Top Dawg Business Blog

A Brand Ambassador can be an invaluable asset to any business, whether it’s a mom and pop corner store, a professional corporation, a non-profit organization, a Fortune 100 enterprise, or even an ecommerce website.
If you’re a large company, you can afford to hire a high-powered professional schmoozer or strategist and give her the title of Chief Corporate Liaison or Executive Director of Branding.
In the non-profit world, Ambassadorship relies on everyone from the Director of Development to the fleet of volunteers.
When you’re a sole proprietor, Brand Ambassador is just one of the many hats you wear as an entrepreneur.
In ecommerce, where you may rarely (if ever!) meet or speak directly to your prospective customers and clients, the concept is more abstract, but it still applies. If we may continue the metaphor, here are some of the most important building blocks that will form the foundation of your Brand Embassy:
1. Keep Up Appearances
o Ensure your website is always in good order, with accurate and up-to-date information.
o Be sure you are prepared to answer phone calls, email and written correspondence promptly, and professionally.
o Look at all your “customer-facing” portals (website, emails, auto-responders, letters) with an eye for how it all supports the image you want to portray.
o Whenever you have the opportunity to represent your business in person, be sure you dress, speak and act the part of a successful proprietor.
2. Maintain Knowledge Leadership
o Know your “brand” inside and out. Be prepared to answer questions about your mission and brand identity, and policies.
o Know your products. Read about them and their manufacturers. Learn about competitive products and retailers. Use your products. Ask your customers to tell you about their experiences.
o Know your industry. Become a subject matter expert. If you have an online pet store, you want to be sure you know who else is selling similar products and at what prices. Know their policies. Keep up on trends.
For more Brand Ambassadorship building blocks, look for our blog posting next Friday: Being a Brilliant Brand Ambassador: Part II!
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This entry was posted on Friday, August 13th, 2010 at 12:01 pm and is filed under Business Tips. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.