What is a ‘Brand Ambassador’? Usually the first thing I am asked in job interviews, presumably because its a two word phrase that sits proudly on the top of my CV. By putting ‘brand ambassador’ in inverted commas I have tried to project the sceptical tone in which the interviewer asks said question.
Despite the question being asked so often, I have still managed to fluff it many a time, and its taken me many failed interviews to come up with an ideal answer.
The reason it has been hard to give an answer is because a brand ambassador has a massive range of duties, which change with every job. A brand ambassador works at the grass roots of a marketing campaign. And is the temporary eyes, ears, voice and image of a brand in their area. Basic tasks involve leafleting, sampling, product demo, character acting etc etc. However, the real task of a brand ambassador is to know the company, product or service from top to bottom, something we are usually given a matter of days to learn.
Anyone can be trained to hand out leaflets and smile, if you don’t believe this just walk though your city centre on a Saturday night. What separates a leafleter from a brand ambassador is the ability to understand the market, project the ethos of the brand, act within the customers perceptions of the brand, and be able to answer any questions in a professional and educated manner.
For any marketing undergraduates looking for experience and transferable skills to help their career in marketing, I would recommend working as a brand ambassador. From the POV of your prospective employer, an experienced brand ambassador is:
Organised We tend to be self-employed and have to find our own work. On top of this we need to arrange our own schedule, travel, invoices, reports etc.
Adaptable One week we can be representing Vodaphone at a trade fair, the next week may be Durex at a music festival. Each role is as different as the last, and needs thorough research beforehand.
Hard Working Brand Ambassadors that don’t work hard don’t get asked back, simple as…
Outgoing Approaching strangers in the street is not for everyone.
Friendly We need to fit into a new team and act like we’ve been buddies for years. Also it takes a very patient person to take some of the abuse we get from the man in the street.
How often do you hear those 5 words on a job description?