By Lisa Major
Many brands have seen the power of brand ambassadors, whether they are past customers, celebrities, or individuals hired by a brand or an event staffing company. A brand ambassador is exactly what it sounds like: someone who is an ambassador for a brand. They are the face and voice that represents a brand’s persona, values, mission, and story. So, what do experienced brand ambassadors look like, and why are they important? To understand why you need experienced people representing your brand, you need to know what makes a good brand ambassador. Additionally, you need to understand why less-than-stellar brand ambassadors could come back to haunt you and hurt your brand and your bottom line.
This seems obvious but isn’t always implemented. Brand ambassadors should be passionate about your brand. They need to know the ins and outs of it and love it. When hiring brand ambassadors, make sure they have a basic understanding of your brand. Give them the proper tools and training so they know everything about the products or services you offer and the story behind your brand. Show them why they should care about your brand so that it translates authentically to your target consumers.
It’s difficult to reach people in an effective way if your brand ambassador has no idea what works and doesn’t. Brand ambassadors should know how to make meaningful connections with consumers. A brand ambassador that is too pushy, passive, or negative in their delivery can do some serious damage to your brand’s image.
You can’t reach people if you don’t communicate effectively. Communication is everything when it comes to running a successful business (and success in all aspects of life). People communicate through their appearance, their voice, choice of words, body language, and so on. Everything about your brand ambassador will communicate something, whether positive or negative. Choosing experienced individuals with top-notch communication skills is imperative to spread the right message about your brand. Communication also includes listening. Your brand ambassadors should listen to what people have to say. That information leads to important feedback about your brand and will allow you to evolve.
The ability to establish and nurture authentic relationships is a critical trait of a good brand ambassador. No matter if they are reaching someone digitally or face-to-face. Exceptional brand ambassadors create meaningful relationships because they have a passion for people. They exude positivity and confidence. They aren’t afraid to get out there and connect with people. And they immediately establish credibility by the way they interact with consumers.
Professionalism is important for any brand to create a unified front and a positive, consistent experience. An experienced brand ambassador will understand the importance of professionalism. Additionally, they recognize the need to humanize your brand so they are able to connect with people on an emotional level. They also create enthusiasm and build trust with consumers which can be difficult to achieve with cold marketing tactics.
Foresight is an important skill for a brand ambassador and is often learned from experience and critical thinking. Being able to assess the impact of decisions, as well as come up with creative and innovative strategies are important. Brand ambassadors need to be able to think on their feet, problem-solve, and reach consumers through creative tactics.
Brand ambassadors can make or break the consumer experience. Experienced brand ambassadors create brand loyalty, build trust, and generate excitement. Do your due diligence to make sure you have the best people serving as the face of your brand.
Companies that specialize in providing brand ambassadors can ensure that you are getting the very best people. They can provide you with extraordinary people that have the experience and knowledge to take your brand to the next level. Whether you are looking for staff for an experiential event, a trade show, product launch, or sampling event, an event staffing agency can help.
Since 2002, ATN has provided experienced brand ambassadors for thousands of live marketing events – from brand activations to street teams to trade shows and more. ATN has an extensive database of over 370,000 brand ambassadors who are ready to represent your brand in any city.