The Power of a Good Hat
It’s about finding a thousand people who love your brand.
You hear about community all the time, but for brands with a minimal presence and no celebrity backing, those first thousand devoted fans are critical.
They’re the ones we need to find, cultivate, and look after.
Let me tell you a story…
I found a brand I liked and posted about them on social media.
I got a thoughtful response from their team.
That’s step one—organic social media matters, and community management is probably the most overlooked process in brand building.
I could tell this brand genuinely cared and was investing resources into listening to what people were saying.
I ordered their product, made another post, and a week or two later, I received a personal letter and an amazing hat from them.
I already liked this brand, but now I loved them. I wore their hat around town and told everyone who would listen about them. I probably converted at least a dozen people into customers.
This is where the hat and the concept of “surprise and delight” come in.
When you can surprise and delight a consumer, you have a good chance of converting them into a fan and a loyal customer.
Don’t overlook the value of community management, and don’t underestimate how a small token of affection for the right people can build a brand.
If you’re building a brand, focus on those first thousand fans. Engage with them, surprise them, and make them feel special. It makes all the difference.
