Once you’ve identified the key communities you think it is important to engage with, the next step is to identify the people you’d like to represent your brand within these communities. For simplicity, I like to refer to these folks as brand ambassadors.
How to find brand ambassadors
Start by identifying the people inside your organization who have the best relationships with each community. These people are the best candidates to become your brand ambassadors. The ideal brand ambassador is already an actual community member, actively participating in conversations and projects with other community members.
While an employee of your organization, this person shares common values, interests, and experiences with other community members. It is less important what position they hold within your organization and more important how they are viewed by the community itself.
After you’ve identified possible brand ambassadors, reach out to them to see if they are willing and interested in expanding their personal roles in the community to include being representatives of your brand as well. Some might already be playing this role, others might be playing this role and not realizing it.
Don’t force or pressure people. The ideal candidate will be excited to be considered and will be passionate about the opportunity, so if your best candidate doesn’t seem interested, try to find someone else who is.
Creating brand ambassadors from scratch
If you don’t have anyone in your organization who is already a member of the community, you’ll need to have someone join. Choose someone who understands your organization’s story and positioning well but also already shares interests, values, and experiences with the community in question.
Have this person attend meetings, join mailing lists, participate on forums, and otherwise begin to contribute to the community first as an individual. It will take a little longer to get started, but it will be worth it if your brand ambassador has a deep contextual understanding of the community before they dive right in officially representing your organization.
Brand ambassadors as faces of the brand
You should ensure that your brand ambassadors deeply understand your brand positioning so they can live it (not just speak to it) in their activities within these external communities. If you are developing many brand ambassadors at once, consider hosting a brand ambassador bootcamp where new ambassadors can practice telling the brand story and get aligned on the overall positioning of the organization. Also use this as an opportunity to emphasize the key role of these ambassadors in developing the brand experience and keeping relationships with the community healthy and productive.
You may have some communities where there is a whole team of ambassadors, not just one. For example, at Red Hat, a large team of developers represented Red Hat (and themselves) in the Fedora community. Invest as many ambassadors as you need in order to provide the best possible support for and adequately communicate with the community.
As you recruit brand ambassadors, you extend the internal core of the brand. Although it is wonderful to see your core group getting bigger, extending your reach is also an important time to ensure consistency. Be very careful to take the time to educate all brand ambassadors well so the entire brand orchestra stays in key.
Brand ambassador philosophy
Wikipedia defines an ambassador as “the highest ranking diplomat who represents a nation and is usually accredited to a foreign sovereign or government, or to an international organization.” Usually an ambassador lives and operates within the country or organization where he is assigned.
Your brand ambassadors should channel the same philosophy. While they are members of your organization, they should “live” within the communities they are assigned to as much as possible while representing your organization within that community.
Great brand ambassadors are loyal to the organization and to the community at the same time. They develop relationships of respect, honesty, and trust within the community, which allows them to clearly and openly communicate the priorities, desires, and needs of both sides.
Brand ambassadors are not just mouthpieces for the organization, but should also maintain their own personality, interests, and opinions in the community—often distinct from those of the organization. In places where they are representing their own opinions and ideas, they should provide the proper disclaimers. With a little practice, this is not nearly as difficult as it might sound. The key is maintaining an authentic personal voice while being open, transparent, and human in their communications.
Don’t think someone in your organization has the right makeup to be a good ambassador based on what you see here, even if he or she has good relationships within the community? Don’t make him or her an ambassador. The brand ambassador is a representative of your brand to the outside world, and the job carries a lot of responsibility and requires a high emotional intelligence and diplomatic sensibility to do well.
So take the time to find, train, and support brand ambassadors within your organization. With some attention and focus, you may soon find that your network of ambassadors becomes one of your organization’s most valuable assets.
If so, you can find more tips about how to extend your brand effectively in my book, The Ad-Free Brand (not an advertisement, mind you, just a friendly suggestion:).