Brand ambassadors are one of the important "bridges" that help businesses bring their image and message closer to customers. Through their personal influence and credibility, ambassadors not only contribute to increasing brand recognition but also help brands build trust and position in the market.
What is a brand ambassador?
Brand ambassador is a familiar term in the field of marketing and advertising. Simply put, these are individuals, or sometimes groups of people (such as a band), chosen by a business to represent and promote the image of its products and brand. Through their reputation, influence, or popularity, they contribute to increasing brand awareness and help build trust with customers.
A brand ambassador is the "face" of a brand or a particular product.
Brand ambassadors can be celebrities, KOLs/KOCs, or even loyal customers, as long as they align with the positioning and image the business wants to convey. An individual can simultaneously be an ambassador for multiple different brands, but usually not from the same industry to avoid image conflicts. Conversely, a brand can also collaborate with multiple ambassadors and change them according to different phases or campaigns throughout the year.
For example, the girl group Blackpink has collaborated with many major brands such as Nike. But alongside their group activities, each member also has individual ambassador contracts, such as Jennie being a global ambassador for Chanel; Jisoo being an ambassador for Dior; Rosé collaborating with Saint Laurent while Lisa is an ambassador for Celine.
Characteristics of a brand ambassador
Being famous doesn't automatically guarantee you'll be chosen as a brand ambassador by every brand. Today's businesses carefully evaluate the suitability of an individual's image, their following, and their credibility with their target customers. Therefore, even a highly attractive face might not be selected if it doesn't align with the brand's positioning.
The image is consistent with the brand.
An effective brand ambassador needs to have a style, lifestyle, and personal values that align with the company's positioning. This alignment helps the communication message become natural, consistent, and easily resonate with the target audience. When it's the "right person for the right brand," the effectiveness of recognition and recall increases significantly.
With his suitable image and personality, Son Tung MTP has partnered with Oppo as a brand ambassador for many product lines.
Sơn Tùng M-TP was once a brand ambassador for OPPO Vietnam due to their similar youthful, creative image and strong influence among young people. Between 2013 and 2016, this collaboration created a massive media buzz, especially with the F1s series, contributing to OPPO's rapid rise to the leading smartphone brand group in Vietnam.
High credibility and influence
Brand ambassadors typically possess a stable following or have a credible voice in their relevant field. It's not just the number of followers; the level of engagement and trust within the community are the key factors determining the effectiveness of their reach. The higher their credibility, the greater their ability to influence customers' purchasing decisions.
The ability to inspire positive feelings
An effective brand ambassador goes beyond simply introducing a product; they also know how to tell a story and evoke emotions in their audience. Through their lifestyle and personal experiences, they help brands create a deeper emotional connection with customers. As a result, marketing messages become more natural, persuasive, and encourage proactive product experiences.
A stable personal image, low risk.
Stability in personal life and public statements is crucial for ambassadors to maintain long-term brand credibility. Therefore, businesses often prioritize ambassadors with a clean, professional image and minimal media controversies. This helps to minimize crisis risks and protect the company's reputation.
Every company wants its Brand Ambassador to have a clean image and a clean personal life, free from drama.
In reality, if a celebrity is involved in a scandal while under an ambassador contract, their role as a representative may be terminated, and they may even have to pay compensation according to the terms of the agreement with the brand.
Good communication and interpersonal skills
A Brand Ambassador is more than just appearing on posters or TV commercial Brand ambassadors often need to participate directly in various public relations campaigns, promotional events, and livestreams. Therefore, ambassadors need to be able to express the message clearly, naturally, and accurately, which will help marketing campaigns achieve higher effectiveness. An ambassador with good communication skills also helps businesses optimize costs and enhance their professional image.
The role of a brand ambassador
Brand ambassadors are not simply promotional faces, but also crucial bridges between businesses and customers. Through their influence and personal image, they help spread the message, strengthen trust, and boost business performance. Therefore, before officially announcing a Brand Ambassador, brands often spend considerable time researching, evaluating, and carefully considering their options to ensure the most suitable choice.
Increase brand awareness
One of the most important goals for a brand when seeking a brand ambassador is to increase awareness of a particular product or brand in general. Thanks to the influence and media reach of the ambassador, the brand image can quickly reach a wider customer base and be more clearly remembered in the market.
Brand ambassadors help products and brands get closer to customers.
For example, shortly after KOL Meichan was announced by Beplain as the ambassador for Sunmuse tone-up sunscreen in Vietnam, the product quickly attracted attention from many beauty enthusiasts who follow her. Prior to that, it was still a relatively new product line in the Vietnamese market.
Building trust with customers
Of course, brand ambassadors don't determine product quality, but they can have a psychological impact on customers. Consumers tend to trust products when they are recommended by someone they like or respect. Brand ambassadors therefore act as a "guarantee of credibility," helping brands build trust in the market.
Boost sales
A suitable ambassador can directly impact customer purchasing behavior. When the message is conveyed correctly, a campaign can effectively convert brand awareness into revenue. On the other hand, many fans also tend to want a "cheap moment" with their idol.
Since Jisoo joined the brand, Dior's sales have skyrocketed.
Dior's sales, particularly in South Korea, have surged since Jisoo (Blackpink) became its global ambassador in March 2021. Revenue in South Korea increased by nearly 871% in 2021 and is projected to surpass 1 trillion won in 2023, despite being a high-end product line.
Support for brand image positioning
A brand ambassador needs to align with the product or brand; this is a core element in consistently positioning the brand image. When the ambassador and the brand "speak the same language" in terms of style and values, the communication message becomes more natural and persuasive.
For example, Chanel pursues an elegant, sophisticated, and minimalist spirit, celebrating the free spirit of women. This image is clearly embodied by Jennie (Blackpink). To this day, she remains a brand ambassador for Chanel, and in the minds of many, Jennie has almost become an icon associated with this fashion house.
Partnering in marketing campaigns
Brand ambassadors often participate in various activities such as advertising, events, product launches, and social media communications. Their consistent presence helps brands maintain stable market reach and create a lasting impact. In particular, when ambassadors directly participate in these activities, the events often receive a high level of interaction and natural spread from their fan base. This is crucial, especially in new product launch campaigns that require rapid attention and reach.
In summary, a brand ambassador is not just a representative face, but also a strategic factor contributing to shaping the image and boosting the effectiveness of a company's communication. Choosing the right ambassador, one who is suitable in terms of image, reputation, and target audience, will help the brand increase recognition, build trust, and optimize business performance. Therefore, businesses need to carefully consider many factors before officially announcing a Brand Ambassador.
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