The Definitive Guide to Building Brand Ambassadors

Brand Ambassador Programs
Influencer Marketing
Modern Marketing


Brand ambassadors are simply people who represent and talk about your company in a positive way, preferably in front of lots of potential customers (i.e. their friends and family). Social media has changed the way brands sell and market their products to potential customers. Brand ambassadors are no longer a nice-to-have, but they’re now a must-have.

A brand ambassador not only represents a company but they’re someone who embodies the brand and products they’re endorsing. See why brands and marketers need brand ambassadors, the best ways to find them, how to build a working relationship and the many benefits they bring to a marketing strategy and the bottom line.

Why You Need Brand Ambassadors
There are many reasons why a company needs brand ambassadors. For starters, they humanize products and bridge potential customers and brands together. People like to buy from other people who they see as similar to them. They’re also more likely to trust someone who has experience with the product versus someone who works for the company and is obviously trying to sell something.

“Humans mimic other’s expressions and behaviors, creating emotional contagion,” wrote freelancer Stephanie Booth in an article published in Psychology Today magazine. If you can positively engage someone with your brand, they could be your greatest marketing communications tool and sales person who’s making positive connections with your online communities.

How to Find Brand Ambassadors
Brand ambassadors are everywhere, you just have to have the right tools and be in the right spots to make connections and recruit them. Start by looking inside your own company and within your own pool of employees. These are fans that are easy to identify and (hopefully) already believe in what you’re selling. You’ll also want to research and reach out to current customers who are passionate about your brand and who are using your products. These die-hard fans are an excellent choice because they’re some of the most authentic endorsers.

How to Build Brand Ambassadors
A healthy working relationship is key to creating a strong and successful brand ambassador program. Do your best to not force or use them in any way. Instead, empower them with tools, messages and content that they can sharing using their own voice. This will allow that natural emotional connection they have with your brand to shine through.

Clear and consistent communication is also a critical element of having a positive brand ambassador experience. If you find them and forget about them, they’ll do the same. Get organized and make a plan about how your team is going to invest in the process and work toward building a win-win situation for your brand and the ambassador.

The Value of Brand Ambassadors
The benefits that brand ambassadors bring to your marketing and sales strategy goes on and on. They provide credible, trustworthy promotion and visibility to a brand. Their authenticity and loyalty will not go unnoticed. They’re typically very active on social and have strong followings who listen to their recommendations. Their messages and opinions are likely to quickly go viral on social. Their voices will build your online reputation and magnify your presence on social. Most importantly, they’ll drive more customers to you and generate more sales. You might also appreciate that they’re very likely to stay devoted to your brand and grow with you over time.

People pay more attention to their friends than they do advertisements. This short guide will help you find influencers and manage them as your brand ambassadors so you reap all the benefits they have to offer. Now that you’ve got the tools you need to build brand ambassadors, it’s time to get to work!

Written By

Katie Carlson, Contributing Author with Experticity.