By Jim Caruso
Fandom isn’t just for sports teams or pop stars. Every brand can inspire deep emotional connection, turning casual customers into lifelong fans. The key? Understanding that loyalty isn’t transactional, it’s emotional.
The most successful brands evoke powerful feelings that make people identify with them. Whether it’s appealing to sneaker culture, tech evangelists, or coffee aficionados, the companies that win are the ones that tap into the emotions that drive devotion.
Recent research found that fandom is a core part of identity for more than half of consumers, shaping their purchasing decisions and brand interactions.
Belonging: the foundation of fandom.
People crave connection. In our research, 38% of fans say their loyalty is rooted in togetherness. Peloton, for example, built a cult following not just through selling fitness equipment but by creating a vibrant community. Brands can build that same loyalty through insider perks, fan forums, and exclusive experiences.
Similarly, brands can create lifelong advocates by creating meaningful membership programs where customers feel like insiders. Create experiences that give your audience a sense of identity.
Pride: turning customers into advocates.
A striking 56% of sports fans consider their fandom a core part of who they are – not just something they do. Fans don’t just follow their favorite teams; they wear their logos, decorate their homes with team merchandise, and evangelize to others.
The same is true for consumer brands. When customers see a brand as a reflection of their own identity, they become its most effective marketers. Give your audience something to be proud of.
Inclusivity: meeting customers where they are.
Consumers want to see themselves reflected in the brands they love. According to our research, 80% of fans say brands can engage them as deeply as their favorite sports teams if they align with their values and causes. Nike’s “You Can’t Stop Us” campaign resonated because it embraced diversity in sports, while Rihanna’s Fenty Beauty built an empire on inclusive representation.
Go beyond performative marketing. Involve your audience in shaping your brand through co-creation, user-generated content, or meaningful partnerships with diverse creators.
Empathy: understanding the customer’s journey.
A brand that truly understands its audience builds an emotional connection that drives long-term loyalty. It’s no longer enough to sell a product; brands need to demonstrate that they align with their customers’ needs, struggles and aspirations.
Use data to truly understand customer needs. Personalized messaging, proactive support, and mission-driven storytelling build trust and deepen relationships.
Inspiration: creating moments that matter.
Fans are drawn to brands that inspire them, whether it’s through aspirational storytelling, shared values, or simply creating unforgettable experiences. For instance, Red Bull sells energy drinks and the thrill of adventure simultaneously.
Think beyond transactions. What experiences, stories, or surprises can you offer that make your brand unforgettable? The key to inspiration is to evoke an emotional response that sticks.
The Future of Fandom is Emotional
Today, deals and discounts are expected. However, lasting loyalty is intrinsically tied to how a brand makes you feel. By focusing on belonging, pride, inclusivity, empathy, and inspiration, brands can transform customers into lifelong fans.
So, ask yourself: Are we selling a product, or are we building a movement? The brands that choose the latter will build fans for life.
