June 15, 2024

Whether you have a team of 1, 10 or 100 you should tap into the power of Brand Ambassadors for your business. What is a brand ambassador? They can be your paid or unpaid sales force, always out in the marketplace expressing your value and building your reputation in your absence. When most people think of brand ambassadors they think of the promotional models or hosts that pass out fliers and giveaways at expos and large events, but they’re much more than that.

Chances are, you already have a team of brand ambassadors in your clients, past clients, prospects, partners and fans. What you now have to do is invite them (or enlist them) to help you build awareness, experiences and engagement on a larger scale. Statistics show that people are more likely to purchase when they are persuaded by input from other people. So how do you start?

1) Incorporate Brand Education

Usually the most education a staff member or partner gets is at the beginning of the hiring process. Without periodic updates and education as the brand progresses things fall apart. You should rely on your team to carry through with the look, feel and personality of your brand. By incorporating periodic “training sessions” your team will feel included in the success of the brand and are able to be successful brand ambassadors. It also allows you to identify when your values are not aligned with those of any particular team member (a big barrier to brand growth)

2) Enlist Your Clients As Part of Your Team

Happy clients make the best brand ambassadors and are easy to enlist. You can start by gathering testimonials and then staying in touch with them. As you make changes and accomplishments in your business be sure to inform them and let them know. Another way to enlist your clients as brand ambassadors is by developing a ‘review team’ – a small group of people who you review your new programs and services. Since they’ve used your services in the past and are on the receiving end, they can tell you what will and won’t be appealing to others like them.

3) Give Them Some Motivation

How you choose to reward your employees versus your unpaid sales force is a matter of personal preference (and budget) – and sometimes law, so be careful. For employees you can include simple perks such as commissions, recognition, awards, gifts, time off and promotions.

For your unpaid sales force you may need to get a bit more creative. Most of the time clients are looking for 1 of 4 things:

a) cash back

b) discounts

c) special treatment, and

d) exposure.

Work once of these perks into your invitation for ambassadorship and you’ll be set.

So, how should you invite your clients to be brand ambassadors? Here’s a template to get you started:

Dear [Name},
I have some really exciting news that I’d like to share with you and out of all of my clients you’ve been selected to partner with me in a unique and very exciting way. First of all, things are expanding here at [company name] and as the buzz has been building we’ve started to become more aware of our silent spokespeople. With the work we’ve done for you, the joy that we had in the process and your honest and insightful posture we feel that you’d be a great brand ambassador.

What does that mean? Basically it means you get us… you get our value, our promise and our personality. We’d like you to be our eyes and ears as we move forward with new products and services and we promise to reward you in a way that benefits you the most. Though our needs will change, our message will remain the same and we need you to help us keep our finger on the pulse of the marketplace.

Here’s what it will look like:

Sometimes we’ll send you a description of a new product or service we’re offering and we’d like you to review and tell us if it makes sense, if it doesn’t add any value, if it’s priced inappropriately or if it’s just too vague. This helps us to be the best at what we do and we know you’ll see the elements that we can see because we’re so close to the project. In exchange, we want to reward you with cash, discounts, a nice day at the spa or exposure for your business. You decide. We value your input and your time, so we’ll leave that up to you.