A product, brand, or even a company needs a figure who can increase awareness . This figure is called a brand ambassador or BA. In general, brand ambassadors are people who come from the celebrity world so that their fans will be interested in becoming customers more easily.
If you have ever asked or even been curious about “Can ordinary people become BAs?” Or are you curious about the responsibilities of brand ambassadors and the salaries they receive?
Well, here we will discuss various information about what is meant by brand ambassador . So, let’s read this article until the end!
What is a Brand Ambassador?
Word of mouth is indeed a strategic marketing technique to increase market awareness or even sales . However, if usually word of mouth is done by customers giving recommendations to prospective customers , large companies will hire BA.
By definition, a brand ambassador is someone who becomes the main “face” of a product, brand , or even a company. Well, usually BA will continuously promote the product to their network. This network is what will make the product experience increased sales .
Differences between Brand Ambassadors, Brand Advocates, and Influencers
So, what is the difference between a brand ambassador and an influencer who usually gets endorsement from a brand ? Both do the same word of mouth marketing techniques and provide product recommendations to their networks. However, there are some differences in their duties and responsibilities.
For more details, you can read the following explanation about the differences between brand ambassadors, brand advocates , and influencers below:
1. Brand Ambassador
Being a BA means being ready to understand everything about the product that must be promoted. In fact, BA must also use the product so that they have personal experience to tell others.
BA has a long contract period so that in all its activities it must include the product. Thus, others will know that the product is comfortable to use.
Not only that, BA also cannot just recommend. He must truly understand the value of the product so that he understands special tricks to attract new customers or simply increase other people’s awareness of the product.
2. Influences
Brand ambassadors and influencers do have the same task, which is to promote a product. However, influencers will be contracted by a brand for a short period of time only. It can only be for one promotion in the form of one upload on social media.
Influencers can get contracts for a longer period of time. However, they are usually only assigned to one campaign and then the contract ends.
3. Brand Advocate
While influencers receive payment when they promote a product, this is not the case with brand advocates.
A person called a brand advocate is a loyal customer of a product. Because they already like a product so much, they will continue to recommend the product to many people.
Of course, not all products have brand advocates . Because brand advocates voluntarily praise the product for a long period of time, a product means it has very good quality.
However, brand advocates do not always praise the product. Sometimes they will also express disappointment and criticize the product . This is not bad because they do not mean to bring down the product, but rather want the product to improve so that other customers do not feel the same disappointment.
Brand Ambassador Duties
In general, the way to become a brand ambassador is that someone must be famous. This is of course because the task of a brand ambassador is to increase public awareness of the product. By using its popularity, the brand benefits from the network.
The explanation of the brand ambassador’s task list includes:
- Understanding the value of products to companies.
- Making the product a part of their daily life.
- Improve brand reputation .
- Maintaining the good name of the brand .
- Becoming the main figure in various campaigns organized by brands .
- Providing ideas for marketing about the brand .
- Bringing customers and new customers closer to the brand .
- Helps increase brand sales .
- Always actively promoting the brand in all media that he owns and visits.
Types of Brand Ambassadors
In general, a brand ambassador is someone who becomes the first face of a brand and then carries out continuous promotions.
However, in its derivative sense, BA has 4 different types. These four types are outside the main BA. To better understand it, here is the explanation.
1. Influencer Brand Ambassador Program
Basically, this type of brand ambassador is an influencer . They come from ordinary people who do not have a very wide network. However, their influence in the network is so great that they can be tasked with promoting products in a campaign .
The term of the BA influencer contract is also not too long. Only in one social media upload or one campaign . However, if it turns out that the response received is good by the company, they can be offered a contract again.
2. Affiliate Brand Ambassador
Affiliate brand ambassador combines two types of marketing tricks, namely affiliate marketing and word of mouth . Usually, someone in this type of BA also comes from ordinary people who are classified as nano to micro influencers .
The way this brand ambassador works is by sharing a sales link for a product. If someone makes a purchase using the link, the BA affiliate will get a certain commission. Brands can check their performance through the link.
3. College Brand Ambassador
Usually, students will hold an event. They can submit proposals to several brands to get additional funding for the event.
Well, if a brand provides financial assistance and then students will display the logo or even share the brand’s products , it is called a college BA .
This type of BA is very effective if the target market is students or the market aged 18-25 years.
4. Informal Brand Ambassador
Informal brand ambassadors are brand advocates . They are not paid, but they always promote the product.
Benefits of Brand Ambassador for Companies
For a company, a BA has the following benefits.
- Improve the company’s reputation and good name.
- Increase public awareness of the company.
- Sales of a product increase.
- Get good reviews.
- Get new customers to become loyal customers .
Skills That Brand Ambassadors Must Have
To become a BA is certainly not easy. It takes special skills so that you can promote the product well. These skills include the following:
- Building a wide and strong network.
- Knowledge of marketing.
- Creative.
- Leadership.
- Time management.
- Product knowledge .
- Professionalism.
- Originality.
- Ability to create positive reviews without being pretentious.
