Brand Ambassadors: Many meanings and
even greater means of contributing
Before we get into it, in all of their diviness and definitions, we 💓 BA’s.
The term itself often conjures the image of an individual handing out products at a marketing event, conference, trade show or on the street corner.
Others’ go-to definition is the paid celebrity peddling wares that might not mean much more to them than the paycheck being pocketed. A recent iteration of the Brand Ambassador is the ‘influencer’ or ‘ambassador of the brand’, who shows off gifted items, services or offerings during what now has become known as the ceremonial unboxing. As they move through their fabulous life for all the world to see, playing show-and-tell, the grown-up, amplified, extra version.
Nobody puts baby in the corner or a brand ambassador in the backroom. When the definition of who or what a brand ambassador is, is limiting and confining, a large constituency of individuals who are also important ambassadors of a brand, are overlooked.
So, what are brand ambassadors? They’re essentially are everybody. If a brand is not looking at it in that way, it signals a key moment to shift one’s mindset. They can be anyone from an influencer, to an employee, to a person who’s never experienced a brand firsthand. Yet they have a solid, firm point of view based on what their partner’s sister said at the 2-hour cocktail party they attended last weekend.
Therefore, ob-vi-ous-ly, it must be true. It was to everyone who heard the story and even the people they then told about it.
The Breakdown | 3 Types of Brand Ambassadors
Since Everybody is a lot to speak on, we are going to describe and deconstruct what we see as the three main types of brand ambassadors:
⚡️ OG Consumer Engagement Brand Ambassador
⚡️ In fashion and in your face Influencer Brand Ambassador or Ambassador of the Brand…dah-ling
⚡️ Real talk
Everybody Brand Ambassador
⚡️ OG Consumer Engagement Brand Ambassador
⚡️ In fashion and in your face Influencer Brand Ambassador or Ambassador of the Brand…dah-ling
⚡️ Real talk Everybody Brand Ambassador
Consumer Engagement Brand Ambassador
The consumer engagement brand ambassador is probably the longest running and most understood of the role. Interestingly enough, it’s highly likely it’s the version whereby the role is downplayed or overlooked, at times, even dismissed — yet the contribution is pivotal as it shapes the entire experience.
The consumer engagement brand ambassador is part of the brand team who engages with… consumers at activations. They are all front-of-house facing. Their role is to guide guests and attendees according to the architected journey, designed collaboratively by the agency partner and brand team. Consumer engagement brand ambassadors welcome guests into experiences, hand out product samples, oversee check-in, engage with consumers, massage away anything other than rainbows and sprinkles, share marketing materials and whatever else is required for a seamless and successful customer experience.
Working closely with the rest of the brand team, the consumer engagement brand ambassador brings warmth, kindness and a wealth of knowledge and personality to consumers. They build upon the ambiance by setting the tone, vibe and energy of the engagement.
Live Activation Brand Ambassadors are most likely the only human touchpoint within the activation — it’s not you or anybody from the brand team. Think about that. Now is the time to say thank you to the brand ambassadors running your event or the event you’re attending. Remember the language you crafted in the BA guide about ‘how creating a positive impression is extremely important.’ It’s perfect timing to put that practice into a real life scenario.
The Golden Rule | Consumer Engagement Brand Ambassador
The Golden Rule applies here as always:
Treat brand ambassadors the way you want to be treated
This guarantees they’ll treat guests and anyone who interfaces with your brand that way. For consumer engagement brand ambassadors to be their best, they should be fully prepared:
> Trial: ensure they have gone through the customer experience of the product, service or offering firsthand
> Share high-level easy to understand brand messaging map
> Develop a compelling and comprehensive brand guide (manual) in digestible chunks and heavy imagery
– Key selling points
– Where to purchase
– Variety of offerings, availability, etc.
> Create scripts
> Roleplay scenarios
> Thoroughly educate consumer engagement ambassadors on possible scenarios and solutions
> Provide escalation point
> Conduct a group training whereby everyone gets to ask and hear questions
Brands who understand the value of the consumer engagement brand ambassador treat them accordingly, along with prepping them on all aspects of the brand. This empowers them to help the brand’s customers get the full, true and intended experience from the activation and allows the brand to feel comfortable with who is representing them.
Influencer Brand Ambassador
This style of ambassador is paid to endorse and promote the brand as they move through life, whether that is posting on channels or proselytizing to their people in the real world. A brand leverages third party credibility of the influencer by partnering with them to tout, vouch and ‘ambassador’ them into their existing base.
Essentially, once the influencer who has cultivated a like-minded constituency is seen as a trusted resource and authority, they are giving the pre-qualified green light and go-ahead to opt in and adopt the highlighted product, service or offering.
This highly effective marketing strategy provides brands access to a new, like-minded target. Brands who contract influencer ambassadors are able to bring a fresh-face and legitimacy to their image.
It could be argued that brand ambassadors are more important than ever in today’s current moment. Brands globally are waiting for the right moment to activate in the real world, making now an ideal time to engage influencer brand ambassadors. If your brand isn’t activating or staying in contact with your audience in any way, the influencer ambassador is an optimal means to staying connected with their target and prospects.
Keys to working with influencer brand ambassadors
To successfully work with influencer-level brand ambassadors, be clear on:
> goals
> metrics
> target audience
> the give and the get
Influencer ambassadors need a full understanding of guardrails, do’s, don’ts, lingo and language, when and what to post.
- Pinpoint target brand ambassador influencers
- Vet & secure target list
- Set ground rules
- Let the influencer espouse your brand and do their thing
> See #3, you’re covered — this is where you grant freedom within framework and creativity with confines - Evaluate success
For more details on how to manage successful influencer marketing campaigns, read our guide to Influencer Marketing Deconstructed.
Everybody Brand Ambassador
This type of ambassador isn’t even counted as a brand ambassador, despite the powerful effect they can have on a brand either as a solo unit or by harnessing the power of the collective of the community.
Whoa, right?! Meet the Everybody brand ambassador:
> Entry-level team member in the marketing or any other department
> Facility manager and custodial staff
> Delivery person
> Customer who walks into a store or branded experience
> Passerby who snaps a photo of a brand or product for themselves or to share with a friend who would just love it!
> DJ spinning at the event
It’s so easy to get wrapped up in the glitter and hashtags of the influencer or the sparkly person in the room. The reality is e-v-e-r-y-b-o-d-y who interacts or interfaces with you or your brand is an ambassador.
The collective ‘we’ tend to remember the person at the cocktail party who we’re chatting with, yet it’s impossible to connect as they are looking over your head with their eyes darting around the room to locate the more desirable. When that happens, they quickly excuse themselves. We all remember that person, especially when they recirculate to ask for a favor, such as a valued introduction to a high-flyer family member, friend or colleague.
Look at the #freebritney movement. Scads of fans, everyday people, non-household names were responsible for something a global superstar with enviable resources, an entire entourage of well-paid professionals and famous friends couldn’t do…FREE BRITNEY.
The pressure from the everybody’s turned into a movement whereby Jamie Spears was pressured to step down from the conservatorship that had kept him beyond comfortable and his daughter captive for 13 years, 7 months and 14 days.
We’ve all been influenced to make a purchase or boycott a brand based on something someone told us.
Blue Bottle used to be one of my friend’s favorite rituals. We hit it every weekend on cue solo or with friends and family in tow. That was until I shared that Nestlé acquired them (years ago). Unbeknownst to my companion, we abruptly left the line that day never to return. He tells everyone he knows to stay away and which coffee shops to frequent. We (me and my people) would rather give our money to the local, neighborhood small business owners.
Whether you realize it or not, the everybody brand ambassador has a persuasive and influential sway over your brand’s perception.
Brands must remember that just like the rest of us, they only have one opportunity to make a first impression. That imprint matters and every person they interact has value. How everyone associated with your brand treats each member of the constituency leaves a lasting impact and has a ripple effect. Word spreads — even if the person affected is not an influencer per se or spending large sums or any amount of money for that matter with your brand.
Moral of the story:
Be kind to everyone.
There’s a brand for that…
It’s an interesting juxtaposition in that brands do realize this on some level. Almost every product, service or offering has a referral program — share with your friends and family to receive $x.xx off your next purchase — which means brands understand that people tell their people about the good, the bad and the ugly. The watch-out: while brands often put the revenue generating mechanism in place, they tend to overlook applying the same attention to the human element of being kind.
Why & How Brand Ambassadors Work | The Value
Every type of every brand ambassador — from the influencer to everybody — impacts how the public views a brand or company.
Now is the Time for Consumer Engagement
Consumers make purchasing decisions based on trust and shared values. If a consumer is introduced to a brand by someone they trust, they are more likely to view that brand in a positive light. The modern consumer’s reliance on reviews and going down the social and digital rabbit hole before making a purchase decision underscores the importance of brands reflecting positively on everyone who interacts with them.
Brand ambassadors can help companies find major marketing success or make it difficult for them to achieve. Everyone who experiences the brand has an impact on perception. Speaking of, has yours changed about the meaning of the wide spectrum of brand ambassadors?!