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Characteristics the Brand Ambassador for Your Company Must Possess

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Most organizations and companies have discovered that having a brand ambassador is the winning formula that will help them build a strong brand identity and a consistent ability to reach out to customers. This formula helps to humanize brands and build a relationship between the business and consumer that would have otherwise been impossible to achieve through other strategies.

Your business may not be ready to create a position of brand ambassador, but there are services available. Wanting to employ a service like this for your company is a wise decision. However, not every brand ambassador company has all the attributes that will help push your company forward.

We believe you know this; hence, you need a reliable top brand ambassador company that will surely deliver. But, even if you choose from the myriads of these reliable companies, you will need to assess the agent assigned to you. Therefore, here are some of the characteristics that any good successful brand ambassador must possess.

Marketing Knowledge

Any brand ambassador worth their salt must have a keen understanding of several marketing strategies as well as core principles. This will help them display an original approach towards your customers.

The educational qualification of a brand ambassador is not necessarily something grand like a Master’s Degree. Experience will help here more than formal education. However, if your company requires something more, then you may as well look for someone with a higher educational qualification.

Passion

Great brand ambassadors should be able to display a genuine passion for the products or brand they are representing. Before anyone can succeed at branding, they need to effectively communicate their enthusiasm for the product or brand. It is this passion that will influence their followers and their purchasing patterns.

Also, if the ambassador has enough passion, he/she/they would be able to gather enough expertise that would enable him to advise the consumers accordingly. A healthy relationship between the business and the consumers can be better improved and made more effective by the ambassador’s passion.

Professionalism

Another characteristic someone representing your company must have is professionalism. This person is a representative of your business, and like it or not, people will believe that their behavior mirrors the behavior of the company. Therefore, you need to get someone that would positively represent the company.

Professionalism involves displaying a genuine concern for every individual’s feelings and ideas. It also means that the person would be able to maintain an effective networking strategy. You can read this article on how to become a solid networking expert. Your representative should also be able to maintain professionalism by engaging the customers with questions that will display authentic intentions and help gain their trust.

Trustworthiness

The person you choose to represent your business would need to create a solid and lasting relationship with your customers. They would have to ensure that the customer stays loyal to the brand because as we all know, the loyalty of the customer to a large extent determines sales.

Therefore, any person representing your business should not just only cause the consumers to feel loyal to the company, but they should also be loyal and trustworthy. People mostly give trust when they frist receive trust.

Creativity

This is what will help them increase sales when the business is not making enough sales. Consumers may at some point get interested in something else like a new competitor. How your representative can add a spark of freshness and newness will help maintain and even increase sales.

So, you have to be on the lookout for an ambassador that would not blend in but rather stand out; one that would be able to devise methods to make marketing unique and fun.

Online Presence

In our world today, online platforms and the internet are major vehicles that maintain and promote various products’ awareness. Therefore, your representative must have an online presence that would enable him to communicate the products to their many followers consistently.

You can visit https://blog.hubspot.com/marketing/online-presence to learn how to build your online presence. A representative that can boast of an online presence would need to have gathered a large following on strategic online platforms. He or she must not only have a large following but must also be able to influence them positively in favor of the brand.

Types of Brand Ambassadors

Another thing you need to know is that there are various types of brand ambassadors. Below are the three major types:

Goodwill

These representatives are usually linked with non-profit or charitable organizations; hence the reason they are called Goodwill Ambassadors. The kind of representative aims to help spread the organization’s morals and message as well as raise awareness about the cause.

Celebrities

Every celebrity has a load of followers; therefore, it is normal that brands use them to boost their sales. These people do not just have large followings, but most of their fans are extremely loyal to them and would go the extra mile to prove it.

So, if a celebrity endorses your business or product, you will surely notice an increase in the popularity and sales of the product.

Promotional

This type of representative usually promotes a brand during specific occasions or events. Therefore, the branding is often a live experience.

Conclusion

Having a brand representative is a wonderful idea for any organization or company as it will go a long way in humanizing the company. However, for the efforts of the representative to be effective, he or she would need to possess some important characteristics. Some of these characteristics are an online presence, marketing knowledge, creativity, trustworthiness, and so much more which we have discussed in this article.

The Naked Truth About LinkedIn Jail

Now I have a ‘record’. LinkedIn booked me in their user-jail for about two weeks. What it meant was, I could not send any connection requests to anyone unless I knew their personal email.

Now mind you I am not a spammer. I’ve been a faithful user on LinkedIn since 2005. Yes, I have over 17,000 connections, but that was built over 15 years of regular faithful and, I might add, compliant activity.

I’m careful with what I do there. I respect and honor the “code.” No junk posts, political or otherwise. All business. Yet for some reason, the algorithms kicked in and flagged my account. It took me three tries at appealing the decision. Here’s the storyline in summary.

I got flagged and shut down about 10 days ago. I was aware others have had this happen, so was alert to the steps needed to fix the problem. They say it is just temporary. LinkedIn will let you back in if you just fall on your sword.

First, I checked my pending invitations. The number was zero. I flush that queue every week, keeping nothing pending more than 7 days. Next, I stopped inviting anyone. Also, I turned off all my connected devices.

Mind you I am using the paid subscription to Sales Navigator, a platform that by definition is for sales prospecting. And it’s not cheap. You don’t prospect just those folks you know.

Finally I wrote my letter of contrition, begging forgiveness and reinstatement.

BANG! “No” they said. I was “an egregious violator and this sentence was for life.”

Wow, color me starting to get angry. How could they? After all I’ve done for them! Please allow me to elaborate.

The Back Story

In 2008, when I started Jobs Ministry Southwest, I was the first organization in the Greater Houston area to create a class for LinkedIn. I had met with the regional sales rep of LinkedIn. We collaborated and my effort was sanctioned.

I developed a presentation that when first launched had over 400 attendees at a 2 hour workshop. All of these folks were in career transition and needed help finding jobs. I was advocating they get busy on LinkedIn. My seminal effort was titled “12.5 Ways to Get Ahead Using LinkedIn”.

Later, it spawned a live, hands-on workshop series I led that was hosted by Belhaven University in their computer labs. Hundreds attended. The series caught the national attention of a tech writer at Fortune magazine. That was 2010.

I and my series appeared as part of a cover story on Fortune featuring the meteoric growth of LinkedIn. My organization made Linkedin a cornerstone teaching of ways to land a new job. Over a 5 year period, we coached over 4,500 professionals.

Today, I still evangelize the use of LinkedIn. I am an officer of Silver Fox Advisors, a regional association of business professionals whose main focus is helping small businesses grow. Working there, I coach the use of LinkedIn for my fellow members as well as many of the small business owners we serve.

I inlcuded all of this history in my third and final appeal to get released from jail.

Apparently, the gods found favor and sent me notice of the restriction being released. But there was a stern warning that any future violation would result in permanent restriction without the possibility of release or parole. God love Microsoft.

The Fix

If you want to stay on the straight and narrow path with LinkedIn, here are my tips (from an actual ‘Linkedin felon’ no less).

First, keep your invitation count low and reasonable. I’d say no more than 5-10 per day. NEVER reach out to a level 3 contact. Stay within your level 2 circle of connections so you can point to the actual name you have in common. Use that name as a reference. Thus you create a warm contact.

Now, in the spirit of full disclosure, LinkedIn still technically counts this a violation. If the person to whom you sent the invite hits the “do not know” button, you’re screwed. It takes a special, extra click of the mouse for someone to flag your invitation with “do not know” rather than merely rejecting it, but apparently, people are getting more hostile about doing just that.

Next, watch the build-up of stale unanswered invitation requests. You can delete old ones that have not been answered. Here’s how to fix that.

Per the letter I received from LinkedIn: Invite people from the “Add (member’s name) to your network” link OR click the “Connect” button on their profile. From there you can add a personal note to explain how you know them and why you’d like to connect. The personal note option isn’t available when you import your address book or add email addresses from the “Add Connections” feature.

Oh and be sure you are displaying a photo on your profile. People may not recognize your name, but they may remember a face. If you’ve uploaded your photo, be sure your settings allow it to display across all situations and platforms.

That’s it, plain and simple right? Don’t believe it. The mysterious algorithms have their ways. BWAH_HA_HA_HAAAAA Be watchful.

By the way, you can see my profile on LinkedIn here.

Cover illustration by Sally Thurer, NYTimes