5 tips on how to choose the right brand ambassadors for your business
Advice from Maurice Hamilton, CEO of global rights procurement agency SMC Group
Celebrity and digital influencer endorsements have become increasingly important communication tools for firms. However, choosing the right ambassador to represent your brand can either help or hurt your business. Maurice Hamilton, CEO of global rights procurement agency SMC Group, provides tips on how to select an appropriate spokesperson. Contracts: Contracts are especially essential when working with brand ambassadors to ensure all agreed terms, such as payments, are covered in a written document. This guarantees that both parties are protected and cannot claim any misunderstandings in the future, according to Hamilton. Brand match: Select an individual who genuinely likes and supports your brand - not someone who is there to make easy money. “The key messages he/she communicates should be sincere and consistent; as a result, the relationship between the brand and ambassador will be perceived as much more natural by your consumers,” says Hamilton. Target audience: The person you choose should relate to your target audience. “You wouldn’t want to hire Ronaldo to promote basketball nor would you hire a Spanish speaking influencer for an Arabic audience. Brand ambassadors tend to humanise and bring personality to a brand. An ideal spokesperson will do exactly that and connect with your audience on an emotional level,” says Hamilton. Exclusivity: Do not opt for a spokesperson who already endorses several other brands. Choose one who will be exclusive to yours. “Your customers are likely to get confused and as a result blur brand image and reduce effectiveness of the association,” says Hamilton. Friendliness: Brand ambassadors are supposed to be able to talk positively and encourage consumers to use your products and services. So, Hamilton advises choosing a friendly yet professional candidate that people feel comfortable around.