In our personal lives, we all want someone to support us.
If we are lucky, this will start with our family and extend to our friends and important others. In an ideal working environment, our manager will also support us and help us climb the ladder.
There is nothing better than having people cheering for you on the sidelines and defending you in a room where you are not.
As a business owner, you also want to provide this level of support for your brand.
This is where brand advocates come in as people who promote your business and help expand your loyalty base.
Let us delve into why you need a brand champion, how to get a brand champion, and how to incorporate it into your marketing strategy.
What is a brand champion?
A brand advocate is the person responsible for promoting and building support for your brand internally and/or externally. This is not a formal role, nor is it limited to one person. Brand champions can be business owners, brand ambassadors, chief brand officers, employees, and customers.
Depending on the size of your business, you may have one or more champions. Sometimes this role is embedded in the responsibilities of your employees.
For example, employer brand experts are responsible for promoting the company’s culture and benefits to external candidates. This is a kind of brand advocate in itself, because their role is focused on promoting your brand.
You can say the same for brand ambassadors who work with companies to promote and generate potential customers.
One main difference to note here is that ambassadors usually have a contractual obligation to promote your brand. Champions may be motivated to do so, but they don’t need to celebrate your brand.
In small companies, business owners can become brand advocates, motivate employees internally and build networks externally to gain more customers.
The key point is that anyone can become a brand champion, and the more champions your brand has, the stronger it will be.
How to become (and win) the brand champion
To become a brand champion, you must possess some key characteristics and characteristics. The brand champion should:
- Passionate about the company.
- Understand the company’s vision, mission and values.
- Invest in the long-term success and growth of the brand.
- Have the skills to lead growth plans.
- Know the most effective construction strategy at any time Brand loyalty With employees and consumers.
The place you might want to start looking for brand champions is your employees.
research shows The way a company treats its employees affects their credibility to a large extent. Especially in times of crisis, consumers will pay attention to how brands treat themselves.
Encouraging your employees to become brand advocates will require some structural implementation within your organization.
You need an environment that can create happy employees, because happy employees will become great advocates, and they can even improve your brand without you asking.
Just like you like the product you just bought. You will find any opportunity to tell people how much you like it-even if you don’t have a 10% referral discount code.
Start with formal employees Net Promoter Score (eNPS) Investigation. This will tell you the satisfaction of your employees and let you know how to better support them. Once you have identified opportunities for improvement, be sure to take action to let your employees know that their voices are heard and taken seriously.
If your company is publicly traded, consider providing restricted stock units (RSU) to your employees. RSU is a stock offered to employees as a form of compensation, and its vesting schedule can span any time from one year to several years after the employee’s start date.
Allowing your employees to own equity in your company can build their loyalty to your company and allow them to invest in the company’s development.
Other ways to turn employees into brand advocates include:
- Provide professional development opportunities.
- Invest in diversity and inclusion initiatives, such as the Employee Resource Group (ERG).
- Create a sense of psychological security.
How to use brand champion marketing
1. Invest in the employer brand.
Employer brand It is a form of marketing, and the target audience is candidates who are interested in joining your company. However, it can give consumers a very positive view of your brand.
We have already mentioned the importance of employees in building brand trust. If consumers think you are abusing your employees or deceiving others, this may damage your brand image.
Your employer brand expert is the driving force behind the presentation of the internal brand advocate strategy.
At HubSpot, we have @HubSpotLife On Instagram, we post employee acquisitions, our cultural guidelines, etc.
This is an opportunity for our employees to introduce to the world why they like working at HubSpot and share their personal experiences.
Employer branding is about giving people an in-depth understanding of the benefits of working in your business.
2. Amplify the voice of your brand communicator.
Whether you are a small business or a large enterprise, you probably know who your biggest customer supporter is.
You may learn about them by name or through data you collect (such as NPS surveys). These customers and loyalists are a gold mine in terms of supporting your business.
It is possible that they have done it through word of mouth. Why not amplify their voices to maximize their influence?
Another way to amplify your champion’s voice is to provide them with a custom referral code. When your advocates recommend someone to your brand, they and the recipient will both get a discount on their next purchase. You have acquired a new customer-this is a win-win situation.
3. Attract your brand advocates on social media.
Think of your social media followers as brand champions in training.
They already like your brand, which is why they care about you. The more you develop your relationship with them and build a community, the more loyal they will become. Ultimately, they will become your brand advocates.
There are countless ways Interact with your community on social media, Including:
- Reply to comments
- Create private group
- Create polls and surveys
- Conduct a question and answer
- Live with your followers
- Republish user-generated content
Brand advocates do wonders for your public image because they promote your brand in a way that is not like advertising. Therefore, train these champions and use them to further promote your brand.