This document discusses brand ambassadors and their role in marketing. It defines a brand ambassador as a person hired to represent a brand in a positive light and help increase awareness and sales. Different types of ambassadors are described, including celebrities, athletes, experts, employees, everyday heroes, and customers. The benefits ambassadors provide to a brand are outlined, such as increasing awareness, engaging audiences, adding credibility, and providing content. Common ambassador activities like attending events, being a spokesperson, using social media, and promoting the brand are also reviewed. Finally, the document stresses the importance of choosing an ambassador that embodies the brand's values, personality, and appeals to its target market.

1. BRAND AMBASSADOR
EDUCATIONAL PRESENTATION ON MARKETING SUBJECTS

2. WHO IS A BRAND AMBASSADOR
• A Brand Ambassador is a person who is hired by an
organization or company to represent a brand in a
positive light and by doing so helps to increase
brand awareness and sales. The brand
ambassador is meant to embody the corporate
identity in appearance, demeanor, values and
ethics.

3. THE POWER OF
A BRAND AMBASSADOR
Ambassadors give a ‘face’ to our brand, and allow us to
communicate with our target market in a way that is engaging,
efficient, entertaining and educational.
Ambassadors allow us to deliver a huge amount of information
in a very short space of time, and in a way that is willingly
received by our audience. We are creating relationships with
them, so it’s important to understand their needs before we
focus on ours.
By providing a relatable, aspirational or inspirational
personification of your brand, your are able to influence your
audience in ways that they are receptive to.

4. WHO CAN BE A BRAND AMBASSADOR
THEY ALL OFFER SOMETHING DIFFERENT!
CELEBRITIES
ACTORS, MUSICIANS, ARTISTS,
DANCERS
ATHLETES
LOCAL LEGENDS TO
GLOBAL CHAMPIONS

5. EXPERTS
NUTRITIONISTS, CHEFS,
SCIENTISTS, COACHES
EMPLOYEES
FACTORY WORKERS TO
SENIOR EXECUTIVES

6. EVERYDAY HERO
GREAT ACHIEVMENTS AND
OVERCOMING ADVERSITIES
CUSTOMER
LONG TERM AND
CURRENT CONSUMERS

7. THE CELEBRITY
Celebrities were the first official brand ambassadors,
when the concept was officially termed back in 1920's.
Celebrity ambassadors offer an existing large network as well as
their own strong personal brand (which should be
fundamentally aligned with our brand).
Celebrities inspire and influence thousands and sometimes
millions of people,and come to a brand wirh existing
proffesional skills and evidence of audience engagement
(likeability).
The celebrity ambassador offers a brand the opportunity for
increased credibility and brand awarenessas well as providing
great content for their social media and other marketing
activities.

8. THEEXPERT
Cooking demonstration The professional and qualified
ambassador, who not only endorses a brand and it’s products,
but is able to provide supporting information to further engage
and enhance the target markets understanding of and experience
with the brand.
This ambassador builds trusts, adds credibility to your brand,
and is a great source of relevant and up to date industry
information. They can provide great content for your marketing,
particularly social media, they are often active in the media
and offer some incredibly value benefits to your brand when
it comes to face to face interaction with your target market,
such as attending expo’s and community events!

9. THE ATHLETE
Athletes are always an obvious choice when it comes to
promoting consumables. They offer a health and wellbeing
focus, and are often good role models for children and
adults! They are inspirational, and their participation in large,
public, and often televised events offers a brand exciting and
current opportunities to entertain and further engage their
target market and current customers.
Athletes bring a whole range of opportunities to a brand,
including their fan base and sport-based networks, as well as
great content for social media, and participating in face to
face events and activities.

10. THEEVERYDAY HERO
Overcoming a terrible tragedy, summiting 7 mountain peaks,
or making a life-changing decision at the age of 40….these
are justsome of the ways an otherwise average person can
become a great conduit between you and your target market.
By engaging an ambassador who has achieved something
remarkable, yet in every other was is the same as your target
market, your brand can be represented in a way that your
target market can really relate to. This very quickly builds
trust, and can be a very effective way to build strong
emotional connections between your brand and customers.

11. THE CUSTOMER
A customer endorsement of a certain product can
be more effective than high paid ads or thousands
of direct mail flyers.
Testimonials can make or break brands. Look at
movie companies that spend millions of dollars of
advertisements for the film’s opening weekend,
only to have the movie flop after the first weekend
because of negative word of mouth. In this digital
age, a tweet or status update can potentially sway
thousands of minds.
You may already have people who love your
business and would be willing ambassadors. You
just have to identify the right ones and empower
them.

12. THE EMPLOYEE
When employees make contact with
existing or potential customers,
they give meaning and dimension
to a company’s brand promise.
The best employee brand ambassadors
don’t stop doing this at the end of the
workday. They continue to share the
virtues and values of their company’s
brand even when they are off the
clock — in conversations with friends,
family, neighbours, and on social media.

13. HOW AMBASSADORS BENEFIT YOUR BRAND
 Increase brand awareness and conect you
with your target market Value for money
investment compared to traditional forms
of advertising.
 Connect your brand with their networks and
audience.
 Engage, educate and entertain
your current audience.
 Delivers information efficiently
and effectively requiring minimal
audience time and effort.

14. HOW AMBASSADORS BENEFIT YOUR BRAND
Gives visibility and a persona to your brand that endears you
to your target market.
Allow your audience to experience your brand vicariously
and build rapport and trust.
Provide content for your marketing activities that can be used
across multiple platforms.
Adds credibility through association and through personal
endorsement of your brand.

15. BRAND AMBASSADOR'S ACTIVITIES
Events Attend trade shows, industry events, corporate functions, community
events and other strategic activities.
Media Spokesperson and brand representative.
Social Media Content creation, content sharing, network and relationship
development.
Promotion Direct promotion via their network, brand’s network or new
(or increased) market sector.
Visual content Images used across all advertising and marketing activities.
Storytelling Their personal experience with the brand, their life experience,
their day-to-day activities, journey, participation in key events and activities.
Blog Engage, entertain and connect through regular and generosity-based
writing.
Testimonials Written or audio visual endorsements of brand.

16. BRAND THEMSELVES HAVE A PERSONALITY
The key is to choose a good brand ambassador whose personality matches that of the brand. He or she must have strong
identities that correspond with the product/service. For example George Clooney’s five year association with Omega is probably
the most ideal endorsement. He’s sophisticated in his manner, classic in his appearance and refined in his action,
much like an envisioned Omega wearer.

17. BRAND AMBASSADOR CREATES AN ASSOCIATION
Choosing a brand ambassador creates an association in the mind of the customer between that person and the
brand. So don’t let just anybody be associated with your brand. Online market giant, snapdeal distanced itself from
Aamir Khan after the star's radical comments about intolerance in nation. Not long after Aamir was dropped by snapdeal.

18. The brand ambassador must be somebody who embodies the core values and characteristics of the
brand. For example, Lance Armstrong's association with Livestrong and Nike is a well crafted
relationship. Inspirational to some, motivational to others, Livestrong was a brand forged around
Lance Armstrong's personality, on his road to recovery.
AMBASSADOR EMBODIES THE CORE VALUES OF THE BRAND

19. Your choice of ambassador must be rooted in the
personality of your target market and of the brand you
are trying to market. Virat Kohli's association with NIKE
is the perfect match. As a brand, the young and
upcoming cricketer appeals to the exact same genre, to
which the uber trendy accessories-manufacturer does.
SHOULD MATCH THE PERSONALITY OF THE TARGET MARKET

20. A brand ambassador should be somebody the customer looks up to or aspires to
emulate. The image of the brand ambassador should elicit a favourable response in the
mind of the target audience. Icon, Sachin Tendulkar's association with Adidas is a rock
solid partnership that has been going steady for many years. People want to be like him
and Adidas never fails to support their dream.
BRAND AMBASSADOR MUST BE INSPIRING

21. Decide what image you want your brand to portray and associate that with a personality
that reflects that. Thumbs Up decided to take a more adrenaline filled path, in promoting
their beverage. Salman Khan is the ideal, Indian adrenaline junkie.
BRAND AMBASSADORS NEED TO FIT THE IMAGE

22. Thanks