What is a Brand Champion? How to Leverage Them for Your Business

What is a Brand Champion_ How to Leverage Them for Your Business _ MediaOne

In today’s competitive business landscape, building a strong brand is crucial for long-term success. One of the most powerful assets a company can have is a dedicated group of brand champions.

These individuals are passionate advocates who go above and beyond to promote and support your brand. In this blog post, we will explore what a brand champion is, their importance, and how you can effectively leverage their influence to boost your business.

What is a Brand Champion?

A brand champion is an individual who strongly believes in your brand’s values, vision, and offerings. They are passionate supporters who actively engage with your brand, share positive experiences, and promote it to their networks. These individuals can be employees, customers, influencers, or even stakeholders who have a genuine connection with your brand.

Brand champions are not mere customers; they are your most loyal fans. They often go out of their way to recommend your products or services, defend your brand’s reputation, and actively participate in conversations and communities related to your industry. They are the ones who truly understand your brand’s unique selling propositions and align themselves with your values.

The Importance of Brand Champions

Brand champions play a vital role in shaping and enhancing your brand’s reputation. Their advocacy and enthusiasm create a ripple effect, attracting new customers, building trust, and fostering a sense of community. Here are a few key reasons why brand champions are important:

  • Word-of-Mouth Marketing: Brand champions are natural promoters who spread positive word-of-mouth about your brand. Their recommendations carry a significant amount of influence and can generate new leads and customers for your business.
  • Increased Brand Loyalty: When customers become brand champions, their loyalty towards your brand grows stronger. They are more likely to choose your products or services repeatedly and become vocal advocates in their personal and professional circles.
  • Enhanced Brand Credibility: Brand champions lend credibility to your brand. Their testimonials and endorsements hold weight and can help build trust with potential customers who may be hesitant to engage with your brand initially.
  • Social Media Amplification: In the age of social media, brand champions can amplify your brand’s reach and visibility. They actively share content, engage with your posts, and generate conversations, increasing your brand’s online presence.
  • Valuable Feedback: Brand champions are invested in your brand’s success. They provide valuable feedback and insights, helping you improve your offerings, customer experience, and overall brand strategy.

Leveraging Brand Champions for Your Business

Leveraging Brand Champions for Your Business

Now that we understand the importance of brand champions, let’s explore how you can leverage their influence to benefit your business:

  • Identify and Nurture Brand Champions: Start by identifying individuals who already display signs of brand advocacy. Monitor social media conversations, online communities, and customer reviews to identify those who consistently promote and support your brand. Once identified, nurture these relationships by acknowledging their efforts, providing exclusive perks, and involving them in special events or initiatives.
  • Build a Strong Brand Identity: To attract brand champions, it’s crucial to have a strong brand identity that resonates with your target audience. Clearly define your brand’s values, mission, and unique selling propositions. Ensure that your messaging is consistent across all platforms and touchpoints, creating a cohesive brand experience that inspires loyalty and advocacy.
  • Provide Exceptional Customer Experiences: Brand champions are often born out of exceptional customer experiences. Focus on delivering outstanding customer service at every interaction point. Listen to your customers’ needs, address their concerns promptly, and exceed their expectations. By consistently providing exceptional experiences, you’ll foster a loyal customer base that can turn into brand champions.
  • Engage and Empower Employees: Your employees can be some of your most passionate brand champions. Engage them by aligning their personal goals with the brand’s objectives. Encourage their active participation in shaping the brand’s narrative and empower them to become advocates. Recognize and reward employees who actively promote the brand, further fostering their dedication and loyalty.
  • Create Exclusive Brand Champion Programs: Develop special programs or initiatives specifically designed for brand champions. Offer them exclusive benefits such as early access to new products or services, VIP events, or personalized content. By making them feel valued and appreciated, you’ll strengthen their commitment to your brand and motivate them to continue advocating on your behalf.
  • Encourage User-Generated Content: Brand champions often create user-generated content (UGC) voluntarily. Encourage them to share their experiences, stories, and testimonials across various platforms. Highlight and showcase their content, demonstrating your appreciation for their support. This not only amplifies your brand’s reach but also strengthens the sense of community around your brand.
  • Provide Tools and Resources: Empower your brand champions with the necessary tools and resources to promote your brand effectively. This can include branded content, social media assets, referral programs, or ambassador kits. By equipping them with the right resources, you enable them to advocate for your brand more easily and consistently.
  • Engage in Collaborations: Collaborate with your brand champions on special projects or campaigns. This not only strengthens their connection to your brand but also allows you to tap into their creativity and influence. Co-creating content, hosting joint events, or featuring them in your marketing efforts can significantly amplify your brand’s reach and impact.

Brand champions are the backbone of your brand’s success. Their advocacy, loyalty, and influence can propel your business forward and help you stand out in a crowded market. By understanding the importance of brand champions and implementing strategies to leverage their influence, you can create a strong brand community that supports your growth and enhances your reputation. So, start identifying and nurturing your brand champions today, and watch your business flourish with their unwavering support and enthusiasm.

Remember, building a brand champion network takes time and effort. Be authentic, provide exceptional experiences, and value their contributions. By investing in these brand advocates, you’re investing in the long-term success and growth of your business.

  1. Maintain Ongoing Communication: Stay connected with your brand champions through regular communication. Keep them informed about updates, new product releases, and upcoming events. Send them personalized emails, newsletters, or exclusive sneak peeks to make them feel involved and valued. By nurturing these relationships, you’ll foster a sense of loyalty and encourage them to continue championing your brand.
  2. Measure and Recognize Their Impact: Track the impact of your brand champions and measure the results of their efforts. Use analytics tools to identify the reach, engagement, and conversions generated through their advocacy. Recognize and acknowledge their contributions publicly, both online and offline. This recognition not only shows appreciation but also motivates them to continue their brand advocacy.
  3. Continuously Evolve and Improve: As your brand grows and evolves, continue to engage with your brand champions for feedback and insights. Seek their opinions on new initiatives, gather their suggestions for improvement, and involve them in the decision-making process. This collaborative approach not only strengthens their bond with your brand but also ensures that you’re meeting their evolving needs and expectations.
  4. Scale Up Brand Champion Initiatives: Once you have successfully leveraged the influence of a core group of brand champions, consider scaling up your efforts. Develop referral programs that incentivize brand champions to recruit new advocates. Create ambassador programs to empower them to represent your brand in different regions or target markets. By expanding your brand champion network, you’ll amplify your reach and create a wider community of passionate advocates.

Incorporating brand champions into your overall marketing and branding strategy is an effective way to establish trust, build credibility, and cultivate a loyal customer base. By nurturing and leveraging their influence, you can tap into the power of authentic advocacy and create a ripple effect that positively impacts your brand’s growth.

Remember, brand champions are not created overnight. It requires consistent effort, genuine engagement, and a commitment to delivering exceptional experiences. Cultivating a community of brand champions takes time, but the long-term benefits for your business are invaluable.

So, start identifying and nurturing your brand champions today. Engage them, empower them, and recognize their contributions. By doing so, you’ll harness the power of passionate advocates who will champion your brand, drive growth, and contribute to your overall success.

Brand champions are the backbone of successful businesses. They are passionate advocates who go above and beyond to promote and support your brand. By understanding the importance of brand champions and implementing effective strategies to leverage their influence, you can enhance your brand’s reputation, increase customer loyalty, and drive business growth.

Invest in building strong relationships with your brand champions, empower them with resources, and provide exceptional experiences. Engage in collaborations, encourage user-generated content, and continuously communicate with them. Recognize and reward their contributions, measure their impact, and scale up your brand champion initiatives.

Remember, brand champions are not just customers; they are your most loyal fans and allies. By harnessing their passion and advocacy, you can create a thriving community that propels your brand forward. So, embrace the power of brand champions and watch your business flourish in the hands of those who believe in your brand’s vision and values.

The Power of Employee Brand Champions

The Power of Employee Brand Champions

While brand champions can come from various sources, one valuable group to focus on is your own employees. They have a unique perspective and inside knowledge of your brand, making them powerful advocates.

In this section, we’ll explore the concept of employee brand champions and how they can make a significant impact on your business.

Aligning Employees with Your Brand:

To harness the power of employee brand champions, it’s crucial to ensure that your employees are aligned with your brand’s values and vision. Clearly communicate your brand’s mission, values, and goals to your employees, and foster a culture that reflects these principles. When employees understand and connect with your brand, they are more likely to become passionate advocates.

Building a Positive Work Culture:

A positive work culture is essential for nurturing brand champions within your organization. Encourage open communication, collaboration, and recognition of employees’ contributions. Provide opportunities for professional growth and development. When employees feel valued and supported, they are more likely to align themselves with your brand and promote it both internally and externally.

Empowering Employees as Advocates:

Empower your employees to become brand advocates by providing them with the necessary tools, training, and resources. Offer workshops or training sessions that educate employees on your brand’s key messages and how to effectively communicate them. Equip them with branded content, social media guidelines, and other resources that enable them to share the brand’s story confidently.

Recognizing and Rewarding Employee Advocacy:

Recognize and reward employees who actively promote and champion your brand. Highlight their contributions in team meetings, company newsletters, or social media channels. Implement a recognition program that acknowledges employees for their advocacy efforts. By publicly appreciating and rewarding their commitment, you reinforce the importance of brand advocacy and inspire others to follow suit.

Encouraging Employee-Generated Content:

Encourage employees to create and share their own content related to your brand. This could include blog posts, videos, or social media posts showcasing their experiences, expertise, or insights. Employee-generated content adds authenticity and diversity to your brand’s narrative while showcasing the unique perspectives and talents of your employees.

Internal Communication and Collaboration:

Effective internal communication and collaboration play a vital role in nurturing employee brand champions. Establish channels for employees to share ideas, provide feedback, and collaborate on projects. Encourage cross-departmental collaboration, fostering a sense of unity and shared purpose. When employees feel connected and involved, they are more likely to advocate for your brand.

Employee Advocacy Programs:

Consider implementing formal employee advocacy programs that provide structure and support for employee brand champions. These programs can include initiatives such as employee referral programs, where employees are rewarded for referring potential customers or talent to the company. By formalizing and incentivizing advocacy, you create a culture that encourages employees to actively promote your brand.

Amplifying Employee Voices:

Give your employees a platform to share their experiences and insights. Feature employee stories on your website, in company newsletters, or through social media. Highlight their achievements, expertise, and the positive impact they have made on your brand. By amplifying their voices, you not only strengthen their connection to the brand but also showcase your company culture to external audiences.

Continuous Training and Development:

Invest in ongoing training and development opportunities for your employees. This can include industry-specific knowledge, marketing and branding skills, or personal development programs. By continuously improving their skills and knowledge, you empower your employees to become even stronger advocates for your brand.


Employee brand champions are a valuable asset that can significantly impact your brand’s reputation and growth.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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