June 17, 2015 | Advice

How to Build Brand Champions

Read our White Paper to learn more about brand champions and how to leverage these important relationships.

So what is a brand champion? Your brand champions are your biggest advocates in the arena. Consumers are constantly being bombarded with messaging about products and services. Brand champions are the people who are on the front lines in the battle of brands, sharing their passion for your company and extolling your virtues.



Who are my brand champions?



These are people who live and breathe your company day in and day out. They will be more likely to communicate the positive impact your company is making with those around them. While employees are perhaps your easiest group to cultivate, the climate needs to be right to encourage brand champions to flourish.


Customers and clients

Customers and clients are already voting for you with their purchasing power.Your customers are the driving force behind your business growth and strategy. This one might seem like a no-brainer; however, it’s important to take the time to get to know your customers and share your appreciation for their loyalty.


Board members, volunteers, and shareholders

These are individuals who have freely given their time and resources to your company. They may feel connected to your company mission or vision, but not fully understand the day-to-day aspects of your business model. Provide regular updates, reinforce your gratitude, and show recognition to maximize their potential to step up as a brand champion.


Vendors and partners

Vendors and partners are people that you likely have relationships with and interact with on a regular basis. You may not intuitively perceive them as brand champions; however, they are often working with many other companies who might be good resources or new customers for your business. You should seek to nurture the relationship and advocate for their business in the same way that you would want them to champion yours.



How do I build loyalty?


Share information

One important tool is to provide them with messaging that empowers and educates them about your company. They’re sharing your story with their networks, so make sure you regularly provide them with fresh content, updated information and insight into your mission and business.


Recognize and reward

Recognizing brand champions is something that many companies fail to do regularly. It can be as simple as sending invites to special parties, or maybe they are the first people who are invited to test and provide feedback on a new product. Find a way to make them feel special and appreciated.


Be consistent

Part of leveraging brand champions is ensuring consistency in identification and recognition, so it’s important to build strategy for achieving this into your work routine. A strategic plan that lays out what marketing materials are needed, a budget for you initiatives, way to track your brand champions, and testimonials and feedback from your champions, will keep you on track and consistent.