What Makes a Strong Advocacy Brand?
A powerful advocacy brand goes beyond visual identity. It’s a holistic approach that we at Captivate refer to as the Brand Foundation, comprised of four components: 1) Purpose, Vision, and Mission, 2) Program Values, 3) Value Proposition, and 4) Program Archetype.
These elements work together to create a brand that not only attracts advocates but also motivates them to actively participate and engage with your program.
Building Trust and Credibility
It should be no surprise that trust is one of the cornerstones of a strong advocacy brand. By fostering genuine connections with both customers and internal teams, you position your program as a valuable asset.
Driving Growth Through Advocacy Branding
A well-crafted advocacy brand can be a powerful catalyst for growth. Establishing a brand that advocates and employees alike are proud to support enhances engagement and broadens reach.
Aligning Internal Teams
A strong brand unifies customer-facing teams under a common identity and presents a compelling story to both existing and potential advocates. For a program to thrive, it’s essential that all customer-facing teams are on board. As Nicholas D’Amato, Global Customer Marketing Manager at Cisco, notes, “Sellers and other customer-facing teams need to be aware and familiar with your program so that they can promote it to their top customers and leverage your membership to help them in their selling motions. Without a strong brand, advocacy programs cannot gain traction and grow either internally or externally.”
Offering Exclusive Value
Strong advocacy brands provide clear benefits to their members. Whether it’s early access to information, networking opportunities, or the chance to influence product development, good programs offer both exclusivity and premium value.
“Cisco Insiders have the chance to learn things before the rest of our customers, and they can provide their feedback to us that will be fast-tracked to the relevant teams for action.” - Nicholas D’Amato, Global Customer Marketing Manager, Cisco
Crafting a Compelling Value Proposition
A clear and compelling value proposition is crucial for attracting and retaining advocates. It’s about understanding what drives your customers and aligning your program with their needs and aspirations.
Take Cisco Insider, for example. Here’s their value proposition:
a program that allows customers to
ENGAGE in discussions
LEARN from experts and each other
INFLUENCE future of products and solutions
EARN rewards and recognition
Their straightforward value statement clearly outlines the benefits of participation, making it easy for potential advocates to see the value in joining.
Chainalysis took a similar approach, ensuring their program’s core elements aligned with customer needs.
“To ensure that the core elements of our program would resonate with our audience, we engaged directly with our most active and influential customers. We put together multiple interviews and surveys to gather insights into what they value most in our partnership. This feedback was instrumental in shaping the of [our] program. Customers emphasized the importance of being seen as true partners and collaborators rather than just “users”, and this sentiment was woven into every element of our brand definition.” - Evan Jacobs, Director of Customer & Partner Marketing, Chainalysis
Beyond Visuals: The Mission and Experience
While visual branding is important, the true power of an advocacy brand lies in its mission and the experiences it creates for its members. Defining purpose-driven elements helps shape the program’s identity and engage members in truly meaningful ways.
"We value the connections within our network, fostering relationships that drive personal and professional growth for all program members. By prioritizing their scarcest resource, their time, we demonstrate our commitment to truly partnering with them as more than just a vendor.” - Evan Jacobs, Director of Customer & Partner Marketing, Chainalysis
Additionally, successful advocacy programs continually find new ways to engage advocates, cultivating a vibrant community where members feel empowered and valued.
“This is manifested on a day-to-day basis through our engaging programming. We offer AMAs with experts, access to learning resources and exams to upskill and certify themselves, award advocates for their contributions to their industries, and so much more.” - Nicholas D’Amato, Global Customer Marketing Manager, Cisco
Cultivating Passionate Advocates
A well-defined advocacy brand has the power to transform recruits into passionate brand champions. By focusing on creating meaningful experiences, fostering trust, and providing clear value, you can build a community of advocates who are truly dedicated to your mission.
Remember, building a strong advocacy brand is an ongoing process. Regularly evaluate your program, seek feedback from your advocates, and be willing to adapt and evolve! With the right approach, your advocacy brand can become a powerful force for growth and engagement, creating a win-win for both your organization and your advocates.
Want to learn even more about branding? We spoke with brand expert and COO of creative marketing agency Mad Genius, Ryan Farmer, to discuss how savvy customer marketers can build intentional advocacy brands that boost clarity and stand out in a crowded landscape. Listen to the podcast now on Spotify or Vimeo.
You can also read this blog post from Captivate founder Liz Richardson on how to bring your program brand to life!
And as promised, here's that worksheet to do your own brand audit!