Remember the last time you asked a friend or acquaintance for a reference?
You may be doing this so often that you don’t remember the last time. It is for electricians, plumbers, photographers, contractors or hairdressers. We trust these people and value their recommendations.
However, you’re likely to consider recommendations from a “limited minority” and may ignore references made by others. They probably won’t affect you.
Some people have a strong influence on others, while others fail miserably. This is because of the difference in personality. Therefore, the brand representative who conveys the company’s brand and image must become an ‘influencer’.
To be an effective influencer, brand ambassadors should have the following characteristics:
- Literacy: You don’t need to have a marketing degree from a reputable university; a working knowledge of the brand ambassadors market and a basic understanding of modern marketing strategies and marketing principles are sufficient.
- Attractive personality: A lot of knowledge and information is wasted if it can’t attract potential customers to your brand. A charming personality, a winning attitude, and the power to make an impact are what make an effective brand ambassador.
- Reach: The more people you reach, the more consumers you can convert into customers. Successful brand agents have extensive networks and can influence many people.
- Ability to lead: A leader radiates great confidence. These are the people we all listen to. Brand envoys must inherently have the ability to lead.
- Relationship-building power: Unlike salespeople, effective brand ambassadors don’t just sell products at the counter and forget the rest. Build and leverage healthy relationships with potential customers.
- Innovation: The person representing the brand acts as the spokesperson. They are the point of contact between brands and people. Therefore, they must evaluate and study the market and provide innovative ideas to product managers.
- Teamwork: A well-connected team equals a successful company. Those who represent brands must understand and practice the value of teamwork.
- Proactive: All Brand Ambassadors must have the ability to influence others and be effective speakers. You need to have the qualities of a good speaker who not only starts the conversation proactively, but also knows how to get your point across effectively.
- Reliability: They must be dependable throughout their work and employment, as they will bear the name of a large company that does not take any risks.
- Professional: A professional approach to work and people is essential to success.
- Tech-savvy: Imagine a brand ambassador who has an engaging personality but is unaware of new media such as social media and internet marketing technologies. Adapting to technology is essential to growing.
As a company representative, you may not be able to identify people with these characteristics. However, the best marketing campaigns often fail due to lack of effective people. A smart idea is to hire the professional services of a college marketing agency with expertise in identifying the right people for the job. They will have a clear understanding of what to look for in order to build a professional workforce solution that will make their marketing campaigns a huge success.