A brand ambassador is basically the ultimate form of "word of mouth" advertising. It’s a person that represents your company in the public space and talks about your products or services in such a way that it makes other people want to be customers. But how do we identify them?
Established relevant online presence
Visibility is key when identifying your ambassador, Look for influencers that are making waves in similar circles. They may be customer that is already a fan of your brand, or perhaps someone who already promotes a lot of your brands values. You are looking for someone who comes across as genuine and credible in their line of expertise. Look at the kind of people who are following them on social media, look at the comments and the way that they respond to their audience. Do they sound and behave like your customers?
Knowledge and appreciation for marketing
Being a brand ambassador can a nuanced job and calls for someone who understands what you need for the role. Look for someone who genuinely understands your brand and business goals, and can align themselves with your core values. Make sure that you have taken the time to explain what is expected of them, and you have educated them on the brand to avoid any confusion later down the line.
A good ambassador should be a natural leader, they will be able to effortlessly humanize your brand. Look for influencers in your field, people that instantly come across as trustworthy.
Passion for building and developing relationships
This not only means potential customers but other ambassadors and other influencers. Look for people who actively build connections, respond to messages, collaborate and share. Not only that, someone that you find it easy to work with and you can build a relationship with.
Provide innovative insight into relevant topics
Look at the ways they could represent your brand. Are they able to be authoritative in your field? Are they able to produce engaging and inspiring content and understand what your audience needs are?
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