Brand Ambassadors Must Speak with One Voice

Every brand ambassador needs to speak with one voice when they represent the organization, and everyone has the potential to be a brand ambassador.

Not only is the president, executive director, or CEO of any business or nonprofit tasked with being a brand ambassador, but everyone associated with the cause and the organization has the potential to be a brand ambassador.

With Great Power Comes Great Responsibility

While this phrase is often attributed to Stan Lee and his superhero story, Spider-Man, the phrase has its roots in the first century. The concept can be found in Christ’s words in the book of Luke; in the writings of Voltaire; in records kept by British Parliament; and references made by Franklin D. Roosevelt.

In your communication planning, one of the objectives should be to develop core messages that support the organization’s goals and objectives. These will be important points that relate to your purpose and mission.

Message, Story, and Authenticity

• “Keep your story straight.”
• “Stay on message.”
• “These are the talking points.”

Each of these phrases is more about presentation than about practice. Words can be rehearsed, conversations can be practiced, and speakers can be prepped for what they will say. What truly resonates with an audience is authenticity – when what is said and how it is delivered is natural, confident, sincere, and uplifting.

The core messages aren’t stories. The core messages are the foundation upon which stories can be created, and they serve as the filter for what stories support the organization’s purpose. The core messages are built upon facts and information, formed from the purpose for which the organization exists, and are the elements of truth that will inform your audience.

Stories are what inspire your audience. Good storytelling can come from various sources – the design and communication team, testimonials from your audience, and everyday experience in delivering programs and services. Good stories have the potential to touch the heart and motivate listeners to action.

Stories can be truthful, or stories can be made up. We’ve all read fiction, heard fairy tales, and certainly have seen a nonprofit represents itself through fictionalized stories. We’ve heard speakers embellish the message’s truth with a story we later find out was untrue.

Simply reciting core messaging and telling stories does not convey authenticity. As an ambassador and advocate, you should reach a point where you act and behave, and how you speak and listen flows from within – because you believe it and are living it. You either believe in what you’re doing, or you don’t. You can’t fake authenticity.

Your audience may not notice the lack of authenticity at first, but there will be clues over time. In announcements made on the web site, in the volunteer experience, you may see hints that something has changed in marketing and promotional materials, but you can’t quite put your finger on it.

This is your organization’s voice – the words that are spoken, messages that are shared, and touchpoints that appeal to our ears, eyes, and minds – and must be as carefully guarded as spoken words.

The truth of authenticity is always revealed in the spoken expression of an ambassador for their cause. The written word gives the author the luxury of review. Speaking engagements must be designed and planned and allow minimal opportunities for off-the-cuff remarks.

Those in positions of authority and leadership have a responsibility to their cause and their constituents. Our actions show the way we think; our words express what is in our hearts. Action reveals thoughts and words reflect the heart – what we believe and what motivates us. Authenticity is eventually revealed through words and actions.

The Heart and Mind of a Brand Ambassador

You believe that your cause has the power to change the world. You believe that the core message points are true and speak them from the heart because your mind has acknowledged that they are true.

You’ve become a brand ambassador – living the cause with the conviction of character – when your words flow from believing in the purpose and values that define your organization.

You’ve moved from being a follower to a believer that will live and give sacrificially.

This Is Who We Are

We are all brand ambassadors. As a brand ambassador, you can role-play, or you can live with purpose.

If you are involved with a nonprofit representing a cause that matters, you are a brand ambassador.

If you tell friends about your favorite products and services, you’re a brand ambassador.

When you are a raving fan or brand ambassador, you represent the cause and brand. You’ll build trust and credibility for yourself and the brand when you know your role and authentic in your storytelling.

So Why Is This a Design Issue?

Consumers are conditioned to think of design as the outer form of an object or a communication piece, when actually the design consists of the thinking and planning that went into the physical form or visual expression of the piece or product. Design governs the user’s interaction and experience with an organization or institution, intentionally or unintentionally. There is no accidental design.

What if you considered designing the principles that govern communication and design strategy for your nonprofit? Have you thought about a deeper foundation than your core messages – a foundation that never changes?

While reading the letter to Mr. Gee it became apparent that the Trustees were echoing some of the principles from the Brand Clarity Credo. For example:

In response, the Manifesto states: “Be Positive. We will choose our words well, for they will motivate people to follow, donate, advocate, and believe in our cause.”

One more example:

The Brand Clarity Credo states: “Be Trustworthy. We will seek accountability and transparency, acting and speaking in a manner that is consistent with our values, our character, and our culture.

Likewise, those who are in the role of ambassadors for their organization would benefit from these core principles that help them set the tone in delivering their core message.

It’s imperative that any communication follows core principles that uphold the values of the organization or institution. Those who are in the role of ambassador are obligated to put the cause first, and understand how their words and the communication toolkit are designed to support that cause.