As a business owner, you can never underestimate the power of word of mouth recommendations, it is still a great marketing tool. According to a Nielsen study, 92% of consumers trust a recommendation from another consumer over promotional content directly from a company. A lot of brands have a brand ambassador who spread the word about their brands, this gives the brands a human element and gives it credibility. Choosing the perfect brand ambassador can be a very daunting process, and as a business owner, you might be wondering what a successful brand ambassador looks like. Just like recruiting for any new staff in your organizations, there are some traits and qualifications a brand ambassador should have. This article is going to highlight some core traits a successful brand ambassador should have.
A brand ambassador is basically one of your marketing representatives and should, thus, have a basic understanding of marketing. Your brand ambassador doesn’t need to have a marketing degree or have over 20 years’ experience in marketing but they should understand the basic marketing principles and know how important his or her role is to your marketing strategy.
Authentic Representation and Brand Relevance
Your brand’s ambassador should be passionate about your brand, its values and the mission of your company. To authentically sell your brand to your consumers, your brand ambassador should genuinely like your products and should truly believe in your product. Authentic marketing is very important because consumers are reluctant to buy products when they don’t believe the referral is authentic. Your brand ambassador’s personal interests, hobbies and values should also align with those of your brand. For example, if you sell smoothies and salads, your brand ambassador should be someone who is a strong believer in healthy living.
Established Online Presence
Your brand ambassador should have some basic knowledge on how to accurately use the various social media platforms. They should also already have a well-established online presence and should have very engaging on social media. They don’t have to have a million followers but should have a medium- to the large-sized network established. This way, they can immediately jump into sharing content for your brand with people who already know and trust them.
Professional & Consistent
A brand ambassador is the face of your brand, so when choosing your brand ambassador to be sure to vet your potential ambassadors by confirming that there is nothing problematic or contradictory to your company’s values. You should also get someone who fully understands the role and how important a brand ambassador is to your marketing strategy, you should also get someone who is experienced and reliable, they should understand that with representation comes responsibility.
Excellent Communication Skills
As I said earlier, a brand is a marketing representative, a successful marketer should have pristine communication skills, and this applies to your brand ambassador. They are selling your brand to the world. They have to be able to convey the desired message loud and clear.
A brand ambassador should always find unique, creative and innovative ways to share the brand’s basic message and values. A brand ambassador should be able to add personality to the brand and make it easier for the audience to relate to it.
Selecting a successful brand ambassador is an essential part of any marketing strategy. A successful brand ambassador should be able to use all these traits to drive quality-referrals, increase trust, loyalty, and visibility to a brand and bring customer engagement to another level.