In a world where brands are constantly looking for ways to project themselves in good light, it is fast becoming a norm to see them using celebrities who have good public perception as brand ambassadors. While this may not be totally new in the corporate world, it is being redefined to reflect the goals and objectives of the brands being represented.
A brand ambassador is an individual employed by an organization or company to assist in raising awareness for the brand which in turn leads to increased sales. The individual employed is designated to a number of tasks which may include the promotion of services or products, implementing marketing programs and campaigns as well as representing the brand in fanfare or other occasions.
When an organization wants to hire a brand ambassador or representative, there are certain factors they put into consideration as the integrity of their brand is at stake. They understand that whoever they choose should portray what their organization believes in hence there is a need for a proper scrutiny before selection.
We have outlined some of the factors to consider before choosing a brand ambassador as well as their roles in projecting the image of the company or organization.
Factors to Consider Before Choosing a Brand Ambassador
The following are some factors to consider before choosing a representative:
Celebrity Level
In the celebrity world, there are levels and hierarchy. For instance, there are A list, B list, C list and D list celebrities. Celebrities who worked their way to the top through hard work and are still very popular internationally are regarded as A list celebrities, while their colleagues are also ranked according to their popularity and contribution to their society. It is important that brands understand the level at which their preferred candidate operates before signing a deal.
Scandal
There are celebrities whose personal lives are riddled with scandals. Going for such persons could cause damage to the reputation of the organization and defeat the aim of recruiting them in the first place. It is important that brands conduct their personal investigation on the individual to find out the information available in the public domain to avoid making a grave mistake. A celebrity facing a rape allegation is a liability to any organization, likewise someone with pedophilia and other unacceptable social anomalies.
Availability
Checking the availability of the shortlisted candidate is important. An organization or company that wants to sign a popular sportsman will know that going for Cristiano Ronaldo or Lionel Messi is difficult and their availability in a year might be limited due to their engagement
Cost
The cost of hiring an A list celebrity is not the same with someone on the D list. The knowledge of this should make brands go for an individual within their financial capacity and reach.
Choosing an ambassador involves a lot and you have to fully understand important details about celebrities before you take a hiring decision. If you want to get in-depth details about celebrities you can check here: https://en.wikipedia.org/wiki/Celebrity.
Roles of a Brand Ambassador
The following are the roles of a brand ambassador:
Projection of the Company
An ambassador uses all avenues within his disposal to project the company. They use their social media handles to put up messages that inform the members of the public about the services the company provides as well as their unique selling point (USP).
Market Presence
An ambassador gives the company or organization the needed presence they desire in the market. They do this by creating reasonable awareness which is associated with their personality to create a powerful message which stays in the minds of the customers. This explains why international brands use global musicians and sportsmen to promote their brands so that fans and customers have someone in mind when a product is mentioned.
Monitoring Feedbacks and Complaints
Influencers have a wider reach due to their popularity. They use their different media to get feedbacks from customers who are sometimes their fans and they in turn escalate them to the appropriate quarters to handle. They also assist in dousing tension when a company is facing adverse publicity.
Monitoring Trends in the Social World
Brand ambassadors are humans and they have colleagues who are brand influencers too. They sometimes get tips from their colleagues whose brands are faring well in the market and in turn use it to promote the brands they represent.
These are some of the considerations before hiring a brand representative, and their roles when hired. If you are aiming to become a brand ambassador and you are looking for tips to guide you, you can check out this video.
Conclusion
Having a celebrity whose track record in the social world is good can serve as a huge force in projecting your organization. They have a number of roles they play in pushing a brand and most times, the results reflect on the economy of the organization. Feel free to check out some of the roles of ambassadors that we have outlined in this article.
2018 ·
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