What does starting a brand ambassador program take and why do it?

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I recently chatted with an early stage entrepreneur who’s interested in creating a brand ambassador program to help their marketing effort. 

Creating a brand ambassador program is a marketing strategy that is usually based on a certain goal, such as increasing sales, driving conversions, or building brand awareness. Having an official program in place helps standardize the way your company works with individual ambassadors. Brand ambassadors promote your brand on their channels and can often drive demand authentically. 

A brand ambassador refers to someone that speaks highly and positively about a product or a service. A brand ambassador's presence can be seen on their social media and in their community. While they can be influencers, that’s not always the case. Your ambassador community can also include employees, customers, business partners, and even just fans of your product.  

When developing your brand ambassador program, here’s a few things to keep in mind:

1. Define specific goals for the ambassadors and be clear about what you want them to do. 
2. Show them tons of love.
3. Equip them with everything they will need to accomplish your goals. 
4. Remember that it takes lots of time to build up an ambassador program—it's an investment in your team/people, so be willing and able to commit to that process. 
5. Create incentives and gamify the promoting process.
6. Have a structure in place to easily track and visualize progress of brand ambassadors.

If you’re considering starting an ambassador program, Redbull has done very well to outline their program. They may have a larger budget than your company, but it’s good inspiration to get you started.

Brand ambassador programs can be a great marketing tool when done correctly. It can spark sales, propel word-of-mouth marketing, and fuel genuine interest.