Who’s Really the Face of Your Brand?

This week’s #cmgrclass readings highlighted the importance of establishing a brand ambassador program. What are brand ambassadors do you ask? They are an extension of your brand, advocating on your behalf to promote products and services. They are the force behind generating word-of-mouth marketing and are skilled at creating buzz around your brand. Brand ambassadors are important because without dedicated members of your audience, your brand’s message would not be heard.

Finding Brand Ambassadors

Start with researching who embodies the qualities that your brand exemplifies. Your ambassadors should identify with the demeanor, ethics, and values as outlined in your company’s constitution. As Mark Collier mentions in is post, 10 Things to Remember When Creating a Brand Ambassador Program, you’re essentially transferring ownership of the program from the brand, to its ambassadors. The goal is to have your most passionate members take over the program while executing the vision and strategy set forth by the originator.

Building Fierce Loyalty
Another class reading by Britt Michaelian called How to Build Fierce Loyalty for Your Brand Community states that loyal brand enthusiast comes from a genuine connection. As community managers, we recognize the importance of not just connecting but building communities. A tight knit group of individuals with common goals and interests. Community managers should provide opportunities for its audience to connect digitally and personally. The Internet should not be the sole form of communication. Events hosted in public spaces are strongly encouraged. This allows community managers to bond with members and members to bond with other members. This establishes loyalty. Also, remember you cannot expect folks to take an interest in you if you don’t invest time in getting to know who they are. Let your supporters know you care by reading the article they posted to Twitter (retweet it), visit their blogs and share their content, an document on their Facebook posts so they’re aware that they’re on your radar.

The stronger your bonds are with your advocates, the more effective establishing a brand ambassador program will be. No business survives without the unselfish and undying support of outsiders who willingly commit their time to what they feel is worthwhile. Think about the brands you love. Do you consider yourself an advocate for these brands? Even if you cannot personally identify as being a brand ambassador, are you familiar with other brand ambassador programs implemented by corporate brands? We’d love to read your commentary!

Leave a Reply

Your email address will not be published. Required fields are marked *