Tips to Create a Brand Ambassador Program from Scratch

This article offers practical tips and guidance for creating a brand ambassador program from the ground up. It covers key steps, considerations, and best practices to help you establish a successful brand ambassador initiative.

What Is a Brand Ambassador Program?

A brand ambassador program is an influencer marketing strategy that involves enlisting individuals, often called brand ambassadors, to promote and represent a company or brand. Brand ambassadors are typically enthusiastic and influential individuals who have a genuine affinity for a brand and its products or services.

Much like traditional influencer marketing strategies, the primary goal of a brand ambassador program is to leverage the ambassador’s credibility and reach within their respective communities to increase brand awareness, drive customer engagement, and ultimately boost sales. These programs are commonly implemented by companies across various industries, including fashion, beauty, sports, technology, and more.

The responsibilities of brand ambassadors typically include sharing positive experiences and content related to the brand on their social media platforms, participating in promotional events or campaigns, providing feedback and insights to the brand, and engaging with their audience to answer questions or address concerns. In exchange, brand ambassadors often receive benefits such as free or discounted products, exclusive access to events or launches, commission or referral rewards, and the opportunity to establish themselves as being affiliated with a well-known brand.

Ultimately, brand ambassador programs can be highly effective as they tap into the ambassador’s authentic connections with their followers or communities, fostering trust and credibility. Additionally, these programs can generate user-generated content, expanding the brand's online reach, and creating a sense of community and loyalty among customers.

How to Create a Brand Ambassador Program

So, we’ve seen what a brand ambassador program is and why the strategy works so well, but how can you create an effective campaign that helps you achieve these benefits? What do you need to keep in mind?

The following steps and best practices will help you create a successful brand ambassador program from scratch that effectively promotes your brand and helps you build a loyal community of advocates.

Define Objectives & Identify Target Audience 

The first step is identifying the specific goals and objectives that you want to achieve through your brand ambassador program, such as increasing brand awareness, driving sales, or expanding your reach. This will help you determine the best criteria for selecting your ambassadors.

You also need to identify the target audience that you want your brand ambassadors to reach and influence. Consider their demographics, interests, and online behavior. Understanding your target audience will guide you in selecting ambassadors who have a strong connection with and influence over your desired customer base.

Find and Recruit Brand Ambassadors

The next step in the process is finding and recruiting suitable ambassadors. A great strategy for this is creating a recruitment page where influencers who already use your products can come to you. 

We just launched a new feature to help with this. 

You can use the Influencity platform to create a landing page for your brand ambassador program where influencers can register to collaborate with your brand. To create your landing page, you simply need to provide some basic information about your brand and the type of influencers that you are looking for. Influencity will then create a recruitment page for you that is optimized for conversions. 

Here are some of the specific benefits of using Influencity’s landing pages:

• Increased conversions: Landing pages are designed to get visitors to take a specific action, so they are more likely to convert than regular web pages.
• Automated influencer registration: Once your landing page is up and running, all the influencers who register through it will be automatically verified before being added to your Influencity IRM database. This means that you can start reaching out to them and collaborating with them right away.
• Easy to use: Influencity’s landing pages are easy to create and use, even if you don't have any technical experience.

Provide Resources and Incentives

Once your brand ambassador program is up and running, the next step is ensuring that it runs smoothly, generates results, and continues to grow. To achieve this, it’s vital that you equip your brand ambassadors with the necessary resources, such as branded content, product samples, or event invitations. It’s also a good idea to offer incentives like exclusive discounts, rewards, or commission-based programs to motivate and reward their efforts.

Establish Clear Guidelines

Set clear guidelines and expectations for your brand ambassador program. Define the type of content that they should create, the social media platforms they should focus on, the desired frequency of posts, and any compliance guidelines or legal considerations that they need to keep in mind.

Encourage Authenticity & Creativity

Emphasize the importance of authenticity and genuine advocacy. Encourage ambassadors to share their personal experiences and opinions about your brand, rather than scripted messages.

Foster Relationships

Build a strong relationship with your brand ambassadors by maintaining open communication channels. Provide ongoing support, engage with their content, and encourage collaboration and feedback.

Track and Measure Performance

Implement tracking mechanisms to measure the impact of your brand ambassador program. Monitor key performance indicators (KPIs) such as engagement, website traffic, sales conversions, and brand sentiment. This data will help you identify areas for improvement so that you can continuously optimize your brand ambassador program.

Recognize and Reward

Finally, don’t forget the importance of acknowledging and appreciating the efforts of your brand ambassadors. Highlight their success, showcase their content, and offer additional perks or incentives for outstanding performance. This will help you foster a positive and supportive relationship with your brand ambassadors. It will also motivate them to continue promoting your brand and create a sense of loyalty and commitment to your program.