BRAND SPOKESPERSON VS BRAND AMBASSADOR

The two main categories are brand spokespersons and brand ambassadors when companies often leverage influential individuals to help promote their products or services. But it helps to know that there are different types of representatives that serve distinct purposes. While there is some overlap in their roles, there are differences between brand spokespersons and brand ambassadors that marketing leaders need to know.

Brand Spokespersons

A brand spokesperson is typically a celebrity or public figure who is paid to be the face and voice of a brand for a defined period through advertising campaigns and promotional activities. Their role is to endorse the brand and create awareness through commercials, appearances, interviews, and other brand messaging.

Brand spokespersons have a formal, contractual agreement with the company. They are hired specifically to market the brand in a way that drives sales and visibility. Popular examples include Peyton Manning for Nationwide Insurance, Jennifer Aniston for Smartwater, and Matthew McConaughey for Lincoln automobiles.

The relationship between the spokesperson and brand is transaction-based and temporary. It’s primarily a business arrangement where the spokesperson gets compensated for using their fame and influence to promote the company’s offerings through planned campaigns and activations.

Brand Ambassadors

Unlike a hired spokesperson, brand ambassadors are individuals who use and genuinely love a brand’s products or services. They authentic advocates who voluntary promote the brand based on their positive experiences and emotional connection to it.

Brand ambassadors don’t necessarily have to be celebrities – they can be influencers, industry experts, loyal customers, or employees. The key distinction is that their endorsement isn’t contractually driven, but stems from a sincere affinity and belief in the brand.

Oftentimes, brand ambassadors leverage their own platforms and audiences to share their perspectives and spread the word about the company more organically. Examples range from celebrity ambassador Reese Witherspoon for her Draper James clothing line to popular mom influencers becoming ambassadors for childcare brands they already used.

The brand ambassador relationship is built on trust, passion and values alignment rather than a paid sponsorship deal. While they may receive products, experiences or incentives, their advocacy is perceived as more credible since it’s not an obligated promotion.

Both brand spokespersons and ambassadors can be powerful marketing tools, but they create different impressions and serve different objectives for brands. Companies must evaluate which type of representative best aligns with their goals, budget, and brand persona.