What Is A Brand Ambassador & What Do They Do?

Brand ambassadors are dedicated advocates who can amplify your brand’s message with passion and authenticity, creating a ripple effect of trust and loyalty among your customers.

But that’s not all – there’s so much more to explore when it comes to harnessing the power of brand ambassadors for your business.

We’ll explain what a brand ambassador is, the key benefits of collaborating with one and how to find a perfect advocate for your brand.

Let’s get started! 

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What Is A Brand Ambassador? 

A brand ambassador is a person, often a celebrity or high-profile personality, who is hired by a company to represent their brand — whether online or offline — in a positive light. 

Typically, this type of ambassador should have a wide reach that aligns with your target audience.  

This allows a brand ambassador to maximize their effectiveness in promoting your brand’s offering to the right demographic. 

What Does A Brand Ambassador Do? 

A brand ambassador plays a vital role in building and enhancing your brand’s reputation and visibility in the market.  

They serve as the face and voice of your brand, representing your values. 

Their activities vary depending on your needs and marketing strategies, but here are some of their usual tasks: 

• Promote your offering: This type of ambassador can promote your product and services through traditional advertising strategies, such as television commercials, radio guesting, events and print advertisements to boost brand awareness. This type of ambassador can also promote your offering through digital advertising strategies such as social media campaigns and influencer collaborations. 
• Create content: Most brand ambassadors are responsible for creating content to promote your brand. Content that can be created by this type of ambassador includes social media posts, blog articles, videos and photos showcasing your product. 
• Participate in and/or host events: From product launches and trade shows to webinars and beyond, this type of ambassador can host or participate in events on behalf of your brand to generate interest among potential customers. 
• Demonstrate your product: This type of ambassador can also be asked to demonstrate how to use your product to showcase its features and benefits. Through hands-on demonstrations, tutorials or instructional videos, this type of ambassador can effectively communicate your product’s benefits, increasing customer confidence and fostering a positive brand experience. 
• Engage with your target audience: This type of ambassador engages with potential customers — both online and offline — to provide recommendations and answer their questions. 
• Provide feedback: This type of ambassador provides feedback to your company based on their interactions with your customers and their firsthand experience representing your brand. These pieces of feedback serve as valuable insights that can help your company improve your offering and overall customer experience. 

Key Benefits Of Partnering With A Brand Ambassador 

Partnering with a brand ambassador brings a wide range of benefits, including building consumer trust through authentic experiences and gaining real-time feedback on your products or services.  
 
With their ability to share genuine experiences and collect valuable insights, they can significantly impact your company’s success. 

Here are the key benefits of partnering with one: 

1. Increase Brand Awareness 

A brand ambassador can boost your brand awareness by using their personal and professional networks to promote your offerings. 

From posting your products on their social media platforms to sharing product reviews on their YouTube vlogs, this type of ambassador can introduce your offerings to a wider audience, often one that trusts their recommendations. 

2. Boost Brand Credibility 

Consumers do tend to trust recommendations from individuals they admire or respect.  

In fact, 80% of consumers are more likely to purchase a product that was recommended by an influencer they admired. 

When a brand ambassador endorses your product, it increases your brand’s credibility and can significantly boost your customer’s confidence in your product or service. 

3. Get Valuable Insights About Your Offering 

Brand ambassadors interact with your consumers daily, allowing them to understand and relay their concerns and suggestions about your offerings. 

This information is especially helpful if your brand is about to improve a specific service or launch a new product. 

5 Ambassadors For Famous Brands 

A brand ambassador represents the values of your brand and what you stand for, allowing them to play a crucial role in shaping the public’s perception about your company. 

Get a glimpse of some of the ambassadors for top brands!  

See any familiar faces? 

1. Keira Knightley For Chanel 

English actress Keira Knightley has been the face of the French fashion house, Chanel, since 2007. 

Through her elegance, charm and renowned acting talent, she has successfully encapsulated the timeless sophistication of Chanel. 

Her alignment with the French luxury brand’s aesthetics and core values has contributed significantly to the brand’s global appeal, reinforcing its image as a symbol of luxury and refined style. 

2. Zendaya For Louis Vuitton  

Known for her exceptional acting skills and influential fashion sense, Zendaya has been chosen as the newest face of luxury brand Louis Vuitton. 

Thanks to her successful acting career, Zendaya has an extensive 181 million followers — this includes a significant number of young fans. Her wide reach helps Louis Vuitton to tap into a younger demographic and broaden its customer base. 

3. George Clooney For Nespresso 

American actor, filmmaker and human rights advocate George Clooney has been the face of Nespresso since 2006. He has appeared in a number of advertisements for the brand. 

In addition to driving innovation in the coffee industry, Nespresso is committed to sustainability and focuses on reducing its impact on the environment, something that Clooney firmly stands for. 

The coffee company has implemented several initiatives to promote sustainability, such as the AAA Sustainable Quality™ Program, which supports farmers in improving their coffee cultivation practices.

4. LeBron James For Nike 

Considered as the most successful basketball player of his generation, LeBron James signed a lifetime endorsement deal with Nike in 2015, representing the brand across various mediums. 

On top of his success inside and outside the court, the basketball superstar and Nike share the same values, such as perseverance, hard work and the pursuit of excellence. 

LeBron’s journey from a challenging childhood in Akron, Ohio to NBA stardom embodies these values. 

5. Jennifer Aniston For Aveeno 

The former Friends star became the face of Aveeno in 2013, promoting the brand’s skincare products. 

Known for her radiant and youthful complexion, Jennifer Aniston’s endorsement provided Aveeno with a tangible association between their products and the sought-after “Aniston glow.” 

Over the years, her consistent appearances in television and print advertisements have helped to solidify Aveeno’s position in the market as the go-to brand for natural and nourishing skincare.  

Aniston’s personal commitment to health and wellness aligns with Aveeno’s brand philosophy, making their partnership an ideal fit. 

What To Look For In A Brand Ambassador 

Choosing the right brand ambassador for your company can have a significant impact on the public eye’s perception of your brand. 

Key factors to look for when choosing the ideal brand ambassador include: 

• Credibility: Credibility is important in gaining your consumers’ trust. Credibility is characterized by the individual’s reputation, expertise or overall demeanor and actions. Make sure that they have a clean track record to protect your brand’s reputation and uphold its integrity in the public eye. 
• Reach: Your brand ambassador should have the ability to reach your target audience effectively, whether it is having a large following on social media or a strong influence within a specific niche or community. This ensures that your brand is reaching the right people at the right time. 
• Engagement: Your brand ambassador should engage with your followers to foster a sense of community and trust. Engaging with your followers also allows them to gather both positive and negative feedback regarding your brand’s offerings so you can make the necessary changes and improvements. 
• Professionalism: From not posting offensive content to showing respect for diverse opinions, professionalism is a key aspect to look for in a brand ambassador, as they will be an extension of your brand’s values and overall image. 
• Passion: From attending product launch events to creating authentic product reviews, a brand ambassador should be passionate about your brand so they can deliver believable and engaging content that resonates with your target audience. 

How To Find Your Brand Ambassadors 

Finding your brand ambassador is more than just picking a famous face; it’s about identifying someone who genuinely resonates with your brand, values and target audience. 

An effective brand ambassador can help your brand’s visibility and brand loyalty.  

But how exactly do you find this ideal candidate? 

1. Create A Brand Ambassador Application Form 

A brand ambassador application is a document that an individual fills out to formally express their interest and desire to become the face of your company. 

It is typically posted on your company’s website. 

This type of application allows you to boost the visibility of your brand ambassador program. 

Without this application form in place, people can informally reach out to your company via email or social media direct messages which can get disorganized. 

The application form should outline the potential brand ambassadors: 

• Name 
• Email Address 
• Phone number 
• Birthdate (this is key if you’re looking for ambassadors who are within a certain age range) 
• Links to social media profiles (you should specify which platforms they should have accounts on if you require this) 
• Links to websites or blogs 
• Past experiences (if the individual has any previous experience being a brand ambassador) 

You can also ask questions to assess if the individual fits your brand. 

Ask questions, including: 

• Why do you love our brand? 
• What do you love about our brand? 
• Why do you want to be our ambassador? 
• How would you promote our brand? On what social media platforms will you promote our brand? 
• How will you live out our brand’s values? 

2. Run A Social Media Search 

Run a social media search and see who’s talking about your brand. 

Search for your brand-related terms on social networks that your audience often uses.  

Also, check who has tagged your brand. Explore both branded (#starbucks, for example) and niche hashtags (such as #coffeeholic) that your potential customers might use. 

Once you see who’s talking about your brand, it’s time to measure their engagement rate. 

To measure the brand ambassador’s engagement rate, divide the total interactions by the number of followers (or total impressions, if that information is available), and then multiply by 100 to get the engagement rate percentage. 

For example, if a post about your brand has 50 likes, 15 shares and five comments, that’s a total of 70 interactions. If the person who posted has 1,000 followers, then the engagement rate would be:

(70/1000) * 100 = 7%

Once you’ve identified a potential brand ambassador, understand their interests, values and what they look for in partnerships. The more you know about them, the better you can tailor your approach to appeal to them. 

Then, contact them via email or their social media account. Be clear about who you are, why you’re reaching out, what you’re proposing and explain why you think they’d be a good fit for your brand. Make sure to mention how the partnership could benefit them (think free products and financial compensation). 

3. Announce Your Ambassador Program On Social Media & Via Email 

To announce your ambassador program on social media: 

1. Prepare your announcement: Craft a clear and engaging message that explains what your ambassador program is about. Include details such as what the program entails, the benefits of being your brand’s ambassador and how to apply for the program. 
2. Choose your platforms: Based on your target audience, decide on which social media platforms you want to announce the program. It could be Instagram, Facebook, Twitter or TikTok, among other social media channels. 
3. Use eye-catching visuals: Create engaging graphics or videos that draw attention to your announcement. Examples can include a teaser video about the ambassador program, images of your products or infographics with testimonials from previous or current brand ambassadors. 
4. Use relevant hashtags: Include relevant hashtags to ensure your announcement reaches a wider audience. Relevant hashtags can include specific or industry-related hashtags created for your brand ambassador program. 

When announcing your brand ambassador program via email, it’s important to make the email engaging, clear and informative. 

1. Define your purpose: Understand and clearly define the purpose of your email to encourage people to participate. 
2. Craft an engaging subject line: Your subject line should be descriptive and engaging. “Join Our New Brand Ambassador Program!”, for example. 
3. Personalize your email: Use the recipient’s name to add a touch of personalization and motivate them to click on your email. 
4. Share the exciting news: Introduce your brand ambassador program. Explain briefly what it is and why you’re excited about launching it. 
5. Explain the program: Provide clear details of what being a brand ambassador entail. Explain the responsibilities and the benefits they can expect, such as exclusive discounts and early access to new products. 
6. Include an actionable call-to-action: Include a clear call-to-action (CTA) to let your users know what’s behind the click and help direct them to your website’s page on where they can apply or get more information. 
7. Provide Contact Information: Ensure your recipients know how to contact you if they have questions or need more information about the ambassador program. 

4. Send Your Customers A Package Insert 

Who doesn’t love unboxing a long-awaited package? We all do! 

Include a package insert with a QR code in every product shipment to provide access to your customers that will lead them to the brand ambassador application page. 

Create Your Brand Strategy With Digital Silk 

At Digital Silk, we can help you find the ideal ambassador for your brand to embody your brand values, connect with your target audience and boost your brand’s credibility and visibility in the market. 

Our full-service branding agency can help you identify the best strategies and opportunities for your brand so you can outline your unique selling points and determine how to communicate your brand’s story and value proposition, among other benefits. 

At Digital Silk, our branding services include: 

• Brand audit: Our team will evaluate your company’s brand identity, messaging, online presence, brand positioning and marketing strategies to determine areas of strengths and weaknesses for improvement. 
• Brand strategy: Our branding experts will help you create a professional brand strategy tailored to your company so you can drive brand recognition, customer loyalty and business growth. 
• Brand story: Our seasoned copywriters will help you craft a brand story that truly shows who you are, what you stand for, and what makes you unique. 
• Brand identity: Our team of expert designers will work with you to create striking graphics, a memorable logo and more. We’ll build a visual identity that grabs your audience’s attention and distinguish your brand in consumers’ minds. 
• Brand messaging and positioning: We will partner with you to create a powerful brand message that connects with your audience, allowing you to showcase what makes you different from the competition and highlight your unique offerings. 
• Brand monitoring and analytics: We will keep a close eye on how well your brand is performing. Based on the insights we gather; we will adjust and reoptimize your strategies to continuously boost your brand recognition and visibility. 

Our services don’t end with branding. We also offer help with web design and development, digital marketing and mobile app development to boost your online presence. 

Get in touch with our team to talk about your business needs and receive expert recommendations about best practices and leading industry trends. 

Tell us about your branding project. Request a proposal.

Courtney Bozigian

Head of Brand Development

Courtney brings over 15 years of B2B and B2C experience managing global brand strategy, new product development and retail management teams at Fortune 500 companies. She is an expert at using brand storytelling to connect with consumers on a deeper level. She also teaches university level marketing courses in marketing research, consumer behavior and business communications.