What is a Brand Ambassador?

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The concept of brand ambassador is based on a marketing strategy that consists of using people who have a certain recognition and credibility in society to promote a brand and give it greater visibility.

Those chosen for this role must generate some positive impact on the social environment, and also cultivate an image of trust, authenticity, ethics and good intentions, since this is what will allow the public to direct their gaze towards the product.

If that person's values ​​are not in line with those of the brand, they are no longer an option for the company. Brand ambassadors must convey the brand's message as faithfully as possible, so that the public can trust them.

Meaning of Brand Ambassador
The term Brand Ambassador in Spanish means brand ambassador; currently, with the appearance of influencers, these are often confused with brand representatives, since both become the image of something, however, they have their differences.

Influencers establish a short-term relationship cash app database the brand, with the aim of promoting a specific product or service on social media, and once the agreement is fulfilled, their work with the brand ends. On the other hand, brand ambassadors create a long-term relationship and become the face of the brand rather than that of a specific product or service. In addition, their field of action is not limited to social media.

What is the purpose of Brand Ambassador?
The role of an ambassador gives the brand greater visibility. When a product or service is represented by a person who is already known and admired in society, it is more likely to capture the public's interest.

From the moment a brand introduces its brand ambassador, the public will begin to associate the product or service with it, even going so far as to buy it just because this person uses it. This creates perceptions such as “if this artist or public figure recommends it, it must be good, so I'm going to buy it”, “I like the values ​​of this company, I'll buy its products” or they simply become interested in the products because they like the ambassador.

This is how the Brand Ambassador fulfills an advertising function. Through this, brands expand the reach of their brand and build a positive perception among their audience.

How the Brand Ambassador works
When choosing a brand ambassador, a number of guidelines must be considered to ensure that the choice is the most appropriate. These are:

The candidate's values ​​must follow the same ethical line as those of the brand.
The person must have a positive impact on society or the company's target audience, in order to influence the audience with messages.
Be known for your credibility and good intentions, so that the message connects with the public and even the company's employees.
In addition to these considerations, there are also legal guidelines, which establish the basis of the contract. This is what the search and selection of a brand ambassador entails.

How to apply the Brand ambassador to your marketing strategy
Knowing the benefits of Brand Ambassador, there is no doubt that it is a marketing strategy that you have to apply. When doing so, you must take into account the following considerations:

Define your objectives: when planning to choose a Brand Ambassador, it is important to have a defined short-term objective, this way you will be able to identify if what you have planned is working.
Create programs: Set up a long-term path that contains small programs. In these, divide the ambassadors into groups. For example, if your brand includes sports products, the name of the category of those who carry out the promotions can be called elite ambassadors.
Building brand awareness: When you want to start advertising campaigns, you first need to know what your audience is worth and how you can reward them for their brand loyalty.
Establish a brand community: when carrying out an advertising campaign you have to give the Brand Ambassador the opportunity and space to communicate your message in their own style, in this way they will be able to create communities that want to get to know the brand.
This condition is also accompanied by the creation of attractive and easy-to-use platforms, with which the user feels comfortable and wants to revisit. This will give the brand value and create a community that identifies with what it sees.

Recognizing your brand ambassadors: Maintaining a close and respectful relationship with brand ambassadors is a key element of your marketing strategy. This allows their connection with the brand to be sincere and your message to convey this.
Brand ambassador examples
There are thousands of examples of brand ambassadors. Many advertisements that we see on television are a good example of this. There is the case of Leo Messi as an ambassador for Pepsi.

What purpose does the Brand ambassador fulfill in your marketing strategy?
Brand ambassadors allow you to expand the impact of your brand and help the public identify with it. Associating products with a corporate image will help the brand gain recognition, which is why choosing this figure is so important. They will become the spokesperson for your values ​​and the connection between the public and the brand.

If the audience fails to connect with the brand ambassador or considers him or her to be a person without credibility, they will not be interested in learning about what you have to offer.