I discuss the concept of millennial “brand ambassadors” and “brand evangelists” with businesses all the time. All. The. Time. It’s an important conversation to have – brand ambassadors/evangelists (in this conversation) are regular consumers that “preach” the good word of a particular brand to their friends and family through everyday life. Millennial brand ambassadors are particularly important because so much of our daily lives are spend on sites like facebook where our thoughts can reach thousands of people instantly. Especially for businesses looking to reach out to millennials, getting us talking about your product in a positive way in front of a thousand of our closest friends is key.
Here is my most frequently asked question: “Which brands are doing it right?” Or within the wine industry, “Which wineries are doing it right?”
It’s not that it’s a bad question. It’s incredibly relevant. And those of you who have asked me this lately, don’t think that I’m hating on you, because I’m not. You’ve just inspired me to figure out a better way to answer your question. But first…
The one thing you need to know about millennial brand ambassadors is: YOUR BRAND IS OUR SOCIAL ACCESSORY.
I don’t talk about your product on facebook because you deserve it, or because you worked really hard, or because you have a mortgage to pay or because you want a promotion. I talk about your product because it communicates something about me to people I want to impress/entertain/etc.
The brands that are “doing it right” are the best social accessories. The brands that say something about their millennial consumers. EXAMPLE: Tom’s Shoes – altruistic, socially conscious, environmentally friendly, and incredibly hip shoe company. When I talk about Tom’s Shoes (on facebook, on twitter, etc.) it says all of that ABOUT ME.
This is a very simple concept, but one that (at least) 90% of businesses reaching out to millennials today do not grasp. If you can keep this in mind while formulating your brilliant plan, it might just work. This is why we as millennials talk about businesses. If you want us to talk about your business, it better say something about us. It’s just how it works.
What does your brand say about your consumers? Think long and hard – and don’t just repeat what you say to your boss in meetings. What does it REALLY say? Because in order to have brand ambassadors, you must have a BRAND.