A brand’s success depends on its reputation, visibility, credibility and even popularity. But simply promoting a brand is not enough. To stand out from the competition, potential buyers are looking for credible and authentic input from real people who have worked with your company. That’s where a brand ambassador strategy can make a big difference. Brand ambassadors are individuals who serve as the face of the brand and share less biased perspectives that are often more trusted by target audiences.
What Are Brand Ambassadors?
Brand ambassadors are any individuals who promote the message, mission, products, services and reputation of your brand. They refer customers to your company, provide feedback and reviews, and engage with or share your content and insights. Ambassadors can be identified through a targeted program and may be paid for their endorsements. That said, more often than not, they are already part of your network and can be harnessed at no cost. Tapping into the benefits of these brand ambassadors, however, requires a strategic effort.
Four Types of Brand Ambassadors
Brand ambassadors can come from anywhere, both internally and externally. To help you maximize the impact of your brand ambassadors, it’s vital to understand who they are, where they come from and how to best leverage their partnership for business growth.
#1: Employees
Employees are some of your most valuable brand ambassadors because they already have a rich understanding of your company, culture and expertise. Research shows that brand messages reach a whopping 561 percent farther when shared by employees versus the same message shared on a company’s official social channels. “If each of your employees isn’t indoctrinated into the stewardship of your messaging, your values, and your brand promise,” writes Dina Baker of Chief Outsiders, “you risk losing significant ground to competitors who are already doing this.”
To leverage employees as effective brand ambassadors, share valuable communications they want to engage with and that can benefit the individuals in their networks. Typically, sales, marketing and management-level personnel will have the largest networks and can generate the most impact. In fact, when an Italian company started an employee ambassador program, 15 percent of the company’s employees joined the initiative in only two months, leading to an 8.5 percent growth in the followers of the company’s LinkedIn page. Qualitative analysis of the employees’ posts also showed a positive contribution to the company’s reputation. A successful program can also improve employee engagement and corporate culture.
#2: Clients
Existing customers who can speak authentically about what it is like to work with your company are another vital type of brand ambassador. This is where written and video testimonials, third-party reviews and case studies come into play. Baker outlines how the internet makes customer reviews and word-of-mouth even more important than ever. “Easy access to digital channels has flipped the concept of corporate dialogue on its head. Your brand—like it or not—is being defined, and refined, by the second, by consumers who are more than willing to share their experiences in graphic and unvarnished detail.”
Actively harness this phenomenon to amplify your brand’s messaging. A brand advocacy program focused on client experiences and success stories can result in targeted referrals and a strong brand reputation. After all, what is more convincing…an ad for a company or a trusted peer who genuinely swears by a product or service? An additional benefit is that when customers become ambassadors, they become more connected to your brand. This increases their loyalty, making them more likely to support your brand through referrals and repeat purchases.
#3: Strategic Partners
Suppliers, vendors, fellow association members and industry thought leaders can make a huge difference in promoting your brand’s messaging and services. These partners understand what your business does and have a unique opportunity to connect with other viable prospects in your industry. Since they are already established in their fields and backed by industry expertise, they’re likely to know exactly which individuals and companies in their network can benefit from your services. Even better, when endorsed by someone who is already providing a valuable service to their customers, you benefit from their established credentials and credibility.
#4: Press and Media
Publishing bylined articles in trade magazines and industry journals is another way to promote the message of your brand backed by an impartial third-party ambassador. In this case, the ambassadors are the editors of the publication. Earned media and contributed content such as press coverage, bylined articles or backlinked content can have a significant impact on the perception of your brand. When backed by credible publishers who are also experts in their field, it endorses your message in front of the audiences most in need of your insights and services.
Take a Strategic Approach to Brand Ambassadors
Brand ambassadors understand who you are, what you do, and the value you offer through your services and products. Still, they need guidance and support to successfully represent your brand. Like all marketing initiatives, a brand ambassador program starts with a written plan. When developing the program, consider who will be responsible for spearheading the program. Identify the program’s criteria and guidelines. Adding structure demonstrates that you value the work of the ambassadors and that you want to build a long-term relationship. Be sure to incorporate resources, expectations and even incentives. Only when all of this is in place is it time to identify potential ambassadors and reach out to them with an invitation.
With the relationships in place, track their progress, support their efforts and be sure to engage with their content as well. With a little effort, you can transform loyal supporters into a powerful marketing force that creates a real impact for your business.
