Creating brand champions

Even though they didn’t write the sheet music, every orchestra needs a conductor. After you have launched your company, product or service you will begin to notice that there are individuals that very quickly adapt to integrating what you offer into their daily lives. “It” becomes a part of them, as they become a part of you. Some companies make the mistake of treating champions as part of the masses, when they clearly are not.

** How to spot a champion

Do you have someone that always comments on your company blog ? Watches every streaming video content ? Uses your product more than anyone else ? Sends you blurbs of relevant information that you may have overlooked ? Makes thoughtful suggestions, or better yet - volunteers some of his / her time to benefit your company ?     These people should be knighted. A social media “King Me” if you will.

** How to promote a champion

Don’t make the mistake of trying to sell things to this individual, as they are territorial animals that scare easily. Instead, send them hugs. Allow them to feel a sense of ownership by working together with them on anything new. Do they own a blog ? Give them an exclusive interview. Are you implementing some new functionality ? Ask them what they think first. Don’t be afraid to give them some task, like moderating a forum for example, as they will guard it with their lives. They will love you for it. Sneak peeks, promotional goodies, and showing them that they are elevated from the crowd because of their evangelism will pay large dividends. (edit - especially if they are in a target market.)

** Behind the scenes

Your champion is going to talk. He is going to bring you up to his friends, family, and co-workers every time that a possible situation arises - so let’s hope he has a big area of influence. If your company is under comparison or scrutiny he is going to defend you even if the facts just don’t line up.  Anytime he has a great idea for your company he is going to give it to you, and you are going to listen. (This does not mean you have to always do it - you just have to listen.) He basically works for you, and does not realize it. It’s cold to say it, but it’s reality. The new media jungle has allowed medium to big companies to be just social enough with the little guy to give them a moment of “wow”.

** Tracking Champions : Watch your explosions

Day 1. Find out where your champion lives. Open up your web analytics, and mark his dot on the map. You will begin to see that circle grow - and new circles will grow around it as well. I enjoy marking them in red, and then like a flip-book comic strip, cycling through the days and watching the bombs go off. Thats just me.

** Criticism ?

If you are a champion - and you now feel as though you are being used, then the cause you are championing did not execute correctly. If you are the general public and you feel as though it’s not right to pawn people like this - you are obviously not a marketer. Still critical ? I want you to think of your utmost favorite celebrity and then, if they asked you to - would you be their assistant ?

Brand Champions can be your best friend. Treat them well, and they will help your cause grow in whatever ways that you need. Ignore them, and they can be a major (free) lost asset.

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(next post - Creating Brand Monsters)