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- [Part 2] The Brand Ambassador Playbook
[Part 2] The Brand Ambassador Playbook
Bryan Wish
August 07, 2025
Note — this newsletter is a continuation of our previous newsletter, which can be viewed here.
How to Apply
Ready to join us in building the future of personal branding?
Send a brief note of interest to [email protected] and we’ll follow up with everything you need to get started—including scripts, templates, and your first onboarding call.
Let’s build what’s next—for people who are building what’s next.
Core KPI’s:
Top Line Revenue Growth measured on a monthly/quarterly basis
Sales Qualified Meetings with Leads that are executives in key focus/business strategy areas
Access and Opportunities
Note: It’s important that you think through incentives very carefully. It’s not always ALL about money. Money is an important part of doing this well, but there are other factors such as professional ascension, network building, learning, and more.
Application Process
Where to Post Role?
Share on social media with a link to your website
Your Own Website
Linkedin Job to Promote
Indeed
Interview Guide
30 min interview per applicant
Focus: Past execution, sincerity, entrepreneurial drive
Evaluation: Accept / Reject / Maybe / Appeal
Interview Questions:
1. Network Fit & Access
Who are the types of people/networks you’re already in conversation with regularly that may make you a fit for this role?
Do you have access to founders, authors, coaches, investors, or creators who are building personal or business brands?
How do you typically make introductions or referrals in your network?
2. Sales & Communication Skills
Tell me about a time you’ve successfully convinced someone to try a product or service you believed in.
How do you explain value in a way that’s clear and engaging?
If I gave you a 60-second window to pitch ArcBound to a potential client, how would you do it?
3. Motivation & Mindset
Why are you interested in this role specifically?
What would success look like for you in this role over the next 6 months?
4. Alignment with Arcbound's Philosophy
What draws you to the idea of helping people grow their brand and voice?
Our model relies on trust and delivering what we promise—how do you normally build trusts and relationships with prospects?
5. Operational Readiness
How much time per week do you realistically see yourself investing in this role given your other responsibilities?
Do you have experience with tools like CRM systems, referral tracking, or outreach platforms?
Are you open to meeting 2x/monthly to go over your metrics?
If you succeed, would you be willing to join us full time?
Step 4: Onboarding Framework [Very Important]
Objective: Get ambassadors set up quickly with all tools, expectations, and motivation.
✅ Send Thoughtful Acceptance Letter: The goal is to make the individual feel special. You’re not letting anyone represent your brand. These individuals have been uniquely chosen.
Subject: Welcome to the Arcbound Ambassador Team
Dear [First Name],
I’m excited to officially welcome you as an Arcbound Sales Ambassador.
By joining this role, you’re stepping into a unique opportunity to help visionary founders, investors, consultants, authors, and creators build influence and reach through powerful brand storytelling.
You were selected because we see you as someone with credibility, resourcefulness, and a strong network—someone who can open doors and create value at the highest levels.
As an Ambassador, you’re not just referring to clients—you’re helping shape the future of personal brand-building alongside a team that delivers with integrity and excellence. We’re confident you’ll thrive in this role and contribute meaningfully to the growth of ArcBound and the success of the leaders we serve.
As an Arcbound Ambassador, you’ll gain:
10% commission on Arc Launches
10% recurring commission on ongoing services
Access to a curated network of founders, operators, and investors
Entry to our monthly webinars and internal training events
Recognition on our platforms and potential for full-time roles
Support from a proven operations and content team
Optional ambassador directory listing and promotional tools
Our shared expectations:
Operate with integrity and transparency in all referrals and outreach
Stay responsive and engaged with our core team (24–48 hour response time)
Represent the Arcbound brand accurately and with enthusiasm
Participate in at least one ambassador event or training each quarter
Be a true partner—we’ll support you, and we trust you’ll do the same
To start, this is a performance-driven role with the flexibility to make it your own. Those who excel can grow into strategic positions on our core team or receive tailored support to grow their own influence and ventures.
To confirm your participation and receive onboarding materials, please reply “I accept”. We’re thrilled to have you with us and can’t wait to see what you’ll create through this partnership.
With appreciation,
[Your Name]
Founder, Arcbound
[Your Email / Title]
✅ Make Them a Company Email Address
✅ Kickoff 1:1 30 minute Call | Schedule on My Calendar
✅ Meet The Other Ambassadors
We have set up an ambassador community on Tribe Chat Pro [Link in future] where we can get to know more about you.
This is where you can meet the other individuals in our ambassador community.
1. In Tribe, Fill out the Form:
A. Where are you from
B. How You Were Selected
C. Goals for this program
D. Phone Number
E. Email
F. Social Handles
2. Then, Introduce Yourself in the Main Group Chat and Connect with the Group:
✅ Update Your Social Media Experience on Linkedin: Arcbound Sales Brand Ambassador
✅ Make a Launch Post + [Make Ambassador a Custom Image to share]:
Ex: Big news—I’m officially joining the Arcbound Ambassador Program.
For the past few years, I’ve been drawn to people who are building something important—whether that’s a company, a book, a movement, or simply a platform to share what they know. But one thing I’ve seen consistently: even the most brilliant operators struggle to articulate their story in a way that resonates at scale.
That’s where Arcbound comes in.
When they selected me to join their Ambassador Program, the decision was easy.
This role allows me to:
-Introduce brilliant people in my network to a platform that can actually elevate their voice and visibility
-Collaborate with a team I deeply respect—people who deliver, care, and operate with integrity
-Be part of a growing company and their future
-Stay close to a fast-growing ecosystem of founders, creators, and operators doing meaningful work
I’m not just sharing a product—I’m standing behind something I believe in. If you or someone you know is looking to launch a personal brand, expand their platform, or turn their ideas into influence, I’d love to make the introduction.
This is just the beginning—and I’m excited to build with Arcbound.
[Insert custom image]
✅ Set and Schedule Kickoff Meeting:
We’ll be meeting as a group on Monday, September 15 at 10 AM PST to kick things off. Please mark your calendar. You will receive an invite shortly.
✅ Materials to Review
Our Brand Deck
Our Brand Ambassador Deck
Our Brand System
Our Sales Playbook
Our Content Playbook
Arcbound Content Library [for your learning]
Step 5: Engagement and Retention
Objective: Ensure continued activity, community connection, and accountability.
Event Rhythm
Once you have a qualified ambassador team (ideally 6-10 people to start), it’s always nice to do a monthly Zoom meetup when 1:1 meetings and group chat need to be expanded
If you build an ambassador team of hundreds that consistent of a fellowship, local and regional events + strong leadership structure are a great way to drive engagement
Inviting individuals into your ambassador program to exclusive opportunities that can only be accessed because of what you have access to also drives demand
Communication System
Tribe Chat Pro for Group Communications
Email for updates
Direct Text on the Group Chat for 1:1 Communication
Biweekly or monthly check-in calls
Monthly Group Calls
Progress Tracking
Metrics: Submissions, new recruits, event attendance, referral outcomes
For Program Leader [e.g. Long Term, this can be Head of Sales]:
# of Qualified Ambassadors who Joined
Achievement of Quantified Benchmarks to Justify ROI
For Ambassador
# of Sales Qualified Referrals / Meetings with Leads in key areas
Top Line Revenue Growth measured on a monthly/quarterly basis
Recurring Revenue vs. Project Revenue Referred
Step 6: Incentives, Alignment, and Recognition
Objective: Reward contributions and build a sense of shared mission.
💸 Types of Rewards
Recruitment: Bonus for ambassadors who refer other qualified ambassadors
Visibility: Public shoutouts, profile features, event invites
E.g. Top Performers Mentioned in Content Assets (newsletter, podcast, social)
Responsibility: Role progression [Ambassador to Full Time]
Step 7: How to Grow Your Ambassador Program
Strategic Rollout Plan for Recruiting
To ensure long-term success, this program should be launched through defined recruiting cycles, not on a rolling basis. Mobilizing the right people at the right time requires precision, planning, and momentum. Structured recruitment periods will create urgency, allow for batch onboarding, and foster a shared sense of mission among early cohorts.
Initial Cohort Structure
We recommend starting with a small, focused cohort of 6–10 participants, with the expectation that 2–3 will emerge as standout performers who can remain in long-term roles. This creates a natural filtration system to identify high-leverage contributors early.
Referral-Driven Expansion
Once the program proves successful and operationally sound, those top performers can be incentivized to refer and mentor the next wave of recruits, creating a self-sustaining growth flywheel grounded in trust and alignment.
Leadership Hierarchy for Scaling
As the initiative grows—especially into a regional or national footprint—it will be critical to establish a leadership hierarchy. Regional or state leaders can act as connective tissue between local operations and a central "HQ," ensuring accountability and consistent execution across geographies.
Comparative Program Models
Kairos focused on building a global leadership pipeline with Territory, Regional, and Campus Leaders, who recruited Fellows positioned as future changemakers. Fellows were cultivated for long-term investment, which helped attract capital from aligned LPs.
The Hawks used a more executional model, placing one leader as a bridge between campus-level organizers and their core sales team. Their focus was on identifying student leaders and empowering them to drive peer-to-peer relationship building.
Arcbound’s model is more aligned with the Hawks’ approach: local leadership development, and real-time relationship building, and less hierarchical. However, what makes this unique is the pathway to deeper, full-time work, which raises the stakes and commitment level for recruits.
Step 8: Handoff and Succession [if necessary]
Objective: Build sustainability by ensuring roles are passed on.
End-of-Term Process
Exit interview + reflection: Understand what worked well, what didn’t work well, and how to take learnings into the next round of ambassadors – and determine if they were teh right profile fit
Identify and train replacements
Update playbook with any best practices
Step 9: Metrics of Success
Don’t track numbers for the sake of it. Define metrics to reflect progress toward something meaningful. Whether you're an ambassador referring potential clients or a core team member working behind the scenes, the question is always the same: Are we measuring what actually matters?
We believe that effective metrics begin with clear goals. Instead of chasing vanity stats like impressions or clicks, we focus on outcomes—qualified leads converted, successful launches, and long-term client impact. This means aligning metrics to each stage of the journey: inputs (what you can control), performance (what you can influence), and outcomes (what you ultimately want to achieve).
We also keep things simple. It's better to track three numbers you understand and act on than fifteen you ignore, especially for an ambassador program. Keep it simple as they help us see what’s working, where we need to adjust, and how we’re pacing toward our goals.
Ultimately, this approach creates a culture of clarity, accountability, and momentum—where every number has a purpose, and every contributor can see their impact.
For Arcbound:
Metrics: Submissions, new recruits, event attendance, referral outcomes
For Program Leader:
# of Qualified Ambassadors who Joined
Achievement of Quantified Benchmarks to Justify ROI
For Ambassador
# of Sales Qualified Referrals / Meetings with Leads in key areas
Top Line Revenue Growth measured on a monthly/quarterly basis
Lessons Learned on the Path
1. It’s All About Relationships: At its core, building an ambassador network is about getting people to believe in your vision. You're not just recruiting—they’re joining a movement. Treat them like valuable partners, not just assets. Align incentives thoughtfully and invest in authentic relationship-building from day one.
2. You Need a Repeatable Product First: A brand ambassador program only works if the product is ready to be evangelized.
For The Hawks, the “product” was the team itself—people were joining a performance engine.
For Kairos, the product was capital—support for founders to build meaningful ventures.
If you’re still figuring out the core offering, premature scaling will only create friction.
3. A Clear Brand is Non-Negotiable: You can’t expect people to represent what isn’t clearly defined.
The Hawks had a mature brand with strong social proof.
Kairos was newer, but its messaging was elevated, aspirational, and tight.
Without a defined identity and clear positioning, your ambassadors won’t have a narrative to rally around.
4. You Live and Die by Who You Recruit: Success hinges on picking the right people. As in sales, where 80% of results come from 20% of reps, the same applies here. Expect to find 2–3 high performers out of every 10 you bring in. Build systems to identify, retain, and elevate them.
5. Engagement, Participation, and Accountability are Essential: Recruitment is only the beginning. You must coach, support, and hold people accountable. Create regular touchpoints, provide feedback, and celebrate small wins to keep momentum alive.
6. Brand Ambassadors Must Speak Your Language: Your ambassadors are your voice in the wild. Equip them to communicate the way you do. This requires a defined brand vocabulary, tone, and messaging framework. Consistency builds credibility—and it starts with training.
7. Equip Them With the Right Tools from Day One
People need to know what success looks like. Give them a proven path.
For example, at Arcbound, we’ve developed a 60+ page sales playbook that new ambassadors review as a foundational asset. A great ambassador program starts with:
Clear onboarding
Templates, scripts, and frameworks
Stories and proof points they can make their own
Next Steps (if you’ve read this far!)
Know someone we should reach out to who would be a great fit? Refer to them (and have them apply on our website)
Are you interested in joining us as an ambassador? Apply on our website here.
Check out our brand ambassador brand deck to learn more about us
Community Notes / Webinars
Tony Lillios just launched his' ALIVA coaching. We took Tony through our Arc Launch process and he came out with 2 websites, reflecting his personal brand and now his corporate identity. Talk about doing a brand the right way!
Join our Board Seat Webinar on Aug 21 at 9 AM PT / 12 PM EST
93 people are registered 🤯 🥜 🤯
