Brand Ambassador Strategies for Business
Created on 4 July, 2024 • Marketing & Business Communication • 135 views • 4 minutes read
You might have seen many big brands featuring public figures who regularly promote and represent their name. These individuals are known as Brand Ambassadors. Brand Ambassadors are typically used to increase brand awareness and drive product sales.
Brand Ambassador Strategies for Business
You might have seen many big brands featuring public figures who regularly promote and represent their name. These individuals are known as Brand Ambassadors. Brand Ambassadors are typically used to increase brand awareness and drive product sales.
Today, employing a Brand Ambassador has become a common marketing strategy for many large brands. In this article, we’ll discuss the strategy of using a Brand Ambassador for your business or brand, especially if you’re curious or planning to implement this strategy.
We’ll cover what a Brand Ambassador is, the benefits for your business, different types of Brand Ambassadors, how to find the right one for your business, and how to implement Brand Ambassador marketing in 2024.
Table of Contents
- What is a Brand Ambassador?
- Benefits of a Brand Ambassador for Your Business or Brand
- Types of Brand Ambassadors
- How to Find the Right Brand Ambassador for Your Business
- How to Implement Brand Ambassador Marketing in 2024
- Examples of Brand Ambassadors from Famous Brands
What is a Brand Ambassador?
According to Royan (2004), a Brand Ambassador is someone trusted to represent a specific product. Companies use Brand Ambassadors to influence or attract consumers to use their products. Often, Brand Ambassadors are well-known celebrities.
Simply put, a Brand Ambassador is someone hired by a company or brand to represent or become the 'face' of the brand.
Typically, Brand Ambassadors use their social media to help a brand achieve its goals in promoting a product, building the company’s image, and increasing brand awareness.
This can be done online through social media publications and offline through seminars, exhibitions, and various events.
Benefits of a Brand Ambassador for Your Business or Brand
Having a Brand Ambassador offers numerous benefits for the sustainability of a company or brand. Here are some key benefits:
- They play a crucial role in shaping the company’s or brand’s image in the eyes of consumers.
- They help maintain and protect the company’s reputation and can even enhance it.
- They can change people’s perceptions of a brand.
- They attract new customers and broaden the brand’s reach, acting as a bridge between the brand and consumers.
- They enhance brand campaigns, helping consumers remember the brand’s message.
- They assist in marketing efforts by reviewing products, promoting the brand, and contributing to marketing content.
Types of Brand Ambassadors
There are various types of Brand Ambassadors, categorized by their scope and marketing reach. Here are some types:
1. Influencer Brand Ambassador
An Influencer Brand Ambassador is someone who has significant public influence, allowing them to reach a broader audience.
Companies typically collaborate with influential figures to market products through social media content.
Influencers usually receive compensation in the form of a salary and free products. However, if they damage the company’s image, they may face penalties as per their agreement.
2. College Brand Ambassador
A College Brand Ambassador is a student chosen by a company to promote products and services to their peers.
Marketing activities by College Ambassadors can happen on or off-campus, like distributing samples or setting up booths at events, and sharing content on social media.
This type might be suitable if your target demographic includes students.
3. Affiliate Brand Ambassador
An Affiliate Brand Ambassador uses affiliate marketing, benefiting both parties through marketing efforts.
Companies recruit individuals with large followings, like influencers and bloggers, to promote products by sharing sales links.
Affiliates earn a commission from sales made through their links.
This strategy is widely used by online businesses due to its ease and trackability.
4. Informal Brand Ambassador
Unlike formal programs, Informal Brand Ambassadors are satisfied customers who voluntarily promote the brand to others without formal agreements or payment.
How to Find the Right Brand Ambassador for Your Business
To find the right Brand Ambassador, consider these key points:
- Check Their Profile: Choose a well-known individual with strong engagement and relevance to your target market.
- Check Their Reputation: Ensure their reputation aligns with your company’s values, as a wrong choice could harm your brand’s image.
- Marketing Skills: Select someone experienced in promoting products effectively to attract consumers.
- Avoid Conflicts of Interest: Ensure they are not already an ambassador for a competing brand.
How to Implement Brand Ambassador Marketing in 2024
If your business plans to use Brand Ambassador marketing in 2022, here are some tips to ensure success:
- Define Your Main Goals: Determine what you want to achieve with the Brand Ambassador program, such as product awareness, market expansion, brand image improvement, feedback, and sales increase.
- Formulate Your Marketing Strategy: Plan your budget, the number of ambassadors needed, content production, and engaging copywriting.
- Choose the Right Ambassador: Select an ambassador who aligns with your goals, following the points mentioned earlier.
- Educate Your Ambassador: Communicate your company’s goals, provide proper guidance, discuss content, and send them product samples and exclusive items.
- Execute and Evaluate: Implement your strategy and evaluate its success to determine if adjustments are needed.
Examples of Brand Ambassadors from Famous Brands
1. Shopee
Shopee, a popular online shopping platform, frequently collaborates with well-known public figures for promotions. Some of their Brand Ambassadors include :
- Joe Taslim
- The late Didi Kempot
- Jackie Chan
- Cristiano Ronaldo
- Tukul Arwana
- Arya Saloka and Amanda Manopo
2. Ruangguru
Ruangguru, an online learning application, uses prominent figures like :
- Baim Wong
- Prilly Latuconsina
- Angga Yunanda
- Amanda Manopo
- Fiki Naki
3. Wardah
Wardah, a halal cosmetic brand, selects inspiring artists and social media personalities as ambassadors, such as :
- Inneke Koesherawati
- Dewi Sandra
- Zaskia Sungkar
- Tatjana Saphira
- Raline Shah
- Natasha Rizky
These examples illustrate the effective use of Brand Ambassadors by various brands.
Conclusion
This article has provided an overview of Brand Ambassadors, their benefits for businesses, types, how to find the right one, and tips for implementing Brand Ambassador marketing in 2022. We hope this information helps enhance your business strategy.