What Does a Brand Ambassador Do?

Brand Ambassador

Brand ambassadors are integral in enhancing brand awareness and promoting products or services. As an official representative of a company, a brand ambassador develops meaningful relationships with target audiences, provides customer insights, creates engaging content, and collaborates with internal teams to achieve key objectives. The specific responsibilities of a brand ambassador can vary but typically include representing the brand, building relationships, promoting products or services, providing feedback, creating content, attending events, collaborating cross-functionally, and analyzing performance.

Representing the Brand

Brand ambassadors become experts on the brand to communicate key messages to customers and stakeholders effectively. They passionately promote the brand through social media, events, and everyday conversations. They aim to create positive brand experiences and associations. They must also maintain in-depth knowledge of products, services, and solutions to address customer questions and confidently highlight key features and benefits.

Building Relationships

Brand ambassadors engage target audiences through social media, events, email, and in-person to foster meaningful connections. They establish mutual understanding, trust, and credibility to build long-term relationships that benefit both the customer and the brand. They must earn the trust and respect of target audiences through authentic interactions, transparency, product expertise, and a genuine passion for the brand.

Promoting Products/Services

Brand ambassadors develop creative campaigns to increase brand visibility and engage target audiences. Campaigns may include social media contests, product giveaways, experiential activations, and more. They must showcase products and services through social media posts, blog articles, images, videos, and live product demos. They highlight the most compelling features, advantages, and selling points for target customers. They also communicate the value of the products, services, or brand and what makes them superior to competitors. They focus on points of differentiation that resonate most with target audiences.

Providing Feedback

Brand ambassadors engage customers in conversations to gain valuable feedback and suggestions for improvement. They gather input at events, through social media, and in dedicated market research. They are required to monitor trends in the industry and competitive landscape. They provide regular updates on factors that could influence the brand, like emerging technologies, shifts in customer preferences, new product releases, and changes in competitor positioning. They share the information they gather with marketing, product development, and sales teams to help shape future initiatives. Feedback and market insights enable brands to anticipate challenges, capitalize on opportunities, and ensure offerings continue to meet customer needs.

Creating Content

Brand ambassadors must ideally create authentic content to engage target audiences, including social media updates, photos, videos, and more. The content that they make is highly customized for different segments. This is because a company can have multiple brand ambassadors, each for a specific income group or gender that they want to target and relate to.

As part of their job description, they must capture compelling visuals at events, customer locations, trade shows, and brand photo shoots that they attend. This content is then used for the specific company’s social media channels. They may post on their own social media channels as well and give credit to the company. The behavior and attitude of a brand ambassador are important during these events because they are quite literally there to represent the brand. Nowadays with the help of the internet, you can easily find brand ambassador agencies near you to hire a brand ambassador for your event or for your company. For example, you can simply search for a brand ambassador in NYC or an area near you to find plenty of options to choose from.

Attending Events

Brand ambassadors interact with attendees, display, or demo products, distribute promotional items, manage experiential activations, and network to raise brand visibility and generate new opportunities. They connect with influential individuals at events to spread key messages, build relationships, and discuss future collaborations that could benefit the brand.

Within these events, they must develop interactive elements for live events, like games, photo booths, product customization, virtual reality, and prize giveaways. Experiential marketing creates memorable interactions between the brand and target audiences.

Collaborating with Other Teams

Brand ambassadors support new product launches, ad campaigns, content creation, and sales strategies through social promotion, event participation, relationship marketing, and education. They liaise with agencies, PR firms, contractors, and partners to execute key initiatives and ensure cross-functional alignment. They also contract vendors directly for live events.

They also offer resources and input for projects that cross departmental lines. They guide how best to position the brand and tailor messaging for different audiences—cross-functional collaboration results in a consistent, cohesive brand experience.

Analyzing Performance

Brand ambassadors monitor key metrics like social media followers, engagement, and traffic to determine the success of campaigns and initiatives. They make optimizations or changes as needed to improve performance. They share the results of campaigns with stakeholders to demonstrate their value. Reports include metrics as well as qualitative feedback and key takeaways. Based on their analysis, brand ambassadors suggest improvements and new opportunities to reach strategic goals. They recommend areas of focus, messaging, partnerships, technologies, and other changes that would benefit the brand.

Staying Up to Date

Brand ambassadors follow leading experts and stay on the cutting edge of social media, content creation, product marketing, and experiential activations so they can incorporate innovative strategies. They must also undergo thorough onboarding and ongoing training to strengthen necessary skills and keep their product and industry knowledge current. They pursue self-guided learning and development to stay ahead of trends and perform their roles as effectively as possible. They expand their expertise through online courses, mentorships, and memberships.


A brand ambassador plays a vital role in creating meaningful relationships between a brand and its target audiences. By promoting the brand, developing authentic connections, educating audiences, creating experiences, and collaborating cross-functionally, brand ambassadors significantly contribute to business growth and success. The position requires diverse skills, including event marketing, content creation, product marketing, relationship building, and data analysis. Brand ambassadors can gain valuable experience, work with industry leaders, and advance their careers, all while representing a brand they genuinely believe in.

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