Brand Ambassador Definition

A company chooses a brand ambassador to be the "face" of the brand. Ideally, the candidate is a
tastemaker in their communities, and should plan to use already established networks and relationships
to market the brand via word-of-mouth marketing tactics (i.e. referring friends, posting about the brand
online, etc.). On top of that, a brand ambassador will also represent her company at specific events,
where she may perform product demonstrations or give away sample products.

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Brand Ambassador Job Description

A candidate for the position of brand ambassador should be an enthusiastic, outgoing individual with a
considerable social media presence and a medium to large sized network. He or she presumably is
already familiar with and endorses the brand being represented. The candidate will most likely need to
transport materials to and from events, and thus should have his own form of transportation, as well as
be able to lift up to 50 pounds.

Responsibilities include, but are not limited to, the following:

Representing the brand positively in a multitude of settings

Assisting in content creation (ie. writing blogs, newsletters, product reviews, etc.)

Participating in event marketing

Generating brand awareness through word-of-mouth marketing

Being an opinion leader in his/her community

Providing feedback and insight on new products/services

Promoting the brand via his personal social media accounts

Brand Ambassador Salary

Brand ambassador salaries vary greatly, since most brand ambassadors choose their own hours and
their compensation differs from one company to the next. These are the typical forms of payment for
brand ambassadors:
Salary: According to sites like Glassdoor, Indeed, and Payscale, the national average salary for a brand
ambassador ranges from about $20,000 a year to up to $58,000 a year, with the standard salary being
somewhere in the $40-50,000 range.

Hourly: If the brand ambassador is being paid hourly, the average is between about $10-16 an hour.

Commission: In some cases, companies will pay ambassadors on commission rather than an hourly rate,
so as to incentivize the distribution of promotional materials and the generation of leads by their brand
ambassadors. The more leads an ambassador brings into the company, the more earning potential he or
she will have.

As a brand ambassador, you connect people to your product.

Brand Ambassador Education Level, Skills, and Experience

The typical education level required for a brand ambassador is a high school diploma, however, many
job listings do state a preference toward applicants with an associate's or bachelor's degree as well.
Oftentimes, brands will hire ambassadors who are currently pursuing a degree. College students tend to
be the perfect fit for many brand ambassador programs, as they are typically young and energetic
people with the potential to connect with their campus community on behalf of the company.

Perhaps more important than the education requirements is the experience level of the applicant.
Numerous job listings do ask that candidates have some experience as a brand ambassador or that they
are, at minimum, familiar with the world of marketing.

Some other general qualifications for these positions are a friendly, charismatic personality, a knack for
social media, and a flexible schedule. Brand ambassadors will also be called on occasionally to produce
content for the brand, usually by using online platforms to either review a product/service, or to write a
testimonial for the company to be published on a blog, newsletter, and the like.

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What Does a Brand Ambassador Do?

The power of suggestion is an incredible thing. Still, we take some suggestions more seriously than
others, depending on how credible we deem the source of the favorable mention. 83% of survey
respondents concluded that they are more convinced by the recommendations made to them by those
they know and trust over recommendations made via traditional advertising, according to Nielsen's
2015 Global Trust in Advertising Report. This is why companies are now using brand ambassadors more
and more as a conduit to channel the potential of this marketing gold mine.

Trust and credibility are decisive in being an outstanding brand ambassador. Again, this is why many
companies prefer applicants who, prior to applying, have a concrete network of people who trust them
and will be receptive toward brand promotion.

Brand ambassadors should anticipate face-to-face interactions being a major part of the job. Whether
representing your company at a formal event, or just talking to someone in the grocery store about the
brand you are repping on your shirt, a brand ambassador is constantly expected to engage with her
community in order to generate brand awareness. Thus, it is crucial for an ambassador to know
everything she can about her brand, so she can be sure to always represent it positively.

While a brand ambassador’s job does entail in person representation of his brand, it is also understood
that he or she will help market the company via social media. In the eyes of a company, those with social
media experience and a high volume of friends or followers are more desirable candidates for joining
their brand ambassador program. It is critical that an aspiring brand ambassador has a professional
presence online, because the use of personal social media accounts is a huge aspect of the position.
Brands will look into your use of platforms such as Twitter and Instagram before signing a contract with
you.