How to Build a Brand That Transforms Customers into Evangelists
Want customers to rave about your brand? Discover how to turn buyers into passionate evangelists who promote your brand for free.
Why Customer Evangelists Are Every Brand’s Secret Weapon
Marketing budgets are great… but you know what’s even better? Customers who talk about your brand nonstop—for free.
These aren’t just loyal customers. These are brand evangelists: people who recommend you, defend you, and proudly wear your logo like a badge of honor.
🚀 92% of consumers trust word-of-mouth more than any other form of marketing
🚀 Brand evangelists generate 2x more sales than the average loyal customer
🚀 Referral-based customers have 37% higher retention rates
Think about brands like Apple, Nike, and Harley-Davidson—they’ve turned their best customers into walking, talking, social-sharing megaphones.
So, how do you turn happy buyers into devoted brand ambassadors? Let’s break it down.
1. What Is a Brand Evangelist, Really?
A brand evangelist is more than just a satisfied customer. They are:
✔️ Emotionally connected to your brand and what it represents
✔️ Excited to talk about you—even when they don’t benefit directly
✔️ Active in sharing content, reviews, and referrals on your behalf
📌 Example:
Harley-Davidson owners proudly tattoo the logo on their bodies. That’s not just brand loyalty. That’s brand devotion.
💡 Pro Tip: Your marketing will never be as effective as a passionate customer’s endorsement.
2. The 5 Key Strategies to Turn Customers into Brand Evangelists
✅ 1. Deliver More Than a Product—Deliver a Mission
🔹 Evangelists don’t fall in love with what you sell; they fall in love with what you stand for.
🔹 Build your brand around a mission that inspires and aligns with your audience’s values.
📌 Example:
TOMS shoes created evangelists by giving a pair of shoes to someone in need for every purchase. People weren’t just buying shoes—they were joining a movement.
💡 Pro Tip: Evangelism is born where emotion meets purpose.
✅ 2. Create Experiences Worth Sharing
🔹 Make your brand interactions so good that people feel compelled to talk about them.
🔹 Surprise customers with unexpected value, humor, kindness, or delight.
📌 Example:
Chewy is known for sending flowers and handwritten cards to customers when their pets pass away. That’s unforgettable—and totally share-worthy.
💡 Pro Tip: An experience that wows gets screenshotted, tweeted, and posted.
✅ 3. Engage With Your Community Like a Friend, Not a Brand
🔹 Talk to customers on social media, not at them.
🔹 Celebrate their wins, reply to their messages, and feature their stories.
📌 Example:
Glossier built a cult following by replying to customers like friends and featuring their selfies on the brand’s feed.
💡 Pro Tip: When customers feel seen, they start to shout your name.
✅ 4. Empower Them to Share and Be Part of the Brand
🔹 Give your customers the tools, incentives, and platforms to advocate for you.
🔹 Launch referral programs, affiliate partnerships, and ambassador communities.
📌 Example:
Dropbox’s famous growth hack? They rewarded users with free storage for every referral, turning users into evangelists overnight.
💡 Pro Tip: Make sharing fun, rewarding, and frictionless.
✅ 5. Make Your Brand a Lifestyle, Not Just a Product
🔹 Evangelists love brands that reflect their identity and values.
🔹 Turn your brand into a movement, tribe, or badge of honor.
📌 Example:
CrossFit isn’t just a workout. It’s a culture, a tribe, and a lifestyle. That’s why its followers can’t stop talking about it.
💡 Pro Tip: The more your brand becomes part of their identity, the more they’ll share it.
3. How to Build a Brand Evangelist Army (Step-by-Step Guide)
✅ Step 1: Identify Your Most Engaged Fans
✔️ Look at who’s tagging your brand, leaving great reviews, or referring others.
✔️ Use tools like CRM, social analytics, and email open rates to find them.
📌 Example:
Sephora tracks top-spending Beauty Insiders and gives them VIP access and recognition.
💡 Pro Tip: Your best evangelists are already talking—you just need to listen.
✅ Step 2: Give Them Exclusive Perks & Recognition
✔️ Offer early access to launches, behind-the-scenes content, or product testing.
✔️ Give public shoutouts, thank-you messages, or loyalty gifts.
📌 Example:
Starbucks Rewards turns casual drinkers into obsessed evangelists with stars, freebies, and personalized offers.
💡 Pro Tip: People love to be treated like insiders. Make them feel like VIPs.
✅ Step 3: Tell Their Stories (Not Just Yours)
✔️ Share customer success stories, before-and-after photos, and video testimonials.
✔️ Make them feel like heroes in your brand narrative.
📌 Example:
Airbnb markets real traveler stories—building emotional connections and trust without selling.
💡 Pro Tip: Your brand isn’t the hero—your customer is. Elevate them.
✅ Step 4: Create Shareable Moments and Assets
✔️ Use packaging, design, and experiences that make people want to post.
✔️ Encourage UGC (user-generated content) with hashtags and challenges.
📌 Example:
Apple made its logo a status symbol, turning every iPhone mirror selfie into a free ad.
💡 Pro Tip: Make your brand look good in the feed, and your customers will market it for you.
✅ Step 5: Keep the Relationship Going Post-Sale
✔️ Follow up after purchase with a thank-you, surprise bonus, or how-to guide.
✔️ Keep the conversation alive with emails, social touchpoints, and invitations to engage.
📌 Example:
Peloton sends personalized workout stats and community invites, keeping customers invested.
💡 Pro Tip: Don’t ghost your customers—nurture them into superfans.
4. How to Know If You’re Creating Brand Evangelists
📊 Referral Traffic & Word-of-Mouth Leads – Are new customers coming from friends?
📊 UGC & Brand Mentions – Are people talking about you online without being asked?
📊 Social Shares & Engagement – Is your content being shared organically?
📊 Repeat Purchase Rates – Are customers coming back and bringing others?
📌 Example:
Tesla tracks referral codes and online buzz to measure customer evangelism.
💡 Pro Tip: If no one is talking about your brand, it’s time to rethink your strategy.
Want to Create a Brand That Customers Can’t Stop Talking About? Get the Ultimate Guide!
A brand that turns customers into evangelists doesn’t just grow—it explodes. If you want to build a movement, fuel organic growth, and create lasting loyalty, you need a clear, repeatable strategy.
📖 Get my eBook: Brands That Sell: Effective Strategies for Creating and Strengthening Brand Identities
Inside, you’ll discover expert branding frameworks, real-world case studies, and high-conversion strategies to help you build a brand that inspires passion, pride, and word-of-mouth power.
🚀 Start building your army of raving fans today!