As brand ambassadorships (let’s pretend that’s a term) continue to increase, I think it’s a question that needs addressing. There are lots of different ways that brands recruit ambassadors. Some ways make complete sense. Some of the attributes they look for, to me at least, are bang on. Some brands… well, not so much. I asked my Small & Supercharged Facebook group members who ran businesses what attributes they looked for in a brand ambassador. And they answered… and those answers are in my ‘what should you look for in a brand ambassador‘ blog. But to give a balanced argument (and to help both sides!), I also asked brand ambassadors in my group what they looked for when it came to representing a brand and being a brand ambassador for it. Now, I must stress that the people in my Small & Supercharged group are very switched on. Many are not ‘just’ riders, they have created brands and businesses around their sport and passion. These are not the kind of people that will send a DM to an account they have never heard of. Because I am sure that you, like I, have had this too.
When should you say yes to being a brand ambassador?
So, to help give brands a bit more information, to help them woo their dream brand ambassador, I asked a few more questions, and here’s what they said…
Laura Szuca from WannaBe In The Ribbons said: From being a brand ambassador for a couple of brands I would say it has to be a brand I know, use and rate highly! I think any endorsement needs to be genuine and authentic so you can’t just put your name to something you know nothing about.
Katie Lawrence from Deciphering Dressage said: I like to be a brand ambassador for a company who wants to know me, my horse, my story and form a team.
The first few companies I worked with didn’t even recognise me when I went and said hello to them… I changed my stance and what I wanted and love the companies I now work with. Many have become good friends! And in turn I’m happy to work really bloody hard to represent them.
Gaelann East from The Orchard Holding and Wacky Racers Adventures said: I guess it’s a brand/item that is in my top ten must haves that I have a passion for and also need. That way content comes easily and the content is real and honest from my soul. I never run out of things to say about the lovely companies that support me. Maybe not number 1 on my list of qualities but I guess for me to be there for them, it’s an important one so I can do my best
Nicki Strong from Headstrong Equestrian said: As a brand ambassador – synergy!
“The combined power of a group of things when they are working together that is greater than the total power achieved by each working separately” So I guess that’s a way of saying that we both have something to offer one another; before applying for a brand ambassador role I’d always ask myself whether I’m a good fit for the brand / product / customer base, so I can genuinely add value and effectively demonstrate and market their products to help build brand awareness and drive sales – and also whether it’s a brand whose product / service / ethos I believe in and would like to be associated with and could benefit from partnering with.
Tina Wallace from Life On The Left Rein said: I would only ever work alongside/represent/promote a brand that I would willingly spend money on their products myself… far too many people purely want to be a BA just to get “free stuff”, not to enable them to actively promote a brand that they are genuinely passionate about and feel other “equestrians” would benefit from/enjoy using said product/s!!
Wiola Grabowska from Aspire Equestrian said: I’m in a process of working with a brand as their ambassador and my number 1 priority is shared values. I personally see working with brands as an extension of my PR as well as interesting collaboration to create something of value. My coaching business is strongly certain values oriented so I’m very happy to be able to work with a business that see this as equally important
Beth Eckley said: I try to ask/apply to brands that I already use or rate highly, or if a new brand, one that I think would work well mutually for both of us and is something I would feel I could strongly recommend on its principles and products. I’m sponsored or a brand ambassador for four brands that I love and I hope we all work well for each other
Victoria Brant from Wimpy Eventer said: I would only represent a brand that respected the value of my content and its creation. Posting all the time about products is not what I want, loyalty is paramount but I’m not an advertising board.