brand ambassadors

Brand Ambassadors… Are outside or internal?

You are CEO of a company. You have to make a decision:

1. Betting on external brand ambassadors
2. Pour the rest by internal ambassadors

I raised this question a few days ago from Linkedin, and the responses I got seemed enriching, so I think the result is well worth a reflection on this post.

Before analyzing the responses and drawing conclusions, it is worth pausing to define what it means brand ambassadors external and internal.

What are the external brand ambassadors?

This group consists of two profiles, yes, influencer external and brand advocate. Translated, speak of those who can exert a positive influence on temporal and brand (influencers) and fans of the brand satisfied customers or (brand advocates).


At the same time, the influencers They may be celebrities (famous people) or experts. The first provide quick reach of the message, large audiences, and regulate credibility. Experts provide a slower communication range, specialized audiences and full credibility.

External influencers, both famous and experts, They are hired on a temporary basis (bells) by brands to represent them.

Brand advocates

You can try to satisfied customers it key partners. Satisfied customers are arguably the best means of communication, credibility and trust that can represent a brand. They have lived the brand experience and satisfies them enough to repeat the process of buying and prescribing. Marketers are known as “fans of the brand”.

Key partners, meanwhile, representing the balance of prescribers of a brand. Usually they located in the same ecosystem: providers, contributors, administration, professional associations, trade press, relatives of employees,…

The brand advocates They are not hired, are fidelizados, convinced, and therefore support, albeit temporary, It can be durable based on experience.

What are domestic brand ambassadors?

Obviously, This is the professional organization. This group may consist of three parts: President and CEO, the management team and the group of employees (hateful expression, But that you may know me).

CEO internal brand ambassador

The head of an organization should be its most effective and credible spokesman, at least in theory. In practice, It is not like this. Not me, that year after year is reflected in the confidence survey Edelman Trust. It is difficult to know the reason for the disagreement, in which multiple factors undoubtedly, but it is there, and it is serious.

On the one hand many CEOs do not see essential act as spokespersons and delegate the function. On the other many CEOs they are still living in the environment 1.0, more effective but less open than 2.0.

The head of an organization should practice example and be a mirror for their teams. If it is a bad communicator, the organization of this virus is contagious.

The management team

Steering committees and management teams are not spared from the low confidence generated. According to the same study Edelman, and to put it mildly, they need to improve.

A more transversal leadership style, open and communicative can be a good antidote, but from theory to practice there is a stretch.

Employees as generators of confidence

No one speaks with a company, with an organization, with a mark; We talk to people. Traditional communication techniques (public relations, media advertising, promotions,…) become less effective because those who communicate with us, who tries to persuade, It is an abstract entity (brand, product, service, company).

From the time we are able to humanize the brand through people who move, connect. Rue clearly says “your people are your brand” (your people are your brand), and the people, in the end, people trust.

And there it is again Edelman study is to demonstrate that employees, people like us (peers) and technical experts are the profiles that generate greater confidence (in fact, They are the ones who approve).

Why? because the messages of employees or peers They're not here marketinianamente sweetened. Mechanic workshop cars do not fool with the same ease as the manager of the workshop regarding the benefits of a machine.

The answers

View of the foregoing considerations, and clarified what, In my opinion, they are brand ambassadors, Understanding the Answers (first come first served):

  • Jose Ignacio Czech Cenoz, marketing consultant
    I not think it's a matter of choice but of complementing the two actions. The first serves to project the company outwards with a more commercial approach and the second to attract interest from outside to the values ​​of the company through employee, managers, etc…
  • Carmen Herrada, vice-president of large organization
    I agree that 2 options should be complementary, but given the choice I prefer internal brand ambassadors. I've known companies with the best celebrities as brand ambassadors… internal team then burned with the company… As the world is evolving give priority to the option 2.

    • Jose Ignacio Czech Cenoz
      Carmen Herrada, I agree with the hue. The problem with the internal customer is activating its ability to mobilize and reach an audience that is usually more limited.
  • Davinia de Leon Martin, Technical product
    For sure, internal ambassadors. They are the real and reliable.
  • Eduard Perez-Mañanet Lozoya, digital marketing manager
    A mix would be best. But if you must choose an option according to the example, the best is bet on internal ambassadors.
  • Sanchez-Ocaña Alejandro Suárez, CEO of publishing company
    The 3: That your customers become your best ambassadors.
  • Jose Antonio Quesada, Global project manager in IT company
    It depends on the company strategy and the context of it. A priori, the best ambassadors of your brand your customers should be followed by your employees, and then thirds, but it will always be very relative, and conditioned on strategy.
  • Navy Sabaris, health professional
    In my humble opinion a mix would be yours, but if you have to choose one option, I stay with internal ambassadors. Without a doubt.
  • Rosendo Hernández Rubio, Professional insurance sector, teaching and blogger
    It seems that wins the second option, which would confirm a recent tweet from that shared Guillem it is post. Vale: post speech that are preferred influencer the famous and both are external ambassadors. And, in the same publication, we read about the dark side of marketing influencers, the value of comments other consumers and the advantages of internal brand ambassadors. Of those 3 readings, I conclude that the best “influencer” It is the anonymous who knows the company or the product, that is, a company worker.
  • … Y, because you have to take the rest by internal ambassadors, the CEO must assume that he has to be the first ambassador. A CEO who “Of the face” by your company to the public and to encourage their example employees in that work. In my industry (insurance), we are living and we do not usually noted for point us to the latest craze, so the effectiveness of internal ambassadors will be more than proven.
  • Fernando Duarte Merelo, director of vocational training agency
    “Talk about you, even bad” Oscar Wilde. That is to say, anything goes.
    The foreign ambassadors only if they are customers-apostle, the rest are mercenaries, and because inmates have to be included in the fixed salary.
  • Mario Villar, CEO and founder of enterprise web apps & mobile
    How many and which broadcast quality They have on each side?
  • Like Xavi, CEO audiovisual company
    In my case, I am looking for option 2, and as stated above, THE CLIENTS!
  • Juan Rodriguez Talavera, expert on digital analytics
    workers, always. Your happiness depends on the customer ?
  • Nacho Jimenez Delgado, Communication Consultant
    The 4: a mix employee / external / client.
  • Jordi Sabat, online video industry entrepreneur
    Among the options that you raise, This is 2. Although Alejandro Suarez proposed Sanchez-Ocaña I think the most appropriate

some conclusions

This is not a quantitative study, but opinions and pundits are more than respectable.

The paradox is that everyone is right. Although there is a majority opinion in favor of internal brand ambassadors, the idea of ​​using also-according to brand strategy- the external one has considered.

I would say there mentioned aspects that deserve discussion, one is the Carmen Herrada when referring to external messengers can “burn” internal teams.

Rosendo Hernández is the importance of the CEO as the first portavocía, without which whatever comes next will have little validity. I agree.

  • The 77% consumers are more predisposed to buying from a company whose CEO uses social networks (Source: MSLGroup)

few months ago, CEO of the Energy Sector had a bad role in a crisis about a deceased person because of energy poverty. Although the company invests millions of euros in advertising, His words carried the reputation of the company to a lamentable stadium.

Mario Villar establishes a direct relationship with your question between quality and quantity of dissemination of each stakeholder. reasonable question. Invest one million euros in a campaign with a celebrity can not be compared to investing 100.000 euros in training 200 internal ambassadors.

In any case, something is happening. The effectiveness of traditional media is declining. According to the Nielsen Global Online Consumer Survey, only 33% buyers trust in brands. On the other hand, yes, 90% customer trust recommendations of products or services people who know.

Employee Advocacy programs, the solution

The employee advocacy programs, or programs to promote domestic brand ambassadors, is a cross solution affects direction, communication, HR. and sales.

Not just about turning employees spokespersons, seeks to improve the internal climate, to improve trust between managers and teams, in digital form and communication skills (soft skills).

The most important thing is to understand that not only has advantages for the organization, also for the employee and the market.

Dare to give your opinion about the doubts raised. There are few questions unanswered.

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About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner Soymimarca, Integrates Personal Branding and The Human Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

I participate in various programs at IESE, ISDI and EAE, UPF's Social Media Graduate and UVIC, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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5 replies
  1. Marta
    Marta says:

    Very interesting Guillem. I saw the article on Linkedin and could not comment on the matter. I come from the health sector that, I always insist that those working in enterprises, as in the case of health where they must wear uniforms of the company, should be aware that where they, must be, even more, good ambassadors of the company and bearing the mark “piggyback” and represent their values ​​and image wherever they go. Healthcare workers dressed in white smoke at the door of health centers, do a disservice to the health center they represent. Just talk about this issue a couple of weeks, on the day we do about # #EmpresaSaludable communication in which HR managers attended, marketing y PRL. Communication is transmitted through many channels, not only through marketing campaigns and RRSS. Communicating spaces, People who communicate, behaviors that communicate… all influences your brand.
    regards :)

    • Guillem Recolons
      Guillem Recolons says:

      How right you, Marta! All people who work for a company or brand are its ambassadors. And be ambassador comes responsibility. If you mention health professionals smoking is clearly a “anti-branding” transmitting values ​​contrary to corporate. And if that were not enough, Today we know that professionals transmit more confidence to the markets that advertising or public relations. Thanks for write!


Trackbacks & Pingbacks

  1. […] and I share an interesting training. Or more. We work for two days a program of Internal Brand Ambassadors (employee advocacy programs) in an SME called Clavei, proud of its most precious treasure: their […]

  2. […] providers, public opinion, Potential customers…) through Employee Advocacy programs or internal brand ambassadors, with evident advantages towards the company using a lever […]

  3. […] This group consists of two profiles, the external influencer and brand advocate. Translated, speak of those who can exert a positive influence on temporal and brand (influencers) and fans of the brand satisfied customers or (brand advocates). […] Read the full article […]

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