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This article was written by Andrea Sexton, head of copywriting at The Hoxby Collective
First of all, let’s start with who a brand ambassador is. A brand ambassador is your biggest fan. They’re someone who will “big up” your business and brand. A genuine user of your product who spreads the joy of your company via word of mouth, social media, and blogs. Maybe it’s an employee who is loyal, totally involved in the business and the brand, and shares love. It could even be you, the business owner. 24/7, you represent your own brand.
Word of mouth is a brilliant and effective PR. A brand ambassador who genuinely loves your brand makes for fantastic advertising. Bringing someone onboard as a brand ambassador ensures that somebody is speaking positively about you and your business to the public.
So, who makes a good ambassador and where do I find one? Well, you can start by asking your most loyal customers whether they might be interested in the opportunity to help your brand. Of course, you will need to give them something in return – a discount or a free product.
Keep an eye on your social media and see who mentions you or is active on a daily basis. Brand ambassadors do not need to be famous people, but it’s important that they are good customers and active on socially – by means of social media, or in person. Bloggers can make excellent ambassadors, but again, it’s important to stress exactly how important it is that they genuinely like your product or brand. It’s wonderful if someone well-known wants to support your brand, but the public are wise to insincere promotion.
It’s advisable to make an agreement in writing between yourself and your ambassador that details what free products or discounts you will offer them and how much you require in return. Make sure this is detailed and the ambassador is aware of how often you expect social media mentions, whether you want to use their photo or expect them to wear your logo on occasions.
It helps give your ambassador a script that they can use when they speak to people or when they are on social media; it’s important that they reflect the tone of voice of your company and brand. In some companies, you may not be able to use customers or their stories, but the people who work for you or are part of the company can be excellent ambassadors. Help your employees to become involved in the brand – share their accomplishments, their hobbies or charity fundraising, and share their stories.
