Photo by Jarritos Mexican Soda

Are you starting a business—or trying to grow one—and feeling stalled? It may be time to connect with someone who could be a brand ambassador—or several ambassadors, if you believe in the old saying, “the more the merrier.” Before you start looking for someone who can help you sell your brand, let’s talk a bit about what brand ambassadors do and how they can help you.

There’s a well-known saying in the public relations (PR) world about the difference between public relations and sales. If you’re trying to sell a product or service, chances are you’re talking about how great that product/service is, while PR is about trying to get others to praise it.

Most people feel more inclined to buy something if there is a credible person who loves a particular product or service and is willing to say so. Celebrities often make great ambassadors, because their audiences like them and want to connect with them and even emulate their lifestyle choices. So, when Claire Danes wears a gown made by a certain designer at an awards ceremony, people take notice of the designer’s brand. However, few small business owners can afford to pay celebrities.

The Difference Between Brand Ambassadors and Influencers

Fortunately, there are lots of other ways to connect with brand ambassadors—and influencers as well. What does it mean to be an influencer—and how is it different than being a brand ambassador? 

A brand ambassador has a long-term or established connection with a brand and uses the products they are praising. Ideally, you’ll find a brand ambassador who loves your products and enjoys sharing information or stories about your brand. They may have been using your products for a few months or a few years. The experience they have with your brand makes them better able to talk about it with others—usually on social media platforms.

By the way, have you ever wondered what the word “brand” really means? It’s about the public’s perception of a product or service—not just the name of a specific product like FedEx or Starbucks. When people think of a brand, they associate it with certain characteristics, such as fragrant coffee being made on the spot, or a super-fast courier. A brand ambassador helps you promote your brand because of direct experience using it.

On the other hand, an influencer tends to be a trendsetter (most often via social media) who is followed by people who respect the influencer’s opinions and reputation in a particular field. Some influencers can be quite famous (such as the singer Ariana Grande), while others may be known for specific skills or interests (such as cooking or running). 

Influencers’ abilities to connect with audiences—especially if they have a large number of followers—will have a direct effect on increasing the number of people who learn about your brand. Influencers don’t need to have a long-term relationship with you, but you still want them to be curious and excited about the idea of what you are selling or creating. That will help generate “buzz” around your brand.

Who to Choose to Spread the Word About Your Brand

Both influencers and brand ambassadors can help raise awareness of your brand—but who is better for your particular needs? The only way to answer that is by figuring out your goals. Are you trying to spread the word about your brand more widely, or trying to build a more loyal customer base? Other considerations to think about include the following:

 1. Who is your target audience? Are you trying to get your brand in front of a new community that may know nothing about you? Or do you want your existing customers to get to know you better?

 2. What, exactly, do you want to achieve with your marketing efforts? Do you want immediate sales? If so, seeking out an influencer with a large following may be the best choice. If you want customers to continue buying your products/services and then buy even more, you should consider a brand ambassador.

3. How long is your project going to last? Brand ambassadors tend to partner with organizations for the long term, and may even come to be identified with your specific brand. Influencers tend to have short-term relationships with groups or individuals that focus on a specific project or campaign.

 4. What does success look like? Figure out how to evaluate your brand’s effectiveness and return on investment, through either a brand ambassador or an influencer. Measuring your success is crucial to how you proceed in the future.

What To Look For in a Brand Ambassador or Influencer

My preference for brand ambassadors is that they love your product or services so much, they don’t ask for compensation beyond the product or service you’re asking them to promote. 

The same is true for influencers, because the less you pay them for spreading the word about your brand, the more credible they (and you) seem. Because we don’t live in a perfect world, it’s far more likely you will have to decide how much (if anything) you can afford to pay a brand ambassador or influencer. The following tips will help you choose the right person to represent you.

 1. Seek out good communication skills. How do brand ambassadors or influencers respond when you contact them initially? Brand ambassadors need to do more heavy lifting then influencers when it comes to communication skills—because they should be more familiar with your products. However, influencers should have an engaging style of communication as well, to attract more interest to your organization.

 2. What is the potential for a long-term connection? Even if you’re interested in working with a shorter-term influencer, creating longer-term relationships with those who can share positive experiences with your brand is vital. The more enthusiastic someone is about your brand, the higher the chances are for others to become curious about what you are doing or selling.

 3. Look for tools and platforms that can help you find ambassadors or influencers, based on actual data and research.

4. Evaluate previous partnerships. Were there any brand ambassadors you worked with in the past that advanced your ability to increase sales or customer interest? Were there other experiences you wish to avoid in the future? Thinking about past relationships will help you strengthen your decision-making process in the future.

 5. What are your instincts telling you? Good (or bad) feelings about a potential partnership can be crucial to success. Trust your feelings and if something doesn’t feel right, take more time for research and questions.

Seeking out brand ambassadors and influencers may be time consuming, but the boost they can give to your business can be spectacular. While finding the right ambassador or influencer may be a longer process than you originally thought, the increase in sales or engagements on social media will tell you what you already know. The extra time you take to spread the word about your brand through others is important—and well worth your time.

 

About the Author: Jenna Zark

Jenna Zark, Principal at Zark Writing LLC, has worked in journalism, public relations, video script writing, philanthropy, and communications positions. She is an award-winning playwright and published author whose most recent book Crooked Lines won six awards and honors in 2023, including first prize in the Overcoming Adversity Memoir Category from Next Generation Indie Book Awards. Please visit www.jennazark.com to learn more.