6 Essential Characteristics of a Successful Brand Ambassador

Updated February 3, 2023

Brand ambassadors can help companies develop an effective brand identity and reach consumers consistently. Organizations may partner with them to humanize their branding and establish a relationship with consumers on a more personal level than other strategies, such as slogans or product placement. Understanding what these individuals do and what makes them effective can help businesses find the right brand ambassador that aligns with their tone and advertising approach.

In this article, we explain what a brand ambassador is, describe what they do and review the characteristics they typically possess to execute their role successfully.

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 its products and create and maintain a brand identity. They typically have an established following, usually on social media platforms, and a consistent brand through their outreach within their community of followers. They may connect with their audience members by sharing photos and videos, and use their content to recommend products or services to their followers.

Related: A Guide to Influencer Marketing

What does a brand ambassador do?

Brand ambassadors create social media posts and marketing materials for the companies they represent to help advertise their products and services. Companies typically expect them 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 need to be adept at communication and have the ability to network like a professional. Brand ambassadors may create and maintain positive relationships between the brand and its customers. Their primary goal is to increase brand awareness and sales by handling tasks such as:

  • Positively representing the brand in a myriad of settings through actions and demeanor

  • Cooperating and assisting in content creation, such as with blogs, posts, reviews and 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 a product

Related: What Is Influencer Marketing and How To Measure Campaign Success

How do brand ambassadors earn money?

The hours and commitment of a brand ambassador can vary depending on the number of companies they partner with and the type of content they create. They may have unusual schedules since they can create social media posts on holidays, attend weekend promotional events, and take personal time to upload a post or blog. These variances account for the different modes a brand ambassador can earn a salary. They can earn money in these ways:

  • Hourly: When attending product launches or promotions, it's typical for brand ambassadors to receive payment according to the time commitment. As such, their salaries average $17.16 per hour. For the most up-to-date salary information from Indeed, click on the link.

  • Commission: Companies may pay brand ambassadors a commission to incentivize promotion materials and the distribution of information. They may earn commission according to how many leads and new customers they introduce to the company or according to website traffic and typically earn a percentage of the sales generated from their online platforms.

  • Salary: Depending on job responsibilities, qualifications, time commitment and contract stipulations, brand ambassadors may earn salaries from the companies they partner with and sign contracts that describe the terms of their employment.

Related: How To Become a Brand Ambassador

6 important characteristics of a brand ambassador

Here are some important characteristics for brand ambassadors to possess to be successful in their field:

1. Knowledge and appreciation of marketing

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

Related: Brand Ambassador Interview Questions

2. Online presence

For many, online platforms are essential in promoting and maintaining product awareness. Using word-of-mouth marketing, brand ambassadors must be consistently available to the consumers and community of followers. Their online presence can help them attract new customers to a business and allow consumers to feel connected to a company since they can communicate with a brand ambassador directly.

Related: 14 Reasons To Become a Brand Ambassador (With Job Duties)

3. Passion

A brand ambassador needs to show authentic passion for a brand and its products. Branding depends on their effective communication of enthusiasm, which can influence the purchasing patterns of their following. After having established expertise in the product, consumers may seek a brand ambassador's advice. They need to have an in-depth understanding of a product and company so they can accurately represent a brand and motivate consumers to make a purchase.

Related: 8 Pros and 5 Cons of Being a Brand Ambassador

4. Professionalism

As a brand ambassador, you represent a company and their ideals. In your interactions with individuals, behavior, and 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 customer experience. Maintaining professionalism through effective networking and asking engaging questions can show genuine intentions and gain followers' trust.

Related: Professionalism Skills: Definition and Examples

5. Trustworthiness

Brand ambassadors exist to help a brand create strong, lasting relationships with customers. Customer loyalty encompasses a large portion of sales. They must have a passion for the product and brand and build meaningful professional relationships with followers and attain their trust. Maintaining strong bonds with people maintains a broad customer base while creating a lasting brand identity and promoting sales. Ultimately, consumers and brands seek lasting relationships built on trust and consistency.

Related: Brand Ambassador vs. Influencer (Plus Tips for Choosing)

6. Ability to receive feedback

Brand ambassadors need to receive feedback from their followers and the brands they partner with, so they can use this information to create more meaningful and effective marketing content. This skill can help them connect with their followers and understand what a brand hopes to gain from their partnership. Since they interact with their online community, brand ambassadors may receive negative feedback on some of their content. It's essential for them to use these responses to create posts relevant to members of their audience without taking the criticism personally.

Related: 4 Steps for How To Find Brand Ambassador Jobs (Plus Duties)

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

Explore more articles

  • 6 Steps of the Marketing Process (And Why They Matter)
  • How To Download Email Attachments: 2 Methods, Tips and FAQs
  • Best Careers For the Next 10 Years
  • 4 Steps To Switch Tabs in Chrome Using the Next Tab Shortcut
  • 9 Examples of Nonverbal Communication in the Workplace
  • Learn About 28 Flowchart Symbols and Their Meanings
  • How To Copy Data From a PDF to Excel in 7 Steps (Plus Tips)
  • 8 Steps To Create a Daily Schedule (With Tips and Example)
  • How To Use a Task Tracker in Excel in 5 Simple Steps
  • How To Set and Achieve Career Goals (With Examples)
  • How To Compress an Excel File in 5 Steps (With Tips)
  • 7 Expectations of Managers (With Tips To Live Up To Them)