Negolution has previously discussed the roles of external actors in promoting your brand, product or service, both in terms of the growth of your community and the generation of leads, as part of the marketing strategies that are applied in the world and that in Cuba are being implemented more frequently.
In today’s article, we discuss brand ambassadors and the importance of their presence for your business. Let’s start by understanding that this person is nothing more than the human figure that will represent your brand, and personify what the company wants to convey to its target audience.
The function of a brand ambassador is to bring consumers closer to your products, services and the values of the venture, always showing its best. This is possible through spots, online publications on the corporate blog and social networks and even some offline promotional acts. The idea is to transmit trust from and towards the brand, to show what it represents, in order to gain the loyalty of a greater number of people.
The good thing is that these people can be internal or external to the brand. We are talking about a worker, satisfied customers or people who know the company in general, who spontaneously comment something positive about the company, its services, news, etc. For this to have the desired effect, it must be a person who is known and admired by your target audience.
If you decide on this form of promotion, when choosing your brand ambassador, you must bear in mind that his or her principles and ethical values must be aligned with those of the enterprise. Therefore, it could also be the owner of the venture, or a specific employee. In addition, he/she must be a person with the ability to attract attention and convince people, that others want to listen to or follow, and transmit trust and credibility.
He/she must also be active on social media. In this sense, it is important that you take into account when choosing the ideal person, that their followers are in tune with what you do, so that their actions also coincide with your target audience. Likewise, they should have basic marketing knowledge, so that they understand what they are doing, for what purpose and why their role in the venture is important. Remember that you will entrust him or her with the personified image of your business.
It should be noted that a brand ambassador is not a salesperson. Therefore, his or her job is not sales, but the creation of strong and loyal relationships between customers and the enterprise.
In Cuba, for example, some businesses already have their own brand ambassadors. In other cases, perhaps unintentionally, they are the entrepreneurs themselves. Such is the case of actor Alicia Hechavarria (@aliciahechavarria), who is the ambassador of photographer May Reguera. In turn, May, from her social networks, serves as ambassador of her own brand.
Recently, actor Maikel Amelia expressed her satisfaction on an Instagram post on annoucning her role as brand ambassador for @camaquito_espanol, an independent and secular non-profit organization that supports children and youth in Cuba in areas such as education, sports, culture, health and environment.
If you are thinking of building your target audience and expanding, be sure to try an ambassador for your brand. Always remember to make a good choice depending on the goals you set to achieve, in order to get the results you want.
