Definition

brand ambassador

Contributor(s): Lauren Horwitz

A brand ambassador is a champion of a company's products and services, though this person often isn't a company employee. A brand ambassador often promotes a company's brand or services on social media sites such as Facebook and Twitter, on community sites such as a blog or through other online channels. Brand ambassadors have become increasingly trusted sources of information, as the age of the customer has gained currency.

As online visitors check out online product reviews or other comments on a website, they may come across brand ambassadors' comments about a company, which may then inspire further conversation, positive marketing or even a purchase. Brand ambassadors, also known as brand advocates, may also provide other customers with useful information about how to use, maintain or service products simply because they feel impassioned about the company.

Some companies have enabled formal brand ambassador campaigns on their websites or other online sites to promote positive customer sentiment. These companies believe that consumers are online and discussing companies in positive and negative ways and want to harness the positive commentary to gain greater exposure. Other companies may do so less formally, though they may monitor ambassadors' commentary through social media monitoring software and other tools.

This was last updated in November 2015

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How does your company foster brand ambassadors?
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Dogfooding. The company I work for encourages its employees to “live the brands,” not just work for them. That means use the brands in your personal life. By doing that, you’ll see the benefits the provide and want to let people know where you work, that you are proud and excited to work there, and show them how our brands can help enrich their day-to-day lives.
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