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Brand ambassadors: definition, examples, tips

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Not only quality, but also the reputation and awareness of a company are largely responsible for its success. It is not enough for companies to present themselves in the best possible way, it needs credible and authentic ones Brand ambassador. In the best case, these differ from the insane number of influencers who advertise each product and company for appropriate payment. Brand ambassadors are credible advocates who really stand behind what they say - and thus spread the good reputation and name. We explain to you who exactly is a brand ambassador, what good reasons there are for companies to use them for themselves and how companies can use the advantages of brand ambassadors for themselves ...

➠ Content: This is what awaits you

➠ Content: This is what awaits you

Definition: what are brand ambassadors anyway?

Brand ambassadors are people who are great Influence on the perception of a company, a product and - as the name suggests - a brand. In English, the brand ambassador is called Brand Ambassador Sometimes testimonials are also used as a synonym, although they differ in that they are used specifically for certain measures (for example an advertising campaign or on the company website).

Brand ambassadors, on the other hand, act as Advocate in everyday life. They tell friends, colleagues, acquaintances or other people via social media about their positive experiences and their enthusiasm for a brand. In this way, they not only increase awareness, but also enormously improve the reputation of products or services.

More and more companies are recognizing the value of brand ambassadors and are trying to use them in a targeted manner. It's not necessarily about paying someone to do the work and duties of a brand ambassador. There is a risk that the Lost credibility goes. Rather, incentives and strategies should be developed to turn employees or customers into brand ambassadors on their own initiative.

Examples of brand ambassadors

First of all, anyone can theoretically act as a brand ambassador, but these are mostly in two groups divided into: employees and customers. Employees are suitable as brand ambassadors because they can present an honest and positive image of the company from within. For employer branding in particular, employees who openly identify with the company and report positively to the outside world are an important factor.

Even more importantly, customers are often classified as brand ambassadors. Hardly anything can increase the awareness and popularity of a brand as sustainably as honest recommendations from customers to other potential consumers. You can easily observe this in yourself: When a good friend recommends a product, provider, or service to you, it carries much more weight. The reasons for this are trust and credibility.

“Communication between people with faces and personal characteristics is just as decisive for image as it is for them Range of companies. Because people are much more interested in other people and their stories than in faceless company messages, ”says Dr. Kerstin Hoffman, who advises companies on communication strategy, content marketing and social media.

The effects of brand ambassadors are particularly strong and visible in the direct environment, especially among friends and family. However, customers can also be observed on a larger scale as brand ambassadors. Popular example: Loyal customers of Apple products. There are real disputes and debates on the Internet, in which enthusiastic customers are passionate about the advantages of the brand and the products.

Winning brand ambassadors: how can that work?

For companies, the Benefits of brand ambassadors Obvious: the reputation is improved, the awareness increases, the ambassadors make credible and thus effective advertising, which expands the customer base and also does not tear a gap in the marketing budget. However, it becomes difficult when it comes to the question of how brand ambassadors can be won over to the company and products.

Of course, there is the option of paying for such services and employing a brand ambassador who makes a targeted effort to achieve the desired effects - but this does not promise much success, since what is special about real brand ambassadors is the fact that they are Passing on messages and conveying positive impressions, but just not as a direct mouthpiece function of a company, but act on their own initiative.

If brand ambassadors are paid, it is just a modified form of advertising, a new marketing channel that is controlled by the company. But brand ambassadors can also be won differently, whereby the Strategies for employees and customers must be selected accordingly:

  • Win employees as brand ambassadors

    Some employers would like to mandate that employees act as brand ambassadors. However, this does not work and tends to have the opposite effect. Dr. Kerstin Hoffman says: “Commitment cannot be forced. Individuals will only agree to expose themselves for their employer and become a brand ambassador if, in their opinion, the personal advantages outweigh any feared disadvantages. "

    Two circumstances must come together for employees to become brand ambassadors: On the one hand, employee satisfaction must be the focus, as the effect is stronger and more credible the more authentic the enthusiasm for one's own employer is. On the other hand, it needs clear communication that it is welcomed and supported by the company when employees hold up the company’s flags.

  • Winning customers as brand ambassadors

    In order to win customers as brand ambassadors, you need two things above all: quality and customer orientation. If customers are really and sustainably convinced and enthusiastic about the services offered, they will almost automatically become brand ambassadors - at least in their private sphere, they will report on their positive experiences and recommend the product to others.

    It is also helpful if you make it as easy as possible for customers to become a brand ambassador. For example, options can be offered to recommend your own products directly online or to leave comments on the company's platforms.

Tips: Maximize the Value of Brand Ambassadors

Brand ambassadors shouldn't be seen as something of a sure-fire success. Although effects can be observed even without major measures by companies after brand ambassadors have been won, the effects can be increased if brands make the necessary effort and some tips heed:

  • Develop a strategy

    The first step for companies should be to develop a clear strategy for brand ambassadors. Important questions are: What measures should brand ambassadors be used to attract? Which goals should be pursued in the long term? How can employees be turned into brand ambassadors? What changes are necessary? The procedure should not be left to chance, but should be clearly defined as part of the marketing strategy.

  • Identify and motivate brand ambassadors

    Many brand ambassadors act invisibly to companies when, for example, positive reports are received from private friends. However, numerous customers share their opinions online - via reviews, testimonials or social media channels. Brand ambassadors should be identified here in order to keep them motivated.

    This can already be quite simple by reinforcing the already existing positive image. Mark posts with I like it, thank you for positive comments or experiences and follow the contributions of the brand ambassador on your part. You can go one step further by specifically rewarding brand ambassadors, for example with small giveaways or special offers.

  • Combine other campaigns

    Brand ambassadors belong in the marketing area and should not be viewed independently, but rather integrated into it. For example, other measures and campaigns can be built on the positive effects of brand ambassadors. Employee interviews can, for example, be a way to put employees in the limelight as ambassadors for the company.

    In interaction with other efforts in marketing, potential can be used here to combine the advantages and effects of various measures.

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