Brand Ambassador: The What, Why, & How (+ Essential Tips)

by Sam Driver


Curious about brand ambassadors? Well, you’re in the right place! 

In the ever-evolving world of marketing, brand ambassadors serve as the human face of a company, charming audiences and creating strong connections. 

Whether it’s someone famous or an enthusiastic college student, they play a crucial role in your digital marketing strategy. 

So, how do they do it? And what makes them so effective? 

Let’s find out!

What Is a Brand Ambassador?

So, what is a brand ambassador exactly?

Picture someone who represents a brand in a positive light, creating a buzz around their products or services.

But it’s not just about wearing a brand’s logo and creating a social media post about how great they are. It’s a job description with a fair amount of responsibility and a potentially enticing brand ambassador salary to match.

Imagine being the frontman of a rock band, your job is to get the crowd hyped up, passionately singing the songs, creating an atmosphere where everyone wants to join in. In the world of marketing, that’s what brand ambassadors do.

They create a lively social media presence, engage with potential customers, and set the stage for a brand’s popularity to skyrocket.

And the story they tell? It can pay off!

Glassdoor reports an average brand ambassador makes $47,245 per year.

The Rising Demand for Brand Ambassadors

So why are brand ambassadors in such high demand? Well, let’s put it this way: in the age of social media, people trust people.

Traditional advertising can feel impersonal, almost like being shouted at by a stranger.

But when a brand ambassador, someone relatable, talks about a brand on a social media platform, it feels more like a recommendation from a friend.

It’s word-of-mouth marketing on steroids. It’s influencer marketing but with a closer tie to the brand. They can significantly improve brand awareness and even directly influence purchasing decisions.

Key Skills of Successful Brand Ambassadors

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To thrive in the dynamic world of brand ambassadorship, you’ll need to cultivate specific competencies and skills that will enable you to be a compelling brand advocate. 

Remember, you’re not just an influencer, you are the link between the brand and its target audience. Here’s what makes a successful brand ambassador…

In-Depth Understanding of the Brand

A brand ambassador needs to have a deep comprehension of the brand, its values, mission, and its products or services.

This knowledge is not just about the factual details, but also about the brand’s ethos, story, and vision.

For example, if you’re representing an eco-conscious apparel brand, you’ll need to understand and passionately advocate for sustainable fashion.

Effective Communication

You’re the brand’s voice, and therefore, the way you convey the brand’s message to your audience is crucial.

This includes being able to simplify complex ideas, convey emotion, and tailor your communication style to match your audience’s language and interests.

Take the time to understand your target audience: their values, interests, concerns, and aspirations.

This will help you create messages that resonate deeply.

Social Media Savvy

As a brand ambassador, you should know how to craft engaging content that sparks conversation and action.

From creating eye-catching visuals to compelling captions and creative use of hashtags, you should be adept at leveraging various social media features to amplify your message.

For instance, an effective brand ambassador could use Instagram’s Reels feature to create engaging product demos or behind-the-scenes content.

Excellent Customer Service

Brand ambassadors often serve as the first point of contact for many customers.

Therefore, being adept at handling queries, resolving issues, and providing helpful and timely responses is key. You are not just promoting a brand, you are also responsible for enhancing the customer experience.

Brand Advocacy

Great brand ambassadors foster brand loyalty and advocacy amongst their followers and the wider audience. They encourage fans to share their own positive experiences, turning a customer into a brand advocate.

Imagine launching a hashtag challenge that encourages your followers to share their own unique experiences with the product.


This might be the most critical skill of all. Your audience can quickly tell if your enthusiasm for the brand is genuine. The best brand ambassadors are those who represent brands they truly love and believe in.

Authenticity is what builds trust and fosters a loyal community around a brand.


The digital marketing landscape is ever-changing, and brand ambassadors must be ready to adapt to new trends and platforms. It’s important to always be learning and experimenting, keeping up with social media trends, and engaging with your audience in innovative ways.

Being a brand ambassador is more than just a job; it’s about embodying a brand, sparking engagement, building relationships, and driving growth. 

The right skills can make you an indispensable asset to any brand!

5 Essential Steps to Becoming a Brand Ambassador

Dreaming about becoming a brand ambassador? It’s not just a leap but a journey with several milestones. 

Here are some key steps you should consider, complete with extra tips, examples, and benefits that will help you navigate this exciting career path…

1. Identify Your Personal Brand

What values and passions define you? Your brand identity is your unique calling card, and it needs to sync up with the brands you represent.

Let’s say you’re a strong advocate for eco-friendly living, with a sizeable online following to boot. This makes you a compelling prospect for brands promoting sustainability.

To keep refining your personal brand, be open to feedback. Invite opinions from friends, followers, and family on how they perceive your brand, and use this to better align your image with your objectives.

2. Build Your Social Media Presence

Social media is where brand ambassadors shine. Choose platforms that cater to your target demographic and consistently provide engaging, high-quality content.

The goal is to not just narrate your life, but to stimulate discussions and cultivate a community.

If your sights are set on a younger audience, platforms like Instagram, TikTok, and Snapchat can be the perfect stage.

Conversely, LinkedIn and Twitter could be better suited for a more professional crowd.

An engaged social media audience enhances your personal brand’s credibility and provides a ready audience for the brands you represent.

3. Educate Yourself about the Brand

Knowledge is power for a brand ambassador. Understand the brand’s mission, values, products, and audience. This familiarity enables you to represent the brand effectively and to resolve any queries from your followers.

For instance, if you aim to represent a skincare brand, you should be familiar with the ingredients of their products, their advantages, and how they stack up against competitors.

You can build your knowledge base by following the brand’s social media, subscribing to their newsletters, and personally using their products.

4. Reach Out to Brands

When you’ve honed your personal brand and social media following, it’s time to approach brands that match your values and interests. A persuasive proposal should outline the value you bring to their marketing strategies.

This proactive outreach can showcase your passion and initiative, qualities that brands highly value in their ambassadors.

5. Join a Brand Ambassador Program

Many brands host ambassador programs to attract and train potential brand ambassadors, often offering free products, training, and other perks. These can provide invaluable experience for those just breaking into brand ambassadorship.

Before diving in, research the program thoroughly. Read reviews, and if possible, talk with current or past ambassadors to gain firsthand insights.

The Various Types of Brand Ambassadors

Brand ambassadors are not a one-size-fits-all kind of deal. They come in all shapes and sizes, and their roles can vary significantly.

Celebrity Brand Ambassadors

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These are the famous faces we see on TV, hear on the radio, or watch in films. Their name alone can ignite interest in a product or service.

A great example of this is George Clooney’s partnership with Nespresso. The association of Clooney’s suave and sophisticated image with the brand boosted its profile significantly.

Influencer Brand Ambassadors

Unlike celebrities who are known for their work in various fields, influencer brand ambassadors are individuals who have gained a significant following purely because of the content they create online.

They have a strong connection with their audience, often within a specific niche, such as beauty, fitness, fashion, or tech.

A prime example is the relationship between beauty influencer James Charles and Morphe Cosmetics.

With James’s deep understanding of his audience’s needs and his knack for creating engaging content, he’s been able to showcase Morphe products in a relatable and appealing way.

Customer Advocates

Customer advocates are everyday individuals who adore your brand. They are organic supporters, frequently sharing their positive experiences and genuine love for the product or service on their social media platforms.

These brand ambassadors have a significant impact because their recommendations come off as authentic and relatable to their followers.

For instance, Apple often finds customer advocates among their user base, many of whom actively promote their latest iPhone or Macbook on social media without any formal agreement with the brand.

Employee Ambassadors

Employee ambassadors are a company’s own staff who genuinely believe in the company’s vision, mission, and products. They utilize their personal social media accounts to share their work experiences, participate in brand campaigns, or showcase the company’s products.

The key to a successful employee ambassador program is cultivating a positive work culture.

After all, employees will only want to advocate for the company if they are happy, valued, and believe in the product or service.

Finding the Right Brand Ambassador

social media influencer marketing types

From a brand’s perspective, finding the right brand ambassador is crucial for a successful brand ambassador program. 

To find the perfect match, brands should consider:

  • The potential brand ambassador’s alignment with the brand values.
  • Their engagement rate on social media: It’s not just about follower count but how much they interact with their audience.
  • Their reputation and personal brand: Do they have a good track record of representing brands positively?
  • Their passion for the brand: Authentic enthusiasm can’t be faked. A good brand ambassador loves the brand they represent.

Finding the right brand ambassador can significantly amplify your brand’s message and boost your bottom line.

And remember, the best brand partner is the one that feels natural — a win-win situation for both parties.

Brand Ambassadors: The Hidden Heroes of Marketing

In the end, whether you’re a brand seeking an ambassador or an individual looking to represent a brand, remember that it’s all about creating a genuine connection. 

The goal is to build a relationship between the brand and the customer that extends beyond mere transactions. 

That’s the power of a brand ambassador!

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Sam Driver

Sam is an Associate Editor for Smart Blogger and family man who loves to write. When he’s not goofing around with his kids, he’s honing his craft to provide lasting value to anyone who cares to listen.


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Photo of author

Written by Sam Driver

Sam is an Associate Editor for Smart Blogger and family man who loves to write. When he’s not goofing around with his kids, he’s honing his craft to provide lasting value to anyone who cares to listen.

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