The magic of brand ambassadors

So you decided you want to be a brand ambassador. Brand ambassadors increase brand awareness and encourage people to spend on your product. Being the face, spokesperson or representative appears lucrative at a glance, easy money for attractive, likeable, relatable people.

No wonder there are self-described influencers who make this a life goal. At its core, being a noteworthy brand ambassador is work.

Once identified and installed in their role, brand ambassadors work their heads off. Mainly because they are wanted for more than their influence and/or looks.

Just a few examples. When skincare brand Neutrogena approached actress Kerry Washington, she said yes - but, on condition she must have a voice in the company. A brilliant move.

Not only did Neutrogena not have products suitable for Kerry’s complexion, she worked with them to develop foundation and lip colour for black women, expanding their client base into a previously non-existent demographic.

This is quite different from Lupita’s role as Lancome brand ambassador where, at least according to interviews and public knowledge, is simply a face. Pop star Rihanna may be celebrated as the first black face of Dior yet the biggest cultural impact she is making is with sportswear brand Puma. Besides being the face and body, she is collaborator and designer.

This week she launched her third instalment of Puma Creepers. They sold out in 35 minutes. RiRi is famously referenced as “Puma’s secret weapon against Adidas.” She is countered by pro basketballer, fashion icon and owner of magnificent beard James Harden, formerly with Nike, now with Adidas after signing a $200 million deal, a relationship designed to last over a decade.

SOCIAL INFLUENCERS

It requires Harden be healthy, stay in the league and work with the Adidas team to design footwear as well as immersion in their marketing and brand strategy.

Ergo, your brand ambassador of choice must be aware of what they bring to the table, the strength of their own personal brand and the advantages collaboration brings. Your brand, their platform and their audience must have a business sweet spot.

With the expansion of celebrity, small businesses can get in on endorsements just as much as big names. Bloggers, vloggers, social media stars and media personalities with strong online presence are identified as influencers, as are fans of your brand who willingly share their experiences to celebrities with a voice, platform, influence and/or experiences with your brand. Brands now have options.

Before bringing an ambassador on board you have to be very clear about your brand. An ambassador takes cues from you. They do not do the heavy lifting. They support what you already have in place, promoting what you have so far created. They fit into an already existing structure.

Research, making a list of all possible candidates. Getting an ambassador includes acquiring their intangibles. You get their (non) work ethic and nuances of their personal brand.

Also be clear about what you want them for. Do you want their engagement online and offline with their own audience? You want interactive ambassadors who live in a manner that makes this collaboration believable. Meaning if you are a lifestyle personality, you visibly take care of your body.

You need to listen to your ambassador because part of their job is to give you feedback. These are measurables and deliverables put on contract, informing the terms and conditions. Here is the thing about long term ambassadors that brands need to understand; you cannot expect them to survive purely on freebies or quid pro quo. You have to put money on the table because ‘stuff’ does not pay the rent.

Aside from scouting, hiring and supervising an ambassador, have in mind an exit strategy beyond the expiration of the contract.

Tennis player Maria Sharapova endorsed premium and luxury brands Nike, Tag Heuer, Samsung, Porsche and was a United Nations Goodwill Ambassador. After a doping scandal last year she was dropped like a hot potato.

As a brand, what is your tolerance for human frailties? You need to know because being perceived as insensitive or too eager to drop an ambassador, especially one you have had a good working relationship with, can cost you brand equity.

Consider Subway, who launched a “Be Yourself” campaign, Speedo, who’s brand thrived long term and Omega, who figured when the greatest Olympian ever, swimmer Michael Phelps, was snared in a marijuana scandal, and stood by him, that there is no amount of money or strategy in the world that could have ever earned them that much publicity.