What Does It Mean to Have Brand Ambassadors?

Posted on August 15, 2017 by Michelle Locke

You may have heard the term “brand ambassadors” in the past and wondered, exactly, what it meant. The big question is: are brand ambassadors something you need to pay attention to? And if so, what can you do to cultivate these relationships?

Let’s start with the basics. What is a brand ambassador?

The basic definition of a brand ambassador: “A person who represents a brand to targeted customers in order to increase awareness, create a specific image, generate sales opportunities and build customer preference is a brand ambassador. Brand ambassadors are sometimes full-time employees of a company or part-time project hires to work a specific event.”

This is the oldest definition of a brand ambassador. We would expand it to include a few caveats in the age of social media:

  • A brand ambassador can be an employee or something a passionate and loyal guest.
  • A brand ambassador doesn’t have to be paid.
  • A brand ambassador can work via word-of-mouth or via social media.

Are Brand Ambassadors Important?


Here’s the thing: forget the phrase brand ambassadors in that question for a moment. Replace it with “passionate employees.”

Are passionate employees important?

Now, replace it with “loyal guests.”

Are loyal guests important?

Get where I’m going with this? Yep, the short answer is: yes. Brand ambassadors, passionate employees, and loyal guests are important. That doesn’t need an explanation!

Brand ambassadors can be valuable assets to your restaurant; they talk about your restaurant, post photos, hype specials, and tell their friends even when you don’t have time to post on social media. They do all the hard work! If you have a loyal following of guests already, encouraging them to post about your restaurant on social media (using your handles to tag you or a specific hashtag) will only drive more people to your business.

How to Leverage Brand Ambassadors


How can you make it appealing for your employees to hype you and your food even when they’re off the clock?

Employees can be some of the best brand ambassadors out there. Google “employees as brand ambassadors” and you’ll get hundreds of articles written by businesses dedicated to just that: helping you turn your employees into your number 1 fans. This is one of our favorite articles and this one is great too.

Here’s a few condensed tips though:

  • Encourage your employees to use social media responsibly.
  • Engage your employees and maintain a strong relationship based on trust and respect.
  • Detoxify your restaurant’s culture and training environment.
  • Encourage personal branding and verbiage for talking about your restaurant and food.
  • Praise employees who do a great job spreading the word about your restaurant.