Customers can also act as brand ambassadors, for example, as can recommenders. But in my opinion, the most convincing and best brand ambassadors are people from the company: owners, managers, employees. I would like to differentiate this from the currently much discussed and often controversial term "influencer", which actually means nothing other than "opinion leader". Brand ambassadors can also form opinions. However, the common perception is that "influencers" are people who are visible on the Internet and use the channels in which they have built up their visibility, i.e. awareness, to advertise companies and products. Influencers are therefore more like advertising faces. I tend to prefer the German term "brand ambassador" to the Anglicism. Other colleagues favor "corporate influencer". The latter has the advantage that it is neutral in terms of the original meaning of the word because it does not contain the term "brand". However, I use both synonymously and therefore alternate between them.
Other terms that are often used based on the personal forex data preference of the speaker rather than on a generally accepted definition include "brand ambassador" or "brand evangelist". I largely avoid using them. Ultimately, the key is to always make sure in each individual case what you are talking about and to make sure in discussions that the other person means the same thing.
– everything important in questions and answers
In corporate communications, as in all other areas of business, legal issues play a major role: data protection, personal rights, copyright, labor law, and more. Those responsible for and those implementing brand ambassador strategies must therefore deal with legal issues, just like anyone who is involved in the media in any way and has an online presence. Certain rules must be observed, and these are subject to changing case law that often barely keeps pace with the rapid changes in digital media.
Since every communication concept in companies includes dealing with legal issues, this naturally also applies to brand ambassador strategies. Data protection, personal rights, copyright, labor law and other areas must be taken into account. Legal advice and support is therefore always recommended. Since I am not a lawyer myself and cannot give legal advice, the experienced lawyer Dr. Thomas Schwenke answered all of my legal questions on the subject of brand ambassadors/corporate influencers in detail. In this way, a separate chapter with a compact specialist guide on the subject of brand ambassadors and the law was created.