How to become a great nail brand ambassador

North America’s Star Nail Artist (NASNA) Season 1 champion & LECHAT ambassador, Anastasia Totty, shares her tips and tricks for becoming a top brand ambassador…

I’m often asked how to become a successful brand ambassador, and the first step is to attend trade shows and industry events. These offer opportunities to network with brands and their representatives, and can help you find a nail family that shares your spirit.

Don’t be afraid to reach out to a brand and express your interest in being an ambassador, educator or representative. Attend as many classes and workshops as possible, to gain knowledge about industry trends and observe how others present to large groups of people.

Ask brand employees for their business cards and share your own, making sure that it lists your social media accounts. Brands often turn to social media to see how an individual showcases their work and engages with others, and to determine their style and professionalism.

In order to be a successful brand ambassador, you must work with a brand you love. You need to be an expert in its products in order to effectively teach application and removal techniques. In addition, it’s good to be a well-rounded professional, as you will be asked numerous questions within your role. When you are confident in your nail knowledge and have a genuine passion for a brand, it shows – and helps build trust with your audience.

To identify your strengths and weaknesses, I suggest competing internationally and gaining experience in an arena. This can also help you get recognised by brands and enhance your resumé.

Public speaking is often a challenge; some nail pros can create incredible designs, but find it difficult to explain the process in a way that captivates an audience, meaning a demo falls flat. Work on building confidence by recording yourself on camera and watching back. Take notes and ask those close to you for pointers.

Most nail companies sponsor events and support trade shows because they are vital for outreach and brand awareness. Brand ambassadors share a passion for innovation and education, and events are a perfect platform to network and discover products. Be willing to travel to represent a brand and learn about the company culture.

Don’t be afraid to ask questions before you make any commitments, and recognise that working at events is a big part of the role – but it’s not all glitz and glamour! Events require a lot of work, preparation, setting and packing up stock, early starts and plenty of conversations. You will spend days interacting with people and sharing your expertise.

A successful brand ambassador will be a great team player with a strong work ethic, who understands the importance of brand loyalty and the responsibility that comes with representing a company.

Follow Anastasia on Instagram.