Blogging Basics: What is a Brand Ambassador?

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Today ends the our series on how Bloggers and PR can work together.  I want to give a huge “THANK YOU” to the bloggers and marketing people that weighed in with their opinions.  Also, to the readers that sparked the conversation in the comments section of the last 2 posts:

• Reviews, Giveaways, and Brand Ambassadors
• How PR chooses to to work with

This week we are talking about Brand Ambassadors:  what does that mean, do companies have them, how can I be one.  Seriously, there seems to be a ton of confusion on what EXACTLY a Brand Ambassador is.  Or maybe it isn’t actually “confusion” just that each person sees it as a different thing.  That means (bloggers), when you offer Brand Ambassadorship in your blog media kits, you need to be sure to explain exactly what that is and what it entails for your site.

What does “Brand Ambassador” mean to you?

1. Brand Ambassadors get an exclusive look at the latest and greatest products! It is a long term relationship between a blogger and company. This is something I have done and will continue to do in the future! -Amy @ Marvelous Mommy
2. Some who is passionate about Carolina Pad and the products we make. We want authentic, natural brand ambassadors – people who would use product from our category anyway. It goes back to our brand promise of personal self-expression – if it’s not authentic, it won’t work for us. -April @ Carolina Pad
3. We have HAPPY MAMAS in all of the major US cities that do a lot of grass roots marketing for us – so we feel those women are the Brand Ambassadors’ for HB.  I do have to say that companies that do get BA to help promote their businesses are VERY smart. Nothing beats a blogger, mom, woman that is passionate about a product…they can get nearly anyone to feel the same way. – Trina @ Happy Family Brands
4. Darlene Chan admits that she has no idea what a Brand Ambassador is.  I wonder if that is because she is a book publicist, so as such she isn’t actually working with “brands”.
5. Brand ambassador to me means that someone… a blogger for instance, has taken the time to get to know my products, had shared them with her readers, and can speak about them if asked by her readers.  And if asked a question she doesn’t have an answer to, she will reach out and ask me, or someone else here at the company.   She’s an extension of me in a way. –Denise @ Simple Green
6. To me, a “Brand Ambassador” is really anyone who writes more than one product review for a brand. They are willing to spread the word about a product. Even though they have some loyalty to the brand (as indicated by the fact that they want to do another review for them), they are not required to write a positive review. However, recently, I have started to get the impression that many associate Brand Ambassador with a person who is generally paid to write about a brand on a consistent basis. -Jennifer @ Jump Start
7. On occasion we do look for “brand ambassadors” for our clients. The definition varies depending on the client and situation. Usually it’s a blogger that is a huge fan of the product/service and that can professionally represent the brand. –Marie @ Team Mom
8. This can be very important.  It means an ongoing endorsement and relationship with our products, and a consistent position on the page. –Paul @ Rokenbok

Credits:

1. Amy @ Marvelous Mommy has been blogging since June 2009. She is a motivated, dedicated blogger and mother with a talent for writing! Marvelous Mommy was recently voted site of the month at rantsnrascals.com and is rapidly gaining many new followers!
2. April Whitlock, Director of Brand Management at Carolina Pad – the industry leader in fashion school, office and organization products. If you would like to work with Carolina Pad, contact Sara Erwin, our Partnership Associate atserwin@carolinapad.com and complete our online form.
3. Trina O’Boyle is a Social Media Editor at Happy Family Brands. Bloggers can contact her at trina@happyfamilybrands.com
4. Darlene Chan is a book publicist specializing in web PR for authors. She has placed authors’ work on many blogs that target on a specific readership. Darlene also books public appearance, guest blogs and giveaways for her authors. Her client list includes authors Monica Holloway, Elizabeth Brundage, Daniel H. Wilson and Laura Shumaker. She can be reached at dchanwork@gmail.com.
5. Denise Dochnahl Marketing Specialist & Blogger PR Manager at Simple Green. Happy to have new bloggers contact me – ddochnahl@simplegreen.com!!
6. Jennifer @ Knowledge Adventure oversees blogger relations for the JumpStart and Math Blaster brands. She has worked with hundreds of bloggers and maintains the JumpStart and Math Blaster blogs.  If you would like to work with Knowledge Adventure, you need to fill out this Blogger Form.
7. Marie Baker Social Media Director from Child’s Play Communications/Team Mom. She has worked with numerous campaigns connecting brands with bloggers. As a blogger herself she has the upmost respect for how time consuming and hard bloggers work.   You can feel free to have bloggers reach out to me atmb@childsplaypr.com.
8. Paul E @ Rokenbok… Family toys that grow along with your child.  – simply send Paul an email if you would like to work together. paule@rokenbok.com

Feedback time!  How do you feel about the above responses?  Agree?  Disagree?  Do you find it helpful?  What do you think a Brand Ambassador is?

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