How to start a brand ambassador program

What is a brand ambassador program?

A brand ambassador program is a marketing strategy in which companies use individuals who are enthusiastic about their products or services to represent their brand to the public. These individuals, known as brand ambassadors, can be paid or unpaid. Usually they have a strong following on social media or other platforms.

A brand ambassador influencing from the bedroom

Brand ambassadors are typically chosen because they align with the values and image of the company, and they are expected to promote the brand in a positive light. This can be done through a variety of channels, such as social media posts, in-person events, and word-of-mouth recommendations. The goal of a brand ambassador program is to increase brand awareness and loyalty, as well as to generate sales.

Creating a brand ambassador program

Creating a brand ambassador program for your business can be a effective way to promote your products or services and build brand loyalty.

Always define your goals first: What do you hope to achieve with your brand ambassador program? Do you want to increase brand awareness, drive sales, or improve customer loyalty? Clearly defining your goals will help you focus your efforts and measure the success of your program.

What can brand ambassadors do for your business

Brand ambassadors can promote your products or services to their followers through word-of-mouth recommendations, which can be particularly effective if they have a large following on social media or other platforms. Sharing posts about your products or services on their social media can strengthen your brand identity, help increase your brand awareness and drive sales.

If your brand ambassadors are involved in in-person events, such as trade shows or product demonstrations, they can directly promote your products or services to potential customers. 

Some brand ambassadors may be interested in participating in an affiliate marketing program, where they can earn a commission for each sale they generate through a unique referral link. You can offer your brand ambassadors unique discount codes that they can share with their followers, which can help drive sales and encourage repeat business.

Who are the best ambassadors for your brand?

The best brand ambassadors align with the values and image of the company, as they are expected to promote the brand in a positive light.

For example GoPro, a manufacturer of action cameras and other consumer electronics, works with a variety of brand ambassadors, including professional athletes, influencers, and content creators, who showcase the capabilities of its products in real-world situations, and demonstrate how they can be used to capture and share exciting experiences and adventures. This helps to build buzz and interest in the company’s products, and can ultimately drive sales.

Patagonia produces outdoor clothing and gear, and their brand ambassador program is accordingly targeted at outdoor enthusiasts. They promote the company’s sustainability efforts and encourage customers to adopt an environmentally-conscious lifestyle.

How to engage with your brand ambassadors

You should establish clear guidelines and expectations for your brand ambassadors, and provide them with the resources and support they need to successfully represent your brand. 

If you already have a brand community in place, your ambassador program should integrate with your community engagement strategy. Communicate clearly what types of activities they will be involved in, and how you will track and measure the success of your program.

If your brand ambassadors function as social media influencers, you can monitor the number of likes, comments, and shares on social media posts featuring your brand ambassadors. This will give you an idea of how well they are resonating with their audience and how far their content is reaching. 

If they are promoting specific products, you can also track the traffic from their referral links, and sales of those products to see if there is a correlation with their promotion.

If you plan for long-term collaboration, you can onboard your ambassadors to a central task management system and keep track of any kind of online or offline activity. Community-oriented apps like Zelos Team Management will let you do this at scale, and easily engage a large number of micro-ambassadors.