Brand Ambassadors: What Are They and Do You Need Them for Your Business? 

Key takeaways: 

• A brand ambassador is someone who represents and promotes a company’s brand, products, or services. 
• There are different kinds of brand ambassadors. The most common ones are celebrity ambassadors, influencer ambassadors, customer ambassadors, and employee brand ambassadors. 
• Some of the biggest benefits of having a brand ambassador include creating brand awareness, building trust and credibility, and creating engaging content.  

Brand management has changed from focusing on packaging and trademarks to using social media influencers and personalities. In the past, TV celebrities advertised products due to their large influence. Now, with platforms like Instagram and YouTube, anyone with large or even small but engaged followings can be brand ambassadors. They help brands connect with specific audiences through genuine content. 

The focus is now on being authentic and creating real connections with customers. That’s why brand ambassadors are important in today’s marketing. They make brands feel more human, build trust, and create a strong community. 

Have you ever considered leveraging brand ambassadors for your business? Let’s explore why this could be a game-changer for your brand’s visibility and credibility in this thorough guide. 

What are brand ambassadors? 

Brand ambassadors are individuals who are passionate about and believe in a brand. They represent and promote the brand’s values, products, or services. Just think of them as the human face of a brand. 

For example, a fitness enthusiast who regularly posts about their favorite athletic wear on Instagram might partner with that brand to showcase new collections. Their genuine recommendations help spread the word, build trust, and inspire others to try the brand. In return, they might receive perks like free products, discounts, or even payment for their support. 

Types of brand ambassadors 

Different types of ambassadors serve different goals. Businesses often use more than one type at once. Let’s list all the types of brand representatives an ambassador can be: 

• Celebrity ambassadors 
• Influencer ambassadors 
• Customer ambassadors 
• Employee brand ambassadors 

Celebrity brand ambassadors 

These are famous personalities such as actors, musicians, or athletes who partner with brands. Their widespread popularity can increase your brand’s visibility. Associating your brand with a celebrity can elevate its status and influence their fans and followers to see your products or services more favorably, which could potentially boost sales. 

Influencer brand ambassadors 

With 69% of consumers trusting influencers, friends, and family than information relayed by brands, influencer marketing is valuable. In this commercial context, influencers are people who have large social media followings. These influencers usually talk about niche topics and product categories. You want their help if you’re planning to target specific audiences who follow them (on social media). 

Since their content often feels personal and genuine, it usually leads to high engagement rates. Collaborating with influencers can be a cost-effective marketing strategy thanks to their ability to sway their followers’ preferences. 

Note: If you work with brand ambassadors, make sure they disclose their relationship with your brand clearly (e.g., using #ad or ‘sponsored’) as per FTC guidelines. 

Customer brand ambassadors 

Tap into the power of loyal customers to share their positive experiences with your brand through word-of-mouth marketing. Recommendations from satisfied customers are incredibly persuasive as other potential buyers see this as an authentic endorsement of your brand. This can enhance customer loyalty and attract new customers. Feedback from these ambassadors can provide valuable insights and help improve your offerings. 

Employee brand ambassadors 

You can also use employees to be your brand ambassadors. Find those who are genuinely enthusiastic about your brand and let them share their experiences both online and offline. Endorsements from employees are seen as trustworthy due to the insider’s perspective they can offer.  

This boosts the brand’s credibility while also enhancing employee morale and engagement. Their unique behind-the-scenes look at your company culture and operations further humanize your brand. 

What brand ambassadors do vs. don’t do 

If you’re planning to get some brand representatives for your business, you need to have clear expectations about the scope of their work. Here’s a quick look at what they do—and what they don’t do: 

Brand ambassadors do	Brand ambassadors don’t
Share the brand on social media and in person	Focus on hard selling or closing deals
Create authentic content (posts, photos, reviews)	Run large-scale ad campaigns independently
Engage with communities and answer questions	Represent competing brands at the same time
Attend events and represent the brand publicly	Deliver scripted, corporate-sounding promotions
Build trust through personal recommendations	Work only on short-term exposure campaigns

Brand ambassadors promote your company, but they don’t replace your marketing team. All they do is add a human touch to your marketing efforts. With clear expectations, they can help build lasting trust and loyalty for your brand. 

Brand ambassador vs. influencer vs. advocate vs. affiliate 

Brand ambassadors are also mistaken for other kinds of social media marketing roles. Their definition overlaps with roles like influencers, affiliates, and advocates. To further clarify what brand ambassadors do and don’t do, we’ll compare them with similar roles.  

Role	Relationship with brand	Motivation	Compensation	Main focus	Duration
Brand ambassador	Formal, long-term partnership	Belief in the brand + incentives	Free products, discounts and payment	Promotes brand values & builds loyalty	Long-term
Influencer	Usually campaign-based	Reach and audience influence	Paid per post/campaign	Promotes specific products	Short-term
Brand advocate	Informal, voluntary	Personal satisfaction and loyalty	None (unpaid)	Shares organic experiences	Ongoing but irregular
Affiliate	Transactional partnership	Financial incentive	Commission per sale/lead	Driving conversions and sales	Varies (depends on performance)

Each type of brand representative plays a different role in marketing, but they work best when brands understand how to use them together. To summarize: 

• Brand ambassadors – Build long-term, authentic relationships with a brand. 
• Influencers – Often part of influencer marketing, focusing on short-term campaigns for reach and visibility. 
• Brand advocates – Share their love for a brand voluntarily, without contracts or payment. 
• Affiliates – Promote products mainly to earn commissions from sales or leads. 

The key is balance. Decide whether your goal is awareness, trust, or direct sales, and then choose the mix of ambassadors, influencers, advocates, and affiliates that fits your strategy.  

Why do you need brand ambassadors? 

If you’re still unconvinced about the power of brand ambassadors, here are the key advantages they bring to your business: 

• Create brand awareness. Ambassadors spread the word through social media posts, blogs, and everyday conversations. They have followers that often match the people you’re trying to reach, making it easier to get your message across effectively. Because people trust their recommendations more than ads, your brand becomes more visible and relatable—without the high costs of traditional marketing. 
• Build trust and credibility. Genuine recommendations from people who know and use your brand make potential customers more likely to believe in your products and values. Trust comes naturally when both customers and employees stand behind your brand. 
• Create engaging content. Ambassadors share real stories, photos, and experiences that resonate with audiences. This user-generated content feels authentic, sparks conversations, and encourages sharing. 
• Provide valuable feedback. Employees and loyal customers know your products best. Their insights help you spot what’s working, what needs improvement, and where new opportunities lie—making them partners in innovation. 
• Cut marketing costs. Instead of relying only on paid ads, ambassadors promote your brand organically. Their authentic voice reduces advertising spend while still boosting reach and sales. 
• Strengthen community and loyalty. Ambassadors help build a sense of belonging around your brand. Their excitement and ongoing engagement encourage customers to stick around, buy more, and feel part of a larger community. 
• Amplify social proof. When people see others—whether celebrities or everyday users—publicly supporting your brand, they’re more likely to trust it. This positive visibility makes it easier for new customers to choose you over competitors. 

How to choose the right brand ambassadors for your business 

There are plenty who can do the job, but you want the most effective ambassadors for your business. Here are some tips to get started: 

1. Identify potential ambassadors. 
2. Evaluate their alignment with your brand values. 
3. Assess their ability to connect with your target audience. 
4. Establish clear guidelines and expectations. 

1. Identify potential ambassadors 

When identifying your brand ambassador, consider these qualities: 

• Authentic passion for your brand. Look for people who genuinely love your products or services. Their enthusiasm should be noticeable in how they talk about your brand, so their endorsements are more credible and engaging. 
• Alignment with brand values. Your ambassador’s personal values should mirror your brand’s story, so it feels natural and authentic. 
• Engaging online presence. A strong, positive social media presence is key. They should have a good following, but more importantly, their content should foster high engagement through likes, comments, and shares. This indicates their ability to captivate and influence their audience. 
• Relatability to your target audience. The ideal ambassador can connect with your target demographic on a personal level. Their background, interests, and lifestyle should reflect those of your audience. 
• Professionalism and reliability. While passion and alignment are key, your ambassador should also be professional and reliable. They need to communicate effectively, meet deadlines, and represent your brand positively in all interactions. 
• Creativity and content creation skills. Look for individuals who can create compelling, high-quality content that puts your brand in a creative light. Whether through stunning photography, engaging videos, or insightful blog posts, their content should capture attention and elevate your brand. 
• Persuasive communication skills. Your ambassador should be able to articulate why others should love your brand as much as they do. Enthusiasm is great, but it’s not enough. They need persuasive communication skills, whether in writing, in person, or through video. 

2. Evaluate their alignment with your brand values 

Value alignment means that the personal beliefs, behaviors, and public persona of your brand ambassadors closely match your brand’s values and ethos. The ambassadors serve as the human face of your brand; they personify your brand’s identity in their interactions, content, and endorsements. When there’s a strong alignment, it reinforces your brand’s message. 

Follow these steps to check out whether your potential brand ambassador aligns with your brand values: 

• Review their public presence. Look at potential ambassadors’ social media profiles, blogs, or public appearances to get a sense of their values and interests. Do they advocate for issues that align with your brand’s mission? Do their personal brand and the content they share reflect the ethos of your brand? 
• Assess their passion for your brand. Genuine enthusiasm for your brand often indicates alignment with your values. Engage in conversations with potential ambassadors about why they love your brand and how they see it fitting into their lifestyle or beliefs. 
• Consider their reputation. An ambassador’s public reputation should enhance or at least not detract from your brand’s image. Make sure their past behaviors and statements do not conflict with your brand’s values. 
• Look for long-term compatibility. Value alignment isn’t just about the present. Consider whether a potential ambassador’s future aspirations and growth align with where your brand is headed. This foresight can help in building a long-lasting and mutually beneficial relationship. 
• Engage in direct conversations. Sometimes, the best way to gauge alignment is through a direct conversation. Discuss your brand’s core values and mission with potential ambassadors. Then, listen to their thoughts and reactions. It’s also an opportunity to observe their understanding and genuine connection to your brand’s values. 

3. Assess their ability to connect with your target audience 

Audience connection refers to an ambassador’s ability to authentically engage with and influence your target demographic. This means they can effectively communicate your brand’s message in a way that feels relevant and compelling to those you aim to attract. 

The right ambassadors can bridge the gap between your brand and your audience, creating a sense of trust and community. If you don’t know how to assess this, you can go through the list we’ve compiled: 

• Know your audience. Before you can assess an ambassador’s ability to connect, you need a deep understanding of your target audience. What are their interests, values, demographics, and online behaviors? Having a clear picture of your audience will guide you in selecting ambassadors who share similar characteristics or interests. 
• Review their content. Look at the content potential ambassadors are already creating. Does it engage a similar demographic to your target audience? Pay attention to the tone, style, topics, and overall engagement (likes, comments, shares) of their content to gauge how well it resonates with viewers. 
• Engagement quality. Beyond the numbers, assess the quality of engagement. Are there meaningful conversations happening in the comments? Do followers seem genuinely interested and invested in what the ambassador has to say? High-quality engagement is a good indicator of strong connections. 
• Relevance of their influence. An ambassador might have a large following, but it’s important to evaluate how influential they are within the specific niche or community relevant to your brand. Look for evidence of their influence prompting action, such as discussions, event attendance, or product purchases. 

4. Establish clear guidelines and expectations 

If your ambassadors know what you expect from them, they’ll have a clear idea of their roles and responsibilities. It will maintain brand integrity and ensure all efforts are aligned with your brand’s goals and values. 

• Define the ambassador’s role. Clearly outline what is expected from your ambassadors. This includes the type of content to share, how often to post, and any key messages you want to communicate. 
• Communicate your brand values. Make sure your ambassadors fully understand your brand values and the overall image you wish to project. This way, their content and interactions consistently reflect your brand identity. 
• Provide content guidelines. Offer guidance on the tone, style, and format of the content your ambassadors create. Whether it’s casual and friendly or professional and informative, setting this expectation helps maintain a consistent brand voice. 
• Outline do’s and don’ts. Clearly specify what is acceptable and what is not. This can include guidelines on how to respond to negative comments, confidentiality agreements, and any topics or language to avoid. 
• Give social media policies. If your ambassadors will be using social media, provide them with specific social media guidelines. This should cover aspects like hashtag usage, tagging the brand, and any platform-specific rules. 
• Emphasize legal and ethical considerations. Ensure your ambassadors are aware of any legal and ethical guidelines, especially concerning disclosure and transparency when promoting products or services online. 

How to maximize your brand ambassador’s impact 

Once you’ve found your ideal brand ambassador, you’re ready to start your marketing endeavors. However, you don’t want to settle for the bare minimum. 

Take your brand ambassador program to the next level with these simple tips: 

• Equip them with the right tools. Provide ambassadors with all necessary information, product samples, and promotional materials to represent your brand effectively. 
• Offer comprehensive training. Ensure ambassadors fully understand your brand values, products, and messaging through detailed training sessions. 
• Maintain open communication. Keep lines of communication open for ambassadors to share their successes, challenges, and feedback. 
• Provide creative freedom. Allow ambassadors to inject their personality and creativity into their content to keep it engaging and relatable. 
• Recognize and reward efforts. Show appreciation for ambassadors’ contributions through recognition, incentives, or rewards to keep them motivated. 
• Collect and act on feedback. Use insights from ambassadors to improve products, services, and marketing strategies. 
• Monitor and measure success. Track key metrics (e.g., engagement rates, referral codes, conversions etc.) related to ambassador activities to assess their impact on brand awareness, engagement, and sales. 
• Foster a supportive community. Build a community among your ambassadors to share best practices and experiences and foster a sense of belonging to the brand. 
• Adjust strategies as needed. Be ready to adapt your strategy based on what works best for your brand and ambassadors. 

Implementing these strategies can significantly enhance the success of your brand ambassador programs, leading to increased brand visibility, engagement, and ultimately, a stronger connection with your target audience. 

Real-life examples of successful brand ambassadors 

To help you visualize how brand ambassadors fit in your marketing campaigns, we’ve listed three successful examples from real life brands.  

• Serena Williams for Nike  
• Salesforce’s Ohana culture 
• Red Bull student ambassadors 

Serena Williams for Nike  

Nike’s long-time partnership with Serena Williams goes far beyond traditional sponsorship. As one of the world’s most celebrated athletes, Serena represents excellence, resilience, and empowerment—values that align perfectly with Nike’s brand identity.  

Her ambassadorship includes exclusive product lines, major ad campaigns, and public appearances. Because Serena is admired globally, her authentic connection to Nike inspires new generations of athletes.  

Salesforce’s Ohana culture 

Salesforce is known for its “Ohana culture,” which is Hawaiian for “family.” It encourages employees to share real stories about their work and community activities on LinkedIn, Twitter, and other platforms. 

Instead of scripted marketing, employees post about volunteer projects, product launches, or what life at Salesforce is like. They’re promoting the brand to various audience segments while also showing Salesforce as a great place to work. Because the stories come directly from employees, they feel more genuine than ads and boost both the company’s reputation and recruitment efforts. 

Red Bull student ambassadors 

Red Bull built one of the most well-known campus ambassador programs worldwide. Student reps hand out free cans, organize high-energy campus events, and maintain a visible Red Bull presence at universities. It does more than just product sampling; these ambassadors also embody Red Bull’s adventurous and energetic brand personality.  

This grassroots strategy helped Red Bull turn their brand from a niche energy drink into a global powerhouse. By focusing on peer-to-peer influence, Red Bull created ambassadors who didn’t just sell the product. They also lived the lifestyle. 

Does your brand really need an ambassador? 

Reflect on your marketing goals and challenges. Could a brand ambassador program, especially one leveraging employee brand ambassadors, be the solution you’re looking for?  

Here’s a handy list of questions to help you decide if it’s the right move for your marketing strategy: 

• Is increasing brand awareness a priority for your business? 
• Are traditional advertising methods not delivering the desired results in terms of reach and engagement? 
• Are you looking to build or enhance trust and loyalty among your target audience? 
• Do you need more authentic, relatable content to engage your audience? 
• Could your brand benefit from diverse voices sharing genuine experiences with your products or services? 
• Are you trying to penetrate new markets or demographics that seem unreachable with current strategies? 
• Do you want to enhance your brand’s presence and engagement on social media platforms? 
• Could your social media strategy benefit from authentic posts and stories by real people? 
• Is it important for your marketing efforts to be perceived as authentic and genuine? 
• Will your company’s reputation benefit from authentic opinions? 

If you find yourself nodding along on several items on this list, it’s a strong indicator that you need to implement a brand ambassador program for your business. 

Kickstart your brand promotion with a good brand ambassador 

Put simply, a brand ambassador’s job is to improve your brand’s perception to his/her audiences who could be your potential customers. Take time to assess your current marketing efforts and consider if a brand ambassador program brings value to your marketing strategy. 

Consider complementing your brand ambassador program with Network Solutions’ pay-per-click advertising to drive targeted traffic while ambassadors build trust and loyalty. 

Frequently asked questions