What is Brand Evangelism? (& How to Inspire It)
Table of contents
There’s a big difference between a satisfied customer and a brand evangelist.
A satisfied customer is content with your product or service. They’ll probably recommend it if asked, but that’s about it. They enjoy your brand, but they won’t go out of their way to spread the word.
Now, brand evangelists? They’re a whole different breed. These customers don’t just like your product—they’re ecstatic about it. They feel so connected to your brand that they can’t help but tell others about it.
Brand evangelists don’t wait for an invitation to spread the word. They do it naturally, to anyone who’ll listen. They’re genuinely excited about your business and want everyone to know it.
A *Neilsen study* shows that 92% of consumers trust recommendations from friends and family over other forms of advertising. And it’s not just about trust—positive word-of-mouth drives action. In fact, 59% of people are likely to act on a recommendation, whether that means buying a product or visiting a website.
So, how do you turn casual customers into loyal advocates? And how can brands tap into this powerful resource to drive awareness, reputation, and sales?
In this post, we’ll explore two key things—the value and ROI of brand evangelists—plus some essential strategies to kickstart evangelism marketing for your business. Let’s get started!
Table of Contents
- What is brand evangelism?
- Why is brand evangelism important?
- How to cultivate brand evangelists
- Challenges in building brand evangelism
- Is brand evangelism sustainable in the long run?
- Future trends in brand evangelism
- Building lasting relationships through brand evangelism
What is brand evangelism?
Brand evangelism is the powerful, word-of-mouth marketing that comes from loyal customers (and sometimes employees) who passionately promote and recommend a brand. They don’t do this because they’re paid, but because they genuinely believe in and love the product.
These evangelists are emotionally invested in the brand and are often strongly connected to what it represents. Brand evangelism becomes a powerful tool for building awareness and attracting new customers—without the need for extra marketing spend.
Examples of brand evangelism in action
Tesla’s launch of its Model 3 EV
A great real-life example of brand evangelism comes from Tesla and its CEO, Elon Musk. Tesla’s loyal customers don’t just love the brand; they are so invested in it that they act as ambassadors, spreading the word far and wide. Many Tesla owners passionately discuss the company’s electric vehicles (EVs),sustainability efforts, and technological innovation with friends, family, and even strangers.
Take, for example, the launch of Tesla’s Model 3. When the Model 3 was announced, it marked a breakthrough for Tesla and the beginning of a new phase for the entire car industry.
“I think we just became a real car company,”Elon Musk famously wrote to his employees at the time. This was not just a new vehicle launch—it was a shift in the entire automotive landscape.
Tesla’s loyal customers were quick to embrace the brand and its mission. Thousands of people lined up for preorders before even seeing the car in person. In fact, Tesla owners proudly shared their excitement on social media, advocating not just for the car itself but for a sustainable future powered by electric vehicles (EVs). The enthusiasm surrounding the Model 3 launch was unlike anything in the traditional auto industry.
One Redditor captured the buzz perfectly, saying:
“Oh s***! Finally, some real differentiation between the models. Adaptive dampers, upgraded suspension, and sports seats? Damn, that’s a great price, too—$52k before the tax credit. Ughhhh, I want one!”
Tesla’s commitment to innovation paid off when Bloomberg conducted a survey with more than7,000 verified Model 3 owners. The results were clear: Tesla had created an“internal-combustion killer.” Owners spoke highly of the vehicle’s performance, design, and value, praising Musk for pulling off what many thought was impossible—creating a fully electric car that could compete with traditional gasoline-powered vehicles.
Beyond just owning the product, Tesla’s fans became brand evangelists. With initiatives like Tesla’s Referral Program, loyal customers are rewarded for sharing their love for the brand with friends and family. They refer others not for rewards but because they genuinely believe in the product and its future.
Tesla’s evangelism didn’t come from paid advertising or flashy marketing campaigns—it grew from an authentic, passionate customer base that connected deeply with the brand’s values. Tesla owners didn’t just buy the car—they became ambassadors for a new, electric future.
This has been reflected in Tesla’s impressive customer satisfaction metrics. Tesla currently holds a satisfaction rating of 96, outscoring every other car manufacturer in Net Promoter Score® (NPS) ratings. Furthermore, Tesla claimed the top spot in Consumer Reports’ annual owner satisfaction survey, where 96% of Tesla owners stated they would buy another EV in the future.
This kind of loyalty and evangelism significantly drive Tesla’s continued sales growth, proving that a loyal customer base can be just as powerful—if not more so—than traditional advertising.
Coca-Cola’s ‘Share a Coke’ campaign success
One of the most effective ways to turn fans into brand evangelists is by encouraging user-generated content. Coca-Cola excelled at this with its Facebook page, which, initially driven by loyal fans, quickly became a vibrant hub of activity. These fans weren’t just casual followers—they were some of the most engaged brand evangelists you could ask for.
When Coca-Cola’s fan page hit one million followers, Facebook informed the brand that they would need to take control of the page. Instead of simply using the page for brand updates, Coca-Cola took a different route. They embraced the community and actively encouraged their fans to interact and contribute content.
In fact, they hired the original page creators, Dusty Sorg and Michael Jedrzejewski, to work with the company on a freelance basis. This decision preserved the page’s authentic, fan-driven energy and kept the community spirit alive.
A big draw for Coca-Cola’s community was the ability to connect with like-minded individuals. Fans could share their passion for the brand and instantly tap into a broader community of people who felt the same way.
For example, the Share a Coke campaign put popular first names on Coca-Cola cans and bottles. Ads and in-store displays encouraged customers to find a bottle with their name and share a photo on social media using the #ShareaCoke hashtag.
The results were remarkable! On Facebook, Coca-Cola’s page gained 39% more followers, while page visits surged by 870%. The Share A Coke campaign expanded to 20 countries, including the U.K., China, and Brazil.
Carolyn Everson, Facebook’s VP of Global Marketing, sees huge potential in Coca-Cola’s Facebook community. She hopes that this passionate group will be encouraged to “do something good” with their collective influence. And they have.
Coca-Cola’s fan page frequently offers ways for fans to give back, whether it’s donating to charity or supporting a cause. In many cases, simply buying a Coke can contribute to these initiatives.
By making it easy for fans to get involved, Coca-Cola created an engaged community that goes beyond enjoying a Coke—it fosters a feeling of belongingness and purpose .
Why is brand evangelism important?
When customers love your brand enough to shout about it, their influence can surpass any paid ad. Let’s break down why brand evangelism is crucial to your business success.
Enhancing word-of-mouth marketing
Brand evangelists are your unpaid promoters. They naturally share their experiences with friends, family, and social media followers. And here’s the kicker: people trust personal recommendations far more than ads.
In fact, studies show that 74% of consumers identify word-of-mouth as a key influencer in their buying decisions.
When evangelists rave about your brand, they’re doing the heavy lifting and promotion for you. Social media is a goldmine for this. Picture someone posting about your latest product with excitement, tagging your brand, and sharing their experience. Suddenly, their followers are curious and engaged, and a one-time post turns into a new customer opportunity.
Building trust and credibility
Recommendations from brand evangelists are much more than simple endorsements—they build trust and establish credibility. A recommendation from a loyal customer carries more weight than any advertisement.
Edelman’s Trust Barometer reveals that 81% of consumers need to trust a brand before making a purchase. The trust built through authentic, positive experiences is invaluable for businesses looking to deepen customer loyalty and grow.
Take the example of a skincare product—when a loyal customer posts a glowing review of a product on their social media, it feels genuine. Their followers can see real, unfiltered results, and they’re more likely to believe in the authenticity of the experience.
That’s the kind of trust and credibility brand evangelism generates—trust that’s built from real experiences, not polished advertising scripts.
Driving customer loyalty
Brand evangelism fosters deeper connections between a business and its customers, ultimately driving customer loyalty. Unlike a casual customer, a brand evangelist is emotionally invested in your brand’s success. They’re not just buying from you—they believe in what you stand for, and they’re likely to return time and again.
Studies have shown that loyal customers are worth up to 10 times their original purchase value over time. When customers become evangelists, they feel a sense of ownership and pride in the brand. They continue to make repeat purchases because they trust the product and are emotionally connected to it. They’re also more likely to advocate for the brand, helping to bring in new customers.
Over time, this creates a cycle in which loyal customers continue to engage, re-purchase, and promote your brand. This not only drives steady, reliable revenue growth but also strengthens your connection with your existing audience.
In a nutshell, brand evangelism isn’t just about gaining new customers—it’s about turning existing ones into lifelong supporters.
How to cultivate brand evangelists
Turning satisfied customers into passionate brand advocates doesn’t happen overnight. It requires a deep commitment to delivering exceptional experiences, connecting with customers on a personal level, and creating an environment where they feel inspired to share your brand with others.
These customers don’t just buy your products—they become your most vocal and loyal promoters.
So, how do you foster this kind of loyalty? Here are some strategies to help you develop a strong, engaged base of brand evangelists.
Deliver exceptional customer experiences
Exceptional customer service is the foundation of brand evangelism. Customers who feel heard, respected and cared for are far more likely to promote your brand.
In fact, 73% of consumers say customer service is a major factor in their purchasing decisions. If they don’t get the kind of service they expect, they’re likely to take their business elsewhere.
To consistently deliver top-notch service, equip your team with the right tools and training enabling them to resolve issues effectively and efficiently.
Implementing customer support software like Hiver can make a world of difference. Hiver integrates seamlessly with Gmail, enabling you to manage customer interactions across channels like email, messaging and live chat from the familiarity of your inbox. Its features—such as workflow automation for streamlining tasks, AI-driven insights for faster resolutions, and real-time analytics to track performance—empower you to prioritize and resolve issues efficiently.
Read More:7 Help Desk Automations Every Business Needs to Know
What’s more, with Hiver you can also send out customer feedback surveys after each interaction. This helps you gather valuable insights about your customers’ experiences. By analyzing their responses, you can identify areas for improvement and refine your service strategies, ensuring your customers stay satisfied and loyal.
Align with customer values
To foster brand evangelism, it’s essential to build a deeper connection with customers by aligning with their values. Consumers today want to support brands that share their beliefs and stand for something beyond profit. When your brand aligns with the causes your customers care about, it builds trust and emotional loyalty.
Take Ben & Jerry’s as an example. The brand’s commitment to causes like environmental sustainability and social justice has turned it into a beacon of corporate responsibility, inspiring fierce customer loyalty. The company’s initiatives, like 1% For Peace and support for Farm Aid represent a deeper connection with the values of their customers.
A Reddit user shared their admiration for Ben & Jerry’s, noting the company’s ‘good corporate behavior,’ including its efforts to support communities during crises like Hurricane Irene. This dedication to social causes strengthens customer relationships and turns satisfied consumers into passionate brand evangelists. It’s no surprise that Ben & Jerry’s has earned a loyal following, with customers celebrating its mission to make a positive impact.
When customers believe in what you stand for, they’re more likely to champion your brand, bringing in new supporters who share the same ideals.
Encourage user-generated content
When customers share their experiences with your brand, it creates content that feels personal and authentic. User-generated content (UGC) allows real people—not influencers or paid spokespeople—to speak on behalf of your brand. This kind of content resonates with potential customers because it reflects genuine, everyday experiences.
You’ve probably come across Apple’s iconic “Shot on iPhone” campaign, with stunning photos showcased on billboards and in magazines. Launched in 2015, this campaign features photos taken by users, proudly displayed in Apple’s print, outdoor, and broadcast ads.
And it’s been a massive success.
TBWA Media Arts Lab, the agency behind the campaign, reported that the initial launch generated buzz from 24,000 opinion leaders, leading to about 6.5 billion media impressions. What’s more, the campaign received an overwhelmingly positive response, with 95% of online mentions being favorable.
Leverage employee advocacy
Your employees can also become some of your most effective brand evangelists. When they believe in the company’s mission and values, their enthusiasm can inspire and influence others.
Employees are often the first to share your brand’s story, values, and vision—and when they do so with authenticity, their message resonates. So, encourage employees to talk about their experiences with your company, both inside and outside of work.
Employee advocacy can take many forms—whether it’s sharing positive experiences on social media or simply recommending the product to friends and family. When employees become brand advocates, they humanize the brand and help create a sense of trust. Their genuine enthusiasm makes it easier for customers to connect with your brand on a personal level, turning your employees into influential brand evangelists.
Challenges in building brand evangelism
Building brand evangelism isn’t always smooth sailing. While it may seem like the ultimate goal there are potential obstacles you need to be wary of. Let’s dive into some of the most common challenges and how to overcome them.
Maintaining authenticity
Authenticity is the foundation of any successful brand evangelism initiative. Customers can tell when a brand is trying too hard or coming across as insincere.
If your interactions feel forced or purely transactional, it will erode the trust you’ve worked hard to build. True brand evangelism happens when customers genuinely feel a connection to your brand, not just when they’re handed perks or discounts.
Engage with your customers in a way that reflects your brand values, and always listen to their needs. Regularly collect and act on customer feedback to show your audience that their opinions matter. The more authentic and transparent you are, the more likely your customers will remain loyal—and even share your brand with others.
Overcoming negative feedback
Negative feedback can feel like a punch in the gut, but it’s also a chance to show your customers how much you care. The key is to approach criticism as a valuable tool for improvement, not something to be avoided or ignored.
The way you handle these situations can turn an unhappy customer into an even stronger advocate.
Take Starbucks, for example. In 2008, following a downturn caused by the economic crisis, the company launched the “My Starbucks Idea” platform. This initiative allowed customers to submit and vote on ideas to improve everything from product offerings to store layouts. Over 1.3 million users shared more than 93,000 ideas, and Starbucks implemented more than 100 of them. Not only did this build a sense of community, but it also gave customers a direct channel to the company, making them feel heard and valued.
The result? Starbucks regained customer trust and revitalized its brand, fostering a robust, loyal fanbase. Instead of ignoring or pushing aside negative feedback, they turned it into an opportunity to rebuild their reputation and engage their customers in the process.
By listening and acting on customer suggestions, Starbucks demonstrated its commitment to quality, consistency, and the customer experience. This is yet another example of how negative feedback, when handled thoughtfully, can reinforce customer relationships and spark brand evangelism.
Is brand evangelism sustainable in the long run?
Brand evangelism can indeed stand the test of time, but it’s not an autopilot strategy. To sustain it, brands must make consistent efforts to foster authentic connections with their audience. It’s not just about winning loyalty once—it’s about continually nurturing it through meaningful engagement.
Consumer preferences are constantly evolving, and brands that adapt to these shifts are better positioned to maintain evangelism. Whether it’s through innovative offerings, transparent communication, or shared values, a brand must evolve while staying true to its core identity.
Authenticity plays a crucial role here; consumers quickly recognize insincerity, and misplaced attempts to “force” loyalty can backfire. As brands grow, it’s easy to lose the personal touch that initally made customers feel special, so brands must continue engaging and nurturing these relationships.
In the long run, brand evangelism can thrive if companies stay true to their values while evolving. It takes work, but with the right strategy, evangelism grows stronger over time.
Future trends in brand evangelism
As consumer behavior evolves and technology advances, brand evangelism is also experiencing a transformation. The way customers interact with brands is shifting, as are the ways they share their experiences.
From new technologies to evolving expectations, the future of brand evangelism holds exciting opportunities for companies ready to adapt. Below are some of the most important trends to watch.
Leveraging AI for personalization
AI has revolutionized how brands personalize customer experiences, offering highly tailored interactions at scale. Personalization isn’t just about addressing a customer by their first name—it’s about understanding their preferences, predicting their needs, and delivering the right content or solution at the right time.
In fact, 80% of customers are more likely to make a purchase when brands offer personalized experiences.
Take Hiver’s AI-powered bot Harvey, for example. It can automatically analyze customer data and interaction history to provide real-time, context-aware responses and proactive solutions.
Imagine a customer reaching out for support, and instead of getting a generic reply, they receive a message tailored to their specific needs. Harvey Bot can learn from past interactions, understand patterns, and make recommendations or offer highly relevant solutions to each customer.
This type of personalization is no longer just a nice-to-have; it’s a necessity. The more personalized the experience, the more likely customers are to stay loyal. By leveraging AI to anticipate needs and deliver tailored solutions, you can create a seamless experience that feels like a one-on-one conversation, ultimately building deeper customer relationships and increasing brand loyalty.
Expanding digital communities
As brands continue to navigate the digital age, building online communities has become a powerful strategy for engagement and customer retention. Customers no longer just want to buy from a brand; they want to be part of something—whether that’s a group of like-minded enthusiasts or a space where they can learn, share, and connect. 67% of online consumers say they are more likely to buy from a brand with which they feel a sense of community.
One great way to foster this sense of community is by providing a space where customers can interact with your brand and each other.
Hiver’s Community is a stellar example of this. Members can network with like-minded professionals, stay updated on product developments, suggest new features, and exchange valuable tips and insights.
By expanding these digital communities and offering platforms for customers to engage with both your brand and each other, you turn customers into passionate advocates who feel deeply connected to your brand—ultimately driving loyalty and, yes, brand evangelism.
Building lasting relationships through brand evangelism
Ultimately, customers stay loyal when they feel valued and heard. They’ll become brand evangelists when they consistently experience positive interactions with your business. By taking the time to understand their needs and tailoring your customer experience accordingly, you’ll naturally build a group of dedicated advocates who spread the word about your brand.
And if you need a boost, Hiver’s got your back! It streamlines multi-channel communication, allowing you to respond to customers faster while providing consistent, personalized support. Hiver also empowers your team with tools to improve collaboration and gather actionable insights. The result? You create experiences that turn satisfied customers into brand advocates who stick with you for the long haul.
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