What if your customers and employees not only loved your brand, but championed it?
In a recent podcast episode featuring Alexandria Zendrian, we explored public relations, marketing, communications, and branding. The episode unpacked brand evangelism, showing what it truly means to create genuine, human-centered connections that transform audiences into passionate advocates.
As a brand evangelist for firms like Trust and Will and Wealthtender, I shared my expertise on the role of brand evangelism, how to assess its presence in your organization, and more. Read on!
Defining Brand Evangelism
What is brand evangelism?
Brand evangelism means connecting with people in a human-centered way. It raises awareness by showing how your brand solves real problems and eases customer pain points.
As a brand evangelist, your mission is to champion your brand through various channels, from hosting webinars and speaking at conferences to creating educational videos and engaging in online and in-person events.
The concept of brand evangelism has roots in the tech industry, inspired by figures like Guy Kawasaki, Apple’s first chief evangelist and now Canva’s. But today, brand evangelism extends across all industries. In marketing, it’s all about being a trustworthy torchbearer who humanizes the process.
And while brand evangelism is a form of marketing, it differs by putting people front and center. It’s the humanization of marketing. It’s taking a blog post and turning it into a video, for example, where your audience can see your face, hear your voice, and feel a deeper connection. It complements PR and social media efforts but stands out by emphasizing the personal touch only a human advocate can provide.
In essence, you’re showing up as a relatable, passionate person, making meaningful connections that resonate with your audience.
Can Any Brand Work with a Brand Evangelist?
Brand evangelism isn’t exclusive to large or established brands. Even small or emerging brands can benefit from having a brand evangelist to drive awareness and demand.
Most new brands want to introduce a completely new category to the market, and convince audiences that the brand solves their problems.
You can scale up your brand evangelism if you have the budget and resources. Some brands might start with a fractional or part-time evangelist. For others, it might mean a full-time role focused on building the brand’s presence.
A brand evangelist also refines the messaging of the brand. They bridge the gap between market and organization, bringing back insights to tweak strategies based on audience feedback. As the brand grows, this ongoing process ensures that the brand stays relevant and impactful.
The Human Connection in Brand Evangelism
Brand evangelism is based on a simple truth: people buy from people. It’s the human connection that makes the difference in a commoditized market. It’s hard to beat a brand that fosters genuine relationships and creates a welcoming, personable atmosphere.
From consumer goods to niche markets like financial advisory services, this principle applies everywhere. You can make a big impact even in a small, tight-knit industry by showing up dynamically, whether through speaking engagements, engaging content, or just being present.
The human element is important in digital-first environments, too. Videos in sales funnels, for instance, build trust and drive conversions by connecting potential customers with a person.
Ultimately, it doesn’t matter whether you’re a startup launching your first product or an established company looking to stand out, putting people first can make a huge difference.
How to Become a Brand Evangelist
- Start by figuring out what you naturally enjoy, whether that’s chatting on podcasts, making videos, or speaking in front of a crowd. Lean into those strengths.
- If no one’s handling brand evangelism in your organisation, this might be your chance to step up and suggest it to your leadership team.
- Freelancers and contractors can do the same by pitching these ideas to clients or prospects and showing how real human connection can lift a brand’s presence.
- Above all, be genuine. People connect more easily when they can see your authentic enthusiasm and passion for what you do.
Conclusion
At the end of the day, brand evangelism is really about showing up, being yourself, and sharing what you genuinely believe in. When you play to your strengths and choose the platforms that feel natural, your enthusiasm becomes contagious, and people notice.
Want to get the momentum going? Start with one simple action. Share a quick insight online, join a podcast conversation, or talk with your team about new ideas. Even small steps can spark real connection around your brand.
Many thanks to Alexandria Zendrian and the Brand Stories Podcast team for having us on their podcast episode! We can’t wait to see what’s next!
