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Understanding the role of being a brand ambassador.


Devan Moonsamy

Do you find that your employees are not as enthusiastic about their work as they should be? Is the company vehicle found in a poor condition after it has been used? Are your employees hating their uniforms? If you mentally ticked yes to the questions then you might have a serious attitude problem with your team.


Employees might have low morale at work when they don’t feel valued and encouraged. This would result in the neglect of responsibilities at work as well as work resources. As an employer you might struggle with trying to get the team spirit up, unfortunately the change in behaviour and attitude must come from the employee.


This means they would need to motivated to accept their roles, responsibilities and be encouraged to accept that they are representatives of their company. When we go to a franchise to buy an item and we are unhappy with the service we receive, we will not remember the name of the person but rather we will say I had bad service at this place.

It is for this reason that we must remind employees that they are infact the brand outside work. We can’t have staff members using company branded vehicles driving recklessly on the roads. Again, other drivers will see the branding on the car and blame the company not the employee.

In order for us to raise more awareness on brand wellness we have to enlist our employees as brand ambassadors.


What is a brand ambassador?

A brand ambassador is a representative or influencer of a company or brand. Sometimes they are enlisted to represent products of the company and to create and maintain the identity of a particular brand.


A brand ambassador doesn’t always have to be someone that is employed specifically for these needs. They are also our staff members who are driving our branded vehicles, wearing our uniforms and representing our companies in the corporate world.

What makes a good brand ambassador?

  • A brand ambassador is a representative that is passionate about what they do. They believe in the work they are sharing and will put their heart in it in order to make people more aware of what they have to offer.

  • They are trustworthy and honest. They will not sell or promote something they don’t believe in. likewise at work only practise being honest because clients want to work with transparent companies. This way they know who they are dealing with.

  • Remain professional and dignified at all times. We can’t believe in a brand if we see their employees getting into bar fights and slandering on social media. As much as someone’s personal life should not matter at work, we must remember that it plays a role in your work life when you wear a uniform or drive the branded vehicle in your personal capacity.


  • Being an employee means adhering to the code of conduct as well as other company policies. When you take on the identity of a brand ambassador you now have to live by this and preach this as it is the only way to get others on the train of motivation.

In a time when most companies are closing their doors, reducing staff hours and salaries, taking away privileges and limiting the use of company resources we should be thankful we have a job to hold onto.


That being said avoid abusing the privileges you have at work. If you are driving a company branded vehicle, try not to drive recklessly or push people of the road. Always remember when you are wearing your uniform you represent your brand. Avoid going to places where your companies’ values and morals might be questioned.


Employees require training to remind them of the spark that they felt when they joined a specific team. Perhaps now is the time to book your Brand Ambassador training with the ICHAF training institute to boost the staff morale.

Devan Moonsamy is the CEO of ICHAF Training Institute, a South African TVET College. He is the author of Racism, Classism, Sexism, And The Other ISMs That Divide Us, AND My Leadership Legacy Journal available from the ICHAF Training Institute.

The ICHAF Training Institute offers SETA-approved training in business skills, computer use, and soft skills. Devan specialises in conflict and diversity management, and regularly conducts seminars on these issues for corporates. To book a seminar with Devan or for other training courses, please use the contact details below.

Tel: 011 262 2461 | 083 303 9159 |

Email: admin@ichaftraining.co.za devan@ichaftraining.co.za |

Website: www.ichaftraining.co.za | www.devan-moonsamy.com