What is a Brand Ambassador?

What is a Brand Ambassador?

A brand ambassador is a person who promotes a small businesses’ goods and services.  They increase sales for small businesses by boosting brand awareness. They can either be people you hire, people you recruit or people who sign on voluntarily.

What Kinds are Available?

There are several different kinds of brand ambassadors that you can choose from.  Some small business owners prefer to be their own brand ambassadors while others hire professionals. More and more they are becoming unpaid customers and other connections like bloggers. These people are happy to spread the word after trying the product.

What, Exactly, Do They Do?

A brand ambassador’s job looks simple but there’s more to it than meets the eye.  Although paid and unpaid brand ambassadors all work to build a good company image by interacting with clients, the paid ones have other responsibilities as well. For example, they are often in charge of developing marketing ideas and gathering useful feedback from clients. These brand ambassadors are employees and attend meetings.

Some unpaid online brand ambassadors post about your goods and services. Some attend trade shows and other events to promote products.

Keep in mind a good brand ambassador will appeal to a specific target market. Some companies make the mistake of trying to select an ambassador who will appeal to as many people as possible. In the end, they wind up losing business because they haven’t narrowed their focus to a particular group.

Where Can Small Businesses Find Brand Ambassadors?

There are several places for small businesses to look for brand ambassadors. They can use students and their connections to promote their goods and services assuming their products are aimed at this demographic. Small businesses can use bloggers and other digital influencers as affiliate marketers. Brands can also use celebrities with massive internet followings — though these kinds of ambassadors tend to be priced out of range of all but big corporations. Finally, small business owners can look for influence marketers who happen to have a smaller but substantial following among their potential target customers.

Companies can also simply hire a brand ambassador like a regular employee but here the key is to identify the right candidate through the interview process with the right expertise and industry connections to do the job effectively.

How Do Small Businesses Measure Brand Ambassador’s Effectiveness?

There are a few ways for a small business to measure how effective one of these brand ambassadors are. Gauging your brand ambassador’s effectiveness is about gauging some key metrics. One of the most important is how many people actually view their posts and engage with their content.

Another is to look at sales numbers before and after your brand ambassador came aboard and determine whether those sales are occurring in the segments of your market your brand ambassador was intended to target.

What are the Advantages to Hiring a Brand Ambassador?

It’s a Great Way to Humanize your Brand

When you pick the right one, a brand ambassador brings a media following and a solid reputation. He or she offers your brand online word of mouth and puts a face to your product or service that drives sales.

They Provide a Larger Social Reach that’s Positive

A recent Hootsuite blog points out what happens if you get number of brand ambassadors working with you to spread a positive message about your brand. If they each have 12,000 followers and you land 12 brand ambassadors, you increase your reach by 144,000 prospects.

What are the Disadvantages?

They Aren’t Always Easy to Controlled

If they’re not an employee, small businesses really don’t have complete control over brand ambassadors. It’s always a leap of faith to place your trust in someone else when it comes to your brand.

They can Become bigger than Your Product

A famous brand ambassador or one that’s got a huge online following can dwarf your brand. This is especially true when they become involved in a scandal.

Advantages to Hiring a Brand AmbassadorDisadvantages to Hiring a Brand Ambassador

Humanize Your Brand: A brand ambassador canLack of Complete Control: Small businesses may

bring a human touch to your brand, leveragingnot have complete control over non-employee brand

their media following and solid reputation toambassadors, requiring a leap of faith when entrusting

drive sales and provide online word of mouth.someone else with their brand.

Larger Positive Social Reach: CollaboratingRisk of Ambassador Overshadowing Brand: If a

with multiple brand ambassadors can significantlybrand ambassador becomes exceptionally famous or

expand your brand’s social reach. For example, ifinvolved in a scandal, they can overshadow the brand,

each ambassador has 12,000 followers, having 12potentially diverting attention away from the product

brand ambassadors can increase your reach byor service.

144,000 prospects.

Selecting the Right Brand Ambassador for Your Small Business

Choosing a brand ambassador can be a game-changer for small businesses looking to boost brand awareness and increase sales. However, the process of selecting the right ambassador is crucial. Here are some key considerations to help you make the best choice:

1. Define Your Target Audience: Your brand ambassador should resonate with your target market. Don’t aim for a broad appeal; instead, narrow down your focus to a specific group that aligns with your product or service.

2. Professional vs. Unpaid Ambassadors: Decide whether you want to hire a professional brand ambassador or explore unpaid options like enthusiastic customers or bloggers. Each has its advantages and cost implications.

3. Roles and Responsibilities: Clarify the roles and responsibilities of your brand ambassador. While their primary task is to boost brand awareness, paid ambassadors may also play a role in marketing strategy and client feedback collection.

4. Online vs. Offline Promotion: Determine whether your brand ambassador will primarily operate online through social media and blogs or engage in offline promotion through events and trade shows.

5. Identify Potential Candidates: Look for potential brand ambassadors among your existing customer base, digital influencers, industry-specific bloggers, or individuals with a substantial following in your target market.

6. Measure Effectiveness: Once you have a brand ambassador in place, track their effectiveness through key metrics. Monitor the reach and engagement of their content and analyze sales data before and after their involvement.

While hiring a brand ambassador can humanize your brand and provide a wider positive social reach, it’s essential to consider potential drawbacks, such as limited control over non-employee ambassadors and the risk of them overshadowing your brand if they become too prominent.

Considerations for Selecting the Right Brand AmbassadorDescription

1. Define Your Target AudienceYour brand ambassador should resonate with your target market. Focus on a specific group that aligns with your product or service.

2. Professional vs. Unpaid AmbassadorsDecide between hiring a professional ambassador or exploring unpaid options like enthusiastic customers or bloggers.

3. Roles and ResponsibilitiesClarify the ambassador’s roles, including brand awareness and potential involvement in marketing strategy and feedback collection.

4. Online vs. Offline PromotionDetermine whether the ambassador will primarily operate online through social media or engage in offline promotion at events and trade shows.

5. Identify Potential CandidatesSeek potential ambassadors among your customer base, digital influencers, industry-specific bloggers, or individuals with a substantial following in your target market.

6. Measure EffectivenessTrack the ambassador’s effectiveness through metrics like reach, engagement, and sales data analysis before and after their involvement.

Building a Strong Brand Ambassador Partnership

Creating a successful partnership with your chosen brand ambassador is crucial for maximizing the benefits to your small business. Here are some key steps to build a strong and fruitful relationship:

Clear Expectations: Clearly define the ambassador’s role, responsibilities, and goals. Ensure they understand your brand’s values and mission.
Open Communication: Maintain open lines of communication. Regularly update the ambassador on product developments, campaigns, and company news.
Authenticity: Encourage the ambassador to stay authentic in their interactions with their audience. Authenticity builds trust and credibility.
Collaborative Content Creation: Collaborate on content creation. Involve the ambassador in generating ideas, creating engaging content, and planning promotions.
Feedback Loop: Create a feedback loop for both parties to share insights and suggestions. This helps in refining strategies and improving outcomes.
Recognition and Rewards: Recognize and reward the ambassador’s efforts. This can include financial compensation, free products, or exclusive access to company events.
Legal Agreements: Consider formalizing the partnership with legal agreements that outline terms, expectations, and compensation, ensuring clarity and protection for both sides.
Consistency: Maintain consistency in messaging and branding across all ambassador-related activities to reinforce brand identity.
Long-Term Relationship: Aim for a long-term partnership. Building a strong, ongoing relationship can lead to greater trust and sustained benefits.


In the dynamic world of small business marketing, brand ambassadors emerge as invaluable assets. They hold the potential to transform your brand’s reach, impact, and credibility. As we conclude this exploration into the realm of brand ambassadors, it’s essential to recognize the profound impact they can have on small businesses and the nuances that make these partnerships thrive.

Small businesses must navigate the landscape of brand ambassadorship with strategic intent. From defining target audiences to selecting the right ambassador and fostering a strong partnership, each step contributes to a brand’s success.

When harnessed effectively, brand ambassadors offer a bridge to the hearts and minds of consumers. They humanize your brand, infuse authenticity into your messaging, and extend your social reach far beyond conventional marketing efforts.

However, it’s not a one-size-fits-all strategy. The choice between paid or unpaid ambassadors, online or offline promotion, and the careful selection of candidates all hinge on your unique business goals and audience.

Small businesses should measure the ambassador’s effectiveness using concrete metrics, like engagement rates and sales data, to gauge their impact accurately.

In the end, the journey of brand ambassadorship is a strategic investment in building relationships, fostering trust, and expanding your brand’s influence. By nurturing these partnerships, small businesses can navigate the challenges of a competitive market and emerge as influential players in their niche.

In this digital age where authenticity reigns supreme, brand ambassadors have the potential to be the driving force behind your small business’s growth, bringing your brand’s message to the world in a compelling and relatable way. The power of these partnerships lies not just in what your brand ambassadors can do for you, but in what you can achieve together.

Ambassador Photo via Shutterstock

This article, “What is a Brand Ambassador?” was first published on Small Business Trends