Contents
- What is an ambassador?
- Main tasks of a brand ambassador
- What is the difference between an ambassador and a brand face?
- Qualities and skills needed for an ambassador
- How to become an ambassador
- How to find ambassadors and work with them
What is an ambassador?
An ambassador is a representative of a brand who promotes its products and services in a subtle and natural way. The main task of an ambassador is to share their personal experience with the product rather than engage in direct advertising. They may participate in events, write product reviews, and attract the attention of the target audience, acting as a trusted figure that people are willing to believe. For example, famous basketball player Michael Jordan became an ambassador for Nike, leading to the creation of the iconic Air Jordan sneaker brand.
Main tasks of a brand ambassador
The fundamental duty of any ambassador is to use the brand's products and share their positive opinion about them. They help the brand in the following aspects:
- Increasing loyalty among the target audience: Ambassadors talk about the company, its values, and the advantages of its products. If people trust the ambassador, they form positive associations with the brand.
- Product promotion: An ambassador can share content on social media, conduct workshops, and participate in events, creating native advertising.
- Representing the company's interests: An ambassador advocates for the brand among the target audience, answers questions, and engages in discussions, but does not officially represent the company.
What is the difference between an ambassador and a brand face?
There is an important distinction between an ambassador and a brand face, which lies in the level of involvement and the set of rights:
| Ambassador | Brand Face |
|---|---|
| A person with high social activity who supports the brand. | A celebrity invited for advertising purposes. |
| A recognized leader of the audience representing loyal consumers. | An advertising image for the target audience. |
| A regular consumer of the products. | Not required to use the brand's products. |
| Enters into a long-term cooperation agreement. | Signs a one-time contract for a specific campaign. |
| Income may include fees and bonuses, such as free products. | Receives a fixed amount for contracted work. |
Qualities and skills needed for an ambassador
Selecting ambassadors is a serious process, as wrong actions can negatively impact the company's reputation. For instance, Regina Todorenko, a brand ambassador for Pampers, faced criticism and lost her collaboration with the company due to inappropriate statements. Therefore, companies pay attention to the following qualities and skills of potential ambassadors:
- Social activity: A wide network and popularity among the audience.
- Positive reputation: Trust from the audience in the ambassador's opinion.
- Communication skills: Ability to engage in dialogue and receive feedback.
- Loyalty to the brand: Genuine interest in the products and values of the company.
- Image alignment: A personality that reflects the brand's values.
- Psycho-emotional resilience: Ability to handle criticism and haters.
How to become an ambassador
Becoming a brand ambassador is a task that can be accomplished by both well-known individuals and ordinary people. Here are some steps on how to become an ambassador:
- Activity in the online space: Blogging, actively discussing favorite brands and their products.
- Offering services: Contacting the company's PR department directly and expressing a desire to collaborate.
- Monitoring job openings: Companies sometimes post announcements seeking ambassadors on job sites.
- Participating in special programs: Going through selection and training courses for ambassadors.
How to find ambassadors and work with them
For the successful implementation of an ambassador program, companies need to carefully approach the selection of their representatives. Here are some effective strategies:
- Searching among customers: Evaluating comments and reviews from those wishing to become ambassadors.
- Employees as ambassadors: Encouraging employees to share their stories and successes with the brand.
- Volunteers: Engaging ambassadors on a voluntary basis with non-material bonuses.
It is important to note that the right approach to selecting ambassadors includes developing a program, selection criteria, and motivation, which will help save the budget and attract the best representatives.