Brand Champions vs. Raving Fans
"You already have a brand, the question is how well are you managing it?" -Marty Neumier
By definition, a "raving fan" is a customer that evangelizes about your brand to anyone who might possibly listen.
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By definition, a "brand champion" is anyone who evangelizes or protects a brand; a brand steward.
So what's the difference? We've defined the difference as evangelizing the right message. A raving fan, while incredibly ecstatic about you, proclaims your brand as the best, but what message are they saying? The raving fan doesn't always pay attention to particulars. The Brand Champion however, embodies all the enthusiasm & vigor of the raving fan, but evangelizes the right message.
RF#1: "I love my BMW, you've got to get one!"
BC#1: "My BMW really is the ultimate driving machine. I couldn't imagine driving anything else. You have got to get one!"
We believe in igniting the brand champion. They are the stewards & life bearers of your brand. They are your sales force. They believe in your value and values. They raise your flag proudly and wave it for all to see. Empower them.
9 Comments
"Great post! Never thought of the distinction between a raving fan and a brand champion. Question: How do you move someone from RF to BC? Is there an intentional process or do you just preach the right message (WE'RE THE ULTIMATE DRIVING MACHINE!!!!!) loudly and hope it comes out when they evangelize for you?"
- Brett Trapp
"First it's understanding what people say about you, then going through a detailed process of influencing them them to say what you need them to say. And it's about demonstrating your brand message at every step of the process that people engage with you. Again, it's influence, not teaching that leads to the success of brand champions. Let's circle up soon and discuss more, Brett."
- Craig Johnson
"Awesome post! Matchstic helps Booster create Brand Champions! Thank you guys for all you do!"
- Chris Carneal
"I love this post. Do you think brand champions are more valuable than raving fans when things aren't going well for your product, too?
For example, I work for a software company whose #1 goal is to create and maintain raving fans. We have definitely achieved building a raving fan client base. Recently, we released a new software product that had some stability issues, etc.
I didn't know it until I read this post, but during that time, I think we started seeing the difference between raving fans and brand champions. Raving fans love our product and people... brand champions trust us, believe in our philosophy, and help us find solutions together based on our past successes even when things are a bit challenging. Raving fans are cheerleaders, but brand champions feel more like extensions of our company out in the field.
Not sure if I'm stretching it, but I love this."
- Jon Smith
"I think that's dead on Jon. Brand Champions are stewards. They are invested and want to see the brand succeed. If there is a problem with your product they would be the first ones to speak up and demand resolution. Thanks for the thoughts!"
- Blake
"Blake, this is fantastic. I love what Jon said about trust and belief. Trusting the heart of an organization or brand is to *truly* know and understand what the brand stands for and not dismantling it whenever something doesn't go exactly as intended."
- Brittany
"I am your loyal brand champion. What message shall I disseminate enthusiastically?"
- Andy
"Ditto @Andy!"
- Dwight
"[...] on every opportunity to create brand champions is the essence of a charismatic brand. In order for that to be fully realized you have to know [...]"
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