What Would The Perfect Brand Ambassador Say About Your Company?
Companies and brands that have brand ambassadors – individuals who talk about them positively wherever they are – in social or business settings – are setting themselves up for greater success.
A brand ambassador can be a paid or unpaid responsibility. The most effective ones speak about your company authentically without using too many adjectives such as “fabulous” “the best,” etc.
Unpaid brand ambassadors may include senior company executives, employees, the board of directors and strategic partners who know, like and trust your products and services. Although they have foundational knowledge of what to say about your enterprise in their conversations with others you will also want to feed them with the right language and phrasing.
You can also pay social influencers to speak well on video, at public events AND OR write about your company touting the things that separate you from competitors. I’ve worked with many social influencers and have compensated them financially or sometimes through a barter exchange where they receive services or products for positive social media posts.
According to an Adweek article, there’s also a new type of brand ambassador – companies like Nestlé and Procter & Gamble are innovating the use of AI and creating digital brand ambassadors with a company, Soul Machines. In this case, customized avatars are built to represent virtual customer service reps, sales assistants and digital brand ambassadors.
Here is a list of the kind of information we provide to brand ambassadors:
🧑🏻🤝🧑🏽Elevator pitch – a sentence or two that encapsulates your company’s top selling proposition
🧑🏻🤝🧑🏽The 1-2 top problems your company solves for target audiences
🧑🏻🤝🧑🏽Key messages – up to 10
🧑🏻🤝🧑🏽Founder’s story, if compelling
🧑🏻🤝🧑🏽A short video (using Vidyard or Loom) demonstrating how the above information would actually work in a conversational setting
What would the perfect brand ambassador say about your company?