Do ambassadors make internal communications more effective?

It's time to harness the power of internal Brand Ambassadors

When it comes to B2C marketing, we're no stranger to the power of brand ambassadors. From celebrities, to bloggers, to YouTube stars and Instagram influencers, marketeers are capitalising on famous and familiar faces to help get their messages across. 

A brand's words, spoken from the mouths of ambassadors, not only seem more authentic but also more human. When we associate a familiar face - one that we like and admire, to a brand, we tend to sit up and pay attention, assuming the brand is credible because someone we trust is advocating its product or service. 

Brand ambassadors are frequently used to communicate with external audiences, but what about internal ones? When it comes to internal comms - are we missing a trick? 

What exactly is a brand ambassador?

A brand ambassador, by definition, is a champion of a company's product or services. Ambassadors increase value for Sales and Marketing teams by helping to represent the brand to a target audience, promoting the brand, by living and breathing it.

They can be a vital asset to develop your Employer Brand - giving you the ability to recruit, retain and engage the right people.

Bowline's Director, Jess Jeary says "It's about recognising your most passionate people and giving them a voice. The power of this simple tactic within business communications shouldn't be underestimated." Injecting authenticity into your communications gives your message more credibility. After all, people are more trusting of messages that appear like they're coming from the bottom up, than the top down. 

Employees trust peers more than CEOs

According to Edelman's 2016 Trust barometer, peers are seen to be more credible than leaders. 

Perhaps this is because while 50% of respondents said it was important that their CEO exhibits highly ethical behaviours, only 24% believed the CEO was actually exhibiting such behaviour. Overall, Edelman found that a staggering one in three employees don't trust their employer.

So introducing trusted peers as brand ambassadors could be a giant leap towards addressing this issue, boosting employee engagement, morale and subsequently the company's bottom line.


Edelman Trust barometer graphic


Peer to peer communication is key

Effective peer to peer communciation fosters a culture of openness, honesty and collaboration, shifting the focus from "me" to "us". Not only does it ensure that everyone's singing from the same song sheet, minimising misunderstandings and providing valuable direction, but it also helps to build relationships and trust.

Brand ambassadors help to bridge the gap between senior leadership and the wider organisation. Their role should also help to shape the internal comms strategy, establishing the right message and supporting the roll out. "Get your network established and bring ambassadors into your planning meetings, they should help shape communications messaging with you. We do it all the time with focus groups for external campaigns - why should it be any different when it comes to internal communication?" Jess adds.

We believe your brand is nothing without your people. So are you making the most of yours?

Brand ambassador talking in office