What Is a Brand Ambassador? Definition, Benefits, and Responsibilities

Brand ambassadors have become an increasingly popular way for brands to reach their target audience and showcase their products. But what is a brand ambassador, and why should you consider hiring one for your business?

In this ultimate guide, we’ll dive into everything you need to know about brand ambassadors. From what they are and how they work, to the benefits that come with having a brand ambassador, and ultimately, whether or not you should hire one for your own business.

Key Takeaways

  • A brand ambassador collaborates with a company or organization to represent and promote its products or services to create and maintain a positive image for the brand.
  • There are various types of brand ambassadors: celebrities, influencers, industry experts, and company employees.
  • A brand ambassador has certain responsibilities to ensure a successful campaign, including knowing the brand inside and out, creating content that aligns with the brand, engaging actively with their audience, providing feedback to the brand, representing the brand’s values and image, and participating in events.
  • Benefits of having a brand ambassador include increased brand awareness, establishment of trust and credibility, cost-effectiveness, and generating community feedback.
  • Influencer marketing involves collaborating with online personalities with large social media followings while ambassador marketing involves establishing long-term relationships with an individual representing the company’s values.
what is a brand ambassador

Brand Ambassador Definition

A brand ambassador is an individual who collaborates with a company or organization to represent and promote its products or services.

These paid individuals act as the face of the brand, showcasing its values, ethics, and appearance to a diverse set of audiences.

In compensation for their efforts, brand ambassadors often receive various benefits, such as monetary rewards, discounts, or free products. These incentives depend on the nature of the partnership and may vary according to the brand ambassador’s job and level of influence and participation.

While a brand ambassador and a brand advocate sound similar, they are different. A brand advocate is a loyal customer who takes it upon themselves to spread the word about the brand.

Unlike brand ambassadors, brand advocates are not hired for the specific purpose of promotion and can maintain their personal brand since they are not paid representatives. They may write reviews, share their experiences on social media accounts, and recommend the brand to others — all without getting paid, or the brand may send them free products in some instances.

Brand Ambassador Roles and Responsibilities

A brand ambassador will have certain responsibilities to ensure a successful campaign. Here are the most common:

Knowing the Brand Inside and Out

One of the main responsibilities of a brand ambassador is to have a thorough understanding of the brand they represent. This includes not only the products or services offered but also the brand’s values, mission, and target audience. By having this knowledge, they can better promote the brand and engage with consumers.

To excel in this role, a brand ambassador should research and learn about the brand by reading their website, social media platforms, and other relevant materials.

Creating Content That Aligns With the Brand

A brand ambassador often creates content for social media platforms, blog posts, or other marketing materials. It’s important that this content is consistent with the brand’s image and messaging. The content should reflect the brand’s personality and values, not the ambassador’s personal brand.

A brand ambassador should have a good eye for creating visually appealing content and storytelling and be able to write in a way that would inspire, educate, and entertain an audience.

Engaging Actively With the Brand’s Audience

One of the reasons a brand ambassador is so vital to companies is that they are often the first point of contact for the audience. This means that employee brand ambassadors need to be able to connect and engage with their audience consistently, answering questions, hosting online chats, and actively engaging with them on a personal level.

Another key skill for a brand ambassador is excellent communication skills. To engage with a brand’s audience, ambassadors need to be able to listen, empathize, and respond in a way that is authentic and uplifting.

Providing Feedback

A brand ambassador should have a unique perspective on the brand, given that they interact with consumers directly. As such, one of their responsibilities includes providing feedback to the other brand representatives.

This feedback could include suggestions for products or services, opinions on customer service, and insights into their target audience. By providing this feedback, a brand ambassador can help the brand improve and better serve its audience.

Representing the Brand’s Values and Image

A brand ambassador represents not only the brand’s products and services but also its values and image. Their behavior and interactions should reflect the brand’s mission, messaging, and personality — not their personal brand or morals.

Most brand ambassadors are enthusiastic, positive, and professional. They are the face of the brand, so their attitude and actions could significantly impact how people perceive the brand.

Participating in Events

Participating in events is another crucial responsibility of a brand ambassador. The event staff engages with consumers and potential clients during trade shows, exhibitions, and other promotional gatherings.

They represent the organization professionally and confidently, attracting attention and fostering positive relationships with attendees.

Benefits of Brand Ambassadors

A brand ambassador can help promote your products or services to a wider audience, establishing your brand as a trusted and authoritative source. Below, we explore the benefits of brand ambassadors and why you need them to achieve long-term marketing success.

Boosts Brand Awareness

A brand ambassador can help increase your brand’s reach through their online and offline networks. They spread the word about your brand and share their experiences with followers, friends, and family. These recommendations are more authentic and trustworthy than paid advertisements, making brand ambassadors an essential part of your marketing strategy.

Establishes Trust and Credibility

Brand ambassadors enable you to build a relationship with your audience based on trust. They act as a bridge between your brand and your target consumers, providing an authentic voice that resonates with their peers. In turn, their loyal followers trust their recommendations and are more likely to convert into loyal customers.

Cost-Effective Marketing Tactic

Influencer marketing can be expensive, with some brands spending thousands of dollars on sponsored social media posts. On the other hand, brand ambassadors are often willing to work at a lower fee in exchange for exclusive discounts, free products, or exposure. This makes them a cost-effective solution for promoting your brand, especially if you have a small marketing budget.

Generates Community Feedback

A brand ambassador allows you to collect valuable feedback from your target customers through their interactions and experiences with your brand. You can use their feedback to improve your product or service, identify areas of improvement, and provide personalized solutions that resonate with your audience.

Potential for a Long-Term Partnership

Building relationships with brand ambassadors can lead to mutually beneficial long-term partnerships. Once you have found the right ambassadors for your brand, you can collaborate on future campaigns, continually growing your brand together. Moreover, as your ambassadors grow their following, so does your brand’s reach.

Types of Brand Ambassadors

brand ambassadors

Brand ambassadors play a significant role in promoting a company’s products or services. They represent the brand in various capacities and help establish a connection with their target audience. Several types of brand ambassadors are commonly seen in the marketing domain.


Influencers usually have a substantial social media following, enabling them to promote products and services to their audiences. Their credibility is often based on their expertise or personal experiences, making them valuable assets in endorsing a brand. Influencers come in different sizes, including micro-influencers with smaller but dedicated niche followings.


Celebrities are widely recognized individuals who have gained public attention or admiration through their work in various fields, such as entertainment, sports, or politics. Due to their fame and influence, their endorsements can attract massive attention. Utilizing celebrities as brand ambassadors can help skyrocket brand recognition and create a broader appeal.


Micro-influencers are individuals with a more modest number of followers compared to regular influencers but maintain a highly engaged audience. They usually focus on specific niches, making them experts in their respective fields. Micro-influencers offer an authentic and more relatable way of promoting a brand, and their opinions are often perceived as more trustworthy by their followers.

College Students

College students are an essential demographic for many companies targeting younger audiences. College student brand ambassadors can spread the word about a brand within their campus communities, leveraging their existing social networks and connections. This brings the brand closer to its target market, creating a sense of trust and relatability, and future-proofing the brand’s potential customers.

Thought Leaders

Opinion leaders are individuals who are not necessarily well-known to the public but are respected and knowledgeable in their fields. They hold significant credibility and influence among professional or industry circles, and their endorsements can create a snowball effect. C-level executives, industry analysts, or prominent authors can be considered opinion leaders, and their approval may affect the decision-making process of potential customers.

Recruiting and Selecting Brand Ambassadors

Recruiting the right brand ambassadors is crucial for a successful marketing campaign. Here’s how to select the best candidates:

  • Qualifications: Look for relevant experience, industry knowledge, and marketing or communications background. Education and certifications can be valuable but not always necessary.
  • Personality: Seek charismatic, approachable, and excellent communicators. They should have a strong online and offline presence to engage diverse audiences effectively.
  • Values Alignment: Find ambassadors who genuinely share and can authentically represent the company’s core values. Consider individuals deeply involved in a specific niche or cause.
  • Niche Focus: Target a specific audience by selecting ambassadors passionate about a relevant topic. For example, eco-friendly product companies should find ambassadors passionate about the environment.
  • Interview Process: Conduct thorough interviews to assess brand knowledge, communication skills, and understanding of the target market. Evaluate enthusiasm and passion for the brand, crucial traits for a successful ambassador.

Brand Ambassador Programs

A brand ambassador program is a valuable marketing strategy for businesses. Here’s how to create and manage a more successful brand ambassador program:

  • Define Responsibilities: Clearly outline ambassador duties like social media sharing, event representation, product feedback, and customer engagement. Align responsibilities with the overall marketing strategy and track the impact of your brand ambassador program.
  • Compensation: Determine compensation based on sales, new customers, free products, event tickets, discounts, or fixed payments to ambassadors.
  • Goal Setting: Establish SMART goals tailored to ambassadors’ strengths and interests, aligned with marketing objectives.
  • Challenges: Overcome communication issues, provide ongoing training and support, and maintain ambassador engagement. Regularly assess performance, provide feedback, and recognize achievements through brand ambassador programs.
  • Benefits: Leverage enthusiastic ambassadors to amplify marketing efforts, reach new audiences, and drive growth and success for the company.

Influencer Marketing vs. Ambassador Marketing

brand ambassador

Influencer marketing and ambassador marketing are powerful strategies to promote a top brand online. Here’s what you need to know:

Influencer Marketing

  • Collaborates with online personalities with large social media followings.
  • Short-term partnerships with monetary compensation.
  • Transactional and ideal for one-off campaigns.

Ambassador Marketing

  • Establishes long-term relationships between brand and individual.
  • Ambassadors represent brand values, engage with customers, and participate in events.
  • Builds genuine connections and knowledge about the brand.

Both approaches can be considered word-of-mouth marketing since they involve sharing personal experiences and opinions with followers. However, ambassador marketing goes beyond promotion, integrating ambassadors into brand strategies.

How to Choose the Right Marketing Strategy for You

  • Consider marketing objectives and available resources.
  • Influencer marketing suits short-term campaigns or product launches.
  • Ambassador marketing builds lasting customer relationships and brand loyalty.

Measuring the Impact of Brand Ambassadors

Measuring the impact of brand ambassadors is crucial for businesses to determine the effectiveness of their brand ambassador program and marketing strategies. There are several key metrics and entities that can be assessed to gauge the success of a brand ambassador campaign.

To gauge the effectiveness of brand ambassador campaigns, businesses should focus on essential metrics:

  • Sales and Conversions: Track direct sales and conversion rates linked to ambassador promotions.
  • Customer Loyalty: Measure repeat purchases, average order value, and customer retention rates.
  • Brand Awareness: Analyze social media reach, impressions, and engagement rates.
  • Traffic: Assess website and online store traffic, including new/returning visitors, session duration, bounce rates, and referral sources.

Frequently Asked Questions

How do brand ambassadors differ from influencers?

Brand ambassadors are individuals who represent a company or a brand, actively engaging with audiences to build partnerships, foster relationships, and gain customers. They often have a long-term commitment to the brand and may be involved in social media, marketing campaigns, and promotional events. Conversely, influencers usually have more short-term collaborations with brands, promoting products or services through their social media channels. While brand ambassadors and influencers can significantly impact a brand’s marketing efforts, brand ambassadors are more closely associated with the company they represent.

Can brand ambassadors have a significant impact on sales?

Yes, brand ambassadors can have a significant impact on sales. By leveraging their personal networks, social media followers, and industry knowledge, they can effectively promote the brand they represent. Their close association with the company can help build trust and credibility, encouraging customers to purchase the organization’s products or services. Moreover, as they actively engage with their audience, they also provide valuable feedback, insights, and user perspectives which can help the company refine its marketing strategies, increase brand awareness, and tailor its offerings to better meet customer needs.

What types of companies typically hire brand ambassadors?

A wide range of companies, from startups to established brands, hire brand ambassadors. These can include companies in industries such as fashion, cosmetics, technology, food and beverage, and entertainment. Companies typically look for individuals with a strong marketing and public relations background, an understanding of social media, and the ability to connect with various audiences. As brand ambassadors play a crucial role in representing the company’s image and values, it’s vital for potential brand representative candidates to have a genuine interest in the brand and its offerings.

Final Thoughts

Having a brand ambassador can boost your online presence and help you reach new customers. Whether or not you choose to hire one will ultimately depend on your business goals, resources, and target audience.

But regardless of whether or not you have a brand ambassador, it’s important to always focus on creating authentic and relatable content that resonates with your audience. By building a strong brand and engaging with your customers, you can take your business to the next level.