Building your brand with brand ambassadors

Scott Cook, the founder and CEO of Intuit, said it best, “A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.”

Influencer marketing is defined as a form of marketing where focus is placed on key individuals (or types of individuals) rather than the entire target market. This type of marketing identifies brand advocates that have power over other potential buyers, high social media activity/authority, etc. and orients the marketing around them. You know – getting important people to talk about your brand!

When you use your marketing to connect with these influencers it amplifies your message and allows you to squash the potential for ignoring your general marketing efforts. It builds your brand by extending your reach through people (Influencers) who share their content and opinions with more people (potential Customers) who otherwise may not know about you.

Tips to find your brand influencers:

  • Look for influencers based on interest and passion.
  • Understand who your community is.
  • Create experiences for your influencers to share.
  • Invest in your influencers and interact with them.
  • Customize your approach for your influencers. Know them well.
  • Strive for a relationship with your influencers. 

Finding, creating and investing in this marketing approach can open doors, increase brand awareness and create new advocates for your brand time and time again.

One of our very own customers has recently piloted, launched and seen success with their own influencer program. This company, an international auto manufacturer, launched an ambassador program to spread the word about their brand and its future.

Their brand ambassadors have become the face of the company in their local area and through their online presence. They represent the brand with honesty, integrity and enthusiasm. The goal of 2015 was to have 1,000 ambassadors enrolled in the program and by the end of 2015, 1,500 individuals were enrolled. Through weekly meetings the pilot was shaped and tested and was proven successful.  Ambassadors applied online to be accepted, their applications were vetted through a partnering agency and then they were officially enrolled.

With a bit of old-fashioned hard work, you can create your own brand influencers and reap the rewards.

Amy TurleyThis is a guest post from Amy Turley. She started her Staples career as a Program Manager, before moving into marketing where she found her niche as Senior Marketing Manager.