brand glossary: brand champions

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 champions 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 ambassadors or brand influencers

See also: internal brand engagement