What is brand ambassadorship?

Brand ambassadorship is about encouraging and enabling employees to act as advocates for the company, sharing their positive experiences and stories related to the workplace, products, or services. This can significantly amplify the brand's reach and authenticity, as employees often have vast and diverse networks that can be tapped into.

Why is brand ambassadorship relevant to internal comms?

Brand ambassadorship is integral to internal communications as it aligns employees with the company's mission and values, fostering a strong sense of pride and loyalty. When employees are true believers in the company they work for, their advocacy is more genuine and impactful, leading to a more positive brand perception both internally and in the wider market.

Examples of brand ambassadorship in internal comms

Examples include employees sharing their work experiences on social media, participating in case studies or testimonials for the company, or representing the company at industry events and conferences.

Best practices for brand ambassadorship

Best practices involve providing employees with the right tools and guidance to share their stories effectively, recognising and rewarding ambassadorial efforts, and ensuring a positive company culture that employees want to advocate for.

Common challenges for brand ambassadorship

Challenges may include managing and aligning the diverse messages shared by employees, ensuring the authenticity of the advocacy, and measuring the impact of ambassadorship efforts on brand perception.

Brand ambassadorship harnesses the power of employee voices to strengthen the brand's image and foster a culture of advocacy and engagement within the organisation.