Jul 30, 2021
Influencer marketing continues to grow in prevalence and size, with brands shifting towards more personalized, human methods of advertising to connect with their audience. But, influencers aren’t the only tactic within the industry capable of providing value to your brand.
Meet the brand ambassador.
Known as the more formalized, corporate iteration of an influencer, brand ambassadors are the ultimate brand disciples – fueled by a genuine love for your brand, and committed to spreading the word. In this post, we focus on the ins and outs of the brand ambassador role to help you determine if it’s the right fit for your marketing strategy.
Brand ambassadors are individuals employed by a business to represent its brand. Their purpose is to generate greater brand awareness and ultimately drive more sales. Brand ambassadors are invested in the growth and success of the brand they represent and their impact goes beyond sharing sponsored posts. Brand ambassador endorsement is genuine and driven by an affinity for what the brand stands for. This deeply rooted loyalty is one reason why brand ambassadors typically maintain long-term or ongoing relationships with the brands they represent.
The best brand ambassadors tend to have a working knowledge of word-of-mouth marketing, are able to network on a brand’s behalf, engage large audiences, and influence action among target audiences.
While the term ‘brand ambassador’ is often used interchangeably with ‘influencer’, the two roles have very distinct responsibilities and value propositions for a brand. The table below covers the most common differences between each, as well as the commonly associated role of ‘affiliate partner.’
Related: What is Affiliate Marketing: Benefits and How to Get Started and Measuring Influence: How to Choose the Right Influencer for Your Brand
To determine whether a brand ambassador program is right for your brand, you’ll first need to conduct a S.W.O.T analysis; a high-level evaluation of your brand’s current strengths, weaknesses, opportunities, and threats. This analysis provides a self-reflective “progress report” of your brand, helping to identify any critical gaps in your marketing strategy where the support of a brand ambassador may prove most valuable.
Related: How to Conduct a Social Media Competitor Analysis
Here’s how a simple S.W.O.T. analysis shakes out:
You can use this audit when looking to implement any new marketing tactic, but for the purposes at hand, let’s narrow our lens to influence marketing, and when activating a brand ambassador program may make the most sense. Here’s an example:
Brand ambassador programs are a big hit across all industries, so be sure to do a bit of research within your niche to find similar brand programs for a touch of inspiration. Here are a few of our favorites:
Launching a brand ambassador program is a cost-effective and authentic way to attract new customers and foster lasting relationships with existing customers. Consumers value and trust the opinions of real people, like brand ambassadors, who genuinely endorse a brand and actually utilize their products. If your brand is already established and boasts a strong, dedicated group of customers who love your brand, launching a brand ambassador program is definitely a worthwhile option to consider as part of your marketing strategy.
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