People hate braggarts.

I mean, do you like hearing someone going on and on about their yachting holiday at the French Riviera, and their evening candlelight dinner at a three-Michelin star restaurant overlooking the Eiffel Tower?

Well, we don’t.

But as we are in the business of ‘professional bragging’, how do we extol the virtues of our brand without coming off sounding haughty?

The trick? Get others to brag for you.

The Beauty of Online Brand Advocates
Just as Taylor Swift commands a legion of “Swifties,” a brand that’s done its homework can cultivate equally fervent online brand advocates. This isn’t just a feel-good metric; the global community engagement market is projected to exceed $2 billion by 2030, making a loyal online following a tangible business asset. Building this base of advocates can benefit your brand in many ways.

Loyal online brand advocates are your mouthpieces.
Be it through casual conversation, or when asked to recommend products and/or services, the instincts of a loyal advocate will be to drive the topics to your brand, and all its greatness.

Loyal online brand advocates are always engaged.
Every day, the advocate waits with bated breath to hear of your latest news and deals. They compulsively haunt your social pages, responding to your posts with likes, shares and comments. Their engagement creates the ‘noise’ needed to attract others on the outside.

Loyal online brand advocates are trustworthy sources.
Because they are so invested, they know every bit there is to know about your brand, and they will be able to zero in on the perfect recommendation for their family and friends. In essence, they are like a brand’s unpaid, but all-too-willing employee.

How Build a Loyal Following
So how does a brand build this coveted base of loyal acolytes? We explore 5 strategies.

1. Deliver Exceptional Customer Experiences
This is the bedrock of advocacy. When customers have genuinely positive experiences with your product or service, they’re naturally inclined to share. In Singapore, where service quality is often highly valued, going the extra mile can really make a difference. Think seamless user journeys, responsive customer support, and high-quality offerings.

2. Create Shareable Content that Resonates
Give your audience something worth talking about. This could be engaging blog posts, insightful infographics, entertaining videos, or interactive social media campaigns. Content that provides value, sparks emotion, or is simply fun to share will encourage organic advocacy. Consider topics relevant to the Singaporean market or local interests.

3. Actively Engage with Your Community
Don’t just broadcast; converse. Respond to comments, answer questions, and participate in discussions on your social media channels and forums. Show genuine appreciation for your followers and make them feel heard. This two-way communication fosters a sense of community and loyalty.

4. Implement a Customer Loyalty Programme
Reward your most loyal customers. This could involve exclusive discounts, early access to new products, special events, or a points system. A well-designed loyalty programme incentivises repeat business and encourages customers to become more invested in your brand.

5. Identify and Empower Your Existing Advocates
Some customers are already naturally advocating for your brand. Identify these individuals and provide them with tools or opportunities to amplify their voice. This could involve inviting them to exclusive beta programmes, featuring their user-generated content, or offering them referral incentives. Think about partnering with micro-influencers or power users within Singapore who genuinely love your brand.

Ultimately, cultivating online brand advocates isn’t just about fleeting trends; it’s about building genuine connections that lead to sustained growth and a sterling reputation. By focusing on these strategies, you can transform satisfied customers into enthusiastic promoters, making your brand’s voice louder and more credible than any boast could achieve.

So, what’s the best way to achieve this? By partnering with an agency that truly understands how to brand your company and attract a loyal following.

I Concept. Advocating Your Brand’s Success.
We at I Concept are a fully integrated creative agency specialised in helping your brand reach hearts and minds, from the AI space, the digital sphere, right down to physical spaces as well.
We’re the perfect-sized solution for businesses like yours. We offer the expertise and creativity of a large agency, without the hefty price tag. We’re nimble enough to adapt to your changing needs, and focused enough to give you the personalised attention you deserve.
Our expertise ranges from branding in Singapore, digital marketing, web design, development and maintenance, digital copywriting, logo design for the company, ecommerce development, and more, making up a comprehensive range of services to help businesses thrive in today’s competitive landscape.
Plus, with the support of government initiatives like the Enterprise Development Grant and Productivity Solutions Grant (PSG), businesses can access funding to invest in innovative marketing campaigns. Apply for the PSG now to kickstart your digital marketing journey with I Concept.