Who Can Be a Brand Ambassador? A Comprehensive Guide

If you’re contemplating launching a brand ambassador program, one of the most critical questions you’ll face is: Who can be a brand ambassador? The answer is more nuanced than you might think. Dive into this in-depth guide to explore the myriad of individuals who can serve as brand ambassadors, why each type could be beneficial, and how to identify the perfect fit for your brand.

Can Employees Be Brand Ambassadors?

Absolutely, employees can and often do serve as some of the most effective brand ambassadors. Their inside knowledge about the company, its products, and its culture makes them uniquely qualified to represent the brand authentically. This phenomenon is often referred to as “employee advocacy.”

The Data Behind Employee Advocacy

According to the 2018 LinkedIn report, Employee Advocacy in the Workplace, employees collectively have social networks that are 10 times larger than the company itself1. This expansive reach means that your employees can potentially engage a much larger audience than your company’s official social media channels.

Credibility and Trust

One of the key factors that make employees excellent brand ambassadors is credibility. According to research by the Edelman Trust Barometer, 63% of consumers trust company information conveyed by employees more than what comes from a CEO2.

ROI and Employee Advocacy

A study by PostBeyond and Golfdale Consulting found that for every $1 spent on employee advocacy, companies receive an average of $1.90 in earned media value3. This clearly demonstrates the significant ROI that an employee-driven brand ambassador program can generate.

What It Takes to Build an Employee Brand Ambassador Program

Successfully turning employees into brand ambassadors isn’t something that happens overnight. It requires a well-thought-out program that includes training, guidelines, and incentives. Employees should feel that their advocacy is both recognized and rewarded. Many companies provide small incentives or even create gamified platforms to encourage employee participation.

Pitfalls to Avoid

While employees can be excellent brand ambassadors, it’s important not to force anyone into this role. The authenticity of an employee’s advocacy can quickly turn into apparent shilling if not done voluntarily, which could backfire and damage the brand’s reputation.

Here are examples of how different types of small businesses could make excellent use of Employee Ambassadors:

  • Local Coffee Shop
    • Baristas could post behind-the-scenes videos showing the art of coffee-making, which not only showcases your brand but also humanizes it.
  • Tech Start-up
    • Developers or engineers could contribute to industry forums and Q&A sites, subtly mentioning how your company’s culture or technology helped solve particular problems.
  • Fashion Boutique
    • Sales representatives could showcase your clothing line on their personal social media accounts, tagging the boutique and using specific hashtags to drive traffic.
  • Veterinary Clinic
    • Veterinary assistants could share adorable pictures and recovery stories of pets they’ve helped treat, enticing pet owners to trust your clinic for their own pets’ needs.
  • Law Firm
    • Paralegals or junior lawyers could write blog posts or make social media updates about recent legal changes, linking them to the services your firm provides.
  • Fitness Studio
    • Instructors could post short workout videos or health tips, encouraging people to sign up for classes to learn more.
  • Real Estate Agency
    • Agents could film video tours of new listings, offering potential buyers a sneak peek and showcasing your agency’s commitment to modern sales tactics.
  • Marketing Agency
    • Team members could host webinars or Twitter Q&As to share some free marketing tips, subtly promoting the agency’s services in the process.
  • Dental Office
    • Hygienists could create short videos on proper brushing and flossing techniques, reinforcing the dental office’s focus on preventative care.
  • Organic Grocery Store
    • Employees could give quick video tours highlighting weekly deals or new products, offering a more personalized shopping experience.
  • Craft Brewery
    • Brewers could share posts about the brewing process, the sourcing of ingredients, or even food pairings, attracting beer enthusiasts and foodies alike.
  • Travel Agency
    • Staff could write blog posts about their personal travel experiences, showcasing the places and activities that your agency can help customers experience.

By allowing employees to share their authentic experiences and expertise, you not only humanize your brand but also allow your audience to see the people who make your business what it is. This boosts trust and fosters a deeper connection with your target audience.

What About Industry Influencers?

In the modern era of digital marketing, industry influencers can’t be ignored when talking about potential brand ambassadors. Their large following on social media platforms and authority within specific sectors make them a golden opportunity for brands to reach a wider, yet targeted, audience.

The Impact of Influencer Marketing

The Influencer Marketing Hub conducted a study that revealed that businesses are making $5.20 for every $1 spent on influencer marketing1. This shows how impactful industry influencers can be for your brand. Another study by Tomoson shows that influencer marketing is the fastest-growing online customer-acquisition method2.

Why Do Industry Influencers Matter?

Industry influencers bring credibility and a ready-made audience to your brand. They’ve already done the hard work of building a following, and if their follower base aligns with your target demographic, the partnership can be mutually beneficial. Nielsen’s Global Trust in Advertising report states that 83% of consumers trust recommendations from people they know, and 66% trust consumer opinions posted online3.

The Process of Collaborating with Influencers

Connecting with industry influencers is not just about sending a product and hoping for a mention. A successful partnership involves contracts, terms, and perhaps most importantly, a mutual understanding of expectations.

Risks and Challenges

While influencers offer significant advantages, there are also risks involved. Fake followers and less-than-honest influencers can lead to poor ROI. Therefore, doing thorough background checks and using influencer vetting platforms can be incredibly helpful.

Can Customers Transform into Brand Ambassadors?

The short answer is an emphatic yes. Your customer base can serve as one of the most authentic and effective pools for brand ambassadors. A customer who loves your product or service often becomes a natural promoter, sharing their experiences within their social circle both online and offline.

Why Customers Make Great Brand Ambassadors

Customers-turned-ambassadors possess an authenticity that’s hard to replicate. They’ve used your product or service, had a positive experience, and now want to share their story. According to a report by Nielsen, 92% of people trust recommendations from individuals—even if they don’t know them—over brands1.

Advocacy Programs and Referral Incentives

Many companies harness the power of happy customers through advocacy programs or referral incentives. Dropbox famously grew its user base by giving away free storage space for both the referrer and the referee2. This method of encouraging customer advocacy is not just cost-effective but has a compounding effect over time.

How to Encourage Customer Advocacy

Brands can leverage customer reviews, testimonials, and user-generated content to turn ordinary customers into brand ambassadors. Encourage satisfied customers to share their experiences on social media, and offer incentives for doing so. The key is to make the process as seamless as possible, often achievable through mobile-friendly interfaces and straightforward calls-to-action.

Measuring Success: KPIs and ROI

You can use various metrics to measure the success of turning customers into brand ambassadors. These metrics may include Net Promoter Score (NPS), customer lifetime value, and referral conversion rates. According to Annex Cloud, referred customers have a 16% higher lifetime value compared to non-referred customers3.

Here are some examples of how different types of small businesses could utilize Customer Ambassadors effectively:

  • Local Bakery
    • Regular customers can share photos of their favorite pastries on social media, tagging the bakery and encouraging their friends to try them.
  • Home Renovation Company
    • Satisfied homeowners can provide before-and-after photos of their renovation projects, which the company can then share as testimonials.
  • Auto Repair Shop
    • Customers can write reviews detailing their positive experiences, helping to alleviate the skepticism that many people have about auto repairs.
  • Software-as-a-Service (SaaS) Business
    • Long-term users can participate in case studies that detail how the software has improved their workflow or solved specific challenges.
  • Local Farm or CSA
    • Customers can share recipes they’ve made with the farm’s produce, thus promoting both the quality of the food and the benefits of supporting local businesses.
  • Daycare Services
    • Parents can post reviews sharing the peace of mind they’ve gained by using your services, which can be invaluable for attracting new clients.
  • Local Restaurant
    • Diners can share Instagram-worthy photos of their meals, paired with hashtags that the restaurant has developed for brand visibility.
  • Bookstore
    • Regular customers can contribute short book reviews or recommendations for the bookstore’s blog or social media platforms.
  • Cosmetic Brand
    • Customers can post makeup tutorials using your products, demonstrating its effectiveness and ease of use.
  • Photography Studio
    • Newlyweds can share a few of their wedding photos captured by your studio, demonstrating your skill and creativity as a photographer.
  • Language School
    • Students can share their progress and milestones in learning a new language, attributing their success to the school’s effective teaching methods.
  • Adventure Tours Company
    • Participants can upload videos or blog posts detailing their adventures, showcasing the excitement and organization that your services provide.

By leveraging the positive experiences of satisfied customers, you create genuine brand advocates who can significantly boost your business’s reputation and reach. Their authentic stories and shared content serve as a powerful form of social proof that can influence the decisions of potential customers.

Are Affiliates Good Brand Ambassadors?

The realm of affiliate marketing opens another door for potential brand ambassadors. Affiliates promote your products or services in exchange for a commission on sales or leads generated through their efforts. But can they truly serve as brand ambassadors? Let’s dig in.

What Makes an Affiliate Different?

Unlike traditional brand ambassadors who may work based on their love for the brand, affiliates are primarily motivated by the commissions they receive. But this doesn’t mean they can’t be genuine brand advocates. In fact, a study by the National Retail Federation showed that affiliates drive about 16% of all eCommerce orders, which is on par with email marketing1.

The Power of Affiliate Networks

Affiliate networks like ClickBank, ShareASale, and CJ Affiliate offer a broad platform for affiliates to pick up products and promote them to their audiences. They have their own set of rules and tracking methods to ensure a transparent relationship between the brand and the affiliate2.

Building a Relationship with Affiliates

If you want your affiliates to transcend beyond being mere commission-earners and truly act as brand ambassadors, you need to build a relationship with them. This could mean offering higher commissions for better performance or providing them with free products to allow for a more authentic promotion.

The Pros and Cons

Affiliates can significantly amplify your brand reach but remember, they might be promoting multiple products, including your competitors. Therefore, while they can serve as brand ambassadors, they might not be as invested in your brand as other types of ambassadors could be.

Here’s how various types of small businesses could benefit from working with Affiliate Marketers:

  • Online Apparel Store
    • Fashion bloggers can promote your clothing items in their outfit-of-the-day posts, providing their audience with a unique affiliate link to make a purchase.
  • Fitness Equipment Retailer
    • Health and wellness YouTubers can showcase your fitness gear in their home workout routines, offering promo codes to their subscribers.
  • Subscription Box Service
    • Lifestyle influencers can unbox your subscription package in a video, encouraging viewers to use their affiliate link for a discounted first month.
  • Pet Supply Store
    • Pet bloggers can write reviews of your products, with affiliate links leading back to your online store for easy purchasing.
  • Educational Courses and Workshops
    • Career coaches can promote your online courses as supplementary material, making a commission for each student who signs up through their link.
  • Tech Gadgets and Accessories
    • Tech review sites can integrate your affiliate links into their product assessments, giving you more credibility and visibility in the tech community.
  • Travel Agency
    • Travel bloggers can share their experience using your booking service, linking back to your site with an affiliate link that offers their readers an exclusive deal.
  • Craft Supplies
    • DIY bloggers can create projects using your supplies and provide affiliate links for readers to buy the materials directly from your store.
  • Ebook or Digital Products
    • Content marketers can include your digital products as resources in their informational blogs or courses, promoting them through affiliate links.
  • Organic Food Products
    • Nutritionists and wellness coaches can recommend your organic items in their meal plans or recipes, directing their clients to your store through their affiliate link.
  • Cosmetic and Skincare Products
    • Beauty gurus can provide tutorials featuring your products, offering affiliate-linked product lists beneath their videos for easy customer access.
  • Home Furnishing Store
    • Home décor influencers can style their spaces with your products, providing affiliate links so their followers can create similar looks.

By using Affiliate Marketers in these varied ways, you’re not only increasing your potential customer base but also associating your brand with trusted figures within these niche communities. Affiliate marketing offers a win-win scenario for both you and the affiliates, creating a mutually beneficial relationship.

What Role Do Celebrity Endorsers Play?

Celebrity endorsements have long been a staple in the marketing world, but how do these high-profile figures fit into the modern brand ambassador paradigm? Well, it turns out, they hold a specific and impactful role.

The Celebrity Effect: Boosting Brand Image

When a celebrity endorses a product, it instantly gains credibility and visibility. According to a study by Harvard Business School, a firm’s sales can increase by an average of 4% after signing an endorser, and their stock value can go up by 0.25%1.

How Celebrities Differ From Other Ambassadors

The primary difference between a celebrity endorser and a traditional brand ambassador is the scope of influence and, often, the cost involved. While a celebrity endorsement could cost you millions, the outreach is massive and immediate. The risk is also significantly higher; if a celebrity falls from grace, the brand can suffer.

The Digital Age and Celebrity Influencers

In today’s digital landscape, celebrities often utilize social media platforms to endorse products, making them highly effective for targeted digital campaigns. With celebrities having millions of followers, a single post about your product could generate incredible buzz.

Measuring the ROI of Celebrity Endorsements

While it’s clear that celebrity endorsements can offer significant visibility, tracking ROI is a bit more complicated. Brands often look at metrics like social media engagement, increases in sales, and changes in brand perception to gauge the effectiveness of a celebrity endorsement campaign2.

Here are more specific examples of how various types of small businesses could make use of Celebrity Ambassadors

  • Fitness Studio
    • A local or national fitness celebrity could lead a special workout session, live-streamed on social media platforms to attract attention to the studio’s unique routines.
  • Art Gallery
    • A well-known art critic or celebrity artist could host an exclusive exhibition or special event to lend credibility to the gallery.
  • Independent Bookstore
    • A bestselling author could hold a book-signing event to attract their fans and introduce them to the bookstore’s other offerings.
  • Organic Cosmetics Shop
    • A beauty influencer or celebrity known for endorsing organic products could become the face of the shop’s marketing campaign.
  • Local Craft Beer Brewery
    • A celebrity known for their love of beer could endorse the brewery or collaborate on a special brew.
  • Children’s Educational Center
    • A celebrity parent could offer a strong testimonial, enhancing the center’s reputation and trustworthiness.
  • Local Charity Event
    • A local celebrity could host or make a guest appearance to attract media coverage and attendees.
  • Music Store
    • A well-known musician could do an in-store meet-and-greet or mini-concert to attract fans and potential customers.
  • Specialty Food Store
    • A celebrity chef or food critic could endorse a specialty ingredient or dish, appealing to food enthusiasts.
  • Travel Agency
    • A travel blogger or celebrity could document their vacation planned by your agency, showcasing your services.
  • Wedding Planning Business
    • A celebrity who recently got married could endorse your services, stating how they helped create their dream wedding.

Remember that while celebrity endorsements can bring immediate attention, the celebrity should align with your brand’s values for a long-term impact.

What’s the Role of Micro-Influencers?

Micro-influencers have been creating a buzz in the marketing landscape, offering a more focused, niche form of advocacy compared to celebrities and macro-influencers. But what exactly is their role in the brand ambassador ecosystem?

Who Are Micro-Influencers?

Micro-influencers are individuals who have a following of approximately 1,000 to 100,000 on social media platforms. Unlike celebrities or macro-influencers, their follower count is relatively low, but they have high engagement rates and often boast a specialized expertise or niche.

High Engagement, Authentic Connections

What micro-influencers lack in follower count, they make up for in engagement and authenticity. A report by Experticity revealed that 82% of consumers are more likely to trust a recommendation from a micro-influencer than from an average person or a high-follower influencer1.


Partnering with micro-influencers is usually more cost-effective than teaming up with high-profile celebrities. This cost advantage makes them particularly appealing for small to mid-size businesses looking to kick off a brand ambassador program.

Micro-Influencers and SEO

Micro-influencers are often prolific content creators who can contribute valuable backlinks to your website, thereby helping to improve your search engine rankings2.

Here are some examples of how various types of small businesses could benefit from leveraging Micro-Influencers:

  • Local Bakery
    • Foodie micro-influencers can feature your bakery items on their Instagram stories, driving interest and foot traffic to your store.
  • Ethical Fashion Boutique
    • Eco-friendly fashion micro-influencers can showcase your sustainable clothing, building brand affinity among like-minded consumers.
  • Small Tech Startup
    • Niche tech bloggers can review your product, explaining its advantages over competitors and helping to drive online sales.
  • Independent Bookstore
    • Literary micro-influencers can host monthly book reviews or reading challenges featuring books available at your store, which could increase both online and in-store sales.
  • Specialty Coffee Brand
    • Coffee connoisseurs can do a tasting of your specialty blends, educating their followers on the unique notes and brewing methods.
  • Organic Skincare Line
    • Beauty micro-influencers can show off the results of using your organic products, bringing attention to the benefits of chemical-free skincare.
  • Small Fitness Studio
    • Fitness micro-influencers can share their post-workout routine featuring your studio, offering their followers special discount codes for classes.
  • Local Restaurant
    • Food bloggers can showcase your menu, describing the flavor profiles and uniqueness of dishes, enticing their audience to try for themselves.
  • Handmade Jewelry Store
    • Fashion micro-influencers can accessorize with your handmade jewelry in their OOTD (Outfit of the Day) posts, providing a subtle yet effective plug for your items.
  • Plant Nursery
    • Plant-loving micro-influencers can create content about how to care for the plants they purchased from your nursery, encouraging more novice gardeners to visit.
  • Pet Grooming Services
    • Pet-owner micro-influencers can share before-and-after photos of their pets’ grooming transformation, enticing other local pet owners to use your services.
  • Children’s Toy Store
    • Parenting micro-influencers can feature your educational toys during playtime with their kids, showcasing how your products are both fun and educational.

Micro-Influencers offer a unique blend of relatability and authority, often enjoying higher engagement rates than larger influencers. They can be a highly effective resource for small businesses looking to reach a dedicated and engaged audience without breaking the bank.

Can Industry Experts Act as Brand Ambassadors?

The short answer is yes, industry experts can act as potent brand ambassadors, but understanding their unique role and leveraging it effectively requires some nuance. So, let’s delve deeper.

The Authority of Expertise

Industry experts possess a form of capital that is invaluable—knowledge. They’re looked up to for their insights, and their words carry weight. According to a study by the Edelman Trust Barometer, experts such as academics, analysts, and journalists are among the most trusted spokespeople for a brand1.

Enhanced Credibility

When an industry expert endorses your brand, it’s like receiving a stamp of approval that says your product or service meets a high standard. This can significantly elevate your brand’s position in the market.

Strategic Alignment

Industry experts often have their platforms, like blogs, podcasts, or a robust LinkedIn following. Collaborating with them can give you access to these platforms, where a mention about your product can translate into high-quality leads.

Thought Leadership and Content Collaboration

Experts can contribute more than just endorsements; they can also provide valuable content. Webinars, expert interviews, and co-authored whitepapers can serve as credible resources that benefit both the expert and the brand involved2.

How About Virtual Brand Ambassadors?

Virtual brand ambassadors are a relatively new phenomenon but are making waves in the marketing world, particularly in industries like fashion, tech, and entertainment. But what role can they play in your brand ambassador program?

What Are Virtual Brand Ambassadors?

Virtual brand ambassadors are digital or animated characters created to represent a brand. They might appear as CGI influencers on social media platforms or even as chatbots on a website. Brands like KFC and Calvin Klein have already experimented with virtual ambassadors to considerable success1.

Breaking Through the Noise

In an increasingly crowded digital landscape, virtual brand ambassadors offer a unique way to capture attention. Their unique, often fantastical appearance can make them more noticeable than human influencers.

Cost and Scalability

While the initial development cost can be high, maintaining a virtual ambassador can be less expensive in the long run compared to human ambassadors. They are also highly scalable; you can deploy them across multiple platforms simultaneously without any scheduling conflicts2.

Authenticity Concerns

Virtual ambassadors lack the authenticity that comes with real human experiences and emotions. This could be a drawback if your brand values authentic, human connection.

What Makes a Good Brand Ambassador?

Identifying the right people to represent your brand is a critical step in building a successful brand ambassador program. But what qualities should you look for in a brand ambassador? Let’s explore.

Genuine Enthusiasm for Your Brand

First and foremost, a good brand ambassador should genuinely love your product or service. They should already be a fan, which makes their endorsement more believable and relatable. According to Nielsen, 92% of people trust recommendations from friends and family over any other type of advertising1.

Strong Communication Skills

Whether they’re creating content for social media or speaking at an event, effective communication is key. They need to articulate your brand message clearly and compellingly.

Established Online Presence

In the digital age, having an online following is invaluable. A strong social media presence means that the brand ambassador can expose your brand to a larger audience right off the bat2.

Aligned Values and Lifestyle

Your brand ambassador should embody the lifestyle and values your brand promotes. This ensures a natural and authentic relationship between the ambassador and your brand.

Professionalism and Reliability

An ideal brand ambassador should be professional, punctual, and reliable. They should respect deadlines and deliver on their commitments, thus building trust with your audience.

Now that we’ve explored the various candidates who can fit the role of a brand ambassador, you’re probably wondering what it takes to run a successful brand ambassador program. The next section, “1.4 The Anatomy of a Successful Brand Ambassador Program” will break down the essentials for creating a program that delivers on your objectives. Stay tuned!


  1. Social Media Examiner – “How Employee Advocacy Boosts Content Marketing”
  2. Nielsen – “Global Trust in Advertising”
  3. eMarketer – “Affiliate Marketing Growth”
  4. Forbes – “Why Non-Celebrity Influencers Convert Better Than Celebrity Influencers”
  5. Markerly – “Instagram Marketing: Does Influencer Size Matter?”
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