How much is a super fan worth to your brand?

This is a difficult question to answer, because every brand wants and needs some super fans, but how do you define what a superfan is and what they do, determines how valuable one is to you.

And as with any difficult question, the easiest way to get through it, is to break it down in smaller chunks and understand and resolve each one of the chunks.

How much is any fan of your brand worth?

A fan isn’t just someone who purchased one time from you, or even someone who purchased multiple times. A fan is a person who makes their friends listen to the bands they love, they bring up references to their favourite movie in everyday conversations, they see the object of their fandom as a part of culture, and not just something to be consumed.

How valuable is being seen as a part of culture for you?

How much is it worth for someone to understand your brand?

A brand isn’t a logo, or some imagery or some crafty words that a clever person who you paid way too much money to came up with, a brand is trust and faith in the values that you stand for.

For someone else to understand your brand, you will need to understand you brand. What do you stand for? Uniquely, unabashedly, and sometimes even in a manner that might signal to certain people that you are not for them.

What is that worth to you? To never again waste time on people who aren’t for you? To have that clarity on your vision?

A super fan is one who is so aligned with what you stand for, that those things have given additional meaning to how they live their life. They might even live the values of your brand more than some of your employees and collaborators. If a fan is someone who is invested in your brand in more ways than one, a super fan is someone who is invested in your brand in all ways. They not only talk about your brand to their friends, they also know the latest news about whatever your brand is up to, they take up the Twitter fights against trolls that you are too tired to take on, they show up as volunteers when you need one, they think creatively about whatever they are a fan of, they actively put energy to expand the brand through fanart, homages and more, and more than that, their eyes light up whenever they talk about your brand.

Do you have any super fans? Would you know one if you saw one?

A superfan isn’t born out of nowhere. Even if you create an amazing product or service, you still might not have super fans. How? It happens because there is one key ingredient that might be missing. There might not be any space for them to make your brand a part of their identity. This goes deeper than “community engagement”. Having a brand that people can build their own mythos around starts with creating space for people to tell you what the brand means to them, and then amplifying the voices that align with your values. You can also do it by associating with people who hold your values close, like if you are a brand that cares about athletic excellence, associating with the top athletes will take your brand from just another company that makes shoes to becoming Nike, who creates Air Jordans.

Do you have ways in which people who aren’t a part of your organisation might still feel like they are a part of it?

Your brand might be one that doesn’t need superfans. After all you’re not trying to change the culture, you’re just solving a problem and making a good business along the way! There is nothing wrong with that line of thinking, but there is always space to create one more thing that someone might fall in love with. There is always space to create things that become a part of culture, there is always space to create one more thing that will bring in the super fans.

So, how much is changing the culture with super fans worth to your brand?

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