Fundamentally a brand ambassador is used as the face of a client company, frequently employed by a third party and also regularly used for promotional events. Essentially the work of brand ambassadors is to promote the brand on a personal level with the public, highlighting the unique appeal of the brand also showing off its identity.

This type of marketing has become more popular in recent years, sending out brand ambassadors to a range of different public areas, from sporting events, to shopping centres and even the streets. In contrast to a PR agency that frequently deal with the media and promote a message, ambassadors are used in a more informal, personal way that interacts with the customers in a two way discourse.

If you want to be a brand ambassador there are a number of key skills and certain knowledge that you should possess. In regards to skills it is important to have the capability to communicate effectively to people, being able to sell them an idea and motivate them in a positive way towards the brand image. In addition to these skills it is important before the beginning of any branding campaign to have a solid grasp of the product, its benefits and selling points. It is also important to understand the industry in which the product or brand sits.

In terms of the responsibilities related to the role they are as follows:

• To be a spokesperson for the brand in a variety of different environments and events, ensuring that a positive message, the services or products on offer are effectively promoted.
• To provide the public with information on a product or service. This distribution of information can be verbal or written and can take place in a range of different public areas.
• Particularly with food and drink products to encourage the public to try samples of the new product.
• To involve as many people as possible in an experiential campaign, this could be trying a new food but could equally be getting members of the public to try out a new video game or even a household appliance.

The above information has hoped to set out how brand ambassadors are used in the world of business today, it has also hoped to highlight some of the roles of individual ambassadors.