The Beginner’s Guide to Becoming a Brand Ambassador

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Stepping into a brand ambassador role can transform your relationship with your favorite brands and your audience. In this beginner's guide, I'll pull back the curtain on the dynamic role of a brand ambassador — your front-row seat to marketing magic, acting as both a bridge and a cheerleader for the brands you love. From personal insights to practical tips, discover how to lay the groundwork for this exciting career path. Ready to channel your enthusiasm into a rewarding partnership? Let’s dive into the essential steps to becoming a brand ambassador.

1. Be passionate

Talking about things that you genuinely love and are excited about translates loud and clear online. I love to travel and do it frequently, which is one of the reasons why Kimpton Hotels was such an excellent fit for me. Brand ambassadorship must be a natural fit for the brand and you!

Your demographics should mirror those of your dream brands, and your social media aesthetic should ideally complement the brand content. It's easy to make a pitch to work together when it's a natural fit.

When you create social media posts, tag brands relevant to your post [meaning you've posted their product in the photo] and use their branded hashtag to get their attention. Many brands have their branded hashtags in their Instagram bios. For example, Ulta uses #ultabeauty for their photo tag.

How to connect with a brand

2. Be yourself

Originality is the hallmark of a fantastic brand ambassador. Stand out with your unique content and personality. Sure, it could be scary, but it could also be awe-inspiring. Go for awesome!

I stayed at the Nine Zero Hotel in Boston as a Kimpton brand ambassador, and I had one of my daughters, who I call my mini-me's, with me. She loves to express herself by making videos for YouTube and Vine. As my junior ambassador this weekend, she made this video during our trip. Most of the time, I didn't know that she was filming.

Brands seek authentic influencers to connect and help them grow brand awareness. You don't need hundreds of thousands of followers, but engagement matters a lot.

3. Be consistent

Brands need a consistent and reliable online presence; as a brand ambassador, you can be part of that awesomeness. Talk about the things you genuinely love, which may turn into something bigger.

One of the things I love about Kimpton is that they have a great sense of humor. This sign for the dog food says Canine Zero, which is a spin on the hotel's name, Nine Zero. It's so cute!

4. Avoid online drama

Maintaining a drama-free online presence is crucial. PR teams and brand representatives often review social media profiles before making decisions. By consistently projecting a positive and inspirational image, you enhance your appeal to potential collaborators and strengthen your personal brand.

5. Build your online presence

I'm excited that one of my mini-mes was contacted by her favorite charity to become a brand ambassador! Shayla loves doing things for the planet and is naturally charitable; she also loves the internet, mainly on YouTube and Tumblr. A cause close to her heart is Tab for a Cause. Tab for a Cause “will take your browser's blank canvases and transform them into a way to donate to charity. Each time you click “new tab” in Chrome or Firefox, the app populates the page with blogs about causes such as education and poverty, as well as advertisements.”

Shayla created a video to support Tab for a Cause during Project for Awesome. Her brand ambassador is essentially an internship with a Silicon Valley tech start-up, a lovely gig for a future computer science major and a huge Nerdfighter.

If you'd like to be a brand ambassador in the future, consider it a Field of Dreams deal. If you build it, they might come. You must develop your social media presence and know that people are always watching.

One of my very close online friends just landed a huge brand ambassadorship, and the brand had been watching her for over a year on all the social media platforms. Brands want to work with the best, and you must be active on the big social media platforms. I'm active on Instagram, Facebook, Twitter, LinkedIn (which brands use to check your connections and professional experience), and Pinterest. Shayla is active on YouTube, Tumblr, Twitter, and Facebook. Being active means posting, commenting, and sharing. You'll need to be able to create meaningful, interesting media through words, images, and video.

Creating a Media Kit

A media kit is vital for brand ambassadors to showcase their value to potential partners. It should be visually appealing and concise, providing essential information at a glance. Here’s how to create an effective media kit:

  1. Introduction: Start with a brief bio highlighting your unique attributes and what sets you apart.
  2. Social Media Stats: Include up-to-date statistics such as follower count, average engagement rate, and audience demographics.
  3. Past Collaborations: Showcase a selection of previous partnerships to demonstrate your experience and influence.
  4. Testimonials: Add quotes from previous collaborators to build credibility.
  5. Contact Information: Make it easy for brands to reach you by including precise contact details.
  6. Visual Elements: Use a consistent color scheme and high-quality images to make your media kit stand out.

By following these guidelines, you can create a compelling media kit that effectively communicates your value as a brand ambassador. Your media kit will be a crucial asset when reaching out to potential brand partners.

How to Send a Pitch Email

A well-crafted pitch email is essential for securing brand deals as a brand ambassador. Here’s a guide and two examples to help you create a compelling pitch:

Key Components:

  • Subject Line: Grab attention with a clear and enticing subject line.
  • Personal Introduction: Briefly introduce yourself and explain why you’re reaching out.
  • Value Proposition: Highlight what makes you an excellent fit for the brand and the unique value you can offer.
  • Call to Action: Clearly state what you seek from the collaboration and encourage a response.
  • Professional Closing: End with a polite closing and your contact information.

Here are two example emails:

Sure! Here's a revamped version of the first pitch email:

Subject: Partnership Alert: [Your Name] + [Brand's Name] = Success!

Dear [Brand’s Name] Team,

I’m [Your Name], a fervent advocate for [Your Niche], with an engaging community on [Your Platforms]. I've long admired [Brand] for its trailblazing in [specific field or product], and I’m buzzing with ideas for collaborating to captivate our audiences.

Picture this: tailored content that showcases [specific product or service] through a series of engaging posts that are sure to resonate with our combined followers. Are you up for a quick call next week to discuss this thrilling opportunity?

Looking forward to potentially creating something great together,
[Your Name]
[Contact Information]

Another option:

Subject: Let's Make Magic at [Event Name]!

Hi [Brand’s Name],

I'm [Your Name], known around the web for my vibrant take on [Your Profession/Interest]. I couldn’t help but notice [Brand]’s recent splash at [mention any recent events or initiatives]. I’m all in for bringing some extra sparkle to [Event Name], and I think we could create something unforgettable together.

Imagine this: a giveaway that stops scrollers in their tracks, exclusive interviews that go beyond the ordinary, and behind-the-scenes peeks that everyone will talk about. Let’s chat about how we can turn this event into the highlight of the year!

Excited to potentially team up,
[Your Name]
[Contact Information]

This version adds more personality and excitement, aiming to capture the brand's interest by showcasing a dynamic and creative approach

How to DM Your Way to a Brand Deal

Direct messaging (DM) on platforms like Instagram can be a powerful tool for strategically securing brand deals. Don't wait for brands to reach out to you—create a list of brands that you love and reach out to them via direct message. Be proactive and tell them how much you love their brand. Reaching out via DM will lead to an email conversation, so be ready to pitch your brand and idea. Here’s a comprehensive guide to effectively using DMs to form professional relationships with brands:

  1. Craft a Strong Opening Message: Your first message should grab attention. Start by introducing yourself and briefly explain why you’re reaching out. Make sure it’s personalized; mention the recent campaign you loved or how your audience aligns with their brand.
  2. Convey Value Concisely: Quickly articulate the value you bring. Mention your follower count, engagement rate, or a specific campaign idea. Be specific about why a partnership would benefit them, not just you.
  3. Maintain Professionalism: Use a polite and professional tone throughout your conversation. Avoid slang and ensure your grammar is impeccable. Professionalism increases your credibility and reflects well on your brand.
  4. Timing and Persistence: Timing can be everything. Avoid weekends and late nights. If you don’t hear back after a week or two, sending a polite follow-up is acceptable. Express continued interest and perhaps add new information that strengthens your case.
  5. Follow-Up Etiquette: When following up, keep the tone friendly and light. Reference your previous message and express genuine enthusiasm about the possibility of working together.
  6. Convert Casual to Professional: Transition a casual conversation into a professional opportunity by suggesting a brief call or meeting to discuss things in more detail. Offer flexible times and express willingness to adapt to their schedule.
  7. Prepare to Move Beyond DM: If the conversation progresses, always be ready to provide additional information, such as your media kit, rate card, or past collaboration examples. Prepare this in advance so it can be sent over quickly when requested.

Using these strategies can help you effectively navigate the nuances of DM etiquette, turning potential contacts into valuable professional opportunities.

Keeping Your Bios and LinkedIn Profile Updated

An up-to-date social media presence is crucial for brand ambassadors, mainly when PR teams are scouting for potential collaborators. Here’s how you can ensure your profiles stand out:

  1. Consistent Branding: Use the same profile picture, bio, and aesthetic across all platforms. This helps maintain a cohesive brand identity that’s easily recognizable.
  2. Highlight Achievements: Regularly update your bio to reflect recent accomplishments, campaigns, or partnerships. This keeps your profile relevant and showcases your active involvement in your niche.
  3. Optimize LinkedIn: For LinkedIn, ensure your experience section is detailed and current, highlighting specific skills and successful collaborations. Use keywords that brands might search for for influencers in your field.
  4. Contact Information: Make sure your contact information is visible and updated. This includes a professional email address and a phone number, making it easy for PR teams to reach out.
  5. Engage Regularly: Regular activity and engagement on your profiles demonstrate your commitment and influence in your community. Share content regularly and interact with your followers and brands.

Maintaining polished and updated profiles provides a professional and attractive portfolio for any brand looking for a reliable ambassador.

As you enter brand ambassadorship, equipped with these refreshed strategies and insights, remember that the key to success lies in authenticity and a proactive approach. Whether you’re crafting your media kit, sending pitch emails, or sliding into a brand’s DMs, each interaction is a step toward building impactful partnerships. Keep your digital presence polished and professional, and always be ready to showcase your unique value. With persistence and these expert tips, you’re well on your way to becoming a sought-after brand ambassador in the ever-evolving digital landscape. 


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  1. I find your posts very informative and would love to learn more. I own my own business, have written a book (finding a publisher has been harder than writing) and hope to use your tips to become a brand ambassador for other companies other my own. Any feedback would be greatly appreciated.

    Thank you and keep up the good work!

  2. Great words to encourage even us 50plussers to get into social media so we can stay on top of our game. Thanks! I’m in.

  3. Hi Peg, would you advise against approaching a brand yourself and letting them come to you? Thanks for the tips, really useful.

  4. Excellent Share! An exciting dialogue is well worth comment. I think you ought to compose much more on this matter, it may well not be considered a taboo issue but typically individuals usually are not enough to speak on this sort of topics. Brand ambassadors

  5. I discovered this article on huuffpo via flipboard, very informative! Im all for tip #4 – luv it. Also, I agree that build a social media presence takes time, consistency & patience…

  6. Would you encourage individuals to approach brands themselves?

    And what is your take on Instagram Ambassador Agency?

  7. I want to be brand ambassador and would like you to help me get started.

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