Brand ambassadors are similar to brand evangelists in that they also have a vested interest in seeing their favorite brand succeed. It's not so much that they attempt to influence other customers to buy a product, but that they share their passion for a brand with their fellow customers.

Whereas a company markets to customers in order to sell more products, brand ambassadors attempt to relay their passion for a brand to other customers, because they honestly believe that product will satisfy the wants and needs of their fellow customer.

Brand evangelists are everywhere. They are passionate customers who sing the praises of their favorite brands to other customers. But brand ambassadors have contact with the brand, and that contact comes from a brand ambassador program.

These steps can help you design your brand ambassador program:

1. Understand up front that creating a brand ambassador program means losing control

The very heart of a brand ambassador program is the concept of empowering the ambassadors to spread the message about your brand, in their space. Think of this as a shift from your brand's sending marketing signals to the customers to giving the customers the ability to market to each other.

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