Branding11 Jul 2024Simon Druery

How to Source and Support Brand Ambassadors: A Comprehensive Checklist

As a Brand Manager, you understand the vital role that brand ambassadors play in representing and advocating for your brand. These individuals are the living, breathing embodiment of your brand’s values and mission, whether they are external customers who have a genuine love for your products or internal employees who live the brand every day. Sourcing the right ambassadors and supporting them on their journey is essential for ensuring they effectively share your brand story with authenticity and passion.

Checklist for Sourcing the right Brand Ambassadors

We've put together a comprehensive list which is split into two categories:
• Vital - must-have attributes for ALL Brand Ambassadors
• Professional / Paid - a more elevated requirement for Brand Ambassadors that are paid to represent your brand on a regular, contracted basis.

Keep in mind this checklist is not looking for perfection. What often connects audiences with brand ambassadors are their 'human' qualities. The fact that they may make mistakes and show up unashamedly as themselves is what draws people to them. Make sure you look at your ambassadors through this lens when aligning with your brand values and personality.


1. Diversity: Ensure your ambassadors are representative of various demographics (age, gender, ethnicity, etc.) and consider diversity in perspectives, experiences, and backgrounds.

2. Story Alignment: Align their stories with your Employee Value Proposition (EVP) or Customer Value Proposition (CVP), and ensure their personal stories resonate with and support the brand's mission and values. A great tool to help do this is get prospective ambassadors to fill out a survey based on your value proposition and then choose the most aligned stories to take forward into production.

3. Authenticity: Look for genuine belief in the brand and its products/services from the prospective ambassador and ensure there is transparency in their experiences and the way they endorse your brand.

4. Charisma!: Aim to choose individuals who are charismatic and engaging in the way they communicate. This doesn't mean they necessarily have to be outgoing. Primarily consider how relatable they are to the target audience they are 'representing' as this can capture attention and spark interest in the brand from the right people.

5. Representative: Do they 'embody' the ideal customer avatar or employee, reflecting the characteristics and values of the desired target audience. Remember 'like' attracts 'like'.

6. Collaborative Spirit: Ability to work well with production crew, team members and departments, contributing to enhancing brand initiatives through teamwork.


7. Engagement: Ability to effectively engage with both internal and external audiences, participating actively in brand-related conversations and activities.

8. Reach and Influence: Consider their social media presence and influence within relevant networks and communities to amplify the brand message.

9. Alignment with Brand Values: Ensure they consistently embody and communicate the core values of the brand, acting as a living example of what the brand stands for.

10. Consistency: Maintain a positive representation of the brand across all platforms and interactions, ensuring consistent messaging and behaviour in line with brand standards.

11. Passion for the Brand: Look for genuine enthusiasm and passion for the brand's mission and products/services, naturally promoting the brand out of personal conviction.

12. Professionalism: Look for reliability, punctuality and professionalism in all interactions to uphold the brand's reputation but also make collaboration with them smoother.

13. Communication Skills: Strong verbal and written communication skills if required can help clearly articulate the brand's most important messages.

14. Flexibility and Adaptability: Ability to adapt to different tasks or campaigns as needed, and open to changing strategies or approaches based on brand needs.

15. Experience and Background: Relevant experience or background that enhances credibility and relatability to the target audience, leveraging past experiences to connect with and inspire others.

16. Training and Support: Willingness to participate in training sessions to better understand the brand and its values, with continuous learning to improve their ambassador role.

17. Feedback and Improvement: Openness to feedback and a desire for continuous improvement, regularly assessing and enhancing their performance as brand ambassadors.

18. Legal and Ethical Considerations: Understanding and adherence to legal guidelines, ethical standards, and brand policies, ensuring compliance with all relevant regulations and brand protocols.

Tips to Support Brand Ambassadors

Set Clear Expectations:

• Be Clear Upfront: Provide a detailed briefing on their roles, responsibilities, and expected outcomes.

• Provide Guidelines: Share brand guidelines, key messages, and any dos and don’ts to ensure consistency.

• Establish Goals: Define specific goals and KPIs to help ambassadors understand what success looks like.

Offer Continuous Support:

• Be Kind and Grateful: Show appreciation for their efforts and contributions.

• Provide Resources: Equip them with necessary tools, training, and materials to help them succeed.

• Be Accessible: Make sure they know whom to contact if they have questions or need assistance.

• Encourage and Reassure: Offer encouragement and reassurance, especially if they are nervous or unsure, to boost their confidence.

Create an Enjoyable Experience:

• Make It Fun: Ensure their involvement is engaging and enjoyable.

• Celebrate Successes: Recognise and celebrate their achievements and milestones.

• Foster Community: Create a sense of community among ambassadors through events, meetups, and networking opportunities.

• Solicit Feedback: Regularly ask for their input and feedback to make the experience better for them.

Encourage Authenticity:

• Personalise the Approach: Allow ambassadors to share their personal stories and experiences in their own voice.

• Build Genuine Connections: Foster authentic relationships between ambassadors and the brand team.

• Promote Transparency: Encourage honesty and transparency in their interactions with the audience.

By carefully selecting and nurturing your brand ambassadors, you can significantly enhance your brand’s visibility and credibility. Use this comprehensive checklist to identify the right ambassadors and follow these tips to support them on their journey. Remember, clear expectations, continuous support, an enjoyable experience, and authenticity are key to a successful brand ambassador program. With the right approach, your brand ambassadors can become powerful advocates for your brand, driving engagement and loyalty among your target audience.

By implementing these strategies, you’ll create a robust and effective brand ambassador program that aligns with your brand’s goals and values, ultimately leading to increased brand awareness and growth.

Article by Simon Druery

Simon Druery is Director and Brand Strategist at Belong Creative. What gets him jumping out of bed each day is helping business owners and marketers craft brands that people want to belong to. When he’s not working you can find him travelling Australia in the family caravan and enjoying a tawny port by the fire.