If you are launching a new campaign and looking to recruit a representative to front it, how do you choose the right individual for your brand?

The first step in identifying an ambassador [hyperlink to ‘The who’s who of digital: Ambassadors, advocates & influencers’] is to really know your brand. Pinpoint its values, ethics, tone of voice, target audience and the key messages that you want to convey. This will help you get an idea of the type of individual you want to front your campaign.

You need to choose a person that will represent your product effectively. It is imperative for you to spend time researching both your target audience and a number of potential ambassador. The appropriate candidate should align with the culture and image of the brand and provide third party credibility to the key messages of the campaign.

Ambassadors need to resonate with your target audience, yet have the ability to reach to broader audiences and be relevant to potential and existing customers. People are more likely to listen and trust someone that they like and identify with. There is no point selecting a 20-year-old female socialite as the ambassador for a nappy company because mothers won’t have confidence in her suggestions.

The candidate should also have an existing high media profile so he or she is newsworthy and relevant. However, one thing you need to watch for is bad press associated with your spokesperson. You don’t want current or remaining negative stigmas to link with your product. A case in point is underwear brand Bonds decision not to renew the contract of Australian tennis star Nick Kyrgios as its ambassador on the back of a string of controversial (and well-publicised) run-ins.

As a spokesperson, your ambassador should be media savvy, so consider media training [insert hyperlink ‘Why media training isn’t about avoiding the truth’]. It is vital for them to possess excellent communication skills and an approachable attitude to communicate the campaign’s message successfully. They should have an extensive knowledge of the brand, business and its products to be able to answer any questions. They also need to fully support and believe in the messages to persuade customers to trust in the brand as well.