No, that is not an accidental repeat of the word “brand” in the title. The use of a brand ambassador has been a popular and powerful marketing tactic since the beginning of advertising. Using a personal touch to promote a particular brand’s goods and services makes impact. But does a business really need this for its brand marketing?
What defines a brand ambassador?
Jessica Huhn, writing for ReferralRock.com, refers to brand ambassadors as “top-notch cheerleaders.” Brand ambassadors are tied in very closely to – and truly love and believe in – the brands they promote. They practice what they preach by using these products or services and are often experts in the particular field or industry that would find a specific brand useful. (For example, a doctor might promote a certain urgent care center, or an exercise coach could recommend a sporting goods brand.) Additionally, a brand ambassador could be an employee or partner of a brand, or satisfied customers.
How does a brand ambassador promote products and services?
A brand ambassador promotes the products or services they represent, everywhere from social media to in-person presentations. On these occasions, they prefer to speak directly and conversationally, without the aid of a prewritten script – an example of the power of a personal approach. As mentioned earlier, brand ambassadors have a genuine regard the products they represent; so much so, their services are often free of charge. They are also usually willing to try new products and provide feedback to the brand. Brand ambassadors have long-term relationships with the brands they represent.
In short, the more authentic and credible a brand ambassador is, the greater the chance for strengthening the trust of existing customers, as well as attracting new followers – ultimately increasing awareness and sales.
Brand ambassadors and what may be the most important benefit of all.
An engaging and interesting infographic on Sideqik lists six benefits for utilizing an ambassador for brand marketing which have been mentioned here: putting a human face to a brand, spreading awareness via their networks, providing positive word of mouth, and helping to grow the brand they represent. The first – and perhaps most important – point this infographic calls attention to is reputation management. A brand ambassador can come to the rescue in the event the brand or business they represent should suffer backlash or bad press and help calm the situation. This would be brand management in action; personal action, that is.
So, having a reliable, authentic brand ambassador to recommend products or services to a targeted audience may not be “needed” – but it is advantageous. We may live in a high-tech society but having a personal connection to a brand is still the most powerful way to make people aware of what a business has to offer. And the ripple positive ripple effect of having customers tell their friends and family of what the brand ambassador has to say is also a consideration to be mindful of.
For more information or ideas on how your brand or business can receive optimal exposure, contact EGC today.
