“The Basics of Brand Ambassadors” by Vivian Moussa

Take a second to think about the last non-essential item you purchased. How did you hear about the product? Did you previously know of the brand? Did you learn of the brand through social media?

These are questions brand marketers ask when strategizing ways to reach their target market. One of the biggest and most successful ways brands reach their audience is through partnerships, influencers and brand ambassadors. Consumers are more likely to purchase from a brand they are familiar with and trust, which is why seeing a familiar face post about a product on social media encourages consumers desire to purchase.

So, you might be thinking, what does being a brand ambassador have to do with public relations? A lot of skills we have as strategic communicators makes for great brand ambassadors. That being said, here are some of the basics of brand ambassadorship.

What Is A Brand Ambassador?

Let’s be real. We’ve all seen people hand out free promotional items at events or concerts, but who exactly are those people? Brand ambassadors are defined as, “people hired by an organization or company to represent a brand in a positive light, and by doing so, help to increase brand awareness and sales.”

Skills Needed For Success

Luckily, a lot of the skills we learn in Scripps PRSSA translate to being a successful brand ambassador. This includes: being social media savvy, having quality writing skills, staying up-to-date on current events/news and being able to communicate effectively with an audience.

Put Yourself Out There

As a brand ambassador, you need to be comfortable putting yourself out there and promoting your personal brand. From posting on your personal social media to hosting promotional events, having a confident, poised personal image is important!

Be Authentic

Friends, family, peers and prospective consumers are going to react most positively to authentic content. Representing a brand as naturally as you can will increase the chances of having a positive reaction.

Being a brand ambassador and having the ability to represent a brand is pretty cool! It’s rewarding knowing your efforts and promotions can lead to increased brand awareness and overall sales. Find a brand you love and look into the opportunities of being a brand ambassador!


Vivian Moussa is a senior studying journalism: strategic communication and the President of Scripps PRSSA. Find her on Twitter @vmooose!

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