Nowadays, everyday life goes around social networks and virtual presence, so it is increasingly common to orient marketing strategies to this medium.
In this sense, having the support of a Brand Ambassador can be one of the best decisions for your business to grow.
A Brand Ambassador is a person who represents a company or business to the public. This means that it is an image or figure whose values and attitudes are similar to those with which a particular company is identified.
In principle, it should not be a well-known public figure such as actresses, actors or other members of the artistic media; it can be a person whose values are shared with those that the brand enhances, becoming popular by representing the image of the company.
Evidently, half the work is done when figures recognized by the public are used, so that users can immediately identify them and associate them with the particular brand.
However, this does not mean that a person who is not known in the media cannot be a Brand Ambassador, but that it will take longer for the public to associate the figure with the brand.
In addition to this, the morals and values of those who become Brand Ambassadors of a brand must be impeccable, because if their reputation is kept high or broken, so is the image of the company in the eyes of the public.
On the other hand, the term Brand Ambassador is something new, but its concept is not, because since advertising has existed, so have the figures that represent brands.
This is due to the fact that those who first studied the behavior of the public in front of marketing strategies, noticed the effectiveness of associating a famous character with any company and from there they have exploited this advantage.
These strategies became very popular in the 80s; however, their use remained relatively stagnant until today, when the arrival of the Covid-19 pandemic forced many to move their jobs, studies and even social life to the digital realm.
This new way of life also boosted commerce through the Internet, forcing users to acquire everything through this medium and giving companies with a virtual presence the opportunity to use the figure of the Brand Ambassador to their advantage.
Brand Ambassadors, or Brand Ambassadors as they are known in the digital media, must have certain particular aspects to be able to maintain this figure and the demands it implies.
The impact of a Brand Ambassador on a company is undeniable and can be positive or negative, depending on how well the brand figure or image is chosen and how it behaves with the public.
When a Brand Ambassador is a good representation of the brand’s values and the company’s marketing strategies are properly oriented, the impact of this figure can be very positive for both parties.
On the one hand, the company benefits by growing, increasing its sales and becoming visible and recognized among the target audience, while on the other hand, the Bran Ambassador can take advantage of the users’ attention and boost its fame.
However, when marketing strategies fail and the figure of the Band Ambassador is negative, both the company and the person representing the brand will undoubtedly be negatively affected.
Developing the figure of the Brand Ambassador in a company is essential, since it provides valuable benefits to the brand, such as credibility in front of the public, generating trust and inspiring users to become loyal.
When the figure of the Brand Ambassador shows empathy with the brand’s target audience, he/she is able to gain their respect, awaken their trust and interest. Finally, in conjunction with digital marketing strategies, it is possible to attract new customers, build loyalty and become part of the consumer’s lifestyle.
A Brand Ambassador can transform the image of a brand from being invisible in the eyes of users, to become the most popular and eye-catching business or enterprise.
It is common that many users do not recognize a brand until it is associated with a certain image or famous figure that represents it, so it is a particularly profitable strategy for any company.
