As the human representation of a brand, the Brand Ambassador’s purpose is to develop and maintain a positive company image by efficiently interacting with consumers. Since they are required to have a vast understanding of the company’s vision and functions, there is no other profile in Marketing capable of representing and promoting a brand, product, or service like Brand Ambassadors do. They’re also the ones with the best understanding of a brand’s personality and voice.
In this regard, Brand Ambassadors are responsible for a brand’s visibility, as well as its alignments and development. Insight into competition, brand movement, pricing, and distribution are the foundations of this role. Moreover, these professionals foster relationships by using existing contacts or through word of mouth.
The Brand Ambassador’s role should not be confused with influencers or bloggers, whose strong presence in social platforms conferred them the trust and admiration of their followers. The same goes for celebrities endorsing a brand; for individuals who feel very satisfied with a product or service and promote it by recommending it to third parties without any remuneration; and for anyone who gets contacted by corporations asking them to try their products or services and utter their opinion in exchange for free samples and/or a compensation.
Here’s a non-exhaustive list of common tasks Brand Ambassadors are required to complete:
- Studying the company’s marketing goals and objectives, as well as organizing trading initiatives:
- Working with the sales and marketing team on the understanding of the company’s mission, vision, and goals;
- planning and implementing awareness by developing programs to reach prospective clients; and
- developing marketing and endorsement ideas proactively.
- Examining and analyzing product features to be endorsed:
- Setting up meetings with the Sales and Marketing teams;
- assisting in developing and executing new marketing ideas; and
- developing schedules to publicize general branding and marketing strategies depending on potential clients and retailers’ features.
- Building and sustaining business relationships with key accounts and brands:
- Seeking out information on the competition’s pricing and marketing strategies;
- establishing and maintaining business relationships with local trade community, vendors, and distributors;
- managing and maintaining records of existing key accounts;
- negotiating shelf-spaces, promotions, and visibility for product lines;
- training retail personnel on product’s features, customer service, and merchandizing standards with the aim of maintaining brand integrity and increasing sales;
- contributing with key stakeholders in decoding branding needs per department; and
- looking for new opportunities to sell existing and new products.
- Conveying a positive image of their clients’ products and services:
- Establishing and maintaining strong communication with buying offices and clients;
- sharing customer feedback with the company in order to improve products and services;
- representing the company at seminars, conferences, media screenings, and any other event where it is relevant to present the brand and its products/services;
- contacting and supervising vendors, artists, and Photographers to cover events;
- interacting with various media outlets, such as newspapers and TV stations; and
- organizing events, such as consumer sampling, after
- parties, movie premieres, and concerts.
- Contacting current customers to keep them posted on new developments, offers, and improvements.
- Responding to customer feedback and handling complaints, if any.
- Acting as a liaison between the Sales department and vendor representatives.
- Monitoring the brand evolution, pricing, distribution, and acceptance:
- Maintaining a detailed record of sales and customers’ level of acceptance;
- reporting and analyzing clients’ preferences; and
- tracking the impact of marketing campaigns and strategies.
- Providing suggestions to expand the sales volume.
- Conducting product training, installing marketing displays, and ensuring that advertising material is placed strategically.
- Participating in workshops and brainstorming sessions, contributing to promotional campaigns and strategies by working closely with the Marketing, Product Development, and Sales teams.
- Visiting and educating retailers, distributors, and vendors on the products’ particularities, distributing samples when necessary.
- Communicating with vendors and key stakeholders.
- Ensuring that the brand, product, or service is in perfect condition for demonstration.
- Reporting and tracking customers’ interactions, sales volume, and other effects that resulted from the applied strategy.
- Monitoring inventory levels to cover the demand.
The average Brand Ambassador salary is $32,377 per year or $17 per hour. This is the same as the Median wage of the country. Entry level positions start at $23,000 while most experienced workers make up to $45,000. These results are based on 129 salaries extracted from job descriptions.
- Outstanding interpersonal and communication skills:
- Communicating clearly, both in writing and verbally, in order to build trust and cultivate relationships with customers, clients, coworkers, and executives;
- displaying strong customer skills in order to anticipate customers’ needs so as to create customized strategies to interact with them;
- having excellent public speaking skills;
- having a friendly and engaging personality in order to foster and maintain positive client relationships; and
- being a demonstrated team player.
- Exceptional organizational and time management skills:
- Prioritizing and planning work activities as to use time effectively while managing a high volume, diverse workload;
- multitasking; being able to work both independently and as part of a team in a fast
- paced environment;
- being versatile, flexible, and willing to work within constantly changing priorities; and
- being able to prioritize tasks and responsibilities accordingly.
- Analytical and problem-solving skills
- Effectively reading and interpreting product information; and
- identifying issues and resolving problems in a timely manner using creativity and good judgment.
- Being able to learn and adapt quickly, while facing continuously changing demands.
Brand Ambassadors are often conceived as “key salesmen”. In addition to contacting every possible buyer, they are also the ones in charge of portraying a positive image of the product or service. Due to the nature of this role, these practitioners need to be able to think outside the box. Likewise, creativity and being an analytical thinker are crucial in the performance of their activities.
In order to qualify as Brand Ambassadors, candidates have to demonstrate how passionate they can be while presenting, advocating, and promoting a brand, service, or product. It is crucial for Brand Ambassadors to be energetic and to have outstanding social skills.
Furthermore, it is also likely for Brand Ambassadors to work with members of other teams, by helping them develop and implement new strategies. Therefore, it is crucial for these professionals to have a collaborative and creative mindset.
The Brand Ambassador position is considered an entry-level job in the Sales and Marketing fields. Hence, these professionals are normally required to have completed their high school education; however, their interpersonal skills and ability for building connections are crucial.
A high interest in cultural movements and trends, a strong sense of aesthetics, previous experience in customer service, retail, sampling, promotions, and in driving sales are also definite assets. Since Brand Ambassadors have to meet with vendors, distributors, and customers, they are normally required to have a valid driver’s license as well.