Promoting your brand’s product or services with the support of a brand ambassador is one of the most effective and successful marketing techniques out there. Brand ambassadors, in fact, can help companies across all industries reach a wider audience, convert leads into sales, humanize brands, and much more.

Because they play such a crucial role, brand ambassadors are often offered a brand ambassador agreement – essentially, a contract that establishes the ambassador’s services, commitment, compensation, and other rights and duties. If you are a company looking to work with a brand ambassador, you might be wondering whether creating such a contract is always a necessity.

Learn all there is to know about brand ambassadors and brand ambassador agreements in our extensive guide here.

Who Are Brand Ambassadors?

Also known as corporate ambassadors, brand ambassadors are famous, influential people who collaborate with specific companies to help them promote and market their products or services.

While, generally speaking, the vast majority of ambassadors are known to the general public, it’s becoming increasingly more common for brands to use ordinary people or even their own employees as ambassadors.

Some examples of celebrity ambassadors include George Clooney for Nespresso, Sofia Vergara for Head & Shoulders, and Anne Hathaway for Bulgari.


Bulgari Screenshot

Screenshot from Bulgari.com


The Benefits of Working With Brand Ambassadors

There are many advantages of working with a brand ambassador – below we examine the top three.


1.    Credibility and brand awareness

One of the values that consumers appreciate the most in a brand is trustworthiness. Brands that demonstrate that they are reliable and committed to making customers happy are instantly more appealing to the wider public.

And who better than a famous, well-liked celebrity to convey a message of credibility? With a brand ambassador, companies can use the age-old, ultra-effective strategy of “word of mouth” and reapply it to the digital world in which they are operating.

The overarching line of reasoning for consumers is: “If brand ambassador X, who I know and love, says that this product is truly life-changing, then it must be true. Let me check it out for myself.”

But there’s more. Precisely because the most popular – and, arguably, effective – type of brand ambassador is a celebrity, companies collaborating with these individuals also receive much higher exposure compared to companies that scramble to boost their brand awareness in other ways.

And, as you know, with more visibility come more leads, and with more leads come more sales.


2.    Humanization and emotional connection

At the end of the day, what consumers want is to feel seen, valued, and heard by brands. A company might sell amazing products, but if it doesn’t add a human, personal touch to the way it communicates to its audience, then it will lose ground to more emotionally-savvy competitors.

A brand ambassador helps the brand they work with to achieve precisely this. By cutting through the – seemingly endless – marketing noise that keeps bombarding people every day, brand ambassadors are able to create real, authentic, and relatable connections with customers. This, ultimately, paves the way for better, more meaningful, and longer-lasting relationships between brands and consumers.


3.    Continuous growth

As your brand ambassador keeps boosting your brand awareness, your company is poised to supercharge its growth over time. Thanks to the unique, close relationship they have with their public (aka your customers), brand ambassadors keep playing a fundamental role in how your brand is seen by people and portrayed in the press.


Nestle Nespresso

Source: nestle-nespresso.com


Are Brand Ambassadors the Same as Influencers?

At this point, you might wonder whether brand ambassadors are the same as Instagram or other social media influencers. Well, the answer is not that straightforward, but in a nutshell: no. There are some clear differences between the two (and a few similarities as well).

To begin with, the most coveted social media influencers these days tend to be the so-called “micro-influencers” – online creators with no more than 50,000 followers. Just for comparison, one of the brand ambassadors that we mentioned earlier – Sofia Vergara – has a whopping 26.5 million followers on Instagram.

But there’s more than simple numbers to it. In general, brand ambassadors are individuals who are already using – and loving – a brand’s products or services. This is also why their endorsements have a much more genuine feel about them, which in turn contributes to enhancing trust and credibility in the audience.

On the other hand, influencers might not have even heard of, or used, a specific brand, before being contacted and asked to promote it. Another important difference is that brand ambassadors usually commit to collaborating with one company over several years, with the aim to create longer-lasting, more productive partnerships.

Social media influencers are often engaged by brands on an individual campaign basis, or when a particular product or service is launched. This means that many collaborations between brands and influencers have a shorter lifespan compared to those between brands and their ambassadors.

Both social media influencers and brand ambassadors can be offered a legally binding contract by the company they collaborate with, although this is generally more common for brand ambassadors.


What Is a Brand Ambassador Agreement?

A brand ambassador agreement, or brand ambassador contract is a legal document that describes the relationship between a company and the individual that the company is hiring to support with the promotion and marketing of its products or services. This document contains all the tasks, duties, rights, and responsibilities of both the company and its ambassador.

Brand ambassador agreements are becoming more and more common as they help with defining, regulating, and protecting the professional partnership between a company and its ambassador, from a legal point of view.

The core of a brand ambassador agreement is represented by the stipulation that the brand ambassador will commit to promoting the company across specific marketing channels, in specific ways, for a determined length of time, and receiving a pre-agreed compensation.

A company can draft a brand ambassador agreement in lots of different ways. For example, they might choose to use an online template that features DocuSign (check here for DocuSign price). Or, they might prefer to appoint a legal expert to advise on the creation of such documents.


Handshake businessman


Are Brand Ambassador Agreements Necessary?

The short answer? Yes. An easy way to understand why is by considering the very nature of brand ambassadors.

These individuals, essentially, function as active, committed advertising and promoting assets for your company. Think about what social media influencers do for the brands they work with. Influencers can truly make or break the success of a brand and, as a result, their relationships with brands are getting more and more regulated through legally binding contracts.

The same applies to brand ambassadors. In fact, creating a brand ambassador agreement is arguably even more crucial, as the collaborations between brands and their ambassadors are often much longer and more profound than those between brands and influencers.

With a brand ambassador agreement, companies and ambassadors have the peace of mind that their rights are always protected, no matter what might happen to their professional relationship in the future. In case of a dispute, for example, brand ambassador agreements can be invaluable as they act as legally binding ways to solve problems between all the parties involved.


Affiliate Marketing Spending Statistics

 


Image sourced from statista.com


The Essential Parts of a Brand Ambassador Agreement

Drafting a brand ambassador agreement is not complex, especially if you opt for following a template (such as this affiliate marketing proposal sample). Nonetheless, it’s vital that you know exactly what to include, and how to write each part. Discover below all the sections that your brand ambassador agreement should feature.


Title

To begin with, you’ll need to give your agreement a proper title. You can simply call it “Brand Ambassador Agreement”, or even “Brand Ambassador Contract”. There is no need to use any more specific terms, as there are currently no sub-types of brand ambassador agreements other than the standard ones.


Parties involved

Next, you’ll want to specify who the parties involved in the agreement are. This section should include personal details such as full names, addresses, telephone numbers, and anything else that might be useful or necessary to identify the parties.


Services

Now, it’s time to clearly state what the brand ambassador’s duties are. In this section, you will need to write a complete list of all the services that you and your brand ambassador have agreed upon.

For example, you might need your ambassadors to create social media content on a regular basis, or to engage with your audience via live video streaming. Remember to clearly describe what each service entails but try to stick to simple and easy-to-understand language.


Duties of the brand

As we mentioned earlier, brand ambassadorship is a two-way relationship that requires mutual trust and responsibilities. Because of this, your brand ambassador agreement will also need to specify what your duties as a brand are.

For instance, you might commit yourself to never divulge any personal information on your brand ambassador, as well as discuss any of their future professional projects that are not in the public domain yet.

This is especially crucial if your brand ambassador is a well-known celebrity, as they will want the peace of mind of knowing that their reputation is always safeguarded.


Compensation

Brand ambassadorship is a paid relationship between you and your chosen brand ambassador. For this reason, it’s paramount that your contract also clearly states how much your brand ambassador will be compensated by you. Remember to write this (usually pre-agreed) figure using both numbers and words, to avoid any potential conflict or confusion.


Signing contract


Confidentiality

In brand ambassadorships it’s not uncommon for either party to share confidential information. If you think that this might be the case for you and/or for your brand ambassador, it’s vital that you add a confidentiality clause to your agreement. This will give all parties the reassurance that anything sensitive that is shared between you all will remain confidential and private at all times.


Restrictions

As counterintuitive as it may sound, a brand ambassador agreement should also include what the brand ambassador is expected NOT to do for the brand they’re working with. For example, is there anything specific that you do not want your brand ambassador to promote, market, or just simply mention to their audience? If so, add it – with a well-detailed description – to this section of your contract.


Exclusivity

Another essential section to add to your agreement is the exclusivity clause. This is also known as a non-compete or non-solicitation clause, and it refers to the legal restrictions that you place on your brand ambassador both when it comes to communicating with your employees and promoting other competitors while working with you.


Miscellaneous and boilerplate clauses

Complete your brand ambassador agreement by including all the necessary miscellaneous and boilerplate clauses, such as notice, termination, severability, indemnity, assignment, and more. Bear in mind that not all the standard boilerplate clauses will always apply to your specific professional relationship, so only add those that are relevant to you and your brand ambassador.


Man checking mobile


The Takeaway

Companies and entrepreneurs who plan to take on partnerships with brand ambassadors might wonder whether they also need to create a brand ambassador agreement. This type of contract is a legally binding document that outlines all the duties, rights, responsibilities, restrictions, and more that apply both to the company and its chosen ambassador.

For these reasons, brand ambassador agreements are crucial for anyone embarking on such a professional relationship. With these agreements, both brands and ambassadors can always count on legal protection and are able to solve any potential dispute in a fast, clear, and hassle-free way.

When drafting your brand ambassador agreement, remember to include (at the very least) all the sections that we have described in this guide. It’s also important to use language that is as simple and easy-to-understand as possible, in order for all parties to always be clear on what their duties and rights are.

Bio:

Yauhen Zaremba – Director of Demand Generation

Yauhen Zaremba

Yauhen is the Director of Demand Generation at PandaDoc. All-in-one document management tool for almost all types of documents including writing a thesis proposal. He’s been a marketer for 10+ years, and for the last five years, he’s been entirely focused on the electronic signature, writing, and document management markets. Yauhen has experience speaking at niche conferences where he enjoys sharing his expertise with other curious marketers. And in his spare time, he is an avid fisherman and takes nearly 20 fishing trips every year. Yauhen has also written for other domains such as DivvyHQ and  Gloriafood.