In talent management, the personal relationship between a personality and a manager is eminent. A talent’s focus is to highlight oneself but a talent manager’s job is to make a brand out of an individual. Managers ensure that the talent remains focused on their goal and guides the talent in the necessary steps to be taken.
Talent management involves a wide variety of services including endorsement management, portfolio management, event appearances,, strategic PR, digital presence management, appearance, merchandising and promotions. At O TALENT, we strive to help local talent excel in their fields through these channels and more.
Personality branding is a type of branding, or advertising, in which a personality becomes a brand ambassador and uses his or her status in society to promote a product, service or charity, and sometimes also appears as promotional model.
Brand ambassador is a marketing term for a person employed by an organization or company to promote its products or services within the activity known as branding. The brand ambassador is meant to embody the corporate identity in appearance, demeanor, values and ethics whilst they use their ability to use promotional strategies to strengthen the customer-product/service relationship and influence a large audience to consume more.
Predominantly, a brand ambassador is known as a positive spokesperson appointed to boost product/service sales and create brand awareness.
A Goodwill ambassador is an honorary title and often linked with non-profit related causes. Their primary function is to help non-profit organizations spread their message across.
Predominantly, goodwill ambassadors are celebrity advocates or known personalities, who use their fame and talent to get funding, donations, encourage volunteers to participate and raise awareness towards the organization's cause. If fully invested in the cause they are promoting, personalities can greatly influence the process of persuading others.
Organisations include united Nations, UNICEF, UN Women, UNHCR and UNESCO, all of which have celebrity Goodwill Ambassadors making appeals on their behalf.
A promotional model exists in the form of a spokes model, trade show model and convention model.
A promotional model may give the audience a live experience that reflects the product or service being branded. They may be required to promote the brand at simply one to many occasions while a brand ambassador is often tied down to one particular brand.
Promotional models are required to be physically present at the venue as per the requirements of the marketing campaign, however brand ambassadors are most often referred to as the face of the brand.
Testimonial is simply a way of conveying assurance, in this case assurance is provided by the testimonial of the company or product/service in question in a written or spoken manner.
A testimonial does not advertise the product freely unlike the role of the brand ambassador. For example, a customer can be a testimonial, since a testimony could be formal or informal "word of mouth" advocating the positive facets of the product. To a certain degree, personality endorsements provide testimonials for the product/service they are marketing. A large number of websites feature a "go to" tab where one can put down reviews or testimonials for the product/service.
Brand advocate is a marketing term for "highly satisfied customers and others who go out of their way to actively promote the products they love and care about, they are a different breed altogether. ” A positive experience with a brand, successful customer-service relationship motivates a brand advocate to express their positive feelings towards a brand, either written or by word of mouth. Social Media tools have allowed brand advocates to express themselves on forums such as Twitter, Facebook by 'tweeting' about a brand experience or 'liking' the brand itself.
A brand advocate performs functions higher than that of a testimonial, since brand advocacy implies active participation with the brand involved.
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