Whether you’re endorsing your brand to the media or representing your brand at a networking event, there are a few important things to keep in mind when acting as a brand representative. Every action you (or your selected representative) take as a brand spokesperson creates a (hopefully!) positive association between your audience and your brand. The key thing to remember is that you’re not just representing a brand: you’re embodying an idea.

Here are a few other tips to keep in mind when speaking on behalf of a brand.

1. Remember the brand’s value proposition.

Value Proposition: Live it. Learn it. Love it. Your brand’s value proposition is the single most important aspect of your brand to keep in mind. Ask yourself, what value do I want to bring to my potential clients or audience? What words or ideas to I want clients to think of when they hear my brand’s name? Am I communicating my value proposition through my actions and words?

2.  Remember your audience.

You can’t have a successful interaction if your audience thinks your message is boring or irrelevant. However, some spokespeople can take a less than stellar mesage and still capture an audeince’s attention.  How can you do the same? Engage your audience by using appropriate body language and tone of voice. Get excited about your brand! Keep in mind the wants and needs of your audience and ask meaningful questions or present ways to fit the need. Bring your brand’s message to life by being an effective public speaker.  According to Burrelles Luce, a leading media relations expert, a successful brand spokesperson should be:

• Accessible
• Engaging
• Visually-pleasing (this does not mean you need to hire a supermodel, just make sure you’re well-dressed)
• Use a positive and upbeat tone of voice

3.  Remember to be direct.

No one wants to hear an hour-long speech or pitch that could be summed up in sixty-seconds.  Be brief.  Rehearse your 60 second “elevator pitch” in the mirror and to colleagues.  If you can’t get your point across in less than sixty seconds, you need to revisit step #1.

4. Remember to bring your personality.

Don’t be afraid to bring your own unique personality to your brand.  Consumers and audiences like a spokesperson they can relate to and who is different than the rest.  As long as you’re within the guidelines of your brand, it’s okay to be yourself; just be your branded self.

Follow these four steps and you’re on your way to being the perfect brand ambassador! Does anyone else have any ideas about how to be a great brand representative?