Amplify Your Brand: Five Ways to Create Brand Advocates
Strong brands help organizations build a connection, then a relationship, with stakeholders. I like to think about four stages of a brand journey. First, people need to know you exist (awareness). Then, they need to understand what you represent (familiarity). Next, you want them to raise their hand and say “yes, I’d like to support your mission” (engagement). Finally — and this is the holy grail of branding — you want them to be telling your story for you (advocacy).
There’s lots of marketing and communications advice on how to move stakeholders through the first three stages. But in my opinion, there’s not enough focus on the advocacy piece of the equation. And I’m not talking about the lobbying sort of advocacy. I’m talking about people being so excited about your organization that they draw others in with them. They bring people to your events, share your social media posts with their networks, etc. There used to be a shampoo commercial that went something like “then she told two friends, then they told two friends…”
How do you make that math happen for your brand?
By the way, the corporate world knows how to use brand ambassadors. Well, most of the time…until the ambassadors do something to get themselves cancelled. Then it gets messy. I’m not talking about those sorts of paid relationships, but as always, the non-profit world can learn from (and improve upon) corporate practices.
Here are five ways you can tap into your brand advocates to amplify your brand:
Step 1: Know who they are. These advocates are going to be your biggest fans. And the most powerful ones have a strong, active network of their own. They are engaged in other circles, with people you want to bring to your brand.
Step 2: Let them know you know who they are. Don’t be shy about this. These folks know how this works, and if they love you as much as you think they do, they will be happy to be invited in to support the brand. Create a formal brand advocates program, and give them real work to do on an ongoing basis.
Step 3: Give them tools. Don’t just send them out there to make up their own stories about your brand. Share your brand framework to keep them on message, and help them choose the stories that best bring that message to life. Don’t have that brand framework? Take a look at this post on message mapping.
Step 4: Keep them informed. Branding is not a static activity…it’s an ongoing journey. These brand champions are probably your most powerful marketing tool, but they have to feel like they know what’s going on. You also need them to speak clearly and accurately about your organization, something that’s impossible to do unless you’re updating them on a regular basis.
Step 5: Say thank you. Know why each of these champions is advocating on your behalf, and thank them accordingly. Do they love public acknowledgement? Include them in your next newsletter. Do they love the “inner circle” aspect of being a champion? Invite them to a preview briefing before you launch your strategic plan.
Some of this looks a lot like major donor cultivation, and there’s certainly crossover between the two efforts (which is why your fundraising and branding should not be siloed!). Just like major donor stewardship, engaging champions to amplify your brand requires intentional, ongoing work. But the results can be transformative.
Introducing Caravan Convos!
Want to chat about creating a brand advocates program for your organization? Need a fresh perspective on your nonprofit brand? Want an unbiased expert to validate your instincts? Interested in joining the Caravan? Schedule a free 30 minute Caravan Convo…I’d love to connect!