Local Brand Ambassadors: Attributes for Success

Local Brand Ambassadors: Attributes for Success

So, you have people who want to run local events for your brand in their city. Congrats! Having local ambassadors is an incredible way to spread your brand, to build and scale your community, and is ultimately the first step in running a successful customer to customer marketing campaign. Not to mention, a surprising amount of people actually want to volunteer to do work for their favorite brands. There's only one problem: How do you know who you can trust to carry the torch for your brand? After all, sometimes, it’s best for both parties to not accept someone as a local ambassador.

You might be thinking, “People are offering their time for free and I should turn them away?!” Well, sometimes, yes. When scaling your brand and entering local markets for the first time, having the wrong local ambassador can be detrimental to your growth. So, how do you know if this volunteer is the best person for the role? It comes down to one key attribute:

It’s not about greed or glory.

With many company’s community events, a local ambassador can stand to gain a lot; income from paid events, lead generation for their own consulting firm, the “fame” that comes with being the neighbourhood’s go-to person in that industry. This is not to say that a local brand ambassador wanting or getting those things is bad. The problem is when your local ambassador cares more about the money and glory than about your company’s mission.

Every company has a mission, and when talking to a candidate it should be clear that they care about the mission first and foremost, and helping the community is their priority. For example, a volunteer has put their hand up to run local community events, but they are a consultant in your industry, and they know that hosting and running local events for your brand would be great for their own lead generation. How do you differentiate between the volunteer who wants money and more LinkedIn connections vs the volunteer who is genuinely interested in helping grow and strengthen the community? Here are a few questions to ask to get the answers you need:

Question: “Why do you want to do this?”

Right Answer: “I think what you’re doing for the community is really amazing and am excited to be a part of it. I would love to help foster this in my city. I am a consultant, so the topic of this community matches well with my business, and I am very passionate about it. I know the best way to build the community is to add value first.”

Wrong Answer: “I would love for this to be my next source of income. Being with [your company] I believe I’ll be able to grow my business and then have a team come in and start doing the responsibilities.”

Question: “What aspect of running events under our brand is appealing to you?

Right answer: “I love your community. Being able to help build the community and to be around others also in the industry would be really refreshing! Not to mention I can be a resource to people who need help in the city.”
Wrong answer: “I think I can grow my personal brand through running these events I can be known as the go-to for all things [your industry] in [city name].”

The correct candidate can be interested in being a thought leader, and in their own financial gain, but based on their answers, it should be clear that the mission of your community is their priority. When building and scaling a community, the local leaders that are in place are everything. If the host cares about the mission, they will provide value, if they care about the community, they will work hard to build it up, and to share that value with everyone.

Want to learn more about how to build an community in real life? Read more on the Bevy blog!

What to read next:

How did Duolingo go from hosting no events to hosting 500 events?! By empowering local brand ambassadors around the world. Read about how they did it here!

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