Brand Ambassador: Definition, Criteria, and Role

Maybe some of you already know that a brand ambassador is a representation of a company. However, what are the responsibilities of a brand ambassador and what is their role in a company?

A brand ambassador is not an official employee of the company that carries it. However, as with a strict recruitment process, the company will choose a brand ambassador very carefully and consider it carefully.

Understand more about what is meant by a brand ambassador, their responsibilities, and roles in the following review.

What is a Brand Ambassador?

A brand ambassador is a figure who promotes a brand and its products in order to increase brand awareness and drive sales.

There was a time when brand ambassadors were chosen from among famous celebrities who were often seen on the screen. However, along with the development of technology, celebrities are not only formed in ordinary mass media, but also social media.

These social media celebrities refer to people who have many followers on social media such as Instagram, TikTok, and YouTube.

So can all celebrities be made brand ambassadors? Of course not, there are certain criteria that determine it.

Criteria for Choosing a Brand Ambassador

Here are some criteria that business owners must consider when choosing a brand ambassador:

Choose one that is relevant to the brand

Make sure the brand ambassador you choose is relevant to the brand. Both in terms of gender, age, and profession.

For example, if your product is skincare for teenagers, you certainly can't choose a young mother as your brand ambassador, right? Choose a brand ambassador who is also a teenager so that the advantages of your product are better conveyed.

Choose one whose values ​​are in line with the brand

In addition to their persona, the suitability of the values ​​of the prospective brand ambassador must also be considered. Does the person you choose match the company's vision and mission?

For example, when your company is a manufacturer of cigarette substitute candy, look for someone who is in line with the anti-smoking spirit.

This is done so that the messages they convey will feel more personal to customers.

Adjust to budget

Ideally, you can take a few percent of the promotional budget to pay the brand ambassador. This budget must be adjusted to the brand ambassador's payment.

Some celebrities usually have their own rates for the various jobs they can do. However, there are also those who are very open to discussing the type of work and the pay.

The Role and Benefits of Brand Ambassadors for Business

After you have chosen a brand ambassador who fits the criteria above, the next step is to give him/her a task. Some of the tasks usually performed by a brand ambassador are as follows:

• Studying the company's vision and mission.
• Representing the brand positively in various aspects.
• Being the face of event marketing activities.
• Providing ideas for marketing campaign strategies that suit their followers.
• Building a positive brand image on various occasions.
• Promoting the brand through agreed media.
• Monitoring input or complaints from consumers who are fans or followers.

After giving a series of these responsibilities, you will also get many benefits from a brand ambassador, including:

Humanizing the product

In the context of marketing, the product or service you sell is the solution to a problem. A brand ambassador will provide a personal touch to this part.

Brand ambassadors will show that there are figures like themselves who are helped by the existence of your product or service. So that customer trust is also easier to obtain.

Maintaining company reputation

When consumers see brand ambassadors as trustworthy figures, the audience tends to be more positive towards the products or services represented. In the long term, this will have an impact on the company's reputation.

Likewise, when the brand ambassador actively participates in activities and responds to consumer voices that result in positive relationships. This two-way communication will also improve the company's reputation.

Expanding customer reach

If you have done your best marketing on other marketing channels and have gained mass there, it's time for you to target other masses.

This is where the role of brand ambassadors can emerge with the presence of many fans or followers. Because these fans and followers may not have been exposed to information about your product.

Ultimately you will expand your market reach by having brand ambassadors whose followers have the potential to be interested in your product.

Strengthening the marketing team

Word of mouth is a simple act of sharing information with people you already know. In the world of marketing, word of mouth marketing is a situation where a product is discussed and recommended in everyday casual language.

This is the expertise that a brand ambassador usually has. Choosing a brand ambassador with a good reputation and high influence can strengthen your company's marketing team in selling products.

That's the information you need to know about what a brand ambassador is, the criteria, and their role for your business. Choosing the right brand ambassador can not only increase sales, but also the company's reputation in the long term.

Brand Ambassador is one of the efforts that can be carried out in a company's marketing management.

You can learn more about marketing management by taking a certified course on Marketing Management from Prasmul Eli.

In this program, you can improve your understanding in the field of marketing and be able to apply it in determining marketing strategies in a company.

In addition, you can also develop potential collaboration with other functional executives in the company and much more.
This program will be held on October 7, 2024. So, don't forget to register now via this link.