The Definition of Brand Ambassador
The term brand ambassador gets thrown around a lot, but many don’t know exactly what it means or how it can help marketers and brands succeed. Simply put, brand ambassadors are people who have been recruited to represent and talk about a company or organization in a positive way, preferably in front of lots of potential customers (i.e. their friends and family).
They can be a key aspect in extending reach and credibility for any brand and marketing campaign. Gone are the days of pushing products on people and forcing a sales pitch. Noteworthy brand ambassadors are not always easy to come across, but they’re out there. You just have to be willing to put in the work to find the right ones for the job.
Awareness is good, but advocacy is better. A brand ambassador is someone who embodies and lives the brand. They care about who and what they’re representing. Ambassadors are ideal for business because they drive new customers to you. Word-of-mouth is one of the most powerful marketing strategies because people want to listen to and buy from people they know and trust, not from corporations.
The power of social influence is very real. Influencer marketing has blown up because of the new technology and social media platforms consumers are living and breathing every day. An ambassador’s loyalty to your brand and products starts strong and only grows stronger overtime. They’re passionate about what they like and don’t like. If you give them the right tools, they’ll share that love with their social networks and friends and family.
Credibility & Trust
Many consumers are turned off by advertising or don’t purchase a particular product or shop a specific store because they lack trust and credibility in a brand. That’s all they see is another person out to close another sale, instead of someone who values their opinion, business and feedback.
Consumer skepticism is growing, while traditional and mass paid for advertising no longer reaches as many and is not as cost effective as it has been in the past. Nielsen reports that only 33% of consumers said they trust paid advertisements, but a whopping 92% trust peer recommendations. This data proves that brands and marketers need to find alternative ways to reach their audience and gain back the trust of consumers.
Customers would rather hear about how one of their peers had an amazing experience with a product, than they would the brand who’s selling it. Pointblank, suggestions from family and friends are more likely to lead a consumer to a purchasing decision, and at the end of the day, isn’t this the ultimate goal?
Humanize your Product
It’s true, people like to buy from people. A big reason brand ambassadors work is because they’re emotionally attached to and engaged with your company’s brand promise and value your output. Someone becomes an ambassador because they have earned trust in their social circles, like to share information, solve problems and help others.
Putting not only a face, but an experience with your brand will help consumers relate to you. Brand ambassadors create a persona for your physical products and brand logo. Freelancer Stephanie Booth recently wrote an article in Psychology Today magazine where she shares, “Humans mimic other’s expressions and behaviors, creating emotional contagion.” The definition of brand ambassadors is passion, emotion, connection and authenticity. These are all things you want consumers to see in you.
A brand ambassador isn’t just a fancy name for another marketing strategy. It defines a person and systematic approach that will bring credible, trustworthy promotion and visibility to your brand.
Brands no longer manage their reputations online, the customers and ambassadors do. The more brand ambassadors you have gloating and sharing your products and brand message, the more positive comments reviews and referrals you’ll receive in return.