Tag: #advocates

How to foster advocates and loyalists?

Generally, people are more inclined to engage with brands that are truly invested in improving social issues. They establish a meaningful connection when the brand’s voice provokes a conversation, signals ethical standards or involves their audience into cause activism. According to 2017 Edelman Earned Brand Study: ” Fifty-seven percent of consumers around the world will buy or boycott a brand solely because of its position on a social or political issue”. This means that a brand can prompt haters or possibly harness advocates by manifesting a point of view, taking a political stand or starting a dialogue.

For that reason, tapping into the subconscious of the belief-driven audience fosters loyalists.  On that account, how to connect in a meaningful way?  By creating:

  • Personal and relatable contents
  • Provoking a conversation
  • Activating sustainable solutions
  • Engaging your audience in shaping the social movement

Remarkably, each and every referenced approach that offers “empathy”, will be rewarded by consumers.

“People don’t always remember what you say or even what you do, but they always remember how you made them feel.” Maya Angelou

Be mindful and remember that Homo Sapiens appreciate being understood. For that matter, recognize the hurt, the desire, the need or the joy. Get to know your audience, send the message that “you get them” and initiate a memorable bonding. Your platform as an individual, profit or non-profit entity is not solely about growing your brand but how to make a difference.

Consider the shaping elements of good storytelling as a starting point:

  • What: is the topic, what has happened or will happen: be clear, focused and unveiled the matter. Be attentive, the spotlight should be on the issue not on your brand but your shared values.
  • Who: has been affected
  • Why: are you taking a stand: acknowledge the importance of the topic and the impact. Avoid mixed messages. Ask open-ended questions.
  • How: can you as a brand and belief-driven audience feed the beast, get involved and have an impact. How to convey your message: contextually or visually based?
  • When: the development speed of news, an issue or a talking point is critical in your communication
  • Where: does your audience absorb information?

The underlying emotion of empathy rooted in your brand’s voice and taking a position in life, strengthen your authority.  Individuals with great personal branding such as Tony Robbins interact with their audience with stirring personal stories and the ability to understand their feelings. Brands such as Procter & Gamble, UNICEF tackling social issues or J. Crew blog post “How to get (and dress for) the job you want” are all about making life better for others.

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Procter & Gamble’s thought-provoking ad called “The Talk” acknowledges biases and the challenges that black community experience as parents.

Or “thank you Mom, Winter Olympics 2018” video:

Unicef’s campaign, “It’s on all of us to stand up and speak out to #ENDviolence against children. Recognize it. Report it”, deeply disturbs and propels you to act upon.

Create a Community – Grow Loyalty

As Homo sapiens, we strive to belong and be acknowledged. Basically, we desire to be part of a community that allows us to be emotionally connected, accepted and potentially play an important role. The spirit of creating communities is to build relationships, empower individuals with solutions or to educate. In essence, fostering communities based on needs of its members, allows your brand to cultivate advocacy. All the same, the champions have the passion, are genuinely invested, have the power to trigger action and conviction to endorse your brand.  As a result, their emotions are well received and the brand benefits from their credibility.

How to get your brand’s biggest fans on board?

Unequivocally, the important tool to make progress is knowledge. By providing them value-added incentives, you sow the seeds of reciprocity. Sharing tips, whether is core insights to help them solve their issues on community blogs or using social channels to improve their experience, will allow you to earn their support.

Creating a platform or events for networking helps individuals to boost their personal development or reach their professional goals. Webinars, mentorship programs or seminars are effective strategies to offer your audience. Attending an event or engaging in an online conversation, inspire new possibilities. Consequently, the inspiration propels individuals from indifference to choices. A person who enters an enthusiastic state has more self esteem and sets out on a productive cycle.  Thereby, your efforts to organize such events or channels to expose great ideas or interaction with inspiring experts breed advocacy.

For your brand to succeed, you have to embrace and invest in building communities. Being sensitive towards the community concerns,  issues and improving quality of life by implementing programs such as volunteerism or philanthropy nurture trust & loyalty.

The featured image is by Daphne Odjig, Canadian First Nations Artist, “Grandmother of First Nations Art”