What is Brand Evangelism and How Can You Inspire It?

Brand evangelism can be defined as a consumer’s dedication and enthusiasm about a brand, generally inspired by an emotional connection. Brand evangelists are your most valuable customers—they enthusiastically recommend your brand simply because they enjoy it, which is the most valuable type of free advertising. Not everyone can or will become a brand evangelist, and not all brands easily inspire this behavior. So how can you improve brand evangelism and earn more of these invaluable customers? We’ve updated this blog post in 2025 to give you even more strategies for creating brand evangelism and inspiring brand loyalty.

The Psychology of Brand Evangelism: What is Brand Evangelism and How Can You Inspire It?

Brand: noun A name, symbol or another feature identifying a business or its products

Evangelism: noun Strong advocacy for a cause

Who Can Be a Brand Evangelist?

Brand evangelism is more common in some types of people than others. These people are enthusiastic and dedicated, they take an interest and investigate things. A brand evangelist is more than a consumer. They are a fan, as one might be a fan of a music artist or celebrity. Unless something happens to shake their loyalty, they’ll recommend their favorite brand at any opportunity, and they’ll almost never use a competitor’s product.

What does a brand evangelist do?

Generally, they will not ever buy from competitors.
Truly loyal evangelists will buy anything that you make—they have a connection with your company, not just your product.
They write detailed, glowing reviews.
They talk about your brand and products to friends and family.
Social media users will post pictures of them using your product.
They provide free advertising that is more trustworthy to most customers, since it is not based on a paid relationship.

Showcase your customer evangelists’ stories with compelling video testimonials.
See how it works.

Types of Brand Evangelist

There are different levels and types of brand evangelism, just as there are different types of people who take special interest in brands. Some people are very enthusiastic, wearing brand merchandise, praising the company on social media, even making videos about a product or service. Others are quieter, making more recommendations directly to family and friends, but are still flag-bearers of the business. This person might be a fellow business owner, an (unpaid) social media influencer, or a regular consumer.

Local Promoter: This person was probably impressed by a particularly caring employee at a local store or an exceptional experience with a local service. This experience gave them the impression that the company actually cares, creating an emotional connection. They will continue to work with you for years to come, and recommend you to neighbors, family, and friends (Ex. Trader Joe’s special delivery for an customer in need)
Product Lover: Your product solved problem in a way that your customer didn’t expect, either through ingenuity or quality craftsmanship. This instilled respect in the customer, convincing them that you are dedicated to creating a high-quality or innovative product. They will probably never buy from competitors, they’ll purchase your other products with little resistance, and they’ll happily write great reviews. (Timberland boots, Ninja blender, Gravity blanket)
Image Maven: Your brand’s image connects seamlessly with the customer’s identity. They connect your products to their own image, making them feel tough, trendy, or chic. They’ll post pictures on social media using and praising your products or services. (Ex. Jeep, Harley-Davidson, Stanley water bottles)
Ethical Admirer: This customer admires your brand’s ethical stance, which aligns with theirs. This might be a campaign against a social problem, dedication to sustainability, or contribution to human rights activities. They won’t use competitors, will share your good works on social media, and will buy your other products simply because they support your company. (ex TOMS shoes, Patagonia )

How to Encourage Brand Evangelism

To encourage brand evangelism, the brand must become more than a brand. It must forge an emotional connection with consumers. Brand evangelism might start with an appreciation for the functionality or image of a brand, which can create a loyal customer. However, an evangelist goes out of their way to talk about the brand, which occurs when they feel a connection.

There are many ways to forge a strong connection with consumers, and which is best will depend on who your ideal customers are. You must have a good understanding of this market, including demographic information, as well as what they care about, how they think, and challenges they face. For example, Millennials are more likely to pay more for sustainable products, indicating a strong environmental stance may resonate with this group especially. However, these initiatives are less likely to inspire brand evangelism in older or younger demographics, and might even turn some customers away.

With a good understanding of your customers, you’ll be able to choose which of these strategies is best for inspiring brand evangelism.

Create a Strong Brand Identity: Get a good understanding of your customers’ identity, what they want to display to the world, and how your brand might fit in. Use attributes that your customers aspire to or exemplify, such as toughness, prestige, or environmental stewardship.
Perform Extraordinary Customer Service: Great customer service starts with the people who interact with your customers everyday. Give your staff the tools, power and training to go above and beyond for customers, and make it clear that you want them to do so.
Highlight Customer Stories: Show that you are listening to your customers. Create closeness by highlighting their stories on social media, through your blog, or testimonial videos.
Align Your Interests with Your Customers: Customers are more tapped into social and environmental issues than ever. If you feel that this will make a strong impact on your customer base, show support for causes that your customers support.
Consider Your Employees: Happy employees are your first and best ambassadors. When you create a positive work environment, your employees can pass their positive experience on to customers. Above-and-beyond customer service is unlikely to happen if your employees are unhappy.
Create a Community: Brand evangelists have the potential to drive communities and movements. Help your fans connect and foster a community around your brand. This might include giving free products to established groups, creating a community forum, or creating a loyalty program for club members.

From Customer to Brand Evangelist: 7 Ways to Inspire and Stand Out

Turning a happy customer into a passionate brand advocate doesn’t happen by accident. Brands that inspire loyalty and word-of-mouth excitement do more than just offer a great product. They build emotional connections, share values, and create experiences that customers can’t help but talk about. Here are eight ways your business can inspire customers and stand out in their hearts and in their conversations.

1. Create a System for Stand-Out Customer Service

Solving a customer’s problem with care and efficiency builds trust, inspires them to buy more, and share their stories with others. The numbers bear this out; in one study, 89% of customers were more likely to make an additional purchase after they had a good customer service experience. About 83% of customers say that they feel more loyal to brands that resolve their complaints. There is even a known phenomenon illustrating this effect called the service recovery paradox. Under this paradox, when problems occur, but they’re solved, customers can come away from the experience happier than they might have been if no problem occurred at all.

To make your customer service stand out and create positive experiences, you have to empower your employees. Give your employees the tools and authority they need to make things right, whether that’s a replacement, a refund, a discount, or a personal touch. Build clear systems for resolving issues, and train your team to approach every customer with compassion and solutions. To amplify the impact, capture these moments through video testimonials or case studies and share them across your social channels or email campaigns. A resolved problem can become your strongest proof of brand integrity.

2. Show the Good Work You’re Doing

Customers love to support companies that reflect their values. Whether you’re using ethically sourced materials, supporting community initiatives, or prioritizing sustainability in your operations, make sure people know.

For your ethical messaging to have real impact, you can’t just say that you care; you have to show the results. Explain how your practices set you apart from others in your industry, and highlight the real-world impact of your efforts. Use blog posts, behind-the-scenes videos, and social media updates to tell the story of your brand’s mission in action.

3. Work with Influencers Who Reflect Your Audience

Partnering with influencers can help you reach new, highly engaged audiences who are more likely to trust your brand. Start by identifying the kinds of people most likely to become your brand advocates, then look for influencers who already speak to those communities.

The influencers you work with don’t need to be major celebrities. Often, micro-influencers with loyal, niche followings deliver better results. Provide them with authentic experiences, offer them value, and build lasting relationships, not just one-off posts. The right voice can introduce your brand in a way that feels personal and trustworthy.

The well-known company Stanley effectively leveraged influencer marketing to turn their tough, blue collar water bottle into a must-have, “it” item. Though the water bottles are also durable and high-quality, it was the unique influencer relationships and social media videos that turned the product into a sensation.

4. Celebrate Your Customers Publicly

People want to feel seen and appreciated. Spotlighting your customers—whether through testimonials, user-generated content (UGCO, or social media shout-outs—can strengthen their connection to your brand.

Share photos of customers using your product, feature their stories in your newsletters, or highlight glowing reviews in your posts. This kind of recognition shows that you care about your customers, not just their wallets. It also signals to others that your brand values real people and authentic experiences.

To use this strategy, you’ll need a video collection landing page and a clear process for gathering UGC, including permission from your customers. Make sure your team members know how to manage this video content, including editing, sharing, and coordinating these efforts with your overall marketing strategy.

5. Build a Community, Not Just a Customer Base

Creating a space where your customers can interact with each other and with your brand helps deepen their emotional investment. Whether it’s an online forum, a Facebook group, a branded hashtag, or a live event series, give your customers a place to belong.

When people feel like they’re part of something bigger, they’re more likely to share that experience with others. And when customers connect with each other through your brand, you’re no longer just a company, you’re a hub for like-minded people.

6. Tell Stories That Reflect Their Aspirations

People don’t just buy products; they buy the identity, outcome, or transformation those products represent. Focus your marketing on real stories that mirror your customer’s values, struggles, or dreams. Show how your product or service fits into the life they want to lead. This might mean featuring a customer’s journey, highlighting the change your product creates, or creating brand videos that evoke emotion. Storytelling is one of the most powerful tools you have to create connection and inspire loyalty.

7. Make Referrals Easy and Rewarding

If your customers love you, make it simple for them to spread the word. A well-designed referral program gives them a clear path to share your business and feel good about doing it. Offer discounts, freebies, or exclusive perks for referring friends, and make the process effortless. The easier and more rewarding you make it, the more likely your fans will become brand evangelists who actively bring others in.

Understanding how customer evangelism happens is just as important as understanding what customer evangelism is. Consider your customers carefully when working on earning these super fans. If you can meet their needs and go above and beyond as you do it, you might find yourself with a loyal and enthusiastic following.