In a market saturated with stimuli, standing out as a brand does not only depend on offering a good product or service. The emotional connection with the public is increasingly important and one of the most effective ways to build that connection is through people, such as brand ambassadors, who represent the values of your brand.
Beyond a specific campaign or an influencer marketing action, the role of the brand ambassador has become consolidated as a strategic piece within the branding and communication of many companies, especially in the digital environment.
What Does Brand Ambassador Mean?
The meaning of brand ambassador refers to a person who represents and promotes a brand constantly, acting as its ambassador. It is not just a sporadic collaboration or a paid publication: a brand ambassador has a deeper connection with the brand and becomes its visible face in different contexts.
A brand ambassador can be a public figure, a content creator, an expert in a specific sector, or even a loyal customer. The important thing is not their fame, but their credibility and affinity with the values of the brand.
Differences between Brand Ambassador and Influencer
An influencer can collaborate with several brands on an ad hoc basis, through advertising campaigns with specific dates and objectives, even planned through a briefing. In contrast, a brand ambassador maintains a continuous and more stable relationship with a specific brand.
The influencer moves more based on novelty and variety, while the brand ambassador builds over time, reinforcing brand identity and consolidating a more loyal community. This does not mean that an influencer cannot become a brand ambassador, but the key is consistency, involvement, and exclusivity in certain sectors.
What Does a Brand Ambassador Bring to a Brand?
A brand ambassador not only amplifies the reach of a brand, but also humanizes its message. Even if it is branded content, people trust other people more than logos or ads. Therefore, when someone with credibility and authenticity speaks well of a brand, their recommendation carries much more weight than any other type of advertising campaign.
In addition, an ambassador can act as a direct feedback channel, help co-create products or services, participate in events, generate content on social networks and become a reference within a specific community.
In sectors such as fashion, technology, sports, or lifestyle, having a suitable brand ambassador can make the difference between being just another brand or a brand with its own personality and voice. Therefore, it is common to look for creators by verticals, as is the case with fashion influencers, cultural or gastronomic ones.
How to Choose the Right Brand Ambassador?
There is a principle that never fails: the ambassador must be consistent with the brand. Not only in what they say, but also in how they live, communicate, and behave. Their way of expressing themselves, their values, their community, their reputation… everything must fit with what the brand represents.
Before choosing, it is important to thoroughly analyze their style, the relationship with their audience, their history of collaborations, and their authenticity. It is also worth evaluating their ability to generate real engagement and their willingness to commit in the long term. The link must be beneficial for both parties: a relationship that is built on trust and not just on a fee.
Brand Ambassadors on Social Media, Content and Events
Although many brand ambassadors develop their work on social media, their role is not limited to the digital environment. They can also be present in audiovisual productions, represent the brand at face-to-face events or participate in brand content such as interviews, podcasts, reports, or training videos.
In marketing strategies in which content is the protagonist, a brand ambassador can appear in recurring pieces, such as in Instagram carousels or be part of the storytelling or even collaborate in the creation of new formats, vertical videos, etc.
How to Measure the Impact of a Brand Ambassador?
The collaboration with a brand ambassador must be accompanied by clear objectives and specific metrics. Although the impact is often qualitative – such as the improvement of image or the increase in notoriety – it can also be measured through marketing KPIs such as engagement in networks, derived traffic, community growth, organic mentions, or even associated conversions.
The secret is to not limit the collaboration to a number of publications, but to understand it as a construction of mutual value that evolves over time. If the ambassador is involved with the brand and feels part of the project, the impact will be much deeper and more lasting.
Do You Want to Start Working with a Brand Ambassador?
At 2btube, as a digital consultancy, we help brands build solid relationships with their audiences through digital strategies, quality content and collaborations with creators. We look for profiles that truly connect with the public, beyond the number of followers, and integrate them organically into long-term projects.
For us, a brand ambassador is not just another loudspeaker, but a key piece within a well-thought-out strategy. We take care of identifying the appropriate profile, establishing strategic agreements, and accompanying the entire creation process, so that our work translates into real value for the brand. If you want to start working with brand ambassadors, contact us to take off your strategy!