Sometimes advertisement is not enough for companies and they need authentic and credible advocates. The fact is that reputation and popularity determine a company’s success, so why not using real people as a banner, especially when these guys’ referrals resonate better than solid ads? In this article, we are going to talk about these people, officially “brand ambassadors”.
Based on the definition, a brand ambassador (also called corporate ambassador) is a person employed by a company or corporation to represent their brands and help with increasing sales and ranking. Brand ambassadors are experts when it comes to talking about the brand online and offline. But it can also the company’s employees.
This job is created to consolidate the relationship between the company’s offer and the customer. As you know, there are plenty of social media like Facebook, Telegram, Snapchat, Instagram, and Tiktok. Brand ambassadors make full use of these channels to promote the company of their choice.
How a brand ambassador can be helpful for the company?
We have six main reasons to be a brand ambassador or from a company’s view, employ these experts;
- The brand will be more tangible and human-oriented
Honestly, a brand is only a logo or a piece of the image. In contrast, customers are more likely to identify brands and companies if they have a face for them. Even using beautiful models cannot make a desired influence on the audience these days. To overcome this problem, brand ambassadors can manage to make brands human and more tangible.
- Upgrading company’s social presence
Most of the time, candidates for being brand ambassadors are socially well-established with a high reputation. This means that they already have a following and an extensive social network. In other words, they are also can be callee influencers, too. Thus, brand ambassadors can easily drive traffic to the company’s website. This also applies to the application of the employer brand.
- Expanding market more easily and less expensive
With the help of brand ambassadors, new markets can be opened up. There are lots of unmentioned potency for selling products and sometimes companies cannot capture them with just solid advertising.
- The element of honesty
Many customers are seeking honesty in advertising and they are less willing to hear meaningless exaggerations. When they see a person who is respecting the company honestly, they will get more positive signals from ads.
- Strengthen of recruiting team
Without a doubt, word of mouth is one of the most effective forms of advertising. By employing brand ambassadors, this feature will be added to the company’s recruiting team. Furthermore, by giving positive reviews, they can change the public’s perception of the company.
- Form of customer support
When customers encounter a new brand, they cannot decide to use the service or not. They have lots of questions in mind. Because of this, many are looking to bloggers and other influencers. With brand ambassadors, this problem will be solved.
The salary of ambassadors can vary greatly because there are no exact work hours and ambassadors themself choose how much they want to work. There are typical forms of payment for them;
Yearly: according to Glassdoor, the average salary for a brand ambassador ranges from about $19,000 a year to up to $64,000 a year.
Hourly: If the brand ambassador is being paid hourly, the average is between about $10-16 an hour.
Commission: sometimes, companies prefer to pay ambassadors on commission rather than an hourly rate, so it will lead to the generation of leads by their brand ambassadors. The more leads an ambassador brings into the company, the more earning potential he or she will have.
The advantages of using own employees as a brand ambassador
- Deep trust
When you are a member of the brand, people will consider your comment more true. Employees’ social media followers are friends, family, and colleagues. And people consider direct referrals from their close colleagues to be the most reliable.
Employees already are inside the system, making it easy for them to act as branding experts and also, no need to tutor them separately. They know the target groups and available tools to absorb them. Employees also save work in finding and training external ambassadors.
- Less charge
The simplest advantage is that he or she is already the company’s employee so they are not going to spend money to find a brand ambassador. This position also affects the amount of extra salary the headquarters are going to pay.
The fact is that people nowadays only trust real referrals and brand ambassadors as authentic brand pronouns, can do this task. The next thing is it will bring even more advantages if companies rely on their employees as brand ambassadors. On social media, users are more likely to trust family, friends, and colleagues.