From sitting at the front row of fashion week to online personalities, brand ambassadors are aplenty from every industry and following. With such a range and variety, what does it mean to be a global brand ambassador and what do they do?
A brand ambassador, also known as a brand representative, is a person who helps a brand achieve better public recognition. Most notably, recent years have seen an influx of global brand ambassadors in the beauty, fashion, lifestyle, and FMCG sectors.
These global ambassadors usually have a sizable following before being selected so they can market the brand’s products to their followers. Additionally, they may receive monetary or non-monetary compensation to promote products, and brands may have guidelines for promotional posts.
Furthermore, global brand ambassadors are chosen based on the values they share with the brand, as well as the overlapping audience they both cater to. It also helps if the ambassador embodies an aesthetic that matches the brand and has no prior connections to competitors.
What Does a Global Brand Ambassador Do?
A brand ambassador’s responsibilities are more than just lauding the brand but supporting and getting its name out there. Thus, they can appear as the face of the brand in commercials, advertisements, products, and anywhere the public can connect them to the brand.
Apart from that, they also represent brands at events, co-create special collections, generate publicity, and increase organic brand awareness.
5 Examples of Famous Global Brand Ambassadors
1. David Beckham
Retiring from the sport in 2013, world-renowned footballer David Beckham has racked up a lucrative string of ambassadorships. The Brit is currently a global ambassador for Maserati, Tudor, and apparently has a lifetime sponsorship with adidas worth £115 million.
2. Deepika Padukone
As a global brand ambassador, Indian actress Deepika Padukone has achieved many firsts during her career. So far, her top brand accolades include brand ambassador titles for Qatar Airways, Louis Vuitton, Dyson, and Cartier.
Boasting 97 million Instagram followers, Lisa of the Korean pop girl group BLACKPINK is a brand ambassador for Bulgari, Celine, MAC, and Prada. The starlet often shares snaps of her ambassador duties, attending fashion shows and dressed in the latest collections.
4. Lil Nas X
Taking over the airwaves and industry, American rapper Lil Nas X is an official YSL Beauté and Coach brand ambassador. Besides that, the artist has collaborated with M&M, Panera Bread, and Wrangler Jeans on Lil Nas X-inspired releases.
5. Jennifer Lopez
More than just a brand ambassador, Jennifer Lopez is the owner of her beauty brand, JLO Beauty. The multi-talented performer began her latest brand ambassador journey with Intimissimi, adding it to her list of achievements that include Coach, Virgin Voyages, and more.
The Pros and Cons of Being a Global Brand Ambassador
Electing an official brand ambassador can be a win-win situation for both the brand and the ambassador. Businesses get to tap into their ambassador’s following and appeal to a larger audience, whereas the latter can leverage it to improve their personal branding and networking.
However, choosing a brand ambassador can come with certain reputational risks. Because of their close ties, unsavoury behaviour such as offensive remarks or public scandals can lead to cancellations, like Kanye West and adidas’ fallout or China’s Dolce & Gabbana ad.
All in all, being a brand ambassador is more than just wearing the latest clothes and looking good. For brands to remain strong, trustworthy, and grow positively, both parties need to invest care and attention to showcase the best aspects of the brand. Brand ambassadors should resonate with a brand’s business objectives and vision – not be chosen based on popularity.