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In a retail industry full of fierce competition and fleeting consumer attention spans, business owners, PR experts and marketers are working tirelessly to create the most valuable asset a brand can ask for: the raving brand fan.<\/p>\n
What separates a loyal customer from a devoted brand fan is not how much or how often they make a purchase. Brand fans go beyond merely being satisfied customers; they’re fervent devotees who transcend consumerism to become champions of a brand’s ethos.<\/p>\n
They’re the ones who eagerly await product launches with the fervour of die-hard fans at a concert, who proudly sport brand insignias as badges of honour, and who defend their chosen brand against all detractors.<\/p>\n
Admittedly, achieving this extreme level of brand fandom is rare, and not every retailer can pull it off. But for those who can, a whole new world of success awaits. The question, of course, is how?<\/p>\n
The answer encompasses charismatic leaders, a close connection with customers, and the innovative use of customer feedback.<\/p>\n
It takes more than selling out your products, going viral on social media, or landing a famous ambassador to create true brand fans. The secret lies in brand storytelling: the art of weaving together emotion, narrative, and identity to captivate audiences and forge lasting bonds. It’s about articulating not just what a brand does, but why it exists, what it stands for, and why it matters.<\/p>\n
Let\u2019s look at a recent example by the US-based luggage brand B\u00e9is. Over the past couple of years, B\u00e9is has built a cult following for its aesthetic, functional and affordable luggage. The brand, lauded by celebrities and influencers worldwide, recently came under fire when customers complained about their beautiful luggage quickly becoming dirty and scuffed after use.<\/p>\n
This is where B\u00e9is turned customer feedback into a stroke of marketing genius. The brand didn’t shy away from the critique, it embraced it. As a result, the B\u00e9is Wash was born \u2013 a whimsical pop-up store where customers could bring their well-travelled bags for a complimentary wash and shine. In addition to getting their bags cleaned, customers could shop new products from both and partner brands that had teamed up with B\u00e9is for this marketing event.<\/p>\n
The campaign was a success. It went viral on social media, with customers applauding the brand\u2019s proactive approach to addressing consumer concerns and showcasing its commitment to customer satisfaction. In the end, it didn\u2019t matter whether customers could experience the B\u00e9is Wash for themselves (the pop-up was available only in Los Angeles) \u2013 audiences far and wide had seen that the brand had created a unique and enjoyable experience for customers.<\/p>\n
This is a great example of how feedback \u2013 positive or negative \u2013 can be used to create customer experiences that reinforce brand loyalty. This type of brand experience shows customers that their opinion matters to you, not just because it serves your bottom line, but because you want to please them.<\/p>\n
To win true fans, brands must learn how to enter their customers\u2019 world in an authentic and meaningful way. B\u00e9is did this expertly by identifying an opportunity to add further value to the customer experience, showing that the brand cared about their lived experience enough to take action. When you use customer feedback to inform your decisions, you let your audience know that you are not only listening to them but adjusting your business based on their wants and needs.<\/p>\n
This approach is particularly powerful for CEOs and founders who have built their brand by being personable, authentic and connected to their community. Take B\u00e9is founder Shay Mitchell. Her personal brand is seamlessly intertwined with B\u00e9is\u2019. Using platforms such as TikTok and Instagram, she takes her audience along as she creates new products and provides insight into the realities of being a business owner. As a result, she has cultivated a reputation for being relatable and connected to her audience. This personal brand only amplifies the allure of B\u00e9is and encourages brand loyalty, as customers feel a personal connection and allegiance to both B\u00e9is and Mitchell herself.<\/p>\n
Another great example of the power of authenticity in brand building can be seen in Australia\u2019s own Zo\u00eb Foster Blake, founder of Go-To Skincare. Foster Blake\u2019s personal brand is inextricably tethered to Go-To. She is seen by many as a skincare expert and an honest and transparent voice for customers seeking affordable and effective products.<\/p>\n
This reputation for being attentive and transparent helped win Go-To brand fans last year, when she didn’t shy away from pre-emptively addressing customer concerns head-on. After years of vowing never to release eye creams, which Foster Blake described as \u201ctiny pots of very expensive moisturiser\u201d, Go-To announced that it was launching what it described as an \u201ceye serum\u201d.<\/p>\n
For a company and founder known for their honesty and trustworthiness, this easily had the potential to look like selling out. However, Foster Blake was able to get ahead of this potential PR nightmare before it began, by owning her past claims and providing insight into the decision-making process.<\/p>\n
In a blog post on the brand\u2019s website, she explained that while this latest product may look like an eye cream, its serum formulation makes it \u201csink into the skin quicker and contains potent actives\u201d. She even went so far as to say that while creating the product, \u201cmy directive was clear: it had better bloody work.\u201d To Go-To brand fans, Foster Blake\u2019s word is gold. This simple yet powerful statement not only reassured customers that the product would be worth their money, but it reaffirmed that Go-To\u2019s ethos and values remained the same.<\/p>\n
Foster Blake\u2019s connection with her audience allowed her to anticipate how best to tackle the potential problem. If she hadn\u2019t addressed what looked to many like a branding backflip, she would have run the risk of breaking the trust between customers and her brand. While the subject of eye cream might seem trivial to the uninitiated, to Go-To\u2019s skincare-obsessed brand fans, it was a huge issue. Not only did Foster Blake\u2019s response allow her to sidestep any criticism, it also reinforced the trust and transparency that earned her devoted customers in the first place \u2013 and even gave her a chance to market her new product\u2019s point of difference in the process.<\/p>\n
For business owners like Mitchell and Foster Blake, demonstrating a genuine understanding of customer needs and expectations is a big drawcard for devoted brand fans. But with great power comes great responsibility, leaving absolutely no room for error.<\/p>\n
When you position yourself as a relatable and authentic brand leader, you cannot afford to ignore your audience. Both leaders have done great jobs at turning potential PR nightmares into examples of marketing ingenuity, but if Mitchell hadn\u2019t used customer criticism to improve B\u00e9is, or if Foster Blake had turned a blind eye to what she had promised in the past, they would have risked alienating their devoted fans. Building brand fans requires brands and their ambassadors to show up authentically and transparently, always \u2013 not just when it suits them.<\/p>\n
Positive feedback is equally instrumental in nurturing brand devotion. Whether it’s glowing reviews (just make sure they are current and real), soaring sales figures, or enthusiastic social media endorsements, good feedback validates a brand’s impact and reinforces its connection with consumers. The best part is that every brand has access to this valuable data, whether it\u2019s through social listening, media monitoring, Google Alerts, or basic website and business analytics.<\/p>\n
By sharing this positive feedback, you are letting your audience know that they are part of a big group of devoted customers. This permits them to share their love for your product publicly (\u2018everyone else is doing it\u2019), creates FOMO, and invites people to be part of a group of people who have brand fandom in common. After all, everyone wants to belong.<\/p>\n
Perhaps the most potent tool in cultivating brand fandom lies in celebrating the customers themselves. By spotlighting user-generated content and showcasing real-life examples of brand engagement, companies like Miss Amara and Kmart show how brands can create a sense of community and belonging among their audience. By capitalising on the hashtag #KmartFinds, Kmart transforms everyday customers into brand ambassadors, fostering a sense of camaraderie that is invaluable when it comes to keeping people engaged and devoted to the brand.<\/p>\n
While marketing and customer connection are invaluable in the quest to nurture dedicated brand fans, let\u2019s not forget another essential element: the product or service you\u2019re offering. For retailers, brand fandom is often directly tied to the products they create. The best way to create brand fans through your products is to have signature products that are central to your brand\u2019s core identity. From here, you can produce regular updated releases to drive hype and engagement.<\/p>\n
Think Chanel\u2019s classic flap bag, which has stood the test of time for decades, but is bolstered by the brand continuously releasing seasonal lines that provide something fresh for customers to enjoy. Then there\u2019s Swedish furniture brand IKEA, which always has its trusty BILLY bookcase in stock, but makes sure to showcase something new for returning customers to enjoy on every visit.<\/p>\n
Devoted brand fans are found at the intersection of value, authenticity, connection, and innovation. Fandom is all about building an emotional connection, having fun, and relating on a deeper level with your customers. It’s about more than just selling products. It\u2019s forging connections, telling stories, and creating experiences that resonate on a deeply personal level. If your brand can prove it cares about fans\u2019 wants, needs and desires, they\u2019ll repay you tenfold.<\/p>\n
This story first appeared in the May 2024 issue of <\/em><\/strong>Inside Retail Australia<\/em><\/strong> magazine.<\/em><\/strong><\/p>\n The post How brands like B\u00e9is and Go-To cultivate, and keep, devoted brand fans appeared first on Inside Retail Australia.<\/p>\n