Brand ambassadors act as the face of a brand, humanising it, and promoting the brand’s key messages, products, and services. But what does it take to be a successful brand ambassador? And what should companies look for when hiring a brand ambassador to represent their business?

In 2022, many brand ambassadors are ‘online influencers’ or celebrities with a large social media following. However, since the end of Covid restrictions, physical in-person promotional events are back and better than ever! Brand ambassadors can fulfill a variety of roles such as product sampling, leafleting, data capture, sales, or more general promotional roles. Promotional staff engage with the public to increase brand awareness and encourage people to visit your company website or store.

Brand ambassadors act as the face of your brand! They are real physical person who the public will associate with your brand and customer service. It is therefore critically important that you select the best possible brand ambassadors to promote your company.

What Qualities Should A Good Brand Ambassador Have?

So what actual qualities and skills should a good brand ambassador possess? See our list below for some of the things you should look out for when interviewing and selecting staff to represent your business at your next promotional event: 

1. Knowledge

As a brand ambassador, having technical knowledge about the company you are representing is key. Without it, you quite simply won’t be able to promote the brand successfully. Knowing the company’s key messages, product information, customer demographic, company history, and FAQs are highly important. Briefing packs are usually provided to ambassadors by companies before any promotional events for them to read and scrutinise.

2. Experience

Experience is not always essential- how would anybody start out if it was? But having brand ambassadors that are tried and tested, and have worked in a similar environment before is preferable. They will require less training, less time to adjust and settle into the role, and have more initial confidence.

Consider having less experienced brand ambassadors shadow some veterans. This will allow them to learn on the job, and they may also add a fresh new energy and perspective.

3. People Skills

Brand ambassadors will have to speak to potentially hundreds of different members of the public, as well as their fellow ambassadors. Having people skills is therefore very important; making eye contact, respecting personal space, actively listening, having good manners, clear communication, and more, are all indications of having good people skills.

4. Personality

Hiring brand ambassadors with engaging, friendly, and charismatic personalities is crucial. You want the public to sacrifice a few minutes of their potentially busy day to find out more about your company, product, or service, and so having brand ambassadors with a bit of personality will undoubtedly help!

5. Teamwork

Brand ambassadors usually work within a team of peers, so having teamwork skills and team spirit is vital. Ambassadors should be willing to help each other out when necessary and support each other. The last thing that you want is 2 of your brand ambassadors arguing and casting a bad light upon your company.

6. Positive Attitude

Although some products and services may seem difficult to become passionately enthusiastic about, having a positive attitude can make all the difference! Positivity is infectious, and potential customers are much more likely to approach someone with a positive demeanor. 

7. Reliability

Reliability and professionalism are highly important in any job as well as in promotions. Having brand ambassadors that you can rely on to turn up on time, look professional (there may be uniform requirements to adhere to), and stay focused throughout their entire shift is essential! Last-minute staff cancellations can highly disrupt a promotional event.

8. Organisation

Brand ambassadors may have to juggle various duties throughout an event. For example, leaflet distribution, product sampling, data capture, sales, general promo work, and more. Having organisational skills is therefore hugely beneficial for a brand ambassador. Being able to keep track of and arrange breaks and lunchtimes within the ambassador team is also advantageous.

9. Good Record Keeping

Businesses often require feedback after a promotional event. This may be recorded customer comments, the number of samples or leaflets distributed, the average customer demographic, what was the most popular product or commonly asked question, etc. It is important, therefore, for any brand ambassadors to retain or record this information during their shifts to allow businesses to take away, analyse and adjust their marketing/retail strategies.

10. Sales Skills

A brand ambassador may not always be required to make direct sales, but having proven sales experience is always a plus. Evidence of having sales skills shows that the potential brand ambassador is persuasive, engaging, able to negotiate, an active listener, and confident- all skills that make them increasingly likely to be effective brand ambassadors.

So there you have it, 10 qualities that every effective brand ambassador should possess! Within a team, ambassadors may have various complementary skills, that together create the perfect promo team.

Push Promotions Brand Ambassadors

If you want enthusiastic, engaging, and experienced brand ambassadors, then Push Promotions is the company for you! With more than a decade of promotional experience, we have a network of over 3000 promotional staff who have previously worked for world-famous brands such as Duracell, Specsavers, Hobbycraft, Sony Pictures, Mentos, and more!

We have brand ambassadors with experience in all industry sectors, from beauty and health to electronics and food. We have someone who will be the perfect fit for your company! All of our staff undertake a rigorous interview before being booked for any event and receive a full briefing pack prior to their shift to ensure they have the knowledge to represent your company. 

To read case studies about the events that Push Promotions have previously staffed, click here.

This article is brought to you by Push Promotions; a promotional staffing agency that supplies staff nationwide to support some of the UK’s largest brands at their promotional events and campaigns. We can supply a variety of promo staff including brand ambassadors, product sampling staff, data capture staff, and promotional models. We work closely with brands and agencies to ensure that we deliver the staff that you need!

For more information check out our website or get a quick quote here