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Thursday, December 19, 2013

10 Steps to Effective Brand Ambassador Programs

As our thoughts turn to the impact we can make in the New Year, we've summarized some key findings from our 2013 Brand Ambassador survey into this Top 10 list for building an effective brand ambassador program.

1. Articulate a clear statement of desired behavior regarding your organization’s Vision,     Mission and Values. This is your Template for Success.

2. Benchmark the current level of Brand Knowledge and Understanding through Employee Engagement research. Be sure to socialize the results internally.

3. Create an integrated Brand Ambassador program that is process-driven and supported by a budget sufficient to handle the task. Don’t under capitalize this endeavor!

4. Designate a task force to take responsibility and be accountable for driving the program throughout your organization. Include milestones for key activities.

5. Engage and formalize a group of employees to serve as a Standing Committee of Brand Ambassadors. Be certain they are assigned with specific tasks and deliverables.

6. Realign your HR processes and performance appraisal systems to support the Brand Ambassador Program components. Communicate these changes internally.

7. Ensure senior management plays an active role in the Brand Ambassador Program roll-out – they, too, are key Brand Ambassadors.

8. Encourage the CEO and members of the C-suite to engage employees with full transparency about all aspect of the program. They must become recognized champions of the program!

9. Develop a marketing plan that has consistent tonality, messaging and program content. Vet it internally prior to execution.

10. Select tactics that will have the greatest impact and positive ROI – including, but not limited to, training, social media, the latest Web-based technologies and rewards and recognition initiatives. Be sure to consider Gamification as one of your tactics! 

If you are interested in accessing the full 2013 Brand Ambassador Survey, you can download it here. 


1 comment:

Edie Jams said...

Great Post..Brand building is any activity which influences the customer of your product in a positive manner... a brand is not about a slogan, advertising or marketing campaign only - it is about trust and credibility. We all need good Brand Marketing Company.

Branding And Marketing Consultant Singapore