Role of Brand Ambassadors

By
Niranchan.A.T
2nd year MBA
Brand Ambassador is one of the most commonly misunderstood and loosely
used terms in the world of Branding.
It is more commonly thought of as a celebrity endorser.
Another common notion is the association of “brand ambassador‟ only to
celebrities, while it can include employees of a company and, most
importantly, the customers of a brand.
A Brand Ambassador is a person hired by the company to represent the brand
in a positive light and promotes its offerings of products and services.
 Brand Ambassadors are the Face of the company, He or she helps in
accentuating the brand awareness and sales of the company.
The Brand Ambassador is meant to exemplify the corporate identity of the
brand in his or her appearance, demeanor, values, and ethics.
 From celebrities and public figures,
 From present or ex- employees of the organization,
 From the satisfied consumer/user of the product, and
 A common man or woman who is relevant to the organization and its products.
Brand ambassador is known as a positive spokesperson
appointed as an internal or external agent to boost the
sales of the product/service and to create brand awareness
amongst the targeted audience.
Good brand ambassadors are those who know the product,
who know the competition, and who know the market.
 These are the people who are constantly present and
building up the reputation of the organization and stirring
up the interest of the general public for the organization.
The use of brand ambassadors in popularizing a brand has become
very common now.
Every company has begun focusing on devising and implementing
ways to make the best use of its brand ambassadors.
These brand ambassadors can be broadly categorized into three
types:
Celebrity Brand Ambassador
Goodwill Brand Ambassadors
Promotional Brand Ambassadors
Unlike a spokesperson or endorser, brand ambassadors
take a much more hands-on role in advertising your
brand to the world.
A brand ambassador doesn't just make a few Instagram
posts and call it a day; rather, they'll actively promote
your brand to their audience (and your potential
customers).
The ambassadors linked with a charitable organization or a
non- profit cause are known as goodwill brand ambassadors.
 The main objective of such brand ambassadors is to raise
awareness and spread their message and morals. They
encourage people to volunteer their services for a greater
cause.
Example: In tamilnadu, 13-year old girl, M Nethra has been
appointed as the ‘Goodwill Ambassador For The Poor’ by
the united nations association for development and peace
(UNADAP).
UNICEF goodwill ambassador priyanka chopra is one of
India’s most popular actresses with global following.
Promotional Brand Ambassadors provide the audience
with live experiences.
They promote the brand at specific events and
occasions.
Their job is to endorse the brand by being present at a
venue for the requirements of the ad campaign.
Famous
Online presence
Genuine interest in the brand
Interaction with public
Creativity
Believe in the Brand:
 Brand ambassadors’ first point of calling,
connection and communication are to
believe in your brand.
 They are to buy into the brand.
 If they don’t believe in the brand, there is
very little they can do at the core and cry of “I am very happy to partner with JSW
Steel. I sincerely believe that this is the
being authentic in this age. beginning of a very long and exciting
association. It makes me proud to partner
with a world class company like JSW Steel
whose leadership journey, innovative
products and future-ready capabilities I
have always admired.”
Role of Brand Ambassadors / Celebrities in Brand Promotion
Represent the Brand:

 The role of a brand ambassador is to
represent the brand whenever they
can and wherever they find
themselves.
 An ambassador becomes the
mouthpiece of the brand, in words
and in deeds; to positively project the
image of the brand in every way
possible.
Nurture the Brand:

 To nurture the brand is to help the brand grow to
reach more people, to create more loyal consumers.
 Brand ambassadors are to bring in more leads and
to replicate themselves creating more ambassadors
in their circles of influence.
Defend the Brand:
 This means to protect the reputation of the
brand.
 Stand in the gap of constantly proclaiming the
goodwill of the brand, where others want to
defame the brand, an ambassador quickly
steps in with the truth.
 Where there has been a misconception about
the brand, miscommunication of the brand
and even instances where the brand has erred,
the ambassador sets in to resolve issues
effectively to elevate the brand’s image.
To fight the negative headlines on poor working

conditions
Authenticate the Brand:

 A brand ambassador’s role of authenticating the brand
implies making the brand more likable, real to
consumers to enable them to trust the brand and
attract more clients.
 In essence, they humanize the brand by articulating it
genuinely. Saikhom Mirabai Chanu
as the brand ambassador
Human touch for the brand for Amway
 Hiring a Brand Ambassador adds the aspect of human
touch to the brand that results in the ambassador
creating an emotional connect with the target
audience and people buy the products and services of
the brand due to their trust and loyalty with the hired
ambassador.
To add strength to the marketing team of

the organization
 Brand ambassadors are virtual sales
representatives and the marketing team members
of the organization.
 Word of mouth remains to be one of the best forms
of advertising, and that is where much of the brand
ambassador’s power lies.
 By providing positive reviews or telling good
things about the brand or the product, they can
change public perception of the product or service.
 They are expected to convince non-customers by
converting into the buying customers.
To be a great aide for the organizational

social presence
 Brand ambassadors are to help in
improving the social reach of the
brand as well as the organization.
• They are expected to act as
‘influencers’ for popularizing of the
brand, the products and services of the
organization in the public.
To be a handy troubleshooter

 Brand ambassadors are expected to
overturn any bad reviews of the brand,
the products and services in the public.
 They are required to put out the fires
well in time and much before the bad
reviews get assimilated in the minds of
the public.
To improve the market of the

endorsed product
 Organizations use the service of
brand ambassadors for tapping new
markets.
 The organizations utilize the wider
reach of the brand ambassador in
those new markets where the
organization has limited reach.
Public look for honesty in brand

ambassador
 Today public is very intelligent and
knowledgeable.
 It expects brand ambassadors to promote a
product or service only when they truly like
the product and when they have got some
experience with regards to the use of the
product.
 Public have respect for the endorsement of a
brand by the brand ambassador only when it
knows that the brand ambassador is really a
knowledgeable person and knows all the
aspects of the product.
 Public wants honesty from the brand
ambassadors.
Brand ambassadors are a form of

providing customer service
 Generally the public is apprehensive about
trying a new product, or an old product
which it has not tried yet.
 Public normally do have lot of questions
about the product or the service before
they decide to give it a shot.
 That’s why it seeks opinion first before it
decides to try the product.
 The brand ambassador provides this
opinion and thus helps in educating the
public about the product or service
 Brand ambassadors are expensive
 Brand ambassadors have limited shelf life which means that the brand
ambassadors are useful till they remain successful in their own field of activity
 The first priority for the time and energy of the brand ambassador is in his/her
area of professional activity which means promotion of the brand is A side
activity for him/her
 Organization has practically no control on the brand ambassador
 Brand ambassador can be endorsing several products at the same time which
means lower effectiveness of the endorsement
 The competing product/organization can also have brand ambassadors which
means reduced effectiveness of the brand ambassador.

Role of Brand Ambassadors

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Represent the Brand:

Nurture the Brand:

To fight the negative headlines on poor working

Authenticate the Brand:

To add strength to the marketing team of

To be a great aide for the organizational

To be a handy troubleshooter

To improve the market of the

Public look for honesty in brand

Brand ambassadors are a form of

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