Photo credit: image source Unknown. Graphic Artist Unknown
By Shi-Lynn Campbell
So, you’ve worked hard to create an online brand for yourself or your group and now companies want to align themselves with you. What’s next? The allure of representing a brand is hard to deny. Stipends, recognition, free merch, and other perks may seem like a reward for the work you’ve put in for your brand. But reaping these benefits can come with a hefty price tag if you haven’t done your due diligence before aligning with a brand. Greenwashing is real. Many brands are using social media influencers to give their company a public image makeover. Somewhere in their business model, they have made mistakes and your image will provide them with the credibility they need. Don’t be that type of brand ambassador. In the long run, your brand and reputation are worth more than a short relationship with a large corporation’s brand. Here are some of the best ways to work with brands and how to advocate for yourself as a brand ambassador.
Research a company before agreeing to be its brand ambassador. Just like a romantic relationship, get to know the brand before agreeing to align yourself with them. The worst way to find out you’ve made a mistake as a brand ambassador is in the comment section after you’ve made your first branded post. Search the brand’s website, articles, product reviews, and other online sources to learn more about its practices, reputation, public perception, and overall history.
Create a press kit to market your brand. Similar to a resumé for a job seeker, a press kit explains your qualifications as a brand ambassador seeking brand relationships. Inside your press kit, you can include information such as rates, social media impressions, your mission statement, and other key details that inform and entice companies to work with you as a brand ambassador. In upcoming articles, we will explain how to create press kits for yourself and/or your organization.
We recommend that you always seek compensation. However, some opportunities come without monetary compensation. Some companies will offer products as compensation. Depending on your requirements this may or not be an acceptable offer. The terms of the relationship and the size of your platform are important factors to consider. When brands are very particular about the type of content they want you to create, when/how it’s posted, and what to say in the social media posts, demand compensation. You are essentially creating a commercial for their company using your time, likeness, and trust of your social media following. That is worthy of compensation. Analyze the company and its offer, make sure it is a good fit, and be prepared to send a counteroffer if you feel the deal is unfair. Accept branding opportunities that add value to your personal brand.
Where do you see your brand in a year? How about three or four years from now? Take the time to create a roadmap for yourself and your group/organization/brand. Make sure that becoming a company’s brand ambassador takes you forward in your plan. Your vision for the future should factor in when aligning with brands as an ambassador. Your reputation is on the line every time you align yourself with other companies, organizations, and brands. Protect the credibility you’ve worked hard to establish. Your followers are looking to you for leadership and industry standards. You are your own brand ambassador first and foremost. When accepting brand ambassador roles, make sure it is beneficial to your brand and aligns with your values. The future of your brand is riding on how you represent it.