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A brand ambassador is someone who promotes a brand and its products to their network with the objective of increasing brand awareness and driving sales.
Historically a brand ambassador was typically a celebrity or someone with a good amount of name recognition who was paid for their efforts. Celebrities and other well-known personalities are still employed as brand ambassadors (just look at the fashion and beauty products industries), however this is typically done by businesses that sell direct to consumers.
For businesses that sell to other businesses, a brand ambassador is usually an employee of that organization. In the past, notable ambassadors for b2b businesses have been founders and executives (think Elon Musk), however in recent years and with the rise of social media, non-executive employees of all types have become effective brand ambassadors.
I recently wrote a post on brand ambassadors, why it makes sense to have them, who can be one, and how to get a program up and running. It’s a good overview for those interested in understanding how to put a program in place at their company
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