Video Tips to Help You Succeed in Brand Ambassadorship
By Sarah Kesher
Brand Ambassadorship. We’ve been talking a lot about this concept lately, but what does it really mean and how can you leverage it strategically in your organization to drive growth?
To help get you up to speed quickly, we’ve launched a series of short videos that dig deeper into how you can unlock the power of brand ambassadorship. In these videos, my SagePresence colleagues and I offer some practical tips, lessons learned and guiding principles to consider as you embark on your brand ambassadorship journey. You can view our brand ambassador video short series here.
We’ve summarized some of the video highlights in a Q&A format, answering your most pressing questions about brand ambassadorship and eliminating some of the guesswork about how to get started.
How can I make brand ambassadorship workable? It feels overwhelming.
One of the most common misconceptions we hear about brand ambassadorship is that it is a big, daunting initiative that can be difficult to put into practice. Yet as SagePresence founder and principal Dean Hyers explains, the fundamentals of brand ambassadorship are actually quite simple and can help you form more meaningful, lasting connections with the people your business serves. Dean says that upfront planning and building in authenticity are key to making your brand ambassadorship program stick.
Where do I start with brand ambassadorship?
You’re not alone if this question is on your mind. It is one of the most frequent questions we get asked by clients. SagePresence consultant and brand ambassadorship expert Lani Basa recommends that you begin with an external audit of your customers to better understand what people see, hear and believe about your brand, and why they work with you. This analysis is best conducted by someone outside your organization to be truly objective.
The external perspective should be supplemented by an internal audit to identify any gaps or opportunities in how your employees are living out your brand, dealing with issues and interacting with clients.
Together, this holistic analysis ensures you get an accurate snapshot of where your brand stands today and charts a roadmap to set priorities for building your brand ambassadorship program.
How will I know when brand ambassadorship is working?
So what does great brand ambassadorship look like? Lani says there are some important lessons we can learn from companies who are implementing brand ambassadorship successfully. These companies have invested the time upfront to define who they are, what they stand for and what they do. Equally as important, she says these companies set expectations for how they are going to deliver on this brand experience in every customer interaction across all levels of the organization. In the video below, Lani shares guideposts to help ensure that your brand ambassadorship program is on the right track.
Where do most brand ambassadorship programs get off track?
Scripted. Stiff. Stale. These are some of the telltale attributes of a brand ambassadorship program gone wrong according to SagePresence consultant and employee engagement expert Lisa Walden. Lisa says that if people in your organization are going to truly leverage the power of brand ambassadorship, they must be able to tell your brand story authentically, from the heart – not off a script. If your employee can’t answer the simple question, “What does your company do?” in a compelling way, you’ve got work to do. Watch Lisa’s video for additional tips on what not to do when it comes to brand ambassadorship.
I’ve already done brand training. Do I really need to train my people on brand ambassadorship?
Brand training and brand ambassadorship training are different, but complementary, and both have a place in your branding efforts. According to SagePresence principal Sarah Kesher, brand ambassadorship training is all about building the skills of your employees to deliver on your brand experience. It sets the expectations for how your people interact with the client, and teaches them how to be confident, persuasive and authentic when they represent your brand.
Some companies believe that their branding work is done once the new logo is polished, the new brochures are hot off the press, and the brand standards are distributed. But brand training and brand ambassadorship training must work in tandem to bring your brand to life in a meaningful, memorable way.
Can brand ambassadorship really make a difference?
One of the most rewarding parts of our job at SagePresence is measuring the tangible results that brand ambassadorship can deliver for an organization. One of our favorite case studies is the story that Dean shares in this video about how brand ambassadorship training helped one company transform employee satisfaction levels from a 60-year low to a record high during a cultural shift.
This case study is just one of many examples of how brand ambassadorship can effect change in an organization. We’d love to share more examples of brand ambassadorship in action and how it can be a powerful tool in your organization. Contact us to learn more.
Additional Brand Ambassadorship Resources
Ready to start thinking about putting your own brand ambassadorship program into motion? Watch our entire video series on brand ambassadorship, download our free white paper Measuring the Impact of Brand Ambassadorship, or simply contact us to discuss how we can help get you started.