Meet the Team: Q&A with Karen
Meet Karen and learn more about one of her areas of expertise
1. Tell us a little bit about yourself and how you got to where you are today at Guardian.
I’ve been working in the faith-based communications space since graduating from the University of Florida two decades ago. I had the privilege of working under Mark DeMoss for the first 17 years of my career and have been with Guardian since we were established in 2019.
What motivates me is simple: I’m passionate about helping ministries communicate well—internally and externally—so they can successfully achieve their missions. This is not a career, but a calling.
2. You have experience training and developing brand ambassadors. In your own words, how would you define a brand ambassador in the context of nonprofit organizations?
A common misconception is that brand ambassadors are only the people who have been identified in an official capacity to represent your brand, but that couldn’t be farther from the truth.
Some of the most important ambassadors of your brand are your staff and volunteers—the people who interact with your brand, day in and day out, and return to their families, neighborhoods, friends and social media to talk about their experiences. Every day, they influence the way people view your organization.
3. Why are brand ambassadors important for organizations? How can organizations adequately equip their ambassadors?
When someone is associated with an organization, they represent it all the time, everywhere, offline and online—no matter what. Whether it’s through a conversation in a coffee shop, on a plane, in a group text or a social media post, their words and actions can influence brand perception. Therefore, it is critical we help our people learn to communicate with intention.
I’ve found it is most helpful to host brand ambassador training that includes all of your employees. Whether they work in the C-suite or with spreadsheets, each person plays an important role in influencing your organization’s reputation. Taking time to talk about communication together is a strategic way to activate and empower your ambassadors to connect, engage and share exciting news about the ministry and Jesus.
4. Can you share an inspiring success story of a brand ambassador making a notable difference for a nonprofit organization?
My earliest encounter with a brand ambassador was with my childhood neighbor.
Mrs. LaPointe, a State Farm agent, embodied what it meant to be a good neighbor—from rides to school, playdates and milestone celebrations to being a steady presence through change and heartache. I can remember countless times trekking next door to splash in her pool and disrupt the peace—only to be greeted by kindness and a smile.
Mrs. LaPointe didn’t just sell her brand; she lived and breathed its values and brand promise. To this day, I can’t hear the State Farm jingle without thinking about her.