Brand Ambassador: Definition, Types, Duties & Salary

Product branding is the most important priority in marketing strategy that can be achieved through various approaches, one of which is through the role of a brand ambassador (BA).

You have probably encountered actors, actresses, singers, or other social figures introducing themselves as BAs for a brand, haven't you?

A brand ambassador is an influential figure who plays a crucial role in promoting a brand and various elements within it to achieve business goals. 

Their presence has proven to be very advantageous as it can help businesses increase brand awareness, strengthen brand identity, and maximize revenue.

So, can anyone become a brand ambassador?

Through this article, you can learn more about what is a brand ambassador, their duties and responsibilities, types of BAs, and how to be a successful one. Here is more detailed information!

What is A Brand Ambassador?

A brand ambassador is a brand representative responsible for elevating the image and increasing the visibility and popularity of a brand.

Among the many marketing strategy options, one approach that brands often take to enhance their profit potential is by appointing a BA.

Generally, an ambassador is an influential figure such as a celebrity who shares the same vision and mission as the brand and is believed to be capable of shaping opinions and influencing decisions in specific target market segments.

They do not simply become the face of a brand but also have the responsibility of creating an engaging narrative around the product or service.

They can help businesses maximize customer retention and become a brand that remains ingrained in the minds of consumers.

Why Do Brands Need A Brand Ambassador?

With a BA, brands can build a positive influence to be widely recognized across various circles and provide several significant benefits for a business, such as:

1. Increase Brand Awareness

By leveraging the popularity and influence of a BA, businesses can more easily enhance brand awareness in the eyes of consumers. 

Moreover, followers or fans of the ambassador are likely to pay more attention to products or services represented by the figure they admire.

2. Build Consumer Trust

As mentioned earlier, these ambassadors are often prominent or influential figures in a specific industry. 

Thus, they can help businesses gain trust and loyalty from consumers who are also their fans or followers. Overall, this marketing and branding strategy can add credibility and authority to the represented brand.

3. Enhance Positive Image and Brand Reputation

Choosing a suitable ambassador should not be arbitrary, as the image and reputation of this ambassador will be reflected in the business itself. 

Every brand needs to appoint an ambassador with a positive and relevant image to build a favorable perception in the eyes of the target consumers.

4. Increase Social Media Influence

One key characteristic of an ambassador is having a large fan or follower base on social media or other digital platforms. Consequently, businesses can utilize this fan base to boost brand exposure on social media.

These ambassadors can help spread brand values to their audience through posts, reviews, and positive recommendations. Accordingly, a brand can create buzz to access audiences that are difficult to reach through conventional marketing methods.

5. Maximize Sales

According to SocialLadder, 83% of consumers trust recommendations directly from people they know before making a purchase. 

This statistic proves that the presence of an ambassador can have a significant impact on brand sales. 

This strategy is often referred to as "word of mouth," which involves sharing experiences to create a domino effect in maximizing sales. 

They act like a friend advising other friends but with a broader reach, reaching thousands or even millions of people simultaneously.

Types of Brand Ambassador

The types of brand ambassadors can be categorized into 4 groups based on their tasks, responsibilities, as well as the identity and branding strength they possess.

While ambassadors are commonly associated with celebrities, actors, models, musicians, athletes, or other public figures, it's important to note that ambassadors can also come from the student community.

Here are some common types of brand ambassadors you may encounter:

1. Informal Ambassador

An informal ambassador is essentially anyone who naturally likes a brand or its products/services. 

This type of ambassador typically has a high enthusiasm for a brand and voluntarily promotes it without a formal contract. 

Despite not having official status as an ambassador, their role has significant influence, especially considering the persuasive power of word-of-mouth marketing in recent times.

2. Affiliate Ambassador

This types of brand ambassador operates within an affiliate marketing system that benefits both parties – the company and the ambassador. 

In this program, businesses usually collaborate with individuals who influence the online realm to promote a product or service.

Affiliate ambassadors typically share specific links on their social media platforms. This type is considered advantageous as it implements a performance-based payment model. This means that the company only pays a commission when a sale occurs.

3. Influencer Ambassador

As the name suggests, this program involves influencers with a significant following on social media. 

This collaboration usually involves content creation. In other words, the influencer will upload sponsored content at agreed-upon intervals.

Unlike the previous type of ambassador, the payment system for influencer ambassadors is not dependent on the number of purchase conversions. 

Companies typically settle payments immediately after the ambassador uploads promotional content.

4. College Brand Ambassador

This type of ambassador is typically students trusted to promote products or services to their fellow students. This program is usually carried out on campus through various approaches, ranging from campus events, and distribution of souvenirs, to posting content on social media.

Companies employing this strategy typically aim to target the student demographic aged 19-25 years.

Brand Ambassador Job Description

Before you explore how to be a brand ambassador, understand the various tasks and responsibilities involved when serving as a BA. The duties and responsibilities include:

• Portraying a positive image of the brand in front of the target audience.
• Creating awareness of the brand among the audience.
• Actively participating in various marketing events and brand promotions.
• Excelling in strategies related to word-of-mouth marketing.
• Expressing opinions and insights regarding products/services.
• Actively promoting products/brands in daily activities.
• Establishing and maintaining positive relationships and interactions with consumers.
• Producing creative content to contribute to the brand's marketing strategy.
• Adhering to guidelines, rules, and values upheld by the brand.
• Introducing new products/services released by the brand.

How to Be A Brand Ambassador

While brand ambassadors often come from prominent and popular backgrounds, you can become one. 

If you're interested, here are 7 steps to become an ambassador that you should start taking:

1. Find Compatible Brands

The first step to becoming an ambassador is to identify brands that align with your values, interests, and lifestyle. 

Choose brands that you genuinely like, align with in terms of vision and mission, and are relevant to your target audience.

2. Build Engagement

Build engagement with your audience through social media platforms or other channels. Active and engaged interactions will help you establish strong relationships with your followers. This will later be an added value when you become a brand ambassador.

3. Create a Consistent Image

You need to build a consistent online personality to strengthen your image. Ensure that the content you share aligns with the brand message you want to represent.

4. Involve Your Audience

Another way to become an ambassador is to engage your audience in activities or content you share. 

Every participation, response, and feedback from your followers will be valuable, as the more interactions, the greater the chance of becoming a great and influential ambassador.

5. Build Communication and Reach Out to Brand

If you already have a sufficient follower base and feel influential in a particular niche, you can start reaching out to brands that have relevant visions and missions to your goals and values. 

Express your intention to become an ambassador and explain why you are a good fit for that brand.

Don't forget to include your portfolio, social media statistics, and reasons why you are the best choice for the brand. 

Be patient and stay consistent in building your image and interactions while waiting for responses from these brands.

Brand Ambassador Salary

Considering that being an ambassador is a profession that consists of various types, the resulting income varies. Several factors determine how much a brand ambassador earns, such as:

• The popularity of the individual.
• The tasks and responsibilities.
• The reach and influence of social media.
• The level of experience.
• The type of industry or brand represented.
• The type of ambassador program.

Payment systems also vary, ranging from monthly salaries, and hourly wages, to commissions based on specific conversions.

In Indonesia, the average monthly income for a brand ambassador is around Rp5,000,000 and above. Of course, this income figure will increase significantly if the individual is very popular, well-trained, and promises certain sales figures.

That was all the explanation of what is a brand ambassador, types, advantages, as well as tasks and responsibilities involved.

Having an ambassador is one of the digital business strategies that help brands increase visibility and awareness, especially on social media platforms.

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