People desire to be moved by a cause, a story, or a product. We all want something to champion- a candy (like Mike and Ike's- yum!), a new album, a new app- whatever, as long we feel an emotional connection. Shouldn't this be the goal of every brand? Here are two simple ways to better leverage this for your business.

Brand Champions are the ultimate raving fans, championing and understanding your exact value and positioning in the market. They are lovers and sometimes fighters. They are a multiplying sales force- an indispensable army of rambling referrals, loyal customers, and dedicated patrons, but they need one thing… you. In order to create these loyal troops you first have to lead them.

1. Define Your Tribe.

It's really simple. First, know who "they" are. Who is your audience? What do they do? Where do they live? How do they congregate? Then figure out how you can get into the conversations, connect, and speak notable value into their lives.

2. Give them reasons to like you.

Launch growth initiatives in the form of campaigns. Find irresistible and charming ways to further connect with your people. Give them reasons to like you. Give out free swag- especially buttons, people love buttons. Post interesting articles on twitter (like this one) or a blog and speak directly into their pain points in business or life.

At the end of the day, it's all about the customer's relationship to the brand and how they feel about it. Customers and prospects should see a logo and be moved. They should feel something. They should see something worth championing.

If you can simply define your tribe and give them reasons to like you then you are well on the way to creating brand champions.

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