they’re fiercely loyal, treat new product launches with the same level of excitement as a new album launch, and will defend your brand at every turn. Admittedly, this extreme level of brand fandom is rare, and not every retailer can pull it off. But for those that can, a whole new world of customer experiences await them. Create a meaningful customer connection In order to win true brand fans, brands must learn how to enter their customer’s world in an authentic and meaningful way. Let your audience know that you are not only listening to them, but adjusting your business based on their wants and needs. Show that you care about their lived experience, both with your brand and in their wider lives. Focus all your efforts on solving your audience’s problems and creating products that can help them live and feel better. Any communication should feel beneficial to your customer in some way, and show that you have a deep understanding of their desires. Messages like ‘we know you love xyz, so we are xyz’ can go a long way to showing your customers you genuinely care. Australian rug brand Miss Amara achieves this by sharing customer’s photos of their rugs in their home, and making this user generated content a central part of their marketing strategy. By showing how their customers style and use their rugs, Miss Amara promotes the product while simultaneously creating an emotional connection with the brand. Their users submit their photos in the hopes that they will be the next ones chosen to be featured. Show the people behind your brand In today’s age of social media and thought leadership, people genuinely want to see the person behind the brand – and in most cases, true brand fandom isn’t really possible without it. Think Camilla and Marc, Trinny London and Goop: all brands that put their leaders front and centre, and have the brand fans to show for it. The recent outpouring of love and support following the passing of Off-White founder Virgil Abloh shows just how deeply connected fans can be to the people behind the brands they love. Influencers are another great way to weave people into your brand’s story. Influencers are particularly good at finding hardcore, loyal fans, and that halo effect can easily rub off on your brand through association. Find influencers who have shared brand values, and will fit in well with your overall brand story. In order to figure out your brand values, it can help to think of your brand as a single person. Ask yourself: who are they? What do they care about? What winds them up? If you can find an influencer who perfectly embodies this brand persona, then you’re on the right track. Hit singles and fan-favourite albums For retailers, brand fandom is often directly tied to the products they create. The best way to create brand fans through your products is to have a few ‘hit singles’ or signature products that are central to your brand’s core identity, and then produce regular updated releases to drive hype and engagement. Think Chanel’s classic flap bag, which has stood the test of time for decades, but is bolstered by its continuously updating seasonal lines that provide something fresh (let’s overlook their disastrous advent calendar though!). Then there’s Swedish furniture brand Ikea, which always has its trusty BILLY bookcases in stock, but makes sure to showcase something new for returning customers to enjoy on every visit. Insta-famous Nudie Rudie brand Sage and Clare are another good example. The brand has its instantly recognisable ‘hit single’ Nudie Rudie bath mat, and releases new ‘seasons’ of products twice a year. Country Road also regularly brings back old favourites and treats them as vintage or classic designs that tap into nostalgia, but make them different enough to encourage fans to buy. This mix of classic and fresh products is a surefire way to create fiercely loyal brand fans, who will always treasure their classic purchase, but might want to add something new to their collection on a regular basis. Of course, loyalty is about more than products alone, and in order to create true fans, brands need a mixture of charismatic leaders, a close connection with their customers, and an innovative product selection. Fandom is all about building an emotional connection, having fun, and relating on a deeper level with your customers. If you can prove you care about their wants, needs, and desires, they’ll repay you back tenfold.