The Power of Brand Ambassadors in Transforming Your Retail Business (2023)

What is a brand ambassador?

A brand ambassador is a person who represents and promotes a company’s products or services. They are typically passionate about the brand and embody its values, using their influence to spread the word and attract new customers.

Benefits of having brand ambassadors

Extend brand reach on social media

Brand ambassadors have the ability to reach a wider audience on social media platforms. By sharing their positive experiences with the brand, they can attract new followers and customers.

Enhance credibility and trust

When a brand ambassador speaks highly of a product, it adds credibility and trust to the brand. People are more likely to believe in a product when it is recommended by someone they trust.

Increase brand awareness

Brand ambassadors help increase brand awareness by talking about the brand to their network. This word-of-mouth marketing can lead to new customers and increased sales.

Improve customer engagement and loyalty

Brand ambassadors often engage with customers on behalf of the brand, answering questions and providing recommendations. This engagement can lead to increased customer loyalty and retention.

Cost-effective marketing strategy

Utilizing brand ambassadors can be a cost-effective marketing strategy, as it relies on the passion and dedication of individuals rather than traditional advertising methods.

How to find and manage brand ambassadors

1. Identify the target profile

Define the characteristics of your ideal brand ambassador, such as their demographics, interests, and online presence.

2. Source candidates online

Use social media and online communities to find potential brand ambassadors who are already talking about your brand or industry.

3. Scout employee brand ambassadors

Your own employees can be great brand ambassadors. Look for those who are enthusiastic about the brand and willing to represent it publicly.

4. Set requirements and benefits

Create a clear list of requirements and benefits for your brand ambassadors, including what is expected of them and what they will receive in return.

5. Implement a brand ambassador program

Establish a structured program that outlines the roles and responsibilities of brand ambassadors, as well as how they will be rewarded for their efforts.

Examples of brand ambassador programs

Lululemon’s ambassador program

Lululemon has a successful ambassador program that includes yoga instructors, fitness trainers, and athletes who represent the brand and its values.

Red Bull’s Student Marketeer program

Red Bull recruits student brand ambassadors to promote its products on college campuses and at events, targeting a younger demographic.

What makes a good brand ambassador?


A good brand ambassador is authentic and genuinely believes in the brand and its products.

Social media savvy

They should be active and influential on social media platforms, with the ability to reach and engage with a large audience.

Understanding of the target audience

A good brand ambassador understands the needs and preferences of the target audience and can tailor their messaging accordingly.

Excellent communication skills

They should be able to effectively communicate the brand’s message and values to their audience.

Loyalty and commitment

A good brand ambassador is loyal to the brand and committed to representing it in a positive light.

Brand ambassadors FAQ

What do brand ambassadors do?

Brand ambassadors promote and represent a brand, typically through social media, events, and word-of-mouth marketing.

Do brand ambassadors get paid?

Brand ambassadors may receive compensation in the form of free products, discounts, or monetary payments, depending on the brand and the ambassador’s level of influence.

Can employees become brand ambassadors?

Yes, employees can become brand ambassadors if they are passionate about the brand and willing to represent it publicly.

Are there different types of brand ambassadors?

Yes, there are different types of brand ambassadors, including celebrity ambassadors, customer ambassadors, and employee ambassadors, each with their own unique benefits and considerations.