What Are Brand Ambassadors?
Many companies are starting to use an untapped resource to help build their brand and get their message out to the world– brand ambassadors. After all, isn’t word-of-mouth one of the strongest marketing tools around?
Brand ambassadors are very different from brand advocates; their motives are different and they serve separate purposes. However, they both help to build your brand.
Who Uses Brand Ambassadors?
Starbucks Partners reposts smiling photos of their employees with shoutouts for good work. Recent graduates are also able to apply for Brand Ambassador positions with a small stipend for their work.
Red Bull employs a street team and a team of college students, called the Wings Team, to talk about the product and show how Red Bull fits into an adventurous lifestyle.
Students can sign up for brand ambassador positions through Coca-Colas student zone and employees are encouraged to use their social media as a platform to spread Coke’s message to their personal networks.
Why Are Brand Ambassadors Important?
When you’re first getting started, it’s natural to inundate your personal network with updates, blogs, pictures and product offerings. They’ll initially be excited for you– and some will continue to stay excited for you– but most will glaze over your posts without a second glance. You could rely on just your network but that won’t really promote your brand and send it out into the world.
When you use a brand ambassador program, you don’t have to confine that excitement to just your network– you have a more vast and unsaturated network to engaged with. Your brand ambassadors will be excited about your company, they’ll be excited to share what your brand is up to. Instead of just you posting and sharing blog posts and new product offerings, you have a team to help. With the help of your brand ambassadors, you can spread your brand to many more people than what you could reach on your own.
To find a brand ambassador, look for someone who is known as an influencer in their communities and opinion leader.
A Good Brand Ambassador Will:
- have some knowledge of marketing
- have an established online presence
- be extremely professional in all interactions
- grow relationships with current & future clients
- gather feedback and provide product insight
Are Brand Ambassador Programs Effective?
Overall and when implemented right, brand ambassador programs can be extremely effective in ways that you couldn’t achieve with traditional marketing efforts.
When your customers feel the face-to-face element a brand ambassador offers, it feels more genuine and humanizes your company. Customers can relate on a more personal level and that will help to drive sales.
How Can You Implement Brand Ambassadors?
Something doesn’t have to be brand new to be good. Learn from other’s mistakes and draw ideas from companies whose products and services you enjoy.
Outline Your Short-Term Goals
Make sure your goals are easily defined, quantifiable and realistic, and don’t focus on events too far into the future yet.
Structure Your Programs
Begin to mold your program by marrying the short-term goals you’ve identified with the programs that inspire you. Don’t be afraid to mess up, you can always tweak and change things later.
People aren’t going to work for free. What benefits can you offer them? Figure out what your community values and how to deliver it.
Showcase Their Hard Work
Help them intertwine their relationship with yours. Feature your ambassadors on your website, blog, social media– wherever makes sense for your brand. Show you appreciate them and their work for your brand.