A Brand Ambassador is a person who represents and promotes a company, product or service. Brand ambassadors can be public figures, influencers, company employees, or even loyal customers who have a connection and credibility with the brand's target audience. The main goal of a brand ambassador is to improve brand awareness and image, and promote your products or services in an authentic and trustworthy way.
A Brand Ambassador has several responsibilities that vary depending on the type of ambassador and the company's strategy. However, some key functions are usually common in all cases:
Selecting brand ambassadors is a crucial process for any ambassador marketing strategy. Companies must identify individuals who are respected and have a connection with the target audience. In addition, brand ambassadors must have a genuine interest in the company's products or services and must be willing to actively and enthusiastically promote them.
While brand ambassadors can bring many benefits to a company, there are also challenges and considerations to consider:
Brand ambassadors can come from various fields and have different levels of notoriety. Below are some examples of brand ambassadors and how they have worked with the companies they represent:
Celebrities are often chosen as brand ambassadors because of their wide recognition and ability to reach a large number of people. A notable example is that of George Clooney with the Nespresso coffee brand. Clooney has appeared in numerous television commercials for Nespresso, presenting himself as a coffee enthusiast.
Social media influencers can also be effective brand ambassadors due to their ability to reach and influence their audience on platforms such as Instagram, YouTube or TikTok. One example is fitness influencer Kayla Itsines, who became an ambassador for the fitness app Sweat and has actively promoted this brand to her large following.
Employees can also be great brand ambassadors, as they know the company and its products or services better than anyone else. Microsoft, for example, has encouraged its employees to become brand ambassadors, allowing them to share their experiences and knowledge with the public.
Loyal customers can become brand ambassadors by sharing their positive experiences and love for the brand with their network. For example, outdoor clothing brand The North Face has cultivated a community of brand ambassadors who share their passion for the outdoors and the brand's products.
These examples show the variety of people who can act as brand ambassadors and the wide reach this marketing strategy can have.