Brand Purpose Should Be the Focus of Influencer Programs
Coming on the heels of the social media uproar that followed Bud Light's partnership with a trans influencer, marketers everywhere are taking stock of the role that brand ambassador programs play within their broader branding strategies — and understandably so. As with so many elements of marketing and advertising, a brand ambassador program isn't just an outreach tool anymore. It's a statement of values — and brands need to ensure theirs match up with their actions.
Bombora Company Surge indicates that company leaders across industries understand just what's at stake. Recent intent data shows that research levels around "brand ambassadors" have surged in recent weeks, indicating that the topic is very top of mind. For some marketers, these programs are highly curated initiatives with a select handful of individuals. For others, brand ambassador programs represent massive networks of diverse individuals. Either way, each individual within such a program signifies an extension of the brand and its customers.
For a brand as iconic and expansive as Bud Light, it makes sense to have wide-ranging representation within a brand ambassador program — but leaders can't assume that their ambassadors are only going to get noticed within their own circles of influence.
As Anheuser-Busch CEO Brendan Whitworth said, "We never intended to be part of a discussion that divides people. We are in the business of bringing people together over a beer."
Intention only goes so far these days when it comes to how brands will be scrutinized for their marketing and advertising initiatives. Even as Anheuser-Busch reiterates its previous and continued support for LGBTQIA+ communities, it must also spend time doing the soul-searching required to understand what about its higher-level persona and perceived values caused such backlash in the first place.
Why, in other words, was anyone surprised — not to mention outraged — to see Bud Light supporting a trans influencer? While part of the answer can be put down to today's combustible and polarized political climate, it still warrants a closer look at any potential brand positioning that could lead someone to see inclusivity as an affront to their brand loyalty. If a brand is committed to inclusivity, this needs to permeate its marketing efforts. Inclusive campaigns and content must be sustained, long-term initiatives, not one-off efforts.
Interestingly enough, two of the other branding topics surging in intent data right now include "brand-building strategy" and "connected customer." While not necessarily connected to the growing attention being paid to brand ambassadors, it demonstrates how acutely aware business leaders are of the need to grow their brands in a constrained economy. And yet, they must do so in a reality where their brands are no longer completely within their control thanks to today's hyper-connected, digitally influenced consumers.
Now more than ever, brand leaders must establish, understand and lean into their brand purpose to guide decision-making across their advertising efforts and beyond. There's no room for ambiguity anymore. If you don't know what your brand stands for today, consumers will assume you stand for nothing.
The views and opinions expressed are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.
Greg Ricciardi is founder, president, and CEO of 20nine.