Everyone knows what a "brand" is -- it is your company's product or service, combined with a unique positioning and key company equities, which fills a need for consumers. Having a strong brand is vital to your company's success. But what exactly is a "brand ambassador"? At first thought, you might consider it to be the owner of the company or the board of directors; these people are considered the ones who have the greatest interest in seeing the company and its products survive and grow.
While this is certainly true, a brand ambassador is much more than that. One very proper description of a brand ambassador I heard recently caught my attention: "a diplomat; a representative of an organization, institution or corporation that best portrays the product or service." Once you consider this definition, the scope of your brand's ambassadors spreads and grows into a variety of audiences, each with enormous potential for influencing others and ensuring your brands' success. Lets explore some of your key ambassador groups.
With strong leadership at the top of an organization, your product or service will be given the attention and resources it deserves to succeed. Your company's senior managers direct the various components necessary for developing and marketing your product. They also provide the high-level attitude of belief and commitment to success necessary to motivate employees to back the company's products.
Senior managers must continually teach, coach and engage their employees, encouraging them to believe in the company and take an active part in the process of building and marketing products/services with unique characteristics that fill consumers' needs. Without the focus and commitment of senior management, a product, no matter how good it looks on paper, is doomed to failure.