What is a Brand Ambassador?

Brand Ambassador Advice

  • Tamara Olori
  • 14 March 2024
  • 7 Min Read

In the vibrant world of marketing and events, Brand Ambassadors are the secret sauce for bringing brands to life. They are the heartbeat of brand elevation – uplifting them and heightening brand perception in person. If you’re considering this dynamic career path, here’s what you need to know.

Defining a Brand Ambassador

A Brand Ambassador represents and promotes a brand and its products or services through words and actions. They might be an existing employee or outsourced from an agency to represent that brand in a positive light, embodying its corporate identity and increasing brand awareness and sales.

A Brand Ambassador is more than a promoter. They are the face and voice of a brand. They don’t just represent; they personify the brand’s core values and ethos, bringing them to life with every interaction. These individuals are entrusted with the important task of elevating a brand’s presence and play a pivotal role in refining its image and reputation. According to research, 70% of emotionally engaged consumers spend up to two times or more on brands they are loyal to compared to less than half (49%) of consumers with low emotional engagement.  By building real connections with potential customers on a personal level, Brand Ambassadors create positive impressions that last.

What does a Brand Ambassador do?

The role of a brand ambassador can vary greatly, but the goal is usually to create a positive image for the company or organisation and build trust with its audience. As such, good communication and networking skills are a must. Tasks might include communicating information, product promotion, recording data, encouraging consumer interaction and answering questions about the brand, its products, and services. Let’s break this down further:

  • Product Promotion: Demonstrating and handing out samples and explaining products to potential customers.
  • Event Representation: Attending a wide range of events to reach the right target audience. From the electric atmosphere of music festivals and the adrenaline-pumping world of sports events to the buzzing halls of trade shows and vast realms of conventions and exhibitions, they represent the brand wherever needed. You can see examples of our Brand Ambassador work here.
  • Feedback Gathering: Brand Ambassadors serve as a crucial link between customer and brand, providing valuable insights from interactions and engagement that can be used to improve products or services in future. This is particularly done by our Brand Ambassadors using our Elevate Impact data tool.

Take this Toblerone activation as an example: We were asked to raise awareness of Toblerone’s new truffles and create a buzz around it at an immersive “vault” pop-up on central London. Our Brand Ambassadors honed in on the task, levelling up the street sampling interaction with consumers by playing character roles such as security guards, and helping consumers to crack the code to win the prize. Creating these positive interactions with both existing and potential customers is what led the campaign to smash its targets. Our 5 brand ambassadors handed out over 7,000 samples and with over 1,000 customers cracking the vault codes.

Soap & Glory’s ‘Glory Girls’ are another great example. These ladies are the face of the brand, helping it to become the thriving beauty label it is today.

Using our unique recruitment approach, we went on the hunt for global make-up artists who were highly skilled and passionate about beauty. Our staff are now long-term spokesmodels for Soap & Glory, successfully representing its distinctive identity and brand values across multiple markets.

What makes a successful Brand Ambassador?

There are plenty of roles brand ambassadors can take. From mixologists and demo specialists to make-up artists and models, all of these require their own set of specialist skills. However, no matter what the campaign or event may be, there are certain core traits that every brand ambassador needs to be successful. However, there are some fundamental skills that are consistently needed to excel as a Brand Ambassador:

  • Natural communication skills – Who do you usually turn to when you’re looking for recommendations? It’s probably someone who you recognise as being knowledgeable in a particular space and appears confident in their decisions. That’s exactly what traits a brand ambassador needs to exude, and it’s these communication skills that engage audiences and reinforce a positive brand identity.
  • Professionalism – While it may seem like a no-brainer, having a high level of professionalism is a vital skill for any brand ambassador. They are responsible for representing a brand and have a significant impact on how others perceive it. When working with the public, it’s important to understand that things don’t always go to plan. If someone already has a negative perception or reacts badly to an interaction, brand ambassadors need to be able to handle the situation calmly and professionally.
  • Marketing knowledge – The very best brand ambassadors understand the importance of marketing and its wider role. While they don’t need to have a degree in it, they should understand how their role fits into a brand’s wider strategy.
  • The ability to give and receive feedback – A key part of being a brand ambassador may be to engage with the public, but it’s also to gather feedback based on their interactions. Event reporting technology has come a long way in the last few years, giving brands deeper insights into their activations. To do this, brand ambassadors must be able to use the technology and react accordingly based on the results.
  • Personable Nature – A natural flair for being approachable and relatable. This involves an innate ability to connect with diverse individuals.
  • Adaptability – Navigating different situations and customer interactions with ease.
  • Reliability – Good time management and organisation skills are what make a good brand ambassador great. Being on time, carrying out tasks according to instructions, and communicating with other team members effectively are fundamental tasks for this type of role.

Why Become a Brand Ambassador?

Becoming a Brand Ambassador at an event staffing agency like Elevate can open the door to a multitude of benefits tailored to suit you:

  • Flexible Work: Work-life balance is important. You’ll often have the flexibility to choose events and campaigns that fit your schedule.
  • Skill Development: This is a role that enhances your communication, marketing, and public relations skills. Elevate also provides a free bespoke training programme, Elevating Purpose, that offers you the opportunity to improve on modules in DE&I and sustainability.
  • Networking Opportunities: As a Brand Ambassador, you’ll regularly engage with professionals across a vast network of exciting industries, fostering invaluable connections and broadening your professional network.

Being a Brand Ambassador at Elevate Global is more than simply representing a brand – it’s about becoming a compelling storyteller and a vital link between the brand and its audience. It’s a role that combines passion, personality, and professionalism.

Join Our Team

From pop-up stores and roadshows to conferences and festivals, we work at the most exclusive events in some of the most exciting locations.

Ready to dive in? We’re looking to add new talent to our global network across multiple areas including promotional staff, retail experience staff, corporate event staff, hospitality staff, logistics experts, actors, baristas, make-up artists, mixologists, and more. If this sounds like your calling, the world of Brand Ambassadorship awaits with endless possibilities. Sign up to become a Brand Ambassador today, and let’s create unforgettable experiences together!