Is there anything better for a brand than having its customers share their passion for it every week? Getting customers to become true champions of the brand is something that rarely happens. Not only do they buy your products, but they also help sell them, communicating their passion in a much more powerful way than the brand itself.
Very few businesses really get that passionate engagement that some sports clubs do. Many brands would do anything to reach the same level of fans, their wealth of content and the international power of some Clubs, even though they are not even directly involved in local sport.
Fans are the essence of the sport; His passion, loyalty and enthusiasm have turned something that was born as an entertainment into a true industry that moves billions of euros. As in the battles of the Middle Ages, they are able to Chile WhatsApp Number List paint themselves in the colors of their teams, even tattoo themselves, driven by an enormous emotional connection. A bond that starts from a basic instinct translated into the desire to belong, which is in equal parts a reflection between the individual and the group.
Some Sports Club brands, mainly in team sports, have managed to generate a strong sense of belonging that responds, above all, to a question: what are they here for? Or what is the same, what is its purpose? The answer, by nature, is a combination of an aspirational and an inspirational part; and it is precisely the main motivator behind each of his fans. This phenomenon is not something that is only associated with sport, although in other sectors it occurs on a smaller scale: Apple and Harley Davidson are great examples.
Successful Club brands share the same essence: they have managed to create pride of belonging, which ends up becoming a generation of fans, of people committed to the brand. Actually, sport and the real world (if we can call the rest of the activities that occupy us every day) are not so distant and they live hand in hand. In sports, you have to get trophies to continue to spark the interest of the fans. In the real world, you have to give customers a real reason to continue believing and connecting with the brand. It is not so different. In any case, it is a race to see who comes first, us or the competition, and who goes deeper, with the ability to generate the necessary connection to get authentic ambassadors for the brand.
We can define Brand Engagement as the process of providing communication and brand experience that adds value to the audience, reinforcing the relationships between the two. In other words, each touch point should reaffirm the brand promise and, where possible, open the door to establishing a relationship that extends beyond a one-time interest.
Brands that learn to engage (allow me this translation of engagement) with their customers are much better positioned for sustained and long-term success. Simply because Brand Engagement leads to loyalty and is at a level of “Mouth-Ear” that no brand can afford. But let’s bear in mind that Brand Engagement is not something that only applies to external audiences, but also – and initially – to internal ones. If the employees of a Company do not believe in the brand and are not motivated enough to connect with it, the result is the same as that of an unmotivated soccer team: zero victories.
Brand ambassadors are far more valuable than any advertising you can buy.
In this context, the need to build loyalty and attract talent is the same as it is abroad, chasing fans and attracting customers. It is a process that is based on three main pillars: the purely economic, those linked to personal development and the psychological. Once the first two are assumed, everything revolves around the third, which is completely intangible.