The African fashion world is gaining so much global interest and every African designer is striving to grab consumer attention and retention. One of the many ways fashion business owners are working hard to create awareness and gain trust about their product is to get celebrities or influencers as brand ambassadors for their clothing line or product.
Brand ambassadors or influencers play a very vital role in the positioning of a brand’s image. They become the face of the brand and most times use their personalities and following to promote the brand. Partnership between a product and brand ambassadors are meant to increase awareness and generate consumer appeal, trust and purchase. In other cases, it could go terribly wrong and affect the product’s revenue and image. Whether you are opting for a celebrity brand ambassador or brand advocate, consider the following when deciding on choosing a brand ambassador or influencer for your product.
Is the person credible?
When considering a brand ambassador for your product, it is imperative to do a thorough research on the personality and know who they are, what they do, what they represent and their values. Review their history and past affiliations with other brands.
Be sure the person has a good track record that will make consumers trust him or her and which will certainly be translated onto your product. Consider someone who is trust worthy and can represent your brand at all times.
Is the person media friendly?
Brand ambassadors must be media-friendly and relate to all persons across board. They must be able to answer questions about your product and speak confidently and directly about your brand to the media and also help you in achieving your entire communication goal.
Again, they should be able to properly deliver your message to the right target market. Being in a new media era, I will also add that the person must be tech-savvy thus being able to interact with brand users on social media platforms and have massive social following.
Can the person appeal to your target?
Different personalities appeal to different target market. Your research should reveal to you the kind of personality that will appeal to your target consumers. Once consumers can identify themselves with a specific brand ambassador, they are most likely to go in for such products.
Many a times, buying decisions are influenced by the desire to look or feel the exact way as the brand ambassador. The whole idea is to gain the confidence of prospective customers and also retain the loyalty of the existing ones.
Is the person a reflection of your brand image?
Evidently, brand ambassadors are supposed to represent your product on diverse platforms therefore they ought to share the same values as you do. They should be using the brand or likely to use it. Portraying a contrasting representation could affect the entire integrated communication process of your brand. You are your brand, so is your brand ambassador. Ensure that they represent the image or identity you want to portray.
Does the person have the tendency to drive sales?
The ultimate goal of every integrated marketing communications campaign is to increase awareness which will in turn drive people to purchase. The celebrity or personality to be endorsed must have the tendency to create interest and action.
They should have huge following across several platforms that your target market can identify with. Their affiliation with your brand should get consumers engaged and create sales opportunities for your product.
By Faith Senam Ocloo
The writer is the founder of E’April Public Relations, a boutique PR firm. Senam is a fashion public relations specialist with interest in fashion, beauty and lifestyle. She can be reached on +233272686959, firstname.lastname@example.org, @senamapril on Instagram and @faithsenam on Twitter.