Brand ambassador

A brand ambassador is an individual who promotes and represents a brand with the aim of building awareness of the brand among their own target audiences and customers. Another term for a brand ambassador is “brand advocate”. A brand ambassador often partners with a brand for monetary or other compensation, but not necessarily always.

Brand ambassador vs brand influencer

Although these terms can sometimes overlap, a brand ambassador can be anyone who provides positive advocacy or publicity, even if not directly requested to do so and they do not benefit financially from it. For example, an unofficial Adidas brand ambassador might be a satisfied customer or loyal brand fan who recommends their new sneakers on social media or creates a YouTube review for family and friends. A brand influencer, on the other hand, usually has an official agreement with the brand that includes some form of payment.