A few years ago, the French word "ambassador" sounded in a new interpretation. Instead of a senior diplomatic representative, a modern person comes to mind living in the style of the brand that represents.
What is an Ambassador
The Ambassador is no longer just a politician. In a marketing sense, he is not the face of the company, does not appear on posters and in advertising, but has a direct impact on the target audience, which he is called to lead. The impact on human consciousness occurs through social networks and promotional events, which unobtrusively reflect the interaction of the product and the brand ambassador.
With the help of ambassadors, companies show consumers how products look like on ordinary people, perhaps not even of model appearance, but having a certain weight in society. Such a person is recognizable and approved by the audience - this is what an ambassador is.
How do you become brand ambassador?
An agreement is concluded between a person and a company, under the terms of which it is described in detail what functions the ambassador performs and what the company expects in the framework of its activities. The contract clearly describes the interaction with other brands and products, but most often the creation of such a relationship is prohibited, because another company is already associated with the person’s image.
The ambassador’s goal is to present the product and form a positive opinion of society regarding him. Of course, the work of the ambassador is paid, but it should be obvious that the person really shares the principles and lives in the style of the brand, and does not play a role.
Who is perfect for this role?
In most cases, brand ambassadors are public figures, bloggers, and celebrities. Depending on the product, the promotion of which the ambassador is engaged in, he may become a well-known specialist in a certain type of activity: a doctor, a bartender, a lawyer, an athlete, or couples. However, there are examples when a person became famous after he began cooperation with the company.
The ambassador’s reputation should be protected from public scandals, as his life, and, accordingly, to the brand, increased attention from society. In the event of a negative reaction to his actions on the part of the consumer, the company terminates the contract so that the negative attitude to the person does not transfer to the brand.
What is an ambassador, and how reputation can ruin cooperation, is best explained with examples. Kate Moss became Chanel's ambassador, but after the scandal involving cocaine, the contract was terminated because the company was not ready to risk its reputation and lose its good name, causing association with drug addicts.