What Is a Brand Ambassador? Definition and Job Description
Updated 26 January 2023
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Companies have revised their approaches to branding and marketing to meet the needs of an increasingly online consumer base. Many now employ brand ambassadors to provide trustworthy endorsements of their products to varied demographics. If you are interested in a career that combines marketing, sales and communications, you might benefit from learning about the role of brand ambassador. In this article, we define what is a brand ambassador, explain what one does, review how brand ambassadors can make money and specify which qualifications you need to pursue this line of work.
What Is A Brand Ambassador?
A brand ambassador is someone who has an official working relationship with a brand or organisation and aims to spread awareness of its products. Brand ambassadors typically have connections to demographics, industries or communities that a company wants to market to directly. Companies value brand ambassadors' voices since they are often viewed as independent of the company and therefore less biased. For instance, professional athletes often help brands market to the sports fans who admire them and view them as talented role models, rather than advertisers.
When selecting brand ambassadors, companies emphasise partnering with individuals who embody the company's values, beliefs and intended brand images. Consumers learn to associate brands with the qualities they respect in the ambassador. A watch company, for example, might have an action movie star as its brand ambassador so consumers associate the watch with adventure and excitement. While traditionally brand ambassadors have had immense public presence, companies now also work with people such as students and regular professionals as long as they offer new or improved access to a market.
Related: What Is the Difference Between Sales and Marketing?
What Does A Brand Ambassador Do?
Here are the key functions brand ambassadors perform for the companies they represent:
Maintain a social media presence
Many public figures establish their online persona almost entirely through social media, and others at least use social media to interact with their networks. Recognising that consumers rely on social media to learn about new trends and products, companies work with brand ambassadors to create an extensive social media presence across all major platforms.
When designing marketing campaigns, companies might coordinate content schedules with brand ambassadors where they post full advertisements at predetermined times. Alternatively, brand ambassadors might intermittently include a brand's products in their posts and tag them so the promotion appears more organic. Social media is also a useful venue for brand ambassadors to review products and answer their followers' questions about them.
Brand ambassadors often plan, advertise and attend promotional events. They might host an independent event, such as a pop-up store, or they might attend an industry conference or large gathering. In these settings, brand ambassadors aim to engage with loyal followers of a brand and people who may not yet be aware of it. By having brand ambassadors dispersed across a broad geographic range, companies can take advantage of far more in-person opportunities and raise brand awareness in practically any community.
Collect consumer information
While fulfilling their other duties, brand ambassadors collect useful information they can share with their partner companies. When posting on social media, companies can learn how enthusiastic audiences are about their product by measuring engagement with likes and shares. When attending events, brand ambassadors can collect emails to enhance companies' mailing lists and distribute surveys to gauge consumer sentiment. Brands can use this constant feedback to adjust their marketing efforts and develop future products.
Often, brand ambassadors are also savvy consumers of the products they market, so their perspectives as consumers are also valuable. For instance, a clothing line might partner with an online content creator who has a modest but growing following on their fashion videos. As a highly informed buyer of clothing, the brand ambassador can share their thoughts on the companies' products in conversations with the clothing line's representatives.
Write blog posts
Brand ambassadors often maintain their own personal brands as well. They might have their own website or blog where they write reviews or create written content around certain products. A company can then request that its brand ambassador dedicate a few blog posts to its goods and services. For example, a company selling olive oil might have a brand ambassador, who maintains a cooking blog, write articles with recipes that include its products.
Create original content
Brands often seek brand ambassadors from a variety of creative backgrounds so they can source different kinds of original content. Brand ambassadors might make videos, graphic art, podcasts or memes promoting a company's products. By diversifying their brand content portfolio, companies ensure they can appeal to more diverse audiences and keep their brand voice fresh.
While brand ambassadors often focus on raising awareness of a company to drive sales indirectly, they also can actively turn leads into conversions. Companies often supply their brand ambassadors with discount codes they can attach to social media posts and other content so audiences become inclined to take advantage of offers. Small-scale brand ambassadors, such as on-campus student ambassadors, might engage in direct selling with their peers.
How Do Brand Ambassadors Earn Money?
Brand ambassadors earn compensation for their work in various ways, depending on their relationship with a company. If attending events, they might receive a fixed sum or an hourly wage. If brand ambassadors establish a significant and ongoing relationship with a company, they might agree to a set salary. Some receive commissions for sales they make when marketing a product, or earn ad revenue from content such as videos and blog posts.
Brand Ambassador Qualifications
Here are the qualifications a brand might consider before partnering with you as an ambassador:
Many successful brand ambassadors have only completed their secondary education. Since these professionals rarely require technical expertise or specialised skills, employers are often happy to hire someone without a formal degree. However, having university-level academic experiences can improve your ability to market goods. For example, a degree in marketing would help you execute content strategies effectively and optimise your content's visibility.
For many companies, brand ambassadors' most important qualification is their public profile. Whether they work in a visible field, such as performing arts or athletics, or have a massive social media following, companies want to understand exactly who you can introduce their brand to as an authoritative voice. Even with small scale ambassadors, brands still want to see that you are outgoing, present online and able to convince consumers of their products' value.
Brand ambassadors usually possess a blend of learned and inherent skills that make them well-suited for their roles. Here are some skills they need:
Interpersonal skills: brand ambassadors constantly build new relationships, either in person or online. They motivate consumers, work flexibly with their brands and are dependable sources of information for both employers and the public.
Technology skills: brand ambassadors often produce and monitor most of their work using smartphones, computers, tablets and various internet platforms. They also remain up-to-date with the social media sites they use, constantly engaging their full functionality to promote their brands.
Communication skills: brand ambassadors can communicate exactly why their audience should give a company and its products their consideration. They have excellent verbal skills which they adapt when posting text-based content and convey empathy and respect for their followers' perspectives.
Creative skills: brand ambassadors often have creative visions that brands seek because of their uniqueness. They create original content in various media that entertains and informs audiences while representing a worthwhile product.
Related: Written Communication Skills: Definitions and Examples
How Do You Become A Brand Ambassador?
Since companies aim to work with someone who their audiences trust. Becoming a brand ambassador requires earning followers from a specific demographic. This entails creating content for a well-defined community, rather than just your friends and acquaintances.
Make sure your content emphasises a niche or speciality that positions you well to become a brand's partner. Encourage your followers to engage with your content so brands can see your ability to begin conversations. For example, a fitness enthusiast might create content demonstrating exercise regimens and reviewing athletic wear. Once your public profile is well-established, you can either directly contact small businesses and companies about forming a partnership or sign up with a brand network site that matches content creators with suitable brands.
Related: How To Change Careers
Why Should I Become A Brand Ambassador?
Becoming a brand ambassador offers several benefits to your professional life. Here are some reasons to consider working as one:
Networking: brand ambassadors establish relationships with their partner companies that can translate to future opportunities. While promoting products, they also expand their personal networks, both in-person and online.
Skill development: brand ambassadors develop expertise in marketing, branding and public relations while fulfilling their duties. These skills are largely transferable and appeal to employers in various industries.
Resume improvement: brand ambassadors have resumes that prove an ability to drive sales, collaborate with marketing teams and create content.
Industry knowledge: brand ambassadors can work with companies in industries that interest them and gain exposure that informs the next steps they take in their careers.
Salary figures reflect data listed on Indeed Salaries at time of writing. Salaries may vary depending on the hiring organisation and a candidate’s experience, academic background and location.
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