Naturally, every brand deems it beneficial to have brand ambassadors, but is it the right marketing choice?
Product and service success comes when a brand matches the expected experience the customers have of the product or service. This philosophy explains why it gets more difficult for Apple every product release (and it often leads to the moment your competitors have the advantage).
If brand ambassadors are set forth to talk up the product or service, to embody and represent the brand in the brightest light possible, then aren’t they accomplishing the opposite because one can’t possible meet the ever-demanding rise of expectations the ambassadors are setting?
Better to build a work culture that speaks for itself, one that people talk about because it makes them feel good; it puts them in the light.
If you’re in a business, you’re in the business of making people feel good, consistently. Sometimes that calls for exceeding expectations, but not setting the expectation before the experience that they will be exceeded (what many brand ambassadors do).
Rather than thinking what information brand ambassadors can share, think of what feelings they feel when interacting with your brand and how they can share those.
Anyway, isn’t everyone who touches your brand a potential ambassador? You tell me.
Stay Positive & Brand Ambassadors Work When The Culture Was Built With Them In Mind
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