Brand Ambassadors: who they are and how they can help with your brand awareness

brand ambassadors

18 July 2023, by

Brand ambassadors are two words you probably hear often, especially if you are an entrepreneur or marketer. But who are they, and what do they offer? It’s time for the mystery to be solved! So, in this article, we will look at what brand ambassadors are, what they do exactly, and how they can help your business. 

What is a brand ambassador? 

A brand ambassador is any person who represents, supports, advertises, and promotes a brand, either online or offline. They may be a professional who works with a brand or they may simply be actively promoting the brand to their audience.

What do you think? Shall we give an example? 

So, let’s say you have a sportswear brand, and a well-known athlete uses your products, talks about them, and comes to your events. It means that this athlete’s audience, e.g., in social media, learns about your brand through this person. Therefore, this athlete represents your brand and thus is considered a brand ambassador.  

Alternatively, you could cooperate with this athlete to become an ambassador with a paid partnership. Perhaps, you are thinking of how this differs from working with an influencer. That’s precisely what we will talk about later in this article. 

What a brand ambassador does 

We just discussed what a brand ambassador is. But what does a brand ambassador do? Yes, we have already mentioned that they represent and promote a brand, but let’s dive a little deeper.

We can, therefore, say that ambassadors built the relationship between the company and the customer. Brand ambassadors can act on different channels, such as social media, their sites, podcasts, other websites, etc. Of course, ambassadors don’t just stop in the digital world, they can also promote a brand in the real world. It is also crucial to bring the values and philosophy of the brand to their audience. For this reason, they are often aware of the brand and identify with its objectives. Thus, they can more easily convey the message that each brand wants to get across to the audience. So, they contribute directly to the branding of the company. 

How can an ambassador help your brand? 

how an ambassador can help your brand

If we could briefly say how exactly a brand ambassador helps, we would say the following: increases brand awareness and sales. It is a good reason that many businesses have ambassador programs and use ambassadors in their marketing strategy. 

But let’s take a closer look at the benefits of ambassadors: 

  • They help connect with the brand: The ambassadors are the human side of the brand, and as it is reasonable, people identify with other people. Therefore, they are the “vehicle” to connect new potential customers with your business and what it offers and stands for.  
  • They attract more visitors to your site: Ambassadors, as mentioned, post about your business on social and their site. Often, these posts include a link to your site, which can bring in new customers. But even if they do not include such a link, it is very likely that people who see your business name will search for it. 
  • They attract more users to your social media: Like before with the site, the same happens with your social media accounts. The ambassador’s users – followers may visit your business profile and also become your followers. 
  • It is a powerful form of word-of-mouth marketing: Imagine how powerful it is to hear someone talk positively about a brand. This is the power of word-of-mouth marketing, especially when someone who has an audience and is trusted shows a preference for specific products or services.  

The difference between a brand ambassador and an influencer 

 Maybe ambassadors remind you of influencers, but there are key differences. 

And what are these differences?  

Brand Ambassador


Already knows and loves your brand  Probably, he/she will know your brand after you contact him/her 
Can promote your brand for free  Working with influencers is usually paid 
Promotes what you offer on his/her own  The promotion lasts as long as this campaign  
Promotes your brand mainly by talking positively about it  He/she can do an unboxing, a presentation, a review, etc. 
Online and offline word-of-mouth marketing  Usually only online promotion 
Most suitable to increase trust in your brand  Most suitable to find new potential customers 


So, for example, if you want to make your products known to more people, then influencer marketing is the best option. 

How can I find a brand ambassador?

Perhaps now, after all the above, you are wondering how you can find ambassadors for your brand. To start with, before you put a “Brand Ambassador Wanted” sign, you need to define the ideal ambassador for your brand. Is it someone well-known in the industry? An old business partner? A satisfied customer with a big audience? etc… 

Next, you need to “look” in the right places. 

Some of them are: 

  • Social media: All those who love your brand will likely follow it on social networks. Therefore, you can announce in a post that your business is starting an ambassador program. Those users who are interested will come to you! Alternatively, you can search for your branded hashtag and see who has mentioned your brand in his/her profile.  
  • Blogs and sites: Are there people talking about your brand’s products or services on their blog? If so, then you have some potential ambassadors.
  • E-mail: If you start an ambassador program, an excellent way to see who is interested is by email. You probably already have a list of your customers’ emails, so it’s just a matter of sending out mass emails to keep them informed. 

We hope you found this article useful! You just learned what brand ambassadors are, what they do, and how they can benefit your business.  Do you think an ambassador could help your brand? Did you have one already and didn’t know it? 

Tell us by leaving a comment below. 

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