Brand ambassadors – who and where are they?

April 24, 2017 | Elke Steinwender
1 min

What exactly is a brand ambassador? Paid or unpaid, they are a combination of three things:

  • Cheerleaders
  • Sales rep
  • Customer service

Their efforts work towards sharing a positive brand image, creating buzz, and goodwill.

Unpaid brand ambassador are also called “brand advocates”. They promote your organization because they want to share a positive brand experience and have a genuine appreciate for your product/service. Unpaid brand ambassadors usually fall into the following main categories:

  • Your past and present clients
  • Your fans/followers on your social media pages
  • Your suppliers

But there is another, often untapped source, source of brand ambassadors – employees.

For the purposes of this post, employees that we do not typically associate as a brand ambassador, those in a support role: customer service, shipping, reception, admin, accounting, technical reps, etc. These team members are often underutilized brand ambassadors.

Now, this does not mean that they should all be asked to partake in traditional “sales” but rather to “support” clients. These “Secret Agents” are on the frontlines and know the joys and challenges your customers face when interacting with your brand, so why not give them the skills they need to promote your business?

Take away: Don’t underestimate the power of your #1 brand ambassadors – and your secret weapon to really differentiate yourself from the competition – your staff.

You may also like

3 Steps to Create a Personalized Customer Experience (CX)

  Customer experience (CX) goes beyond customer service. The customer experience is the impressions your customers have about your brand throughout their customer journey. It encompasses all customer touchpoints and their impact on brand perception. For instance, did the product or service exceed their expectations? Were they delighted by the customer service rep who helped […] 3 min

5 Reasons to Update a Customer Experience Strategy

Are you due for an update customer experience strategy? What are the signs of an outdated customer experience strategy? In our opinion, customer experience should be at the center of every organization. The following quote expresses our point of view on the subject: “If you don’t take care of your customers, your competitor will” – […] 4 min

Find out how these concepts apply to your organization

Book an appointment