What is the Role of a Brand Ambassador and What You Need to Know About One? | DocPro (2022)

Following the rise of social media, brand ambassadors, (also known as brand representatives or social media influencers), have become increasingly central to the marketing tactics of companies and B2B organisations. A brand ambassador is an individual hired by a brand to promote and recommend a certain product or shed a positive light on a particular brand to their network to increase sales. The role not only benefits the company promoted but also offers ambassadors the enticing opportunity to make money by representing a brand they support. If you are considering hiring one or working as one, you will have to enter a brand ambassador agreement, which is a legally binding contract that sets out the terms in which the ambassador is to represent the company in promoting their product. Here is your ultimate guide to everything on brand ambassadors.

What is the Role of a Brand Ambassador and What You Need to Know About One? | DocPro (1)

What is a brand ambassador?

Brand ambassadors also called ‘brand representatives’ or ‘brand managers’, are individuals engaged by a company to promote and raise awareness of the brand and products. The brand ambassador does so by endorsing, recommending, and referring the company’s brand and products to others in their network.

Brand ambassadors, enable companies to leverage their broad reach and direct influence to increase brand awareness. This increased awareness drives sales and ultimately increases profits for the company.

There are generally two kinds of people engaged as brand ambassadors: celebrities/influencers and ordinary individuals.

1. Celebrities or influencers

Celebrities are often engaged to serve as brand ambassadors for a company. Common examples of celebrities engaged as brand ambassadors include singers, actors, athletes, socialites, or philanthropists.

Larger businesses often can engage A-list celebrities as brand ambassadors. For instance, Rolex, the famous Swiss luxury watch brand, famously engaged Roger Federer as their brand ambassador.

Other smaller-scale influencers, called ‘micro-influencers, are also commonly engaging. Micro-influencers often have a well-defined following in a particular niche market that the brand wants to penetrate.

2. Ordinary Individuals

Ordinary individuals are also often engaged by companies to serve as brand ambassadors. These individuals often have a small-medium-sized network and/or social media following which the brand is seeking to tap into. A common example of a brand ambassador that falls into this category is college students.


Engaging college students as ambassadors is usually done by professional service organisations such as law and accounting firms. These types of organisations are known to engage college students as ambassadors as a way of raising awareness amongst their cohort about the firm and their work. This is done to get students interested in the firm and their graduate recruitment opportunities.


Other companies such as Lyft, a ride-sharing service in the US, have engaged college students as brand ambassadors in the past. Through this, they were able to raise awareness about their services and drive referrals of other people onto their platform.

What is the Role of a Brand Ambassador and What You Need to Know About One? | DocPro (2)

Duties of a Brand Ambassador:

Here are some of the typical duties that brand ambassadors are expected to fulfil during their stint:

1. Promote the goods and services of the company

The overriding duty of a brand ambassador is to promote the goods and services of the company to their following on social media, or with other friends and family.

This is done by educating people about the company’s products through demonstrations, videos, posts, etc. It is also often done through content creation, which includes the creation of blogs, newsletters, product reviews, etc.

2. Generate Sales Leads

One of the primary responsibilities of a brand ambassador is to generate sales leads by building rapport with customers and vendors. After all, the aim of engaging the brand ambassador is to increase sales and profits.

(Video) Part 1: What Is A Brand Ambassador? - The Ultimate Guide to Brand Ambassador Marketing

Brand ambassadors tend to focus on this aspect more if their compensation is commission-based.

3. Participate in promotional events

Brand ambassadors may be required to attend a variety of promotional events including trade shows, product launches, and other business events to promote the company’s product.

4. Act and Model

In some cases, a brand ambassador may also be required to act or model for marketing materials created by the company. This includes brochures, TV advertisements, or billboards.

5. Answer Queries

Often, the brand ambassador will become the first point of contact for questions from the prospective consumers they influence or engage with.

To fulfil this duty, the ambassador should maintain a strong knowledge of the company and its products. The ambassador should understand the vision, goals, and operations of the organisation as well.

What is the Role of a Brand Ambassador and What You Need to Know About One? | DocPro (3)

What is a brand ambassador agreement? Why is a brand ambassador agreement necessary?

A brand ambassador agreement records the terms of the agreement between the ambassador and company in a formal manner.

A brand ambassador agreement is an important document for many reasons.

Firstly, it offers protection for both parties. A brand ambassador agreement clearly outlines the terms of the agreement between the parties – including the rights and responsibilities of each party. It thereby serves as an important point of reference should there be a dispute between the parties down the line.

It also helps both parties communicate their expectations to each other. Explicitly outlining their respective duties removes any ambiguity and helps both parties have a clear understanding of what is expected of them.

Further, Betina Baumgarten notes that it is not just about the brand and the ambassador - having an agreement in place ensures that there is consumer transparency.

How to draft a brand ambassador agreement?

So, you probably understand by now that a brand ambassador agreement is an extremely important document. But how do you draft one?

Certain clauses are very important when it comes to drafting a brand ambassador agreement. Here are the most crucial ones you should keep in mind:

1. Exclusive Rights

Brand ambassador agreements often include an exclusive rights clause. This clause states that a brand ambassador is not allowed to work for other brands that are in direct competition or within the same/similar industry.


Other times, this restriction is less stringent – it might require that the ambassador informs the company if they are or are intending to serve as an ambassador for another brand.


The rationale behind this restriction is that if a person represents multiple brands in the same space, this might send mixed messages to their audience, making the promotion seem less genuine.

(Video) How To Be A Successful Brand Ambassador

2. Right to reproduce

Brands often reserve a right to reproduce statements made by or information of the ambassador in exact or paraphrased form. This right can be irrevocable or revocable.

Brands find this right useful if they ever want to reproduce statements made by the ambassador for purposes other than for what they were made by the ambassador. For instance, a brand may want to use a statement made by its ambassador at one of its product launching events.

3. Brand Ambassador Duties

A brand ambassador agreement should specify all the duties the ambassador is to fulfil. This is highly brand specific, and depends on the messaging and reputation[1] your brand put across. This may also depend on the particular demographic the brand is trying to target, as different groups of people tend to respond differently.


This section should outline what content the brand ambassador is to create to comply with the brand’s vision and goals. This section should be as detailed as possible. So, for instance, if the brand wants the ambassador to make social media posts, this section should specify how frequently the posts should be made and whether certain statements or words should be explicitly mentioned – this might include a requirement to include a slogan or motto. It should also specify which social media channels the posts should be made on, etc.


Other duties commonly imposed in this section include a duty for the brand ambassador to maintain a specified level of knowledge of the product to promote it adequately. Furthermore, a duty is often imposed for the ambassador to make amendments to the posts in the way which the company specifies.

4. Brand Guidelines

It is important to include brand guidelines in any brand ambassador agreement.


Brand guidelines should specify the voice, tone, and style of language to be used when making communications or representing the brand. It will help the ambassador communicate consistently with your brand.

5. Approval process

Ensuring a consistent and clean brand image is important for a business’s reputation.

To maintain this clean image, many companies require that any content or communication created by their brand ambassadors are veistted before they go live. This process helps maintain a consistent and clear brand message.

Sometimes, the brand will require that approval is obtained only for pieces of content. If this is the case, it should also be specified in the brand ambassador agreement.

What is the Role of a Brand Ambassador and What You Need to Know About One? | DocPro (4)

6. Things that the brand representative should avoid doing

Whilst it is important to make sure brand ambassadors know what to do, it is equally important that they know what not to do about your brand.

The section should provide specific guidelines on what the ambassador should not do, which might include:

  • Purposes which a product cannot be recommended for

  • Certain claims

  • Certain warranties or guarantees concerning the product

    (Video) BEGINNERS Guide: Become A BRAND AMBASSADOR 2020 [Small Influencers] | Tam Kam

  • Prices at which the products cannot be offered

  • Posts on social media that are off-limits

Brand ambassador agreements also often include a list of words, statements, claims, or other information, which the ambassador should not associate with their brand in any way.

In general, the most important thing is that the brand sets strict guidelines to protect the brand and prevent deceiving consumers, says fashion attorney and consultant Betina A.S. Baumgarten. This will maintain the integrity of the brand and help sustain the brand's reputation in the long term.

7. Payment terms

A brand ambassador agreement should specify clear payment terms. The payment terms should be clear and cover the following two questions. Firstly, how will the ambassador’s compensation be calculated (e.g.: will the ambassador receive a flat fee, or will it be commission-based)? Secondly, when will payment be made by the company?

8. Timeline

A clear timeline should be included in the brand ambassador agreement outlining when each deliverable should be produced by the ambassador.

9. Termination Notice

Unfortunately, as with any other relationship, relations between a company and a brand ambassador can go haywire.


It is therefore important that a brand ambassador agreement specifies how the contract can be terminated. In this respect, it is common for brand ambassador agreements to include a clause stating that either party can terminate the agreement without cause with 30 days’ notice to the other party.


Any post-termination duties should also be specified. This might include, for instance, the brand ambassador should return any products that the brand has gifted them.

10. Legal responsibilities

The legal responsibilities of each party should also be specified.


For instance, legislation in many jurisdictions requires that certain disclosures are made by the ambassador when they use any of their social media platforms to advertise a product for a brand. This often varies depending on the platform being used. If this is the case, the brand ambassador agreement should specify the obligation for the ambassador to do so.

11. Copyright and Trademark

Brands often allow ambassadors to use their trademarks and copyright to promote their brand more effectively.


It is important to clearly define the extent of this permission. Usually, brands will only allow ambassadors to use trademarks and copyright to promote the brand.


Brands run the risk of ambassadors using their trademarks and copyright for unrelated purposes if they do not define the extent of this permission. This may threaten their brand image, making it important that the boundary of permission is clearly defined.

12. Ownership of materials

Who owns the content posted by the ambassador? It depends, says lawyer John Allen Waldrop. Brand ambassador agreements must also specify to who the intellectual property in any deliverables produced under the agreement will belong – the brand or the ambassador.

The brand may be the owner if the agreement specifies the arrangement as a 'work for hire'[2]. Otherwise, the brand ambassador may have ownership of the materials.

(Video) What Is A Role Of A Brand Ambassador?

Most often, though, companies choose to reserve all intellectual property rights in any deliverable. This is so they can freely use the deliverable even after the brand ambassador contract is terminated.

What is the Role of a Brand Ambassador and What You Need to Know About One? | DocPro (5)

Brand Ambassador Agreement Templates

As you are probably aware by now, drafting a brand ambassador agreement is not easy! There is a LOT of room for error when drafting one – and this can potentially be detrimental to your brand’s image.


Don’t worry, you won’t have to draft one yourself as you can simply refer to one of DocPro’s many comprehensive, template brand ambassador agreements.


We have created three different forms of this template, each drafted to favour a different party. You can find links to each template and a brief description of it below:

Brand Ambassador/Representative Agreement – Neutral Form: https://docpro.com/doc1188/brand-ambassador-agreement-neutral

  • This brand ambassador agreement was drafted in neutral form. It is drafted to favour each party equally.

Brand Ambassador/Representative Agreement – Ambassador: https://docpro.com/doc1201/brand-ambassador-agreement-ambassador

  • This is a brand ambassador agreement drafted to favour the brand ambassador.

Brand Ambassador/Representative Agreement – Company: https://docpro.com/doc1198/brand-ambassador-agreement-company

  • This is a brand ambassador agreement drafted to favour the brand ambassador.

Frequently Asked Questions (FAQ)

1. What are the responsibilities of a brand ambassador?

This depends on the details of the brand ambassador agreement. Generally, this includes complying with the duties specified in the agreement, adhering to a certain voice or tone whilst representing the brand and ensuring a consistent brand image. Part of their responsibility also includes doing the training provided by the company, John Allen Waldrop from the Law Dept notes.

2. Should there be any standard rules around what they will post on social media?

Yes – as we touched on previously, there should be standard rules in place so that the ambassador can comply with the brand’s vision in carrying out their duties.

An example of a ‘do’ in the context of a social media post is for the brand ambassador to clearly disclose that they are an ambassador working for the brand at the beginning of every post. This will usually have to be done in a way that is easy to understand - such as '#ad' or '#sponsored'.

An example of a ‘don’t’ might be for the ambassador to avoid anything that is not truthful, or misleading. This is important and ought to be emphasised as brands are not only responsible for their own representations, but those made by the ambassador on their behalf - according to Betina A.S. Baumgarten, a Fashion Law Attorney.


It is crucial that the brand ambassador has a clear understanding of the dos and don’ts. This may in some cases require providing training on those
rules[2].

3. Can a company engaging the brand ambassador use the ambassador’s name and images in its own marketing and promotional materials?

Generally, a company will negotiate in their agreement the right to use the ambassador’s name and images in its own marketing. How long the company may do so depends on what has been agreed – sometimes companies reserve all intellectual property for the foreseeable future (even when the contract has been terminated), while other times, the ambassador may limit how long it can be used.

[1] Betina A.S. Baumgarten, Fashion Law Attorney and Fashion Policy Consultant at Best Foot Forward Consulting

[2]John Allen Waldrop, a partner at Waldrop And Colvin PLLC.

(Video) What Does A Brand Ambassador Do? (+ FREE AGREEMENT TEMPLATE)

[2]John Allen Waldrop, a partner at Waldrop And Colvin PLLC.

Disclaimer: Please note that this is a general summary of the position under common law and does not constitute legal advice. As the laws of each jurisdiction may be different, you may wish to consult your lawyer.

FAQs

What is your understanding of the role of a brand ambassador? ›

Brand Ambassadors are employed by a company or organisation to help raise brand awareness and increase sales. They complete a variety of tasks ranging from promoting products or services in-store to implementing marketing campaigns. They can also be known as influencers or corporate ambassadors.

What is brand ambassador? ›

A brand ambassador is an advocate of a particular company's products and services. Brand ambassadors have become increasingly trusted sources of information as the age of the customer has gained currency.

How do you answer why would you be a good ambassador? ›

They should be able to effectively communicate with others, be a good listener and have good instincts. Sample Answer: I am the right fit for this position because I am passionate about spreading brand awareness. I am a great listener and can easily connect with people.

What makes a good brand ambassador? ›

The ideal brand ambassadors already love what a brand stands for. They'll be willing to try out new products and provide honest feedback based on their experience. This is an important feature of ambassador marketing. Companies have the chance to gather valuable critiques and insights into new products or services.

Why should you be a brand ambassador? ›

Being a brand ambassador allows you to become an expert on a brand and effectively share the brand's voice and perspective. Brand ambassadors typically align with the values and message of the company, which can help humanize a brand.

What is brand ambassador with example? ›

A brand ambassador is a professional with an outgoing personality and strong social media presence who speaks for a brand and promotes its products online and offline.

What is another word for brand ambassador? ›

In the case of a brand ambassador, the person represents a company, brand, product, university, or association. Another word for ambassador is a spokesperson, agent, delegate, emissary, envoy, legate, minister, or representative.

What is an example of ambassador? ›

An example of an ambassador is United Nations ambassador Susan Rice. A minister of the highest rank sent to a foreign court to represent there his sovereign or country. A corporate representative, often the public face of the company. An official messenger and representative.

How do you introduce yourself as a brand ambassador? ›

Let's do a quick recap of everything you've learned.
  1. Introduce yourself (who you are and what you do)
  2. Ask for what you want (be specific)
  3. Explain why working together makes sense (use brand buzz words, values, and explain how you could benefit them)
  4. Directly link your Instagram and Media Kit (Shop the templates now!)
23 Nov 2020

What questions should I ask in an ambassador interview? ›

Brand Ambassador Interview Questions
  • What do you know about our company and products? ...
  • How would you attract potential customers at a promotional event? ...
  • Can you describe a time where you increased sales for a particular product or service? ...
  • Who is our target audience and how would you engage with them?

Why should we hire you example? ›

For starters, I have all the skills and experience listed in the job description, and I'm confident that I can make an immediate impact on your company. It's not just my background in leading successful projects for Fortune 500 companies, but also my passion for the industry that drives me to succeed.

What qualities make a good student ambassador? ›

Who can become a Student Ambassador?
  • Excellent communication and interpersonal skills.
  • Enthusiastic, friendly and approachable.
  • Punctual, flexible and reliable.
  • Well presented.

How do you answer how should we hire you? ›

How to Answer Why Should We Hire You
  1. Show that you have skills and experience to do the job and deliver great results. ...
  2. Highlight that you'll fit in and be a great addition to the team. ...
  3. Describe how hiring you will make their life easier and help them achieve more.
8 Jul 2022

What skills should a brand ambassador have? ›

The Core Traits of a Brand Ambassador
  • Knowledge of (and Appreciation for) Marketing. ...
  • An Established Online Presence. ...
  • A High Level of Professionalism. ...
  • Natural Leadership Skills. ...
  • A Passion for Building and Growing Relationships. ...
  • The Ability to Gather Feedback and Provide Innovative Insight.

What skills do you need to be an ambassador? ›

What Skills Do Brand Ambassadors Need?
  • a friendly, positive attitude.
  • the ability to connect with people.
  • comfort with public speaking.
  • above-average written and spoken communication skills.
  • love of researching and learning about new things.
  • the ability to work independently.
  • time-management skills.

How can a brand ambassador help a company grow? ›

With youth marketing, brand ambassadors bring sales, engagement, and traffic to your company through social media. A brand ambassador helps your company grow with a grassroots, in-the-field type of marketing that promotes personal connections and trust.

How do you describe brand ambassador on a resume? ›

Offered exceptional customer service to differentiate and promote the company brand. Collaborated with customer service team members to give exceptional service throughout the entire shopping and purchasing experience. Communicated information to customers about product quality, value and style.

What is the role of brand ambassadors in brand communication? ›

The role of the brand ambassador is to strengthen and solidify the relationship between the organizational products or services and the customer as well as the user. Brand ambassadors are often being considered a marketing communication vehicle for the brand which is endorsed by them.

How are brand ambassadors chosen? ›

Understand the company's vision, mission, and goals. Create brand awareness and create websites or social media content to create new ones. Be a company representative in product launches, events, and trade fairs. Become an opinion leader in the communities they build.

What is a female ambassador called? ›

Definition of ambassadress

1 : a woman who is an ambassador.

Is ambassador a job title? ›

Ambassador" or "Madam Ambassador" may be heard). In other countries, ambassador is a title that accrues to its holder only with respect to a specific position, and may not be used after leaving or beyond the position.

What activities do brand ambassadors do? ›

Brand ambassadors are selected advocates who know and love your brand, and enter into a formal agreement to promote you to their network and community. They're focused on sharing their personal experiences with your brand, and building relationships with potential customers, both on social media and offline.

What do brand ambassadors receive? ›

The average amount for a brand ambassador being paid hourly is somewhere between $10 and $16 per hour.

How do you describe brand ambassador on a resume? ›

Offered exceptional customer service to differentiate and promote the company brand. Collaborated with customer service team members to give exceptional service throughout the entire shopping and purchasing experience. Communicated information to customers about product quality, value and style.

What is brand ambassador with example? ›

A brand ambassador is a professional with an outgoing personality and strong social media presence who speaks for a brand and promotes its products online and offline.

What do you say when applying to be a brand ambassador? ›

Include a personalized greeting and open by explaining why you are the right person for the job. Then, in a couple short paragraphs, give examples of specific, relevant accomplishments and skills. Use words and phrases mentioned in the job posting.

Why do you want to become a student brand ambassador maximum 200 words? ›

This is Expert Verified Answer

Firstly, it would facilitate me with a learning platform where I could polish my communication and convincing skills for my benefit. It would give me an opportunity of inculcating leadership quality and public speaking.

How are brand ambassadors paid? ›

Hourly: If the brand ambassador is being paid hourly, the average is between about $10-16 an hour. Commission: In some cases, companies will pay ambassadors on commission rather than an hourly rate, so as to incentivize the distribution of promotional materials and the generation of leads by their brand ambassadors.

Are brand ambassadors employees? ›

An employee brand ambassador promotes a brand and its product or services to their network. This is often part of a collaborative effort between the ambassador and the company to increase brand awareness and drive sales.

What is the role of brand ambassadors in brand communication? ›

The role of the brand ambassador is to strengthen and solidify the relationship between the organizational products or services and the customer as well as the user. Brand ambassadors are often being considered a marketing communication vehicle for the brand which is endorsed by them.

How do you introduce yourself as a brand ambassador? ›

Let's do a quick recap of everything you've learned.
  1. Introduce yourself (who you are and what you do)
  2. Ask for what you want (be specific)
  3. Explain why working together makes sense (use brand buzz words, values, and explain how you could benefit them)
  4. Directly link your Instagram and Media Kit (Shop the templates now!)
23 Nov 2020

What questions do they ask during interview? ›

50+ most common job interview questions
  • Tell me about yourself.
  • Walk me through your resume.
  • How did you hear about this position?
  • Why do you want to work at this company?
  • Why do you want this job?
  • Why should we hire you?
  • What can you bring to the company?
  • What are your greatest strengths?
2 Sept 2022

How can I be a good ambassador? ›

What does it take to be a GREAT brand ambassador? Five highly desired traits are: being reliable, possessing a positive attitude, being skilled at conversation, being able to enjoy talking to strangers, and being able to think on your feet. 1.

What qualities make a good student ambassador? ›

Who can become a Student Ambassador?
  • Excellent communication and interpersonal skills.
  • Enthusiastic, friendly and approachable.
  • Punctual, flexible and reliable.
  • Well presented.

Why should I be a student brand ambassador? ›

Being a student Brand Ambassador gives you the opportunity to produce your own creative work and be in charge of your day-to-day work schedule, all developing your ability to work independently.

Videos

1. Great Example of a Brand Ambassador
(Bob Kaplitz)
2. Kayla Harrison | Brand Ambassador Q&A | Everything You Need to Know about Being our Brand Ambassador
(Christies Direct)
3. Brand Ambassador Interview Questions
(Interview Questions)
4. How a Brand Ambassador Can Grow Your Business | The Journey
(GoDaddy)
5. HOW TO BECOME A BRAND AMBASSADOR | TEATIME WITH CELINA | GEL NAILS
(Celina Rydén)
6. The Difference Between Brand Ambassadors and Influencers | How To Use Them For Your Business
(Destiny Adams)

Top Articles

You might also like

Latest Posts

Article information

Author: Fredrick Kertzmann

Last Updated: 11/30/2022

Views: 5677

Rating: 4.6 / 5 (66 voted)

Reviews: 81% of readers found this page helpful

Author information

Name: Fredrick Kertzmann

Birthday: 2000-04-29

Address: Apt. 203 613 Huels Gateway, Ralphtown, LA 40204

Phone: +2135150832870

Job: Regional Design Producer

Hobby: Nordic skating, Lacemaking, Mountain biking, Rowing, Gardening, Water sports, role-playing games

Introduction: My name is Fredrick Kertzmann, I am a gleaming, encouraging, inexpensive, thankful, tender, quaint, precious person who loves writing and wants to share my knowledge and understanding with you.