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Who Are Brand Ambassadors?

Updated: Feb 14, 2020

A brand ambassador is a person who is hired by an organization or company to represent a brand in a positive light and help increase brand awareness and sales. The brand ambassador is meant to embody the corporate identity in appearance, demeanor, values and ethics. The key element of brand ambassadors is their ability to use promotional strategies that will strengthen the customer-product-service relationship and influence a large audience to buy and consume more. Predominantly, a brand ambassador is known as a positive spokesperson, an opinion leader or a community influencer, appointed as an internal or external agent to boost product or service sales and create brand awareness. Today, brand ambassador as a term has expanded beyond celebrity branding to self-branding or personal brand management. The term brand ambassador loosely refers to a commodity which covers all types of event staff, varying between trade show hosts, in store promotional members and street teams.

As the human representation of a brand, the Brand Ambassador’s purpose is to develop and maintain a positive company image by efficiently interacting with consumers. Since they are required to have a vast understanding of the company’s vision and functions, there is no other profile in Marketing capable of representing and promoting a brand, product, or service like Brand Ambassadors do. They’re also the ones with the best understanding of a brand’s personality and voice.

In this regard, Brand Ambassadors are responsible for a brand’s visibility, as well as its alignments and development. Insight into competition, brand movement, pricing, and distribution are the foundations of this role. Moreover, these professionals foster relationships by using existing contacts or through word of mouth.

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