There is no one thing that makes a great brand ambassador, as a matter of fact, the right individual will vary depending on the industry. In order to find that person or people that are going to go out and promote your business the way that you want, there are a few things you’ll have to take into consideration.
Passion
Too often as business owners, we like to work with or hire people that we wouldn’t mind hanging out with. Now that’s not necessarily a bad thing but we have to ask ourselves if this person loves my industry as much as we do or is it just a job.
I remember working at a sneaker store in college and it seemed to be the perfect fit for me. I really liked sneakers, I was around other people that liked sneakers and without realizing it, I had a pretty strong network of clients that valued my opinion on sneakers and would always come to me first to make purchases. The job was easy for me because I never had a problem talking about sneakers, I always wanted to know what was coming out and what the newest trend was going to be. People loved coming into our store and clients would even tell their friends to come shop with us.
Authenticity
A great brand ambassador has to be authentic. No one wants to do business with people or companies where smiles seem forced and there is no attempt to build a relationship. When I was younger I didn’t think it mattered but now I love going places and people remembering me. I frequent a coffee shop in Atlanta and the thing I love is that the entire staff knows exactly what I want when I come in. There have even been times when some of the employees start preparing my drink before my order is placed.
Now that could mean that I’m in there all the time or the fact that they care enough to speed up the process for me because they value my business. I choose to go with the latter, lol. I can really tell that they enjoy what they do especially when they create designs with the foam based on conversations I’ve had with them. It makes me feel good because I know they’re going that extra mile.
Creativity
Brand ambassadors don’t always have to be in front of your clients. Some people can be great assets to your team from behind the scenes. They may love your industry and love their job. Direct customer service or promotions may not be their thing, but if they are placed in the right position they may succeed. Let’s say that you have a service based business. Everyone on your team doesn’t have to deal directly with prospects. You may need someone that can provide help in other areas, such as blogging, social media management or coming up with creative ideas.
These individuals don’t have to be strong sales people, but if they can handle the other nuances of your business that attracts your ideal clients and brings them to the table, that makes them just as important.
Conclusion
A great brand ambassador doesn’t fit one mold. He or she may look completely different depending on the industry or even within the same industry. The three things you should be looking for are passion, authenticity and creativity. It also doesn’t hurt to find someone that already has a heavy influence in your industry. If the people that are going to be representing your organization possesses these qualities, you have found exactly what you’re looking for.
To your success,
