Brand Ambassador Job Description—All You Need To Know
For most businesses, the popularity and reputation of the company hugely influences its success. The usual marketing stunts won’t cut it anymore—to build a good reputation for your business, you need people who love your brand to talk about your products and services in their social circles.
As marketing strategies evolve, word-of-mouth marketing still remains the most trusted form of promotion—92% of consumers trust it more than other marketing tactics. This means that referrals from real people resonate more with audiences than promotional messages that come directly from the brand.
Brands can leverage word-of-mouth marketing by using brand ambassadors. In the following guide, we’ll highlight the key responsibilities and requirements in a brand ambassador job description and show you how to set up an ambassador marketing plan for your business.
What Is a Brand Ambassador?
A brand ambassador is an individual who represents and promotes a particular brand and its products or services to improve the company’s image and drive sales.
Brand ambassadors are usually the people who love what your brand does and are willing to recommend it to those they interact with. They can promote your brand on social media and offline.
As a company’s representatives or actual faces of a brand, ambassadors can perform many different tasks for the business with the aim of bringing in new customers.
Brand Ambassador Duties and Responsibilities
The role of a brand ambassador can include all kinds of responsibilities—from marketing and promotion tasks to customer support and communication duties. Here are the most common responsibilities brand ambassadors have:
- Create and publish promotional content on social media
- Provide feedback and collect customer opinions
- Learn and become experts on your products and services
- Attend product launches and brand events
- Write blog posts about your brand
Create and Publish Promotional Content on Social Media
One of the main goals of using brand ambassador marketing is to promote a business and its products and services to relevant audiences. Brand ambassadors usually use their social media accounts to reach potential customers by creating and publishing content about the company they are representing.
When brand ambassadors create and post content on behalf of your company, they create the following benefits for your business:
- Increased reach and better brand awareness with direct access to their social media following
- Consistent social media representation and presence that can take some pressure off of your in-house social media team
- Better customer support where brand ambassadors respond to inquiries about your products
As a brand, you’re responsible for guiding your ambassadors on what type of content you want them to publish. This may include:
- How-to videos
- Product reviews
- Quizzes and polls
- Q&As via live streams
You are also responsible for determining how often they post, what goals their content should achieve, and how content should be styled and structured.
Provide Feedback and Collect Customer Opinions
Brand ambassadors often get the chance to try the products early on, before they’re released to the general public. They are also the people who regularly buy those products and know what works and what doesn’t. This makes their feedback and opinions valuable and crucial for your brand or product direction.
Ambassadors act as the main point of contact between brands and customers by collecting feedback and recommendations on behalf of the company. The best part about the feedback collected by brand ambassadors is that it is honest and credible. Due to their authentic relationships with their followers, brand ambassadors are able to collect genuine opinions about the products or services of the brand they are promoting.
The feedback and recommendations from customers can be about:
- Strengths and weaknesses of a particular product
- Improvements necessary to make the product better or more appealing
- User experience on the company’s website
Overall, feedback collected by brand ambassadors can be used as a great indicator of what you should improve about specific products, services, or your brand in general.
Learn and Become Experts on Your Products or Services
Although brand ambassadors are usually the people who regularly use and love your products as loyal customers, they’re expected to become proper experts on your brand once they get recruited for your brand ambassador program.
They need to acquire the necessary knowledge and expertise to effectively promote your product using word-of-mouth techniques. Based on that knowledge, they will be able to create comprehensive product demonstration videos, respond to comments from customers, deal with bad reviews, etc.
By becoming experts, brand ambassadors can also provide the brand with more valuable feedback on its products or services.
Attend Product Launches and Other Brand Events
Besides promoting on social media, ambassadors also represent the business at various events—for example, product launches. The activities they are expected to take part in can vary, including:
- Helping out with the event planning and logistics
- Networking with relevant stakeholders, including potential customers and sponsors, and answering their questions about the brand and its products
- Wearing branded attire
- Distributing relevant promo materials before and during the event
- Taking photos and videos of the event and posting them on their social media accounts
Write Blog Posts About Your Brand
Brand ambassadors don’t just post on social media; they can also be responsible for promoting the products on the company’s blog. Since brand ambassadors have used your products or services and know more about them than a regular customer, they can be the ideal people to write promotional content for your website. They know the pain points that potential customers have or what customers are looking for in general and can highlight the features that will leave the best impression.
Some of the most common blog pieces brand ambassadors are required to create include:
- How-to product guides
- Personal stories about how they benefited from particular products or services
- Interviews with other customers, brand ambassadors, or industry experts
Becoming a Brand Ambassador: Requirements
The general prerequisite for becoming a brand ambassador is to be passionate about a brand and its products or services. Still, there are other important requirements brands look for in applicants:
- Knowledge of content production across various social media platforms—Facebook, Instagram, and TikTok are some of the best platforms where you can promote and grow your business. Your ambassadors need to stay up to date on the latest trends and app features to create relevant and engaging content that will enhance brand awareness.
- The number of followers—It is a common misconception that ambassadors need to have millions of followers. Still, many brands have a minimum follower count that applicants must have to effectively promote the brand and its products. For example, a brand may choose to recruit ambassadors with at least 1,000 Instagram followers.
- Readiness to learn—Freshly recruited ambassadors may lack prior experience in similar roles or have experience with different responsibilities and requirements in other companies. In either case, the brand ambassador must be willing to learn more about the brand to promote its products successfully.
- Exceptional communication skills—Ambassadors’ responsibilities rely heavily on communicating with consumers and the brand they work for. Because of this, ambassadors should be good with words, both verbally and in writing.
Who Can Work as a Brand Ambassador?
Brands can’t just pick a random individual to represent them—they usually pick brand ambassadors from the following groups of people:
- Long-term customers—Customers that have been buying from you regularly make excellent ambassadors. They comprehend the ins and outs of your products, but they also believe in your company’s values and mission.
- Their own employees—This group of potential brand ambassadors has deep knowledge of the company and its products. The fact they work for the same brand gives them more credibility and enables them to respond to customer feedback and suggestions more effectively.
- Nano and micro-influencers/Content creators—Smaller influencers and professional content creators make great ambassadors as they have niche-relevant audiences they can promote your business to. While celebrities and mega-influencers offer massive reach, they often lack a genuine connection with their audiences, which is the key to successful brand ambassador marketing.
Brand Ambassador Job Description Examples
The actual day-to-day activities brand ambassadors are involved in vary depending on the specific requirements of a company. Here are examples of responsibilities that brand ambassadors have in the programs of several big brands:
|Company Name||Key Brand Ambassador Responsibilities|
How To Manage Brand Ambassadors
Successful brand ambassador programs require you to work with hundreds of ambassadors at a time. As a brand, you need to be able to manage the daily activities and responsibilities of your brand ambassadors efficiently. For that purpose, you should approach building your brand ambassador program systematically.
A brand ambassador program defines the process of managing multiple ambassadors, from recruiting candidates to rewarding them for their efforts and tracking their performance.
If you’re starting your brand ambassador program from scratch, here’s what you need to do:
- Define the goals of the program
- Determine brand ambassador guidelines
- Find and recruit brand ambassadors
- Issue incentives and rewards
- Monitor performance
Define the Goals of the Program
Determining the objectives of your brand ambassador program will help you set the requirements and expectations for your brand ambassadors. While goals vary for every brand, there are a few common goals to choose from:
- Increasing brand awareness
- Driving conversions
- Nurturing relationships with customers
- Boosting sales
- Increasing your social media following
You should choose the type of brand ambassador that matches your goals the best. For example, if your main goal is to increase your social media following or brand awareness online, you should consider recruiting small influencers and content creators who already have significant experience with social media. If your main focus is on community building, you might turn to your loyal customers first.
Set Brand Ambassador Guidelines
Before you recruit ambassadors, you should determine the rules they should follow in their promotional activities. This includes setting a tone or aesthetic guidelines for their social media content, which should match your company’s social media policy. For example, you may want ambassadors to maintain their personal voice when interacting with customers, but avoid criticizing competitors.
Setting clear brand ambassador policies can help you avoid tricky situations since ambassadors will not misrepresent your brand or risk your reputation.
Find and Recruit Brand Ambassadors
There are several ways you can find and recruit good brand ambassadors:
- Leverage your email list—The customers who have been with your brand for a long time are often on your email list. You can recruit from a pool of loyal customers and brand enthusiasts who can promote the business better by including a link to your ambassador program in post-purchase or shipping confirmation emails and newsletters.
- Search on social media—Reach out to people who have tagged or posted about your brand in the past. You should also look out for people that have used your brand’s hashtags.
- Announce the opportunity on your social media business accounts—You can use social media to announce your ambassador program. Brands usually have many followers who would jump at the opportunity to represent them.
Issue Incentives and Rewards
Although many brand ambassadors promote brands out of passion rather than for pay, they should still be motivated and appreciated for their efforts. Most companies don’t pay their brand ambassadors actual salaries. Instead, they compensate ambassadors through rewards and incentives, such as:
- Free products
- Gift cards
- Exclusive access to events and yet-to-be-released products
- Cash rewards for referrals
You should also determine how often they’re compensated—after each post or other activity, every month, quarter, etc. Besides giving out freebies and rewards, you can also recognize your ambassadors’ achievements and show appreciation by:
- Sending personal thank-you notes
- Doing special features on their work for your website/blog
- Giving them shoutouts on your official social media accounts
Monitor the Performance of Your Ambassador Program
With your ambassador program up and running, you should track its success by monitoring the following metrics:
- Frequency of social media posts
- Impressions and engagements
- The number of shares and reposts
- Brand reach
- Completed sales from an ambassador’s referral link
These and other metrics will help you find areas for improvement and adjust your approach accordingly.
Set Up and Manage a Successful Brand Ambassador Program With BrandChamp’s Software
Once you start working with ambassadors, you will realize that there are a lot of activities that go into managing a winning ambassador marketing program. You have to keep track of every ambassador and keep tabs on what they post, when they post, and how much engagement comes from each of their posts.
Apart from that, you have to review their content, set up and issue out rewards on time, generate reports, and continuously provide them with the resources and assets they need for their activities.
For community managers, these activities can be time-consuming and exhausting, especially if they’re working with a huge team of brand ambassadors—the solution here is to automate the entire brand ambassador management process through an ambassador management software solution like BrandChamp.
How BrandChamp Helps With Brand Ambassador Management
BrandChamp is a software solution that automates and standardizes the whole process of recruiting and managing brand ambassadors and scaling existing brand ambassador programs. Our platform has a two-dashboard system where ambassadors and program admins can create independent accounts, interact, and manage their day-to-day activities.
Here are the conveniences BrandChamp brings to both admins and ambassadors:
Our platform ensures open lines of communication between brands and their ambassadors, leading to stronger brand communities and easier accomplishment of program goals.
Companies That Manage Their Brand Ambassadors With BrandChamp
There are plenty of companies that have used our platform to create their ambassador marketing programs and scale them. Here are some top examples:
- Herbaland—Canada’s largest nutritional gummy brand uses BrandChamp to automate its ambassador operations. Since the beginning of our partnership, they’ve experienced a significant increase in brand awareness. Our platform also helped the company grow its Facebook group. In-depth metrics also help the program admin determine what’s generating sales and interest among ambassadors and then focus more on those areas.
- LiCi Fit—This women’s fitness apparel brand started its ambassador program with BrandChamp. Thanks to our platform, they’ve been able to increase monthly revenue through improved sales. BrandChamp also acts as a catalyst for the company’s growth—they’ve been able to build a strong community of women who love LiCi Fit and considerably boost customer engagement.
- Ziggy’s Naturals—This Texas-based CBD brand started with a struggling influencer program before adopting our platform. Through BrandChamp, they were able to start an ambassador program, recruit ambassadors with ease, and grow their ambassador team from 0 to 87. The platform enables the brand’s admins to juggle a range of tasks, including generating invoices, handling payments and shipping orders, and collaborating with influencers. Now, 5% of their sales come from BrandChamp referrals.
To set up your own game-changing brand ambassador program and manage it with ease, reach out to our team any time.