Build a team of brand ambassadors

Build a team of brand ambassadors: Five simple ways to promote your business and inspire others to do the same

When investing in business development, many brands fail to use the resources they’ve already got. To drive awareness and promote your brand in a highly competitive market, it is essential to leverage all resources available. This includes your team!

We’re not all natural-born salespeople, but we all have a personal brand, network, and individual expertise. By strategically harnessing this, brands can amplify their marketing without ballooning their budgets.

So, what is a brand ambassador?

Traditionally, a brand ambassador is engaged by an organisation to represent its brand, helping to increase brand awareness and drive sales. Ambassadors are often industry spokespersons, celebrities, sportspeople or influencers who embody the company’s corporate identity. Some may be compensated with free products, while high-profile ambassadors may make hundreds of thousands or millions for larger deals.

Brand ambassadors are a powerful tool for engaging your target audience, aligning your brand and building trust and credibility.

Well-known Australian brand ambassadors include:

• Qantas and Hugh Jackman
• Lexus and Emma Freedman
• Revlon and Delta Goodrem

And when you have a team of talented people, you have a set of individuals with their networks and expertise who share a vested interest in the success of your business.

We share five simple ways brands can empower and inspire their team to become brand ambassadors.

1. Empowering personal brands: a unique identity

Educate your team on personal branding. It’s more than just a buzzword. It’s the art of crafting your identity and narrating your story. Your personal brand is what people say about you when you’re not in the room.

Whatever an individual wants that to be is up to them, the key is that it’s intentional! More and more companies are encouraging individuality, promoting messages like “bring your whole self to work” — because they understand the value of authenticity.

Fictional characters are a great example of how clear motivations create memorable brands. For example, we all know Dr Evil doesn’t want to be known as a philanthropist and Mr Burns doesn’t lay awake at night hoping we remember him as a charitable boss.

To harness your individuality (for good, not evil!) you can:

• Tell your story authentically: Be genuine and transparent in your interactions, letting your audience connect with the real you.
• Establish expertise: Position yourself as an authority in your field by sharing your knowledge and insights.
• Active community engagement: Be an active member of your business community, both online and offline. Engage with your audience genuinely, fostering relationships beyond just business.

2. Professional network: building relationships

A robust professional network opens doors to endless opportunities. If your team are not heavily sales-focused, then encouraging genuine connections may be more productive than pushing for sales. Here’s how:

• Attend networking events: Actively participate in industry events and networking meetups. Approach conversations with curiosity and a genuine interest in others.
• Online engagement: Leverage platforms like LinkedIn. Engage with professionals in your field, share experiences, and participate in discussions.
• Effective follow-ups: Take notes during meetings and follow up promptly. Personalise your follow-ups to express your interest.

3. Communications: be a storyteller

Communicating your brand’s story effectively and frequently will ensure your team can do the same. A few ideas include:

• Thought leadership: Write articles, white papers, or even books showcasing your team or brand’s expertise. Engage in public speaking and participate in interviews.
• Content creation: Create engaging content, be it videos, podcasts, or social media posts. Ensure consistency in your brand’s voice across all platforms.
• Social media engagement: Actively participate in social media campaigns, share company posts, and engage with your audience. Leverage the power of social media to amplify your brand message.

4. Events, conferences, and meetings: networking goldmines

Events are not just opportunities to showcase your brand but also to help your team learn, connect, and grow. Here’s how to make the most of them:

• Strategic planning: Set clear goals for each event. Research who will be attending and plan your approach accordingly. This may involve setting an intention to speak with people in a certain industry, or from a particular company.
• Elevator pitch: Craft an elevator pitch ready to go when you meet those people!
• Active promotion: Use social media to promote events. Share your experiences and include and tag the people you meet (with their consent) to create buzz around your brand’s presence.

5. Social media: your digital showcase

In our digital age, social media is a powerful tool for brand ambassadors. Here’s how you can utilise it effectively:

• LinkedIn optimisation: Create a professional and engaging LinkedIn profile for your brand and support your team to join too. Connect with industry professionals and share insightful content to establish your expertise.
• Content creation: Regularly create and share valuable content related to your industry. Engage with your audience through polls, Q&A sessions, and interactive posts.
• Consistent branding: Ensure your brand has a consistent visual appearance and tone of voice across all social media platforms – you’ll be more memorable!

Becoming a brand ambassador for your small business is not just about promoting products. It’s about building relationships, telling compelling stories, and establishing your network. Encouraging your team to build a reputable personal brand is a win-win for individual and business development.

By embracing these strategies, you can navigate the competitive business landscape with confidence, fostering meaningful connections that will drive your small business toward success. Remember, your brand is not just what you sell; it’s the story you tell and the relationships you build.

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For more information and assistance about building a brand ambassador strategy, contact our team at Focused Marketing and make it happen!