In this society full of growing demands, for a better experience, comfort and luxury, convenience and value for money, brands that prioritize innovation and out of box thinking are the ones who dominate the market. In current times not only books but also brands are being judged by their covers. Brands that choose the right brand ambassador for their product make a striking impact on the audience.
So, who is brand ambassador?
A brand ambassador is a vital link between the company and its customers. A company chooses them to be the face of the brand, i.e., he/she is a person who is appointed to represent the company’s product in a positive light and increase the products’ awareness and customer base. They are designated to this position owing to their persona or the lifestyle that they represent. These are the individuals whose personality is compelling, robust, outgoing, and who can silently impact people’s minds and win over their hearts. They play the role of a subtle influencer to persuade people to buy the company’s products or avail the use of its services. A brand’s popularity relies significantly on the person promoting it.
Influence of Brand Ambassadors:
Brands usually rope in popular celebrities. The audience usually gets influenced or attracted towards the personalities especially their favorite ones. We usually tend to buy a product or a service especially when it is recommended by somebody we like. Surely, you love seeing your favorite personality endorsing the brand and you buy the product on their recommendation but are they really the best fit for the brand they promote? It is the company’s benefit by using a recognized face for their brand that is liked by everyone. But it is seen that the brand ambassadors partially practice what they preach. They should be genuine believers of the brand they promote. Brand ambassadors may not have the knowledge of all the products that they use in their daily lives. A company must do a proper analysis on whether choosing a showstopper would promote its product more or will the brand ambassador stick to the brand for a longer time or an introduction of a new product will bring more revenue to the brand.
Considering other cases where the beliefs of the ambassadors did not align with the brand they are promoting. Let’s look at few examples of other brand. If we look at Hindustan Unilever’s Glow & Lovely, formerly known as Fair & Lovely, surely, they rebranded themselves to spread the message that all skin colors are beautiful just the way they are but kept the same motto of giving a solution to the dusky skin color.
Choosing a Realistic Brand Ambassador:
Mr. Shahrukh Khan’s daughter Suhana Khan took it to Instagram where she poured her heart out saying that she has been frequently mocked by people for her dusky skin color. The ratio of representation of dark skin in reel life versus dark skin color in real life is shockingly skewed by various brands. The world is looking for someone who shares the same attribute as Suhana to become the face of Glow & Lovely so that all the young Indian girls watching her can look up to her and see an image of beauty and glamour in an unfiltered way. In recent times, where realism is expected and appreciated, a brand’s actions would need to speak louder than its words. A starting point would be choosing a realistic brand ambassador for your product which will drive growth for your company.
Emergence of Influential Marketing:
In the digital era where people are constantly hooked onto their phones using social media, creating the right content with authenticity by the right people, for the audience is everything. Influential Marketing is growing these days. A page on Instagram named as Bruised Passports featuring travel bloggers do not recommend anything until they have a firsthand experience at it. Authenticity is the trendy key with which you can win people. If brands today rope people like these, the company will be ahead of all its competitors. We all know customer is the king of the market and in today’s scenario, consumer forums are open to anyone who feels if the product is not bonafide. Same goes with the brand ambassadors. They should be transparent enough and promote only those products which they use or are likely to use. Take the example of a Bollywood actor who promotes nutrition products (Nutrition big muscle) on one side and aerated beverages like Pepsi on the other side. On the other hand, considered to be a socially responsible youth cricketer, once denied the offer to endorse Pepsi because of its association as aerated beverages and junk food.
To define in a nutshell, every brand and its ambassador makes promises to deliver the best to their consumers, but it takes additional effort to prove that they are following through with their claims. Therefore, brands must be conscious and choose their brand ambassadors wisely as they are the ones who will either make or break their product. Similarly, brand ambassadors must choose their products with utmost prudence as their relationship with the brand and the audience is of a crucial one. And they would have to get along with the saying – like an ambassador, like a brand ideology.