{"id":5420,"date":"2014-02-18T08:30:32","date_gmt":"2014-02-18T14:30:32","guid":{"rendered":"https:\/\/ilfusion.org\/dev\/staging\/?p=5420"},"modified":"2017-09-05T09:12:03","modified_gmt":"2017-09-05T14:12:03","slug":"the-unsung-hero-the-brand-ambassador","status":"publish","type":"post","link":"https:\/\/ilfusion.org\/dev\/staging\/the-unsung-hero-the-brand-ambassador","title":{"rendered":"The unsung hero: The Brand Ambassador"},"content":{"rendered":"<p>It&#8217;s not as sexy as catching the bad guy or saving a kitten from a burning building, but make no mistake, the brand ambassador is a hero to the lasting impact of a brand. For the purposes of this discussion, there are two kinds of brand ambassadors: The steward and everyone else that lives the brand.<\/p>\n<p>Beginning with the latter, everyone who represents the brand, be it sales, customer service or the new guy in the mail room, they all serve as a touchstone for the big picture. Not only should every employee know the history of the organization, but they should also know the <a title=\"UVP\" href=\"https:\/\/ilfusion.org\/dev\/staging\/unique-value-proposition-the-hawaiian-owl\">&#8220;Who&#8221;, &#8220;What&#8221;, &#8220;How&#8221; and &#8220;Why&#8221;<\/a>&#8230; the foundational factors that define a brand in relatable language. It may not be realistic to expect that everyone be able to fire off the <a title=\"Building the Architecture\" href=\"https:\/\/ilfusion.org\/dev\/staging\/building-the-architecture-part-3-pinky-promise\">Brand Promise<\/a> verbatim, but who you are as a company, what you do, how the way you do things is different, and why, should be things that everyone knows and can comfortably speak to.<\/p>\n<p>There&#8217;s usually one person responsible for disseminating that information: the Brand Steward. This can be someone in an internal marketing department, a C-level exec, or perhaps just that one person with the wherewithal and gives a damn about how your organization is represented out in the world.<\/p>\n<p>It cannot be emphasized enough: consistency is key. The best brands have a steward that assures that the message and brand identity are always intact, always in a voice that speaks to your organization&#8217;s <a title=\"Brand Archetype\" href=\"https:\/\/ilfusion.org\/dev\/staging\/goosebumps-i-have-goosebumps\">Brand Archetype<\/a>, and does these things with measured consistency.<\/p>\n<p>Here&#8217;s to you, Brand Ambassador. We salute your efforts, unrecognized as they often are, because it&#8217;s your attention that saves us all from squished logos on golf tournament signage, February advertising that is festooned with hearts and cherubs, and colors or fonts that are &#8220;close enough&#8221;.<\/p>\n","protected":false},"excerpt":{"rendered":"It&#8217;s not as sexy as catching the bad guy or saving a kitten from a burning building, but make no mistake, the brand ambassador is a hero to the lasting impact of a brand. For the purposes of this discussion, there are two kinds of brand ambassadors: The steward and everyone else that lives the&#8230; <a class=\"readM\" href=\"https:\/\/ilfusion.org\/dev\/staging\/the-unsung-hero-the-brand-ambassador\">view more<\/a>","protected":false},"author":1,"featured_media":5423,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[1073,960,961,1074,966],"class_list":["post-5420","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-articles","tag-brand-ambassador","tag-brand-archetype","tag-brand-identity","tag-brand-steward","tag-uvp"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The unsung hero: The Brand Ambassador - Ilfusion Creative<\/title>\n<meta name=\"description\" content=\"Here&#039;s to you, Brand Ambassador. We salute your efforts, unrecognized as they often are.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The unsung hero: The Brand Ambassador - Ilfusion Creative\" \/>\n<meta property=\"og:description\" content=\"Here&#039;s to you, Brand Ambassador. 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