• Daniel Trösch

How to Create a Successful Brand Ambassador Program in 5 Steps

Updated: Jul 20, 2020

Word-of-mouth marketing can do miracles for your brand.


This form of marketing comes across as authentic as it happens through a third party organically. That’s why nearly 91% of consumers believe online reviews and recommendations. And promoting your business through recommendations is completely dependent on a solid brand ambassador program.

Image via BrightLocal

Having a social media brand ambassador program can help you mobilize and sustain recommendations for a long duration. Whether you have a small business or a big one, you should consider implementing a brand ambassador program.

However, before we get into how you can create a brand ambassador program from scratch, let’s try to understand brand ambassadors first.

So, who are brand ambassadors?

They are people who partner with your brand to promote it. Brand ambassadors showcase your brand in a positive light and try to influence how their followers or people close to them perceive it.

Typically, they serve as an extension of your brand and share the same values, ethics, and demeanor as your brand. These qualities make a successful brand ambassador program.

Due to their power to influence brand perception and people’s decisions, they’re great assets for your brand.

But, who can be your brand ambassadors?

For creating a brand ambassador program, you must know who can be your brand ambassadors. They could be your employees, customers, or even influential partners. Whichever the type, your brand ambassador program must outline the qualities of a brand ambassador.

But, doesn’t that make them influencers?

It does, but unlike many influencers, brand ambassadors tend to represent your brand for the long-term while influencers usually have short-term partnerships.

As a result, they tend to understand your brand better and value the relationship they have with you even more. Many of them may agree to work without compensation due to the sheer love for your brand too.

Pro Tip: Build strong bonds with influencers. They can become brand ambassadors for you too.

However, it can be quite challenging to find and manage the right brand ambassadors for your organization. This is where a brand ambassador program can come in handy.

So, what is a brand ambassador program?

It helps you recruit people who are already advocating for your brand and also enables you to formalize your relationships with them.

Through the program, you can officially provide detailed information about your campaigns and key brand messaging to them. At the same time, you can set the guidelines for the partnership as well.

Let’s now take a look at how to create a brand ambassador program for your organization.

How Can You Create a Brand Ambassador Program?

Here’s how to create a brand ambassador program for your brand successfully:

1. Set Goals for Your Brand Ambassador Program

One of the most important steps of launching a brand ambassador program is that of setting your goals. Without knowing what you want to achieve from, you won’t be able to channel your efforts to get the desired results.

The goals that you set will also help you zero-in on the key performance indicators (KPIs) that you need to follow to determine the progress of your campaign.

When you set your goals, make sure that they’re SMART (Specific, Measurable, Achievable, Realistic, and Timely).

Setting such goals helps ensure that they’re attainable within a stipulated time and you’ll be able to measure the success of your program as well.

What should the goals of your brand ambassador marketing be?

Here are some common goals that a successful ambassador program should have:

  • Build brand awareness: Through the brand ambassador program, you can reach out to a wider audience that connects with your ambassador. This can help augment your brand awareness online.

  • Improve brand image: Your ambassador’s audience trusts them deeply. When they share positive things about your business, it comes across as a stamp of authenticity. This can build your brand image. Additionally, when they post positive things about your brand, it strengthens your image even further.

  • Generate sales: One of