In the world of marketing, the terms: brand ambassador, brand champion, and influencer are often used interchangeably. However, each of these terms has a unique meaning and purpose. In this article, we will explore the differences between these three roles and provide some examples of successful brand ambassadors, champions and influencers.
A brand ambassador is an individual who is hired by a company to represent its brand and promote its products or services. Brand ambassadors are usually selected based on their alignment with the brand’s values and their ability to connect with the target audience.
One of the most successful brand ambassadors of recent years is Ryan Reynolds, who was named the face of Aviation Gin in 2018. Reynolds not only appears in advertising campaigns for the brand but also uses his social media platforms to promote the product in a fun and engaging way.
A brand champion is similar to a brand ambassador in that they represent a company and its products or services. However, a brand champion goes a step further by advocating for a cause or issue that the brand supports.
A great example of a brand champion is Patagonia’s founder, Yvon Chouinard. Chouinard has been a vocal advocate for environmental causes for decades and has made sustainability a core value of the Patagonia brand. As a result, Patagonia has built a loyal following of customers who share the brand’s values and support its mission.
An influencer is an individual who has a significant following on social media and can influence the purchasing decisions of their followers. Influencers may not have a formal relationship with a brand but can be hired to promote products or services to their audience.
One of the most successful influencers of recent years is Kylie Jenner, who has built a massive following on Instagram and uses her platform to promote her own cosmetic brand, Kylie Cosmetics, as well as other products and services.
In addition to promoting products or services, brand ambassadors, champions, and influencers can also be used to support social and environmental causes. By aligning with individuals who share your brand’s values and promoting a purpose-driven message, you can create a positive impact while also building your brand’s reputation.
One example of a purpose-driven campaign is Nike partnership with Colin Kaepetnick, a former NFL player who has been vocal about social justice issues. By featuring Kaepernick in a campaign, Nike took a stance on a divisive issue and aligned itself with a purpose-driven message. While the campaign received some backlash, it also generated significant buzz and increased sales for the brand.
Whether you choose to work with a brand ambassador, champion or influencer depends on your brand’s goals and values. A brand ambassador can help build trust and loyalty with your target audience, while a brand champion can help advocate for a cause that your brand supports. An influencer can help connect your brand with a broader audience and increase your reach.
Ultimately, the most successful brand partnerships are those that align with the brand’s values and resonate with its target audience. By understanding the differences between brand ambassadors, champions, and influencers, you can make an informed decision about which type of partnership is a right for your brand.
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