Behaving badly.

Can good PR rescue or even glorify a brand tainted by misbehaving stars? We see Oscar Pistorius getting dropped by DSTV just days before the beginning of the campaign, in a conscious attempt to underline the values of the brand.

Rimmel decided to stick with model Kate Moss after she admitted taking cocaine in 2005, even though other backers such as Burberry and Chanel rapidly retreated. The controversy has since blown over, with the episode arguably increasing Rimmel's profile and helping boost Moss' international appeal. Kate Moss became a bigger star because of the controversy and the brands ended up coming back to her and signing her to even bigger deals. 

Do ambassadors deserve a second chance?

I think everyone deserves a second chance, but it does depend on what they've done, personally all companies will draw the line as to what is acceptable. It should all be in the brand ambassador's contract too, so that there aren't any surprises. I don't think incidents with brand ambassadors are ever good PR. If you asked the brand if they wanted it to happen, I'm sure they wouldn't. But with a decent PR plan and management, it can be rescued.

Nevertheless, sponsors are often spooked when they are associated with individuals with colorful personal lives, especially if that color is provided by illegal drugs.  Although public mishaps often lead to a personality, and, by association, a brand, receiving media ridicule, the damage is rarely long-term.

Pepsi, for instance, has a questionable policy when it comes to brand ambassadors, with Michael Jackson, Britney Spears and Madonna representing the brand as badly behaved as the three were it didn’t prove to be detrimental to the brand.

Hiring and firing

Hiring and firing miscreant public figures isn't cheap and brands are advised to think carefully before choosing brand ambassadors. I don't think brands spend enough time analyzing potential brand ambassadors, an agency should research (the stars), know about their personal lives and know the issues surrounding them. There is no 100% guarantee about any person's behavior, but it's a big investment to have a brand ambassador and more time could be spent choosing them.

More than just a pretty face.

With competition amongst brands for brand loyalty growing every day having a brand ambassador that epitomizes the brand, enables the respective target public to relate to the brand and form an association bond with the ambassador of the brand, in turn creating a relationship with the brand, but by what criteria can we (the target public/brand managers) judge a brand ambassador candidate and what do they bring to the brand? … In answering, let’s look at an example of a ‘good’ brand ambassador.

Fame and popularity brings goodwill to the brand, people will readily trust the brand and people will readily have confidence in a brand. They will be willing to embrace that the brand is not just good, but also widely accepted. Thus, using the brand will also make them popular and “in” to today’s world. This will surely stir up a common question. Is it a must to get a celebrity to be a brand ambassador? Definitely no. Common people, employees, friends and others can be a brand ambassador.

They must only possess certain characteristics: 

1. Professional speaker

Ensure that your brand ambassadors are proactively initiating conversation with others in promoting your brand’s product; be it goods or services. He/She should be comfortable in engaging healthy discussions and be warm in dealing with difficult people.

A perfect example is Bonang Matheba’s appointment as the brand first African ambassador for beauty brand Revlon. As the brand ambassador, Bonang is expected to be dynamic in dealing with people. She must be well informed with the product she is promoting.

A product’s quality and image is being carried by the person representing it. A brand ambassador should not just speak for it; he/she needs to be the voice of the brand itself. If he/she does, people will clearly see the connection between him and the brand. A few moments where a speaker cannot introduce the product properly, may mean a lifetime of brand humiliation. The audience will not just lose their interest towards your product but also remember the shame that happened for a long period of time.

Remember that the presentation of your product and brand is being placed on the hands of your brand ambassador. As such, his/her purpose is to build a connection between your products and your audience through his image. Take note that no matter how great your product is, if it’s not delivered properly to the public, it would be useless as they will not spend time or attention into trying it.

2. Leader

The main purpose of a brand ambassador is to embody the values, the character and the overall image inherent to the brand. This way, he/she leads the customers not only to buying the product but also to their self fulfilment associated with possessing it. Brand ambassadors are experts in speaking for and on behalf of your product.  They develop good image and perception towards your events that’s why they can be the front people to talk to your guests.

4.Credible

Credibility of your ambassador is very important. Do not get someone with bad record, malicious life style and disgraceful personality. Normally, customers tend to give a lot of trust to your employees view about your company and its product. It’s because they have lesser stake than the top management. If your brand ambassador speaks well of your product, it’s a plus to your promotion.

5. Relationship Builder

Speaking for your brand is one thing, building a solid relationship is another, and the latter is more important. Your ambassador’s face-to-face encounters with your target audience are very significant as these create the opportunity to build a relationship between your customer and your brand. Snatch the opportunity by getting the right person to represent the brand.

6. Team Player

Brand ambassadors should be high-caliber people. But more than this, they should see themselves as part of the team. They must remove the delusion that they are the sole reason for your sales and popularity. This way, you ensure that your team works harmoniously and all issues prevented.

Selecting the right brand ambassador (brand persona) is an essential part of your marketing strategy. You need to maximize this wonderful opportunity n building up your brand. Pick the right person with the right skills. Did you consider having a brand ambassador? Does your brand ambassador exhibit the core values of your company? Remember your ambassador personifies your corporate brand, choose the best image you want to display.