstrations, or product trials and are responsible for creating positive brand associations and driving consumer loyalty. Overall, an experiential brand ambassador plays a crucial role in creating a lasting impression and fostering a deep emotional connection between consumers and the brand they represent.

2. Celebrity Brand Ambassadors

Celebrities often serve as a brand’s face, using their fame and influence to enhance product credibility and visibility. Their job description goes beyond traditional advertisement as they strive to foster a deeper aspirational connection between the brand and its target audience.

3. Influencer Brand Ambassadors

Influencers are the digital-age brand ambassadors who leverage the power of social media to influence consumer behavior. They are a staple in many marketers’ digital strategies, primarily due to their authentic connections with niche audiences.

4. The Power of Micro-Influencers

Micro-influencers, despite having fewer followers, can be ideal ambassadors due to their highly targeted and deeply engaged audiences. They are looked up to as trusted sources, reinforcing the saying that ‘quality beats quantity.’

5. Employee Brand Ambassadors

Employees are often overlooked as potential corporate influencers. Their authentic interactions can significantly elevate employer branding, making them potent ambassadors for your brand.

Benefits of Brand Ambassadors for Businesses

Increased Brand Visibility and Awareness

A standout brand ambassador program can significantly increase brand visibility and awareness. Through their personal networks and platforms, ambassadors will introduce your brand to a broader audience.

Enhanced Brand Reputation and Credibility

Brand ambassadors, especially celebrities and influencers, can greatly enhance a brand’s reputation and credibility. Having a notable figure represent your brand boosts trust among potential customers.

Improved Customer Trust and Loyalty

Customers tend to trust the opinions of individuals over brands. This trust can translate into loyalty towards a brand and drive a consistent flow of returning customers, making ambassadors invaluable assets.

Higher Customer Engagement and Conversion Rates

Engagements and conversions tend to be higher for brands that implement ambassador programs, as these ambassadors engage customers on a more personal and genuine level.

Cost-effective Marketing Strategy

Whether it’s celebrities, influencers, or employees, hiring an ambassador is a cost-effective marketing strategy. Their organic reach not only saves advertising costs but also brings in a high return on investment.

Selecting and Managing Brand Ambassadors

Defining Ambassador Selection Criteria

Creating a job description for your ideal ambassador is the first step in your brand ambassador program. This includes detailing the skills, experience, and personality traits you’re looking for. Are you targeting corporate influencers or looking for someone with a strong background in field team management? This should all be clearly laid out in the job description. It’s also important to consider employee referrals which shows that the potential ambassador holds your company’s values and understands your employer brand.

Establishing Clear Objectives and Expectations

Once you’ve defined what your ideal ambassador looks like, the next step is to articulate what you expect from them. What role will they play? How will they improve your employer branding? By setting clear expectations upfront, it ensures both parties have a consistent understanding and agreement of what the brand ambassador’s role will be.

Providing Proper Training and Support

A standout brand ambassador program provides comprehensive training and support for brand ambassadors. This includes equipping them with the necessary tools, technologies, and knowledge to effectively represent the brand.

Monitoring and Evaluating Performance

Like any employee, a brand ambassador’s performance must be regularly monitored and evaluated. Success metrics can include social media engagement, client interaction feedback, and overall performance against the ambassador’s set objectives.

Maintaining a Long-Term Relationship with Ambassadors

Ambassadors can prove to be an invaluable asset over time. Establishing a long-term relationship enables the ambassador to become deeply familiar with the brand, making their promotional efforts even more fruitful. In essence, they become long-term corporate influencers.

Successful Examples of Brand Ambassador Programs

Nike’s Partnership with Michael Jordan

Nike’s partnership with Michael Jordan is an excellent example of a successful brand ambassador program. Jordan’s brand “Air Jordan,” is one of the best-known athletic brands in the world, helping Nike solidify their place as the global leader in sports apparel. Jordan was the ideal brand ambassador for Nike because his success and charisma on and off the basketball court mirrored the brand’s image perfectly.

GoPro’s Collaboration with Extreme Sports Athletes

GoPro is another company with a standout brand ambassador program. The company has collaborated with extreme sports athletes across various disciplines who organically use and promote GoPro cameras while performing their sports. This strategy has made their cameras the go-to choice for people looking to record their own extreme sports adventures.

L’Oréal’s Influencer-Driven Marketing Campaigns

L’Oréal is especially known for its success in selecting and managing brand ambassadors. They strategically use influencers to reach a wide audience on social media, accelerating product awareness and sales. L’Oréal attributes a significant part of its global success to its brand ambassador programs.

Boost your Business with Brand Ambassador Programs

Building Ideal Brand Ambassador Programs

The key to great employer branding is not just recruiting brand ambassadors but building a standout brand ambassador program. Such a program ensures these corporate influencers get the support and guidance they need to represent your brand effectively. This involves regular training, networking opportunities, and clear field team management guidelines.

Tips for Effective Brand Ambassador Management

Effective field team management plays a crucial role in the success of your brand ambassador program. Some tips include setting clear expectations, providing ongoing training, recognizing and rewarding efforts, and providing a platform for their voices to be heard.

As brand ambassador experts, the team at T-ROC knows exactly what it takes to create a successful brand ambassador program. We’re ready to help you grow your brand’s enthusiasm with fully-vetted, highly-trained, passionate individuals who know just how to market your brand. Learn more about our brand ambassador program today.

Brand Ambassador FAQs

Do brand ambassadors get paid?

Yes, brand ambassadors do typically get paid for their work. While the compensation can vary depending on factors such as the brand’s budget and the ambassador’s level of influence and experience, it is common for brand ambassadors to receive financial compensation for promoting a brand or product. In addition to monetary payment, brand ambassadors may also receive perks such as free products, exclusive invitations to events, or discounts on future purchases.

What are the advantages of hiring an experiential ambassador versus a social media influencer?

Hiring an experiential ambassador comes with several advantages compared to a social media influencer. First, an experiential ambassador provides a tangible and personal connection to the brand. They engage directly with customers, answer questions, and address concerns in real-time, creating a sense of trust and credibility with the ability to incite a sale on the spot.

Additionally, an experiential ambassador has the ability to showcase the product or service in a physical environment, allowing potential customers to have a more immersive experience. They can also conduct live demonstrations, which can be more convincing and impactful than online reviews or promotional posts.

Lastly, an experiential ambassador can tailor their messaging and approach to the specific audience they are interacting with, adapting their pitch as needed, whereas a social media influencer may have a more general and mass-market reach.