What does it take to not only get new customers, but convert them to loyal brand ambassadors who do the selling for you? And understand the nuanced differences between a Brand Ambassador and a Brand Advocate. The first step is understanding how your brand is perceived in the context of the competitive alternatives. With this in mind, make sure your brand position is meaningful to your target audience and identify the best method to reach them, and how to hit their hot buttons. Only at this point will they comment, share, like, pin, retweet, snapchat, review!