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The Ultimate Guide
to launching a
Brand Ambassador

3 Traits That

Every Good Business shares


Having great relationships and working closely with your company’s stakeholders creates a competitive advantage. When you take extra effort to give your suppliers more opportunities to deliver for your business, they are more loyal and more willing to go the extra mile for you and your customers.


Identifying my company’s core values was a group effort. Autenthic values demonstrated by trust worthy leaders are also proven to provide companies with viable competitive advantages. After much thought, the following became the four core values that we continue to live by, even 10 years later: • Work as a Team, Win as a Team • Employees first, always • Commitement to excellence • Never Give Up


Think about how you could be empowering your employees more and inspiring greater accountability on your team -- two key ingredients of conscious leadership. Once employees know you have their back, they’ll pass that sentiment along to other team members instead of having the mentality of “every man for himself.


a lifestyle

When embarking on a brand ambassador initiative it’s critical to realize that your brand needs to be seen as a lifestyle, not a product manufacturer. Nescafé does not simply sell coffee. It sells an image and a lifestyle. And Nescafé fans love to discuss, Tweet and Instagram their lattes.

The only way to attract brand ambassadors who will genuinely want to endorse you is by making them feel like they’re part of your brand’s mission. Even if your brand is one that might seem mundane to most, focus on the bigger picture of how your service or product can impact your consumers’ lives in positive ways.

By creating a lifestyle around your brand, you can begin to build up what’s known as a “social audience”. This is a crucial first step as you will need to cull your existing fan base to choose “super fans” who have potential to act as ambassadors.


For our company

A company’s ambassador  is a critical marketing tool. The leader of any business is best placed to be its primary promoter and spokesperson, so it’s no surprise that a quarter of ambassador have a marketing background.

You may not have the right skills or experience to do it well yet. It might not be a role you’re comfortable with.

Your best customers

buy your vision.

In the 2010, we entered the high end market with a powerful new vision and services significantly more expensive than other brands.

Today, we are a company that continues to pitch itself as an innovative vision firm led by a disruptive entrepreneur . Being more than just a high end company  appeals to customers willing to pay more for premium products. Even when we declared that the word “branding” was banned at our buisness, it was great branding. He was using his position as a brand spokesperson to tell customers that the company was totally experience-focused.

I talk a lot about our mission of making our guest more wealthy. Our best customers are those who like what I have to say and also think about what they invest. Some of these loyal fans are regular subscribers who search exclusivity.

One brand

many voices

Utilizing a founder as a spokesperson is extremely valuable for communicating a brand’s story and mission in a way that truly connects with people, but that doesn’t mean you have to be the only face associated with your brand.

Once you’ve established yourself as the primary voice, identify others in your organization who can add their perspective. When your business can tell an even more profound and richer story, the more you’ll expand your reach and gain new customers.

It’s far less expensive for a business to retain customers than it is to acquire new ones, yet most companies continue to invest significantly more money into customer acquisition than retention. As a result, they do acquire new customers, but they lose a lot along the way.

Keep this in mind as you plan your next marketing budget. It just might make sense to shift some of your marketing investments into retention initiatives and away from acquisition initiatives. First, you need to develop strategies and specific tactics to make those strategies drive positive results for your business.



to increase customer lifetime value

There are some key strategies your business can use to increase customer lifetime value. If you don’t pursue one or more of these strategies, it’s unlikely that you’ll see a big uptick in customer retention or customer loyalty toward your brand anytime soon. Let’s take a closer look at each:

  • Increase sales per order;
  • Increase sales over time;

to implement your strategies

Real knowledge, real storytelling, Scarcity, Exclusivity and Provenance

Increasing customer lifetime value is dependent on your ability to develop both long-term strategies and short-term tactics to implement those strategies.

Remember, few companies invest enough in customer retention. That means your competitors probably aren’t investing adequately in Customer Lifetime Value tactics, either.

In other words, prioritizing customer loyalty and retention gives you another way to get a jump on the competition.

As the founder of a business, you inevitably wear many hats. And not all of them will suit you, but that’s OK. Of course, you play a significant role in developing the product or service offered by your company. This is why you started the business in the first place, and as something you’re passionate about, it usually comes easy.

Running a whole company is a different matter, and dealing with legal, finance and other operational issues do not come naturally to all entrepreneurs.