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In experiential and event marketing, choosing the right brand ambassadors to represent your brand or company can mean the difference between success and failure.  After all, they are the physical representation of your brand.  But finding the right mix of people that personify your brand is not always easy.

There are many things to consider when building a successful brand ambassador team, but first, you need to ask yourself the following questions:

  • What are your goals?
  • Who is your target audience?

By identifying your goals and target audience, you will be able to drill down what you are looking for in your brand ambassadors, from skill sets to personality types, and from there, you can prepare them for success.

How to Build a Winning Brand Ambassador Team

1. Hire the Right People

A winning brand ambassador team starts with the right people.  But it’s not always about finding the most experienced people, it’s about finding the right mix of people.  You need to find people that are passionate about representing you, and you need those who can authentically represent your brand and speak about your product or service.

Some key traits of the best brand ambassadors are:

  • ambitious
  • conscientious
  • detailed
  • goal-oriented
  • articulate
  • positive
  • considerate
  • creative
  • loyal

Aim for a diverse group of personalities that mesh well together and appoint a lead brand ambassador to help your team stay organized and on task.  The lead brand ambassador can also serve as your main point of contact if you do not have a company representative or event manager in the field.

2. Share Your Objectives and Your Expectations

Sharing your goals and how your team’s efforts relate to them is crucial for event success. Cover all of the bases with your brand ambassadors, from what you expect of them to what you want to gain from the campaign to how you will measure success. In doing so, your team will have a better understanding of what a successful event looks like to you and can take the necessary steps to attain those goals.

3. Set the Brand Ambassador Team Up for Success with Adequate Training

Because your brand ambassadors serve as a direct representation of your brand and your image, adequately training your team is vital.  The brand ambassador team should be well-versed and knowledgeable about your brand and your offerings so that they can genuinely convey your talking points to consumers and have meaningful conversations with them.

4. Communication is Key

Communication is a must between you and your brand ambassadors before, during, and after an event.  Establish a method of communication that works for everyone, whether it’s via text or a messaging app that allows for push notifications.  Having a streamlined method for real-time communication is essential for relaying important information to and from the field.

5. Teamwork Makes the Dream Work

No single person is responsible for the success or failure of an event. It takes a team of individuals working together, from the onsite client representative and event manager to the lead brand ambassador and brand ambassador team, to achieve success. Encourage the entire team, from top to bottom, to work together towards the goals you have outlined.

6. Give Your Brand Ambassadors Some Wiggle Room

While your brand ambassadors should stick to your targeted messaging, encourage them to let their personalities shine when engaging consumers. Some consumers may be more engaged than others, and your brand ambassadors may need to adjust talking points slightly based on who they are interacting with.

Where to Find the Best Brand Ambassadors

While some companies hire and manage brand ambassadors themselves, others partner with agencies that specialize in brand ambassador staffing.  A reputable event staffing agency will take care of your staffing and management needs from start to finish allowing you to focus on the details and logistics of your activation. 

By following the tips listed above, you will be well on your way to preparing your brand ambassadors for success and achieving your goals.


ATN is a trusted brand ambassador staffing agency for experiential marketing agencies and brands.  Since 2002, we have provided dedicated, experienced, and professional teams of brand ambassadors for thousands of marketing campaigns across the nation.  When you’re looking for a staffing partner for your next campaign, ATN would love to assist.  Contact us to learn more about our staffing solutions and how we can help you bring your brand to life!

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TESTIMONIAL


ATN is a trusted partner for the thousands of events executed by 160over90 each year. The team is detail-oriented, dependable, and always displays great initiative. I know ATN will over deliver each and every time, regardless of whether the event is a small-scale project or a multi-market, national tour.

— Chris K.