When you start talking about brand ambassadors, people usually think of something like this:
Doing my internship at Spacemarket I learnt that a brand ambassador can come from any side of the business. The core quality of a brand ambassador is that they must embody the image, identity and values of the brand. they must also be a spokesperson for the brand.
Our main project, MANY, did not have the money to pay a brand ambassador to do these things and promote their brand however, they did have a brand ambassador. The Project Manager slipped into the role because she had so much passion for the project.
Every day people were coming in to the store just to see her. She would speak about the project and what it meant to Fremantle. This, a lot of the time, even resulted in people wanting to be a part of the project. She was also in charge of most of the social media posts and therefore communicated with publics through this medium.
Find the link here to "12 Reasons You Need Brand Ambassadors." This article talks about how brand ambassadors humanise your brand and provide a more credible source of information in comparison to traditional advertising.
The reason I find this all so interesting is because it just goes to show that small brands do not need a lot of money to effectively communicate with they publics. A passionate and hard work staff can go a long way. I learnt that sometimes you need to inspire people within your business in order to inspire your target audience.
Next time you are looking where to spend your Marketing and PR budget maybe think about extra training for your staff. Maybe look at putting on a social event for your staff. Getting your staff involved in the business more can help result in them becoming brand ambassadors. This will be an invaluable asset to your business.
Thanks for reading.
Best,
Gemma
