What is a Brand Ambassador and Why Do You Need Them?

In today's highly competitive business landscape, it's crucial for companies to effectively promote their brand and connect with their target audience. Brand recognition is especially important in smaller niche markets.

One powerful way to achieve this is through the use of brand ambassadors alongside a good PR stratregy. It’s easy to build an effective PR strategy with an experienced PR agency. But what exactly is a brand ambassador, and why are they so essential for your business? 

In this article, we will explore the concept of brand ambassadors, the critical role they play in promoting your brand, and the numerous benefits they bring to your marketing efforts.

Who Is a Brand Ambassador?

A brand ambassador is an individual, often a well-known personality or influencer, who represents and promotes a company's brand, products, or services. 

They are chosen based on their ability to connect with the target audience and embody the brand's values and image. 

Brand ambassadors use their personal networks, social media platforms, and public appearances to create positive associations, generate buzz, and increase awareness about the brand, ultimately leading to greater customer engagement and loyalty.

Here's an example of a YouTube video of Gordon Ramsay cooking with Hexclad cookware who's also a brand ambassador of Hexclad:

What Does a Brand Ambassador Do?

Now, let’s take a look at what a brand ambassador actually does:

1. Representing the brand

One of the primary roles of a brand ambassador is representing the brand in a positive and authentic manner. 

This involves embodying the brand's values, personality, and mission in their interactions with others. As the face of the brand, they should be knowledgeable about the company's products and services, and be able to communicate their benefits effectively. 

By doing so, brand ambassadors help create a strong and consistent brand image that resonates with consumers and sets the company apart from its competitors.

Gordon Ramsay represents Hexclad as an ambassador:

2. Engaging with customers and potential customers

Engaging with customers and potential customers is another crucial aspect of a brand ambassador's role. 

This can be done through various channels, such as attending events, participating in online forums, or simply having one-on-one conversations.

 By building and maintaining relationships with customers, brand ambassadors help foster trust, loyalty, and a sense of community around the brand. 

They also serve as a valuable source of information for potential customers who may be interested in the company's offerings but have not yet made a purchase decision.

3. Promoting the brand on social media and other platforms

Lastly, brand ambassadors play a significant role in promoting the brand on social media and other platforms. 

They leverage their online presence, reach, and influence to share content about the brand, endorse its products, and generate buzz among their followers. The whole thing works not only for consumers (B2C)  but also for B2B social media promotion

Here's a good example of a Gymshark ambassador promoting a new product launch:

Brand ambassadors can also use QR codes to promote the brand. QR codes are two-dimensional barcodes that can be scanned using a smartphone camera to access information, such as a link to a website or product page. By incorporating branded QR codes into their marketing efforts, brand ambassadors can provide a more interactive and engaging experience for their audience, leading to increased brand awareness and customer engagement.

This can greatly extend the brand's visibility and reach, attracting new customers and increasing brand awareness. 

4. Providing feedback to the company

Additionally, brand ambassadors provide valuable feedback to the company based on their interactions with customers and their personal experiences with the products or services. 

This feedback can be instrumental in identifying areas for improvement, refining marketing strategies, and ensuring that the brand stays relevant and aligned with the needs and preferences of its audience. 

In essence, brand ambassadors serve as a vital link between the company and its customers, facilitating a mutually beneficial relationship that drives growth and success for the brand.

Types of Brand Ambassadors

Not all brand ambassadors are the same — and that’s a good thing. Depending on your brand and goals, you might work with different kinds of ambassadors. Here are the main types:

Celebrity Ambassadors:

These are the big names — actors, athletes, musicians — who have massive reach. They bring star power and visibility but usually come with a hefty price tag.

A good example of this is Kendall Jenner, a celebrity, being a brand ambassador of Triangl Swimwear:

Influencer Ambassadors:

These are social media creators with loyal followings. Whether they have 5,000 or 500,000 followers, they can drive real engagement because their audience trusts them.

Here's an example of TikTok creator promoting Olipop by drinking it in a funny TikTok video:

Employee Ambassadors:

Your team members can be amazing advocates. They know your brand inside out and, when excited about it, can naturally promote it through their own networks.

Customer Ambassadors:‍

These are your happiest customers. They love your product, rave about it, and are often excited to share their experience — especially when you make them feel like part of something special.

How to Recruit Brand Ambassadors?

1. Start with social media:

Your future ambassadors might already be hanging out in your comments or tagging your brand in their posts. Keep an eye out for people who are genuinely excited about your products — these are fans who already love what you do and are just waiting for a chance to get more involved.

2. Reach out to loyal customers:

Some of your best ambassadors are the ones who keep coming back for more. They leave great reviews, refer friends, and talk about you without being asked. A simple message inviting them to join your ambassador program can turn happy customers into powerful advocates.

‍3. Use ambassador recruitment platforms:

If you're ready to scale, tools like SARAL (yep, that’s us!) can help you discover, reach out to, and manage ambassadors all in one place. These platforms make it easy to stay organized, track performance, and grow your program without the chaos. Try it out for yourself here.

The Benefits of Partnering With Brand Ambassadors

But how does having brand ambassadors actually benefit your business?

1. Increased brand awareness and credibility

One of the most significant benefits of brand ambassadors is the increased brand awareness and credibility they bring to a business. Ultimately, it’s a great way to improve your lead generation and sales. 

By leveraging their personal networks and online presence, brand ambassadors can reach a wider audience and create a positive image for the brand. 

Their genuine endorsements and representation of the brand can help establish trust and credibility among potential customers, which is essential in a competitive marketplace. 

As people tend to rely on recommendations from those they trust, brand ambassadors can help sway purchasing decisions in the brand's favor.

They can also integrate a mobile marketing guide to enhance their outreach and engage with customers more effectively on mobile platforms.

2. Improved customer loyalty and retention

Another advantage of having brand ambassadors involves the improvement of customer loyalty and retention. 

As ambassadors actively engage with customers and foster a sense of community around the brand, they help cultivate long-term relationships that lead to repeat business and customer loyalty. 

This, in turn, can lead to a boost in sales and revenue as satisfied customers not only continue to purchase from the brand but also refer new customers, generating a positive cycle of growth. 

Furthermore, brand ambassadors can provide valuable user-generated content and social proof, such as testimonials, reviews, and social media posts, which can further enhance the brand's reputation and appeal to potential customers.

3. Cost-effective marketing strategy

Finally, utilizing brand ambassadors can be a cost-effective marketing strategy for businesses. 

Compared to traditional advertising methods, which can be expensive and have limited reach, brand ambassadors can offer a more targeted and organic approach to promotion. 

By focusing on their specific audience and leveraging their influence, brand ambassadors can create a more authentic and engaging marketing experience. 

This not only helps in generating higher conversion rates but also allows businesses to allocate their marketing budget more efficiently. 

Overall, brand ambassadors offer a multitude of benefits that can significantly impact a brand's growth, making them an essential component of any successful marketing strategy.

Measuring the Impact of Brand Ambassadors

Once you’ve got ambassadors actively promoting your brand, it’s important to track whether their efforts are actually driving results. Here are a few key metrics to help you measure that impact:

Engagement Rates:

Start by looking at how people are interacting with your ambassadors' content. Are their followers liking, commenting, saving, or sharing their posts about your brand? High engagement usually signals that the content is resonating with their audience. It’s not just about reach — it’s about attention. The more people engage, the more likely they are to remember your brand and consider trying it.

Referral Traffic:

This is all about how many people are visiting your website because of an ambassador. You can track this through UTM links, discount codes, or referral platforms. If someone clicks a link in an Instagram bio, YouTube description, or story swipe-up, that’s referral traffic. It’s a direct sign that the ambassador is influencing people to check you out.

‍Conversion Rates:‍

Getting people to your site is great — but are they buying? Your conversion rate tells you how many visitors actually become customers. For example, if 100 people clicked through an ambassador's link and 5 made a purchase, that’s a 5% conversion rate. It’s one of the clearest indicators of how effective your ambassadors are at not just driving awareness, but also influencing purchase decisions.

‍Customer Acquisition Cost (CAC):

This is the amount of money you're spending to acquire one new customer through your ambassador program. You’ll want to compare this cost against other marketing channels — like paid ads or email — to understand if your ambassador program is efficient. If it’s bringing in loyal customers for less, that’s a strong signal to keep investing in it.

3 Examples of Ambassador Programs:

1. Liquid Death:

Liquid Death is a canned water brand that turns hydration into a bold lifestyle statement. Offering still and sparkling mountain water in tallboy aluminum cans, they ditch plastic in favor of eco-friendly packaging. With edgy branding—think skulls, dark humor, and slogans like “Murder Your Thirst”—they stand out in a crowded market.

Their influencer strategy leans heavily into this rebellious identity. By partnering with musicians, skateboarders, and snowboarders, Liquid Death creates authentic, offbeat collaborations that feel more like entertainment than advertising. The result? A brand that feels raw, real, and unforgettable.

2. Glossier:

Glossier is a beauty brand that redefined skincare and makeup by focusing on real people, real routines, and a skin-first philosophy. Launched in 2014 from the popular blog Into the Gloss, the brand quickly gained a cult following with minimalist products like Boy Brow and Cloud Paint that celebrate natural beauty and ease of use.

Glossier’s influencer marketing strategy centers around authenticity—its Generation Glossier affiliate program empowers everyday users and micro-influencers to earn by sharing what they genuinely love. By consistently reposting customer photos and reviews, the brand fuels a strong sense of community and trust. Through real voices and relatable experiences, Glossier has built one of the most loyal and engaged followings in beauty.

3. Revolve:

Revolve is a fashion retailer that has redefined online shopping by seamlessly blending influencer culture with trend-driven, curated apparel. Best known for its festival-ready styles, celebrity collaborations, and spotlight on emerging designers, Revolve offers a wide range of fashion-forward clothing and accessories. At the heart of their strategy is a strong influencer program built on authentic partnerships.

By working with a diverse mix of micro-influencers and top-tier creators, Revolve showcases its products in real-life, relatable settings. This results in organic content that resonates with audiences, builds community, and drives measurable sales.

Wrapping Up

In conclusion, brand ambassadors play a pivotal role in today's marketing landscape, offering numerous benefits to businesses seeking to grow and thrive.

By representing the brand, engaging with customers, promoting the brand on various platforms, and providing valuable feedback, brand ambassadors help increase brand awareness, credibility, customer loyalty, and ultimately drive sales and revenue. 

Besides, their ability to generate user-generated content and social proof, coupled with the cost-effective nature of this marketing strategy, make brand ambassadors an indispensable asset for businesses of all sizes. 

And if you're looking to streamline how you find, recruit, and manage brand ambassadors, SARAL can help.Think of it as your Influencer Marketing 101 go-to-toolkit—helping brands like yours:

• Discover high-performing nano influencers in your specific niche
• Track engagement rates and audience authenticity in real-time
• Manage multiple creator relationships from one dashboard
• Measure ROI and sales attribution for each partnership
• Scale your influencer program without scaling complexity

Leading brands like Brez, Slumberkins, and Branch are already using SARAL to build powerful nano-influencer networks that drive consistent sales and authentic engagement. Don't waste time scrolling through social media or overpaying on marketplaces.

Book a 30-min personalized demo today and join brands that are getting better results with nano influencers.