5 Ways to Build Lifelong Brand Advocates

Hi, there!

I hope your 2025 is off to a great start 🌟

This past month I’ve been focusing on marketing for my business, which has led me to reflect more on brand loyalty—specifically, what makes us stick with certain brands for years.

The more obvious reasons for how brands usually retain customers:

• They offer high-quality and valuable products

• They provide excellent customer service

• They’re consistent and reliable

But looking deeper at the brands I truly love and am loyal to, I’ve realized it goes beyond those things. The brands I come back to don’t just sell great products or provide friendly customer service—they align with my values, genuinely care about my experience, and make me feel like I’m a part of a greater mission.

The brands I’m consistently excited to support:

• Make me feel like I’ve made a positive impact (through using their brand)

• Inspire me to actively recommend them to others

• Align with a larger mission I want to be part of

For instance, a brand I’ve supported for 5+ years is Ellevest, a financial investment platform built for women. Yes, I’m investing with them, so naturally I’d continue to use their platform, but I’ve found that:

• I’ve never considered switching to another service

• I recommend them to my close friends and family

• I deeply support their mission of improving financial outcomes for women

Ellevest has mastered building a brand that their customers want to be a part of and proudly share with others.

There are many ways to build this type of lasting loyalty and advocacy from your customers, and it really depends on your brand, but I believe the 5 strategies below can work for any type of business.

5 Ways to Build Lifelong Brand Advocates

1. Be Transparent About Your Journey and How You're Improving

   Let your customers in on your challenges, milestones, and the steps you’re taking to improve. It might feel vulnerable at first, but being open shows your human side and creates common ground with customers who can relate.

2. Involve Customers in Product Ideas and Decisions

   Invite your customers to weigh in! Whether it’s through surveys, beta testing, or feedback forms, involving them in your process makes them feel valued and invested in your brand’s success.

3. Highlight Customer Stories and Successes

   Celebrate your customers! Share their stories, wins, and experiences with your brand. Not only does this spotlight the people you serve, but it also reinforces the idea that you genuinely care about their journey. Plus, it’s powerful social proof.

4. Support Causes That Matter to Your Audience

   If possible, align your brand with causes that matter to your customers. Whether it’s sustainability, social justice, or industry-specific initiatives, showing your values in action will build loyalty and inspire advocacy.

5. Practice What You Preach

   Actions speak louder than words. Follow through on your promises and make sure your practices align with the values you communicate. Customers are smart and can spot inconsistencies—approach your commitments with the same care and reliability you’d show a close friend.

Ultimately, the brands that are transparent, prioritize and foster community, involve their customers, and align with larger/relevant missions will be the ones that become impossible to compete with.

I’d love to know your thoughts! Have you tried any of these strategies? If so, what has or hasn’t worked? Are there any other methods that have worked for you?

Feel free to reply to this email and let me know! 🙂

All the best,

Natalie

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