5 Characteristics of a Successful Brand Ambassador

By Indeed Editorial Team

Updated July 23, 2021 | Published February 4, 2020

Updated July 23, 2021

Published February 4, 2020

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Brand ambassadors are an important part of the formula companies and organizations use in order to help build a solid brand identity and reach consumers on a consistent basis. This technique humanizes branding and establishes a relationship with consumers on a level that other strategies such as slogans or product placement cannot. In this article, we'll explain what a brand ambassador is and explore what you can expect if you want to become one.

What is a brand ambassador?

A brand ambassador, also known as a brand representative, brand influencer or corporate ambassador, is a person enlisted by a company to represent their products and create and maintain a brand identity.

Brand ambassadors often need an established following, usually on social media platforms, and a consistent brand through their outreach within your community of followers. However, it is not necessary to already have a following, as some companies will guide you in creating one after you're hired.

What does a brand ambassador do?

Brand ambassadors are the face commonly associated with the brand and they are responsible for establishing and maintaining their own image in accordance with the images and beliefs of their employer. Many brand ambassadors are expected to maintain a consistent presence on several social media platforms, write or blog about the brand or product and attend product launches or other events to represent the brand.

Brand ambassadors must be adept at communication and have the ability to network like a professional. Brand ambassadors must often work to maintain the relationship between the brand and customer, and brand and partners or associate brands. A brand ambassador's primary goal is to increase brand awareness and sales through such things as:

  • Positively representing the brand in a myriad of settings though action and demeanor

  • Cooperating and assisting in content creation (blogs, posts, reviews, product promotion)

  • Utilizing word of mouth marketing to help naturally generate brand awareness

  • Promoting the brand on social media platforms

  • Participating in product and event marketing such as launches and demonstrations

  • Communicating with consumers on product feedback and listening for recommendations

  • Being an opinion leader and expert on product

How do brand ambassadors earn money?

The hours and commitment of a brand ambassador vary greatly. They are often needed after hours and on weekends for promotions. They often work some holidays for events and are required to take personal time to post or blog. These variances account for the different modes a brand ambassador can earn a salary. Many will earn money one of three different ways:

  1. Hourly: When attending product launches or promotions, it is typical for brand ambassadors to be paid according to the time commitment. As such, their salaries average $17.16 per hour.

  2. Commission: In certain instances, companies will pay brand ambassadors on a commission to incentivize promotion materials and the distributions of information. They may be paid according to how many leads and new customers they introduce to the company or according to website traffic. Often they will earn a percentage of the sales generated from their online platforms as well.

  3. Salary: Depending on job responsibilities, qualifications, time commitment and contract stipulations, the salary for a brand ambassador can run anywhere from about $20,000 to $50,000.

5 important characteristics of a brand ambassador

1. Knowledge and appreciation of marketing

Brand ambassadors usually need a minimum of a high school diploma or equivalent for entry-level positions, but in some cases, companies will require some form of higher education. Most companies will want brand ambassadors to exhibit a keen sense of varied marketing strategies and core principles. Successful brand ambassadors will display an authentic approach to their customers and wield their skills via online and social media platforms to engage with and reach most consumers.

2. Online presence

For many, online platforms are a key vehicle in promoting and maintaining product awareness. As agents of word-of-mouth marketing, brand ambassadors must be available to the consumers and community of followers on a consistent basis. They need to have already established or be able to establish a strong presence with many followers to optimize their impact on marketing and customer outreach.

3. Passion

Brand ambassadors must show an authentic passion for their brand and products. Branding is dependent upon their effective communication of enthusiasm, which will influence the purchasing patterns of their following. After having established expertise in the product, consumers will look to a brand ambassador for advice. The relationship with the consumer will only prove effective and authentic through passion.

4. Professionalism

As a brand ambassador, you represent a company and their ideals. In your interactions with individuals, in your behavior and in your attitude, you should always display an authentic concern for the ideas and feelings of the other person. Doing so represents the company well and ensures a positive experience for customers alike. Maintaining a high level of professionalism through effective networking and asking engaging questions will show genuine intentions and gain trust.

5. Trustworthiness

Brand ambassadors exist to help a brand create strong, lasting relationships with customers. Customer loyalty encompasses a large portion of sales. Ambassadors need to have a passion for the product and brand, but also for people and building relationships. Maintaining strong bonds with people maintains a wide customer base while creating a lasting brand identity and promoting sales. Ultimately, both consumers and brands seek lasting relationship built on trust and consistency. As a brand ambassador, you will support that ideal and serve as a mediator to guarantee the success of that goal.

Jobs that are similar to brand ambassadors

If you're interested in becoming a brand ambassador or working in a related field, there are many jobs you can consider. Here's a list of 10 jobs that are similar to brand ambassadors:

1. Sales associate

2. Marketer

3. Retail sales associate

4. Customer service representative

5. Event brand ambassador

6. Brand manager

7. Social media manager

8. Associate brand manager

9. Marketing representative

10. Brand merchandiser

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