Successful brand revitalisation involves refreshing a brand's image and reconnecting with its audience through strategic positioning, communications changes and new product offerings. Brand ambassadors play a big role in this process by providing a relatable and authentic face for the brand. They help build trust and engage consumers through genuine endorsements and personal connections, reigniting interest and enthusiasm.
Understanding brand’s image & the role of brand ambassadors
A brand's image is shaped by the ambassador's interactions (such as social media interactions), experiences (such as events), and marketing efforts (such as advertising campaigns) that encompass its identity, values, and overall consumer impressions. A brand ambassador can be a celebrity, influencer, employee or even an everyday customer.
A strong brand ambassador builds trust, fosters loyalty, and differentiates the brand from competitors. They significantly influence consumer behavior, impacting purchasing decisions and brand advocacy. A well-established brand image leads to higher customer retention, increased market share, and enhanced overall brand equity.
Brand ambassadors revitalise a brand’s image
In the ever-evolving world of marketing, brand ambassadors take center- stage. They are a living embodiment of a brand, representing its identity in appearance, values, and ethics. Ambassadors link a brand and its audience, capturing the brand’s essence and sharing authentic experiences that resonate deeply. This genuine connection makes them indispensable in today’s market, where consumers crave trust and personal engagement with brands.
Choosing the right brand ambassador
An interesting success story is of Virat Kohli and Puma. Virat perfectly embodies Puma’s ethos of performance, sportsmanship, and style. His association with Puma has helped the brand gain significant visibility and bolstered its image as a leading sportswear company. Virat’s authentic passion for sports and fitness aligns seamlessly with Puma’s brand values, making their collaboration a textbook example of successful brand ambassadorship. This partnership showcases how a well-chosen ambassador can elevate a brand's presence and appeal, driving both brand recognition and consumer engagement.
Identifying a good brand ambassador is critical to the success of any brand. Effective ambassadors are not merely spokespersons but true embodiments of the brand’s values and ethos. They possess an authentic passion for the brand, which translates into their ability to connect with the audience on a more personal and trustworthy level. On the other hand, a wrong choice can pose a huge risk for brands. A famous example is Snapdeal and Aamir Khan. It is reported across media that despite his popularity, Aamir’s controversial statements during his tenure as Snapdeal’s ambassador led to significant public backlash, negatively impacting the brand’s image and customer sentiment.
A good brand ambassador plays a pivotal role in stimulating brand advocacy and strengthening brand identity. They increase brand awareness, enhance brand loyalty, and engage customers by engaging with customers on social media, participating in events, and generating excitement around new products or campaigns. By contributing to content creation, they lend credibility and trustworthiness to the brand’s message.
In conclusion, brand ambassadors significantly impact how a brand positively influences its audience, improving a company’s reputation and ultimately helping to increase revenue. Their influence extends beyond mere marketing, touching on various aspects of business success. A strong brand ambassador can change how consumers perceive a brand, sharing genuine experiences and helping companies improve their image and reputation. Their role in modern business is invaluable.
The article has been authored by BOD Consulting senior partner and practice leader, GTM strategy Kanika Mathur.
