brand glossary: brand ambassadors

Employees who represent and passionately promote the brand but are not directly tied to the brand, marketing or communications functions. Ideally every employee in an organization lives the values of the brand, but brand ambassadors go a step further: They rally other employees, advance the brand story, embody the values and help others to do the same. Brand ambassadors can come from any function in the organization and be at any level of seniority or tenure—and they are usually natural leaders and influencers who other employees seek out for information.

Also known as: brand champions or brand influencers

See also: internal brand engagement