Brand ChampionS: Defining Them and Delivering Value Beyond Your Product.
by Vanessa Moon
When building a brand, knowing who really connects with your product is crucial. And that starts with defining your Ideal Customer. But it’s not just about demographics—it’s about creating a mindset.
Who is Your Brand Champion?
Think of your brand champion as your most loyal customer—the person who gets what your brand stands for, who resonates with your values, and who is the most likely to embrace your product. They’re not just someone who needs your product, they’re someone who connects deeply with what your brand offers.
To define this person, consider:
What mindset do they have? Your brand champion is aligned with your mission and values. They believe in what your brand stands for and naturally want to support it. They wear it proud, tell their friends about it, and find
What behaviors do they demonstrate? They may be early adopters, loyal to brands that reflect their values, or proactive in seeking out products that offer more than just functionality. These people are the ones who will likely share their experiences with others, becoming advocates for your brand.
What’s their relationship to the category? Are they loyal to existing brands, or are they seeking new solutions? Understanding what drives them to switch brands or remain loyal will help you tailor your message to resonate with them.
Creating a Real Connection
To find your brand champion, go beyond basic demographics. It’s about qualitative research—understanding the deeper reasons they connect with your brand. Ask questions like:
Why do they wait until a problem becomes a bigger issue? Understanding the hesitation or delay in their decision-making process can help you address their concerns and position your product as the best solution.
By diving into the psychology of your potential customers, you can uncover insights that help build a stronger emotional connection with them—making them feel heard and understood.
Delivering Value Beyond the Product
Your brand champion doesn’t just need your product; they need something that adds real value to their lives. It’s about tapping into their deeper desires, whether it's health, belonging, or empowerment. When you understand these desires, you can create messaging that speaks directly to their core needs.
Once you’ve truly understood what your brand champion values, you’ll be able to craft content and campaigns that make a meaningful impact, turning them into lifelong advocates.
REAL BRAND CHAMPIONS
Patagonia has cultivated a community of brand champions who are dedicated to environmental sustainability. Their brand champions are willing to pay a premium for products that align with their desire to protect the planet, and they often spread the word through social media, word-of-mouth, and their participation in environmental campaigns.
Trader Joes has one of the most devoted followings in the grocery industry. The brand champions take pride in sharing their favorite finds with others, whether it's in person or on social media, contributing to a viral effect for the store. They also appreciate the friendly environment in every store.
Delta Airlines has cultivated a strong group of both high-level and mid-level brand champions by creating an experience that caters to both frequent flyers—offering member advantages, free upgrades, and access to the Delta Sky Club—and occasional travelers, with a reputation for reliable service, customer care, and a positive flying experience.
Conclusion
So, when you’re thinking about who will embrace your brand the most, ask yourself: Who is the person that sees your product not just as a solution, but as a part of their life and identity? These are the people who will become your brand champions.
Once you’ve defined them, you’ll know how to reach them, speak to them, and build lasting relationships that go beyond just the product.
