Who Are Your Brand Champions?

Posted by THINK NATIVE on Dec 12, 2019 9:00:00 AM

Here at Think Native, we believe in the power of brand champions. What exactly is a brand champion, you might ask? Well, they’re your company’s biggest fans. They’re the people who help create a shared sense of camaraderie and community among your consumers, by sharing stories that clearly communicate your message. Because they already believe in you and see themselves within your vision, they’re natural leaders in getting your work out to the world.

Effectiveness in storytelling is a bit tricky and it requires a good amount of time. In the words of C.G. Jung, 
Your vision will become clear only when you can look into your own heart.”

It requires getting real with yourself to get to the root of it all.

Once you’ve searched and found the heart of why you exist, craft it down into a few words or lines that can become the springboard from which everything else finds momentum. This is the story others will now tell on your behalf so it should be simply stated and flexible enough to hold its own on social media platforms. Take Nike’s famous “Just Do It” campaign, for instance… 

They first launched that campaign nearly 30 years ago and it’s still going strong. Why? Perhaps because their message has stretched beyond numerous fashion changes, surpassed cultural experience, reached across socio-economic lines, broken age barriers, and still finds ways to continue resonating with all of us 3 decades later. Now that’s a well-told story we can learn a lot from. Every good story presents us with a conflict or tension. Nike presented us with the choice we have to make between the hero and villain within all of us - will you choose to be the active you or the lazy you? — just do it. They understood the philosophy of their branding; it was simple but expansive enough to hold a variety of narratives within those 3 words. Whether you’re wanting to get in shape, or thinking about pursuing a love interest, or wanting to chase your long-awaited dreams, that simple slogan called out the hero in all of us.


In the words of Ad Week writer, David Gianatasio, 

“Exchanging tweets is no substitute for helping people think, dream, or in Nike’s case do things in a new way. ‘Just do it’ was open to interpretation, and many folks adopted it as their private mantra. And not just in the realm of fitness and exercise… As a result of the line’s resonance, Nike’s brand image soared.”

The company has over 7 million Twitter followers and more social media followers than any other fitness brand. Other brands that also sell top of the line products don’t even begin to compare to Nike’s audience. Why is that? Perhaps it’s because of their champions’ willingness to consistently and effectively tell their own stories as a result of Nike’s inspiration.

So, is your business going to whip up a slogan as powerful and long-lasting as “Just Do It”? Feels daunting, doesn’t it?  But here’s where we can all start: 

Get the heart and soul of your mission down to its truest essence and then empower the people who are waiting to champion the heart and soul of your vision. 

We’re here to help. Learn more about how Think Native can help you take your audience from being passive consumers to brand enthusiasts... and ultimately your very own brand champions. 

Topics: Humanizing Marketing, "Brand Champions", "Humanizing Technology"

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