What is a brand ambassador @levyclimbing

What Is A Brand Ambassador?

The answer to the question: what is a brand ambassador is at the heart of many successful companies and marketing agencies throughout the world. This article discusses the brand ambassador definition, the different types of brand ambassadors, and even presents some first-hand knowledge from Roster’s brand ambassador specialists.

Sometimes it is good to stop and go back to the basics. SaaS companies can get so deep in the minutia of features and capabilities that they may not make the fundamentals very clear. 

So, today we want to cover what a brand ambassador is because the role is at the foundation of numerous flourishing brands, marketing campaigns, and sales departments.

We’ll examine what a brand ambassador is, the categories of brand ambassadors, and get some clarification from Roster’s brand ambassador experts.

Definition of a brand ambassador

A brand ambassador is a person who represents a company in a positive light. Generally, these individuals actively express their authentic, good feelings about a business to create buzz about products and services. 

The excitement these individuals create is most often shared on social media but can also conveyed in person. They make and distribute information recognized in the industry as user-generated content or UGC.

If a company needs ambassadors for in-person promotion, they usually look for friendly, approachable, and outgoing individuals. For that matter, all ambassadors need to be social people. It’s tough for a recluse to represent a brand if they don’t associate with anyone else.

So a prerequisite is that they have a social network. The followings don’t necessarily need to be huge or significant. They just need to have people in their social circle.

In a variety of compelling ways, the brand ambassador description includes generating interest and sparking authentic conversations. They help spread the word about the companies and products they enjoy and use. Friends, family, and fans are well aware that it is genuine and honest. This type of word-of-mouth is far more effective than advertisements from companies.

A brand ambassador means a person who is assigned to represent another. The list of ways an individual functions as an ambassador is actually pretty limitless. In the case of an ambassador, the person represents a company, brand, product, university, or association.

Another word for ambassador is a spokesperson, agent, delegate, emissary, envoy, legate, minister, or representative. This ambassador definition encompasses the role but is not related to other types of advocates. Clearly, a brand ambassador differs significantly from related functions like an attaché, consul, deputy, diplomat, foreign minister, procurator, proxy, evangelist, missionary, legation, courier, or messenger.

Who are they?

At Roster, we believe everyone has influence! That’s why customers, super fans, and supporters commonly serve as trustworthy ambassadors for a company. And the truth is, they are pretty extraordinary representatives. 

71% of marketers believe that ongoing ambassadorships are the most effective form of influencer marketing. (Tapinfluence)

The role of influence is shifting. For some brands, an ambassador is also known as a micro-influencer. These individuals can have as little at 1,000 followers but as quoted above, are more effective than typical influencers who just get paid to post a photo. The prevailing trend is to provide opportunities for participation for every one of your brand’s supporters, from celebrities and mega influencers to customers and micro-ambassadors.

Brand ambassadors contribute to increased brand awareness and sales. In terms of appearance, conduct, beliefs, and ethical standards, they are supposed to reflect the company’s image in a positive and professional manner. If you need a guide to help start program, the Roster Brand Ambassador Playbook is incredibly valuable. 

download the free brand ambassador guide

Categories of brand ambassadors

When putting together an ambassador program, you should take some time and analyze the sort of impact that would be most beneficial for your organization. Marketing today is a combination of many tactics, both organic and paid. Ambassadors sit between both types of marketing. Let’s explain. They are often incentivized to organically promote your company and products. Did you know that some people might even get paid as a brand ambassador salary?

Consider involving your super users and consumers to become influencers and brand advocates. When doing this, brands accelerate word-of-mouth marketing and referral sales through all levels of influence.

At Roster, we use the term “brand ambassador” to encompass pros, influencers, content creators, partners, employees, affiliates athletes, customers, and fans. Ambassadors are any one who spreads the word about your products and services.

The following is an overview of the categories of brand ambassadors.


A professional is the public face of the brand who is an online and offline industry leader.


An influencer with a smaller following that is a hired representative that usually completes a one-time posting or placement of a brand alliance. Learn more about micro-influencers.

Brand Ambassador

An ambassador is typically a longer-term partnership based on key performance indicators and often already use the product. Learn more about brand ambassadors

Content Creator

People who are content creators include photographers, videographers, and bloggers. One such ambassador is the professional photographer and avid adventurer @levyclimbing, who also provided the UGC for the feature image of this article.


An affiliate is someone who promotes a product or service for a business. However, unlike a ambassadors, affiliates advertise a brand in exchange for a commission. Affiliates use their own channels to promote products and services like their own website, blog, email marketing, and social media. One of an affiliate’s primary functions is to bring in new customers or potential clients. Learn more about affiliates.


Partners are a social extension of natural alliances, which include associations with media, retail, affiliate marketing, and brand marketing, amongst other areas of activity.


Employee ambassadors are internal advocates, friends and family programs, and other initiatives.


A person recognized as an athletic authority such as coaches, trainers, physicians, educators, and shop owners who regularly shares word-of-mouth recommendations. Learn more about pros and athletes.

See how athletes and trainers grow referrals and revenue for Vooray.

Customer and Fan

This type of ambassadorship is open to all customers and those who enjoy a particular brand. Learn more 

Everyone has influence!


Experts explain…

We asked a few members of the Roster team to weigh in on the ambassador definition. According to the best authorities in the industry, here is how to define a brand ambassador.


A brand ambassador is a person who is passionate about a brand and enjoys sharing their love for the brand with their friends and family.”


“Brand ambassadors have a special and unique relationship with a brand, setting them apart from the brand’s other customers. Anybody can be passionate about a brand, but ambassadors eagerly engage on a deeper, more meaningful level, often at their own time and expense. Ambassadors regularly leverage their social presence, their local presence (e.g. at races and in-person events), and their brand passion in ways that significantly support the brand’s vision, embody the brand’s core values, and boost word-of-mouth sales.”


“My definition of a brand ambassador is someone that enjoys representing and sharing the word about their favorite brands and has a mutually beneficial relationship with the given brand.”


“Many of us have felt that feeling we get when we’re proud to own a great product produced by one of our favorite brands. Or received great service or tasted something amazing. When we tell people about those experiences, we are brand ambassadors. Whether we know it or not.”


“In short, a brand ambassador is someone who loves your brand and wouldn’t hesitate to share it to anyone! An ambassador truly believes in your product and uses it often. They are also an extension of your brand’s mission and encompass many characteristics of your brand.”


In the world of business, a brand ambassador is someone who positively represents an organization. In most cases, these individuals proactively communicate their honest, positive emotions about a company to generate interest in its products and services.

Once again, a brand ambassador description is a super fan who is happy to spread the word about the companies they admire. Ambassador programs provide organizations and motivated people a way to work together by putting structure around the arrangement. They form long-term collaborations to help the business grow and reach a wider audience.

Learn more about what does a brand ambassador do. We will give you a little hint.

what does a brand ambassador do? The most important thing a brand ambassador does is create and share

Ambassadors will generate content, increase brand recognition, and ultimately drive sales because they are passionate about a brand.


Feature image courtesy of @cotopaxi and @levyclimbing.








  • linkdin
  • facebook
  • twitter