What is a brand representative? The “face” that creates resonance for the business

More and more businesses are choosing suitable “representative faces” to promote their brand, boost their business activities and connect with their followers. So what is a brand representative? What role does a brand representative play in the success of a business?

1. What is a brand ambassador?

Brand ambassadors are people chosen by organizations/businesses to represent a brand. They help businesses increase brand awareness and consumption of products/services. Brand ambassadors represent the brand identity in all aspects: Appearance, gestures, values and ethics. The important factor of a brand representative is the ability to use appropriate promotional strategies to strengthen the relationship between customers – products/services and influence the purchasing behavior of fans or followers.

Brand ambassadors are very diverse. They can be celebrities or influencers. These ambassadors will cooperate with the brand through business transactions. This means that they will be paid or given products/services to represent the business.

Brand ambassadors can also simply be people who love the brand, which will be loyal customers, passionate fans and employees. These ambassadors will voluntarily promote the brand widely and positively in their relationships.

Currently, businesses tend to choose bloggers or influencers on social networks. “Hot instagram”, “youtuber”, “hot tiktok”, “beauty blogger”, … also help businesses achieve marketing effects similar to “stars”. They will help businesses reach their “follower” communities and give the brand space on their blogs and social media channels.

Usually Brand Ambassadors will promote the brand through word of mouth. For example, they will talk about the product online (on social media accounts) or offline (at trade shows, community events).

2. Why do businesses need brand ambassadors?

How do brand ambassadors influence businesses:

2.1 Human Touch

There is a marketing fact that “‘People trust People and buy from them’”. Brand ambassadors add a Human Touch to a brand. This means that brand ambassadors connect emotionally with their target customers. People will buy the brand’s products/services because of their trust and loyalty to the brand representative.

2.2 Reach new customers

Brand representatives have a group of fans and followers. Among them will be people who are not the brand’s current customers or the target audience that the brand has targeted in the past. Therefore, by promoting the product, they will help the business gain new potential customers.

2.3 Increase brand reputation

People’s trust in brand representatives also directly affects the brand’s reputation because their name is associated with the business’s brand.

2.4 Attacking new markets

Brand representatives will help brands reach markets that other marketing strategies do not target. Thanks to the popularity and strong influence of Brand Ambassador, the brand can penetrate untapped markets, opening up new opportunities.

2.5 Raise brand awareness

Brand awareness will be raised in both domestic and international markets when there is a famous brand representative in their field with a large number of fans and followers.

3. 3 most popular forms of brand representation

3.1 Influencer brand representative

Businesses cooperate with influential people, they will become brand ambassadors for the business’s brand. Specifically, Influencers will create “sponsored content” about the brand for a certain period of time. In return, businesses will pay or sponsor the Influencer’s products/programs.

Businesses can control the content that Influencers share about the brand with their followers.

Another benefit of working with Influencers is that brands can target specific audiences with their messages through demographic analysis of influencers’ followers.

3.2 Affiliate Brand Representation

The second form of brand representation is when businesses partner with affiliate marketers. Both businesses and publishers benefit. Specifically, businesses will partner with someone, usually a blogger or influencer, to promote their products and services. They can promote the brand by sharing banners or links to the business’s website. In return, publishers will receive a commission when someone makes a purchase through their sharing. Sales will be determined through Affiliate links. This is a great way for businesses to boost sales.

3.3 Unofficial Brand Ambassadors

Unlike the above two forms, unofficial brand ambassadors can be anyone who loves the brand. With this form, there is no formal agreement between the business and the representative. They will also not receive any payment. Unofficial representatives simply share the business’s products or services with their friends and family because they are loyal customers and passionate fans of the brand.

4. What does a brand representative do to promote the brand?

4.1 Content Creation

Brand representatives will create attractive content about the business’s products. If the brand representative is a loyal customer, this Content Marketing strategy is completely free, because customers love your brand. The business will have a lot of quality content, saving time and being more effective than traditional methods.

4.2 Word of mouth marketing

Brands can reach hard-to-reach market segments. What will brand representatives do? They will share brand messages on all platforms: Social Media, review websites, forums, events, seminars, trade shows, etc.

4.3 Personal connection with consumers

Brand representatives will have an easier time reaching new customers. Representatives can share directly with friends, family, fans, and followers. If brand representatives are truly enthusiastic about the brand’s products/services, it will help these products be more widely accepted by potential customers.

4.4 Product feedback and insight

As the brand grows, so do the products. Working with a brand representative will help businesses know what changes need to be made to improve their competitiveness. Representatives will look at the product objectively and let businesses know what is lacking. They are the ones who have tested the product, so they will help businesses solve problems before releasing new products.

Brand representatives are the people who represent the personality and core values of the brand. Choose carefully because this is a double-edged sword, representatives can help businesses grow and develop, even make a spectacular comeback, but can also destroy the brand image in an instant.

For any consulting needs brand building strategy, please contact Adsmo immediately for the fastest and most effective advice.

See more:

• Why is branding important in marketing?
• What is brand style?