Cleveland Business Connects

For immediate release (October 6, 2017) Media Contact: Judy Abelman Email: Phone: 440.725.8861...

The power of brand ambassadors and gifts

By Katherine Miracle

The power of Flo of Progressive, the Geico Gecko, and actors who take on a spokesperson role bring power to a brand. The advantage of customers falling in love with or being entertained by the character (AFLAC Duck, Pillsbury Dough Boy or Hello Kitty) is brand equity.

The key to a strong mascot, spokesperson or brand ambassador is that fans of your brand must be able to engage, be entertained, and be open to being educated about your product.

If your business does not have a mascot, spokesperson or brand ambassador, consider a mascot, select a spokesperson (maybe a current client or customer), and select a group of brand ambassadors (maybe a group of moms who buy your product if you sell children’s products) by considering who your target market will relate to, be inspired by or be entertained by. A strategy of events, social media, contests to name the mascot, and video is the key to success.

The branded gift strategy to engage customers/clients

A gift of thanks shows your appreciation, but your creativity is shown when you give something that reflects your brand and is of value to the person who will receive it. To make a lasting impression, think of your brand and then create. Let’s look at some excellent examples:

  • Colleges with mascots show their brand, and the gift can be enjoyed by all ages. As I travel I see stuffed animal mascots on CEO’s desks that reflect the pride they have in a college they love (even if they are not an alum of the college).
  • Design companies will often give a useful color wheel for gifts. The receiver loves this because of its functional use.
  • Personal brands are often reflected through homemade gifts or food. A treasure in Northeast Ohio is my mother’s fudge. It is delicious and a reflection of her love for her family, doctors, friends, and neighbors. What can you make or create that reflects your personal brand?
  • My favorite Chanel scarf is a gift from Sam Miller. For every woman he works with, the Chanel scarf is reflection of this brand. Class and confidence.

What is your signature gift or show of appreciation? What truly reflects who you are?

Katherine Miracle is the president of Miracle Resources, an award-winning full-service marketing and training firm that helps clients increase revenue and awareness. She is a personal branding expert and the author of “Ignite Your Revolution.” Please connect with via email or Twitter.


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