Brand Advocates: You’re Chasing a Ghost. What to Build Instead.
You probably think you need more brand advocates. You've read the articles, seen the stats on word-of-mouth marketing, and now you’re hunting for the secret formula to create an army of raving fans.
Stop. You’re chasing a ghost.
The entire conversation around “getting” brand advocates is fundamentally broken. It’s a distraction. It sends smart entrepreneurs down a rabbit hole of pointless “advocacy programs,” complicated reward schemes, and begging for social media shares.
It’s a complete waste of time and money.
Your problem isn't a lack of advocates. Your problem is that you haven't built a brand worth advocating for in the first place. Advocacy isn't a strategy you deploy. It’s an outcome. It's the smoke that tells you there's a fire. Too many businesses are running around with a smoke machine, wondering why nobody feels warm.
This isn't about a clever marketing hack. It’s about facing a much harder, more important truth.
- Chasing brand advocates is futile; focus on building a brand worth advocating for instead.
- Genuine advocates are unpaid volunteers, not paid influencers or merely loyal customers.
- To create advocates, ensure your product is remarkable, your brand identity clear, and customer experience consistent.
- Real advocacy stems from self-expression; advocates promote brands that reflect their own values and identity.
Let’s Be Brutally Honest About What a Brand Advocate Is
The term has been watered down into meaninglessness. It’s been hijacked by marketing departments to describe anyone who gives them a sliver of positive attention. We need to fix that. Clarity is everything.
They Are Not Paid Influencers
My god, this is the most common and most infuriating confusion. An influencer is a hired gun. A mercenary. You pay them, they post. Their “love” for your product is transactional and temporary, lasting exactly as long as your contract. Their audience knows it's an ad. There is no belief. There is only reach.
A brand advocate, on the other hand, is a volunteer. They recommend you because they genuinely believe in what you do. They put their own reputation on the line by recommending you to their friends, family, and colleagues. One is a paid announcement; the other is a heartfelt testimony. Confusing the two is an insult to the advocate and a delusion for the business owner.
They Are Not Just “Loyal Customers”
Loyalty is great. A loyal customer comes back. They buy from you again and again. That's a fantastic achievement, and it's the bedrock of a sustainable business. But loyalty is passive. Advocacy is active.
A loyal customer might choose you out of habit, convenience, or because they simply haven't found a better alternative yet. An advocate chooses you, actively and loudly. They don't just buy; they broadcast. They defend you in comment sections. They correct misinformation about you. They become an extension of your brand, a volunteer in your mission.
A Simple Definition: Your Unpaid, Voluntary Sales Force
Here’s the only definition you need: A brand advocate is someone who willingly and publicly promotes your brand, product, or service without any expectation of financial compensation.
They are driven by intrinsic motivation—a genuine belief in the quality, purpose, or identity of your brand. They are the purest, most powerful marketing asset you could ever hope for. And you cannot buy them. You can only earn them.
The Expensive Myth: Why “Advocacy Programs” Usually Fail
I once had a client, a tech startup with a perfectly adequate—but utterly forgettable—software tool. The founder wanted my help launching an “advocacy program.” He'd drafted a complex system of points, tiered rewards, and exclusive access for top “advocates.”
“What are they advocating for?” I asked.
He looked confused. “The software, obviously.”
“Is it the best on the market?” I asked. He admitted it wasn't, not yet. “Is the user experience incredible?” He conceded it was “a bit clunky.” “Does your brand stand for something powerful that people want to be a part of?” He just stared. He had a perfectly average product and he wanted to bribe people to shout about it. The plan was doomed before it started.
You Can’t Bribe Belief
The moment you offer a discount, a freebie, or “points” in exchange for a recommendation, you fundamentally change the nature of the act. You strip it of its authenticity. It’s no longer a genuine endorsement; it’s a paid task.
These programs attract the wrong people. They attract deal-hunters and people with too much time on their hands, not true believers. The “advocacy” they generate feels hollow and forced, because it is.
It Puts the Cart Before the Horse
Worse still, focusing on an advocacy program is a massive distraction. It gives you a false sense of progress. You're busy designing reward tiers while completely ignoring the foundational cracks in your business.
You're trying to decorate a house that's about to fall down. The energy, money, and time you pour into building a loyalty scheme should be poured into making your product so good people can't shut up about it. Or making your customer service so legendary it becomes a story people tell.
The Bedrock of Advocacy: Three Things You Must Get Right First
You don't get advocates by asking for them. You get them by building a business that creates them as a natural byproduct. It comes down to three non-negotiable pillars. If you don't have these, nothing else matters.
Pillar 1: Your Product is Actually Remarkable
This is the uncomfortable truth nobody wants to hear. No amount of clever branding or slick marketing can cover up a mediocre product or service for long. You cannot build a tribe of evangelists around something that is merely “fine.”
Remarkable doesn't necessarily mean “the best in the world.” It means it does a specific job exceptionally well for a specific group of people. It could be the most durable, the easiest to use, the most beautifully designed, or the most ruthlessly efficient. It needs a spike, a sharp edge of excellence that makes it stand out.
Before you think about advocates, ask yourself: Is what I sell genuinely worth talking about? Be honest.
Pillar 2: Your Brand Identity is Razor-Sharp
People don't advocate for bland, soulless corporations. They advocate for brands that mean something. Brands that have a point of view, a personality, a purpose. Brands that help them express their own identity.
Wearing a Patagonia jacket isn't just about staying warm. It’s a statement about environmentalism and anti-consumerism. Driving a Tesla isn't just about transport; it's a statement about technology and the future. Your brand has to be a banner people are proud to wave. It needs to stand for something they believe in.
This is where a real brand identity is forged. It's not just a logo and some colours. It’s the entire character and soul of your business. Without a strong identity, you give people nothing to latch onto.
Pillar 3: Your Customer Experience is Religiously Consistent
Trust is the currency of advocacy. And trust is built on consistency. Every single touchpoint a customer has with your brand must feel coherent.
From the copy on your website, to the ease of your checkout process, to the way your product is packaged, to the tone of your support emails—it all has to feel like it came from the same place. An amazing product followed by a terrible support experience shatters trust. A brilliant brand identity undermined by a buggy website shatters trust.
Consistency makes you predictable in the best possible way. It tells the customer, “We are who we say we are, and you can count on us.” Only then will they feel safe enough to recommend you to others.
The Psychology of a True Believer: Why Do They Bother?
If they aren't getting paid, why on earth would someone spend their own time and energy promoting your business? The answer is simple, but most entrepreneurs miss it entirely.
It’s Not About You, It’s About Them
Here’s the rub: their advocacy is an act of self-expression.
When someone recommends your brand, they are communicating something about their own taste, intelligence, values, or status.
Recommending that incredible new productivity app says, “I'm efficient and on the cutting edge.” Sharing photos of the meal they cooked with your artisanal ingredients says, “I have great taste and appreciate quality.” Telling their friends about your durable, repairable outdoor gear says, “I'm a savvy, practical person who values sustainability.”
Your brand becomes a tool for them to tell their own story. You don't get advocates by begging them to talk about you. You get advocates by creating a brand that helps them say something about themselves.
The Power of an “Enemy”
One of the fastest ways to forge an identity is to define what you stand against. A shared enemy is a powerful unifying force. Apple didn't just sell computers; for decades, they sold an identity to creative rebels who were “thinking different” from the corporate, beige-box world of Microsoft and IBM.
Your “enemy” doesn't have to be another company. It can be a way of doing things. It can be complexity, waste, poor quality, or corporate greed. By clearly stating “we are against that,” you give people a flag to rally behind. You create an “us vs. them” dynamic, and people will fight for “us.”
How to Spot and Nurture Your Future Advocates (Without Being Creepy)
Once you have the bedrock in place, advocates will start to emerge organically. Your job isn't to create them, but to recognise them and fan the flames. Delicately.
Look for the Signals
They leave clues. You just have to know where to look.
- Unsolicited Mentions: They tag you on social media without being part of a contest. They show off their purchase.
- Detailed, Passionate Reviews: They don't just leave five stars. They write paragraphs explaining why they love it. They mention specific features or details.
- Community Helpers: In your comments section or on forums like Reddit, they answer questions from other users. They defend you against trolls. They are already doing customer support for free.
How to Engage: Acknowledge, Empower, Get Out of the Way
The temptation is to rush in with a discount code. Resist. That's like trying to pay a friend for a compliment—it just makes it weird. The approach must be non-transactional.
- Acknowledge: A simple, personal “thank you” goes a long way. If they post a great photo, ask if you can feature it (and credit them, of course). This validates their effort and makes them feel seen.
- Empower: Ask for their opinion. “You're clearly a power user of feature X. We're thinking of changing it. Could we get your thoughts?” This shows you value their expertise, not just their praise. It turns them from a fan into a collaborator.
- Get Out of the Way: Give them a platform, but don't try to script what they say. Let their authentic voice be the power. The best thing you can do for an advocate is amplify their own words, not replace them with yours.
A Quick Case Study: The Local Coffee Roaster
Think of that brilliant local coffee shop. They don't have a points card. They have a product that is leagues above the chain-store sludge. Their baristas remember your name and your order (consistency). The brand has a clear identity—maybe it's about ethical sourcing or bizarre single-origin beans (a point of view).
The advocates are the people who drag their friends across town, insisting they “have to try this place.” They post photos of the latte art. They do it because taking someone there reflects well on their own taste. The shop owner didn't ask them to. They just created a place worth talking about.
Forget Vanity Metrics. What Does Real Advocacy Look Like?
So how do you know if it's working? It’s not about counting every single social media “like.” That's a fool's game. The real indicators are deeper and far more valuable.
The “Would you recommend us?” Litmus Test (NPS)
The Net Promoter Score is one of the few metrics I actually have time for. It's built around one simple question: “On a scale of 0-10, how likely are you to recommend [Your Brand] to a friend or colleague?”
- Those who answer 9-10 are your Promoters. These are your potential advocates.
- Those who answer 7-8 are Passives. They're satisfied but not enthusiastic. They are a churn risk.
- Those who answer 0-6 are Detractors. They are actively unhappy.
The simplicity is its power. It cuts through the noise and measures intent. An increasing NPS score over time is a strong signal you're on the right path.
The Quality of User-Generated Content (UGC)
Look at the substance of what people post about you. A hundred low-effort tags of your brand in a generic photo are less valuable than one detailed, passionate video review from a customer showing exactly how your product solved their problem.
Look for effort. Look for detail. Look for emotion. High-quality UGC is one of the most powerful signs that you have moved beyond simple satisfaction into the realm of genuine advocacy.
The Holy Grail: Word-of-Mouth That Converts
The ultimate measure is simple: Are new customers telling you they came to you because someone they trust told them to?
When you ask, “How did you hear about us?” and the answer is consistently, “My friend Sarah wouldn't shut up about you,” or “I saw a thread on a forum and everyone recommended you,” you know you've won. That is the end goal. It's real people driving real business because they believe. A recent report noted that 88% of consumers trust recommendations from people they know above all other forms of marketing [source]. That's the power you should be aiming for.
- Hardcover Book
- Hodak, Brittany (Author)
- English (Publication Language)
A Final, Uncomfortable Truth
You cannot shortcut this process. There is no growth hack for belief. There is no marketing funnel for trust.
Stop wasting your energy chasing the ghost of “brand advocates.” It's a symptom, not the disease.
Instead, turn that energy inward. Focus obsessively on the things that actually matter. Build a product or service so good that it feels like a secret people are excited to share. Forge a brand identity so clear and compelling that it becomes a part of their identity. And deliver an experience so consistently excellent that it builds unshakeable trust.
Do that, and you won't have to go looking for your advocates. They will find you.
Let's Cut to the Chase
We observe brands all day. The ones that win, the ones people can't stop talking about, are the ones with an undeniable core identity. They know who they are, and they show it at every turn. It's the foundation for everything that follows.
If you’ve read this far and realised your foundation is shaky, perhaps we should talk. We build brands that people want to get behind.
- Explore our brand identity services.
- If you're ready to be direct, request a quote.
- Or, keep reading our other observations on the Inkbot Design blog.
Frequently Asked Questions (FAQs)
What is the core difference between a brand advocate and a brand ambassador?
A brand advocate is an unpaid, organic fan who promotes your brand out of genuine belief. A brand ambassador is often formally contracted and compensated (with money or free products) to represent the brand. Advocacy is earned; ambassadorship is usually bought.
Can a small business with a tiny budget create brand advocates?
Absolutely. In fact, small businesses have an advantage. They can provide a personal touch and build a tight-knit community in a way large corporations can't. Advocacy is built on excellence and identity, not a big marketing budget.
How long does it take to develop brand advocates?
It's a long-term result, not a short-term campaign. It requires consistently delivering on your brand promise over months and years. There are no shortcuts.
Is influencer marketing a bad idea then?
Not necessarily, but its purpose is different. Influencer marketing is an advertising tactic for generating reach and awareness. It is not a tool for creating genuine brand advocates. Use it for what it is—a paid broadcast—and don't confuse it with authentic, earned belief.
What's the single most important first step to building advocacy?
Having a product or service that is genuinely remarkable. If what you sell is average, nothing else you do will matter. Excellence is the price of entry.
How do I handle negative feedback from a potential advocate?
Listen carefully. A passionate customer who provides critical feedback is a gift. They care enough to want you to be better. Engage with them, understand their point, and fix the problem if it's real. Turning a detractor into a promoter is one of the most powerful moves you can make.
Should I create a private Facebook Group or Slack channel for my top customers?
It can be a powerful tool, but only if you have a real community forming. A group can be a place to empower your advocates, give them early access, and get their feedback. But don't start one just for the sake of it; it needs a purpose and genuine engagement to work.
What is Net Promoter Score (NPS)?
NPS is a customer loyalty metric that measures how likely a customer is to recommend your product or service on a scale of 0-10. It’s a simple, effective way to gauge customer satisfaction and identify potential advocates (your “Promoters”).
Can employees be brand advocates?
They should be your first brand advocates. If your own team doesn't believe in the product and the brand's mission, it's almost impossible to convince customers to.
How much should I budget for an advocacy program?
Zero. Budget for product improvement. Budget for customer service training. Budget for defining and building a powerful brand identity. The advocacy will be the return on that investment.
Last update on 2025-07-28 / Affiliate links / Images from Amazon Product Advertising API
