Brand ambassador

Every employee in the company is an ambassador for its own brand. Therefore, the appearance and behavior at the customer contact points, the customer touchpoints, are very brand-defining. As a brand consultancy, we accompany B2B companies in the development and promotion of brand ambassadors.

have an influence on the customer’s experience.

Brand ambassadors bring the brand to life.

Brand ambassadors are people who embody relevant and company-specific values, the vision, and the culture of a brand, and who carry this to the outside world. They are employees, customers, business partners or even influencers who inspire the B2B company with products or services and thus represent it convincingly. However, the most important thing for us as a branding agency in brand consulting is the contact of each employee as a brand ambassador. In personal, telephone or written contact, in sales and consulting meetings, at trade fairs or in service and support. The more consistently all employees appear and interact with the various target groups, the better the brand image is positively anchored in the minds of customers and prospects. For the brand values to be experienced through brand ambassadors, understanding and training are needed. And it needs managers who exemplify these brand values in their daily work, both internally and externally. As a B2B agency, we work toward this goal in branding projects with our clients.

What should be experienced through brand ambassadors?

Without a brand foundation with clear brand positioning, an authentic brand personality and a concise brand story, essentials are missing. At least in the case of modern and internationally active B2B companies that have long since outgrown the owner spirit of bygone days that wafted through the halls and have expanded their own sphere of influence through acquisitions or takeovers. Where once the charismatic entrepreneurial personality had an effect on the behavior of the employees, today it needs a translation into coherent brand values, which we develop as brand consultants. These must be known to all employees in the company. In addition, there needs to be a binding willingness on the part of all employees at all locations and in all areas of the company to cultivate and live these brand values.

Become a brand ambassador

In strongly service-oriented companies, the importance of the individual employee as a brand ambassador is much more firmly anchored than in the specialized medium-sized and globally active manufacturer, which often still concentrates on the skill and quality of the products. Nevertheless, it is precisely here that the importance of the brand ambassador is growing from a brand consulting perspective. The more customer contact points or interactions there are, the more the brand-shaping effect of an employee grows. Practiced leadership behavior creates fertile ground for the promotion of strong brand ambassadors. At the same time, knowledge and understanding must be built up through diverse and ongoing communication and training measures. Ultimately, it is important for success to take all employees at all levels of the hierarchy and in all areas of activity at all company locations along on the brand ambassador journey.

Internal communication plays a major role here. Often, it is precisely those responsible who need to be made aware of the brand significance in an awareness-raising phase. And it must become clear what relevance a high brand identity has for the respective area of the company. Only then, based on brand foundation and brand positioning, can measures and tools be developed and integrated. This is a lengthy change process that must be supported by the management and internalized and lived in the sense of the top-down principle. We accompany you on this path in brand consulting.

Brand ambassadors play a crucial role in industrial branding as a success factor.

What contribution do brand ambassadors make?

Brand ambassadors can appear on various platforms, be it social media, events or personal contact. It is important to identify, support and motivate them so that they can successfully fulfill their role as brand advocates. In industry branding, brand ambassadors can make a valuable contribution in these areas: building trust, communicating credibly, increasing brand awareness, fostering customer loyalty and retention, enhancing positive image on the job market, but also having a lasting impact in crisis management. Their enthusiasm and positive experiences can make a significant contribution to the success of the company in industrial branding.


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