Creating Brand Advocates Who Sell for You can be immensely powerful for your brand. But it's not always easy. Here's a tale to hopefully spark some creative inspo for you. 

“I’m Not on Their Payroll, But…”

I was sitting in a Starbucks waiting for a client meeting (don’t judge me. Starbucks holds a lot of fond memories for me of our times spent in New York. Plus I love that I can just sit there for an hour and not get hassled by the staff. We only have a few in Australia so I always grab a soy white chocolate mocha when I can...)  laptop open, mid-email when a stranger walked up and said: 

“Hi, I just wanted to ask about your satchel. It looks really good.” 

The Power of an Honest Rave 

Before I even thought about it, I launched into the kind of unsolicited, unpaid pitch most businesses would kill for. I warned the guy...

‘I’m not on the payroll. But you’ve asked the right person’ 

It’s an occupational hazard that I look at everything as a marketer. And this is no different. If I hadn’t realised it before, I realised it then. I am an absolute brand advocate for Crumpler. Have been for years. And this is a tale about how you can create brand advocates for your business too.

But first, back to the story. It’ll genuinely highlight for you how and why this can be so transformational.  

“I'd love to tell you about it. It’s a Crumpler and I’ve been using them for years. I met my wife when she was a bike courier almost 30 years ago. She had one then and she’s still got it. We’ve got about nine between us now.” 

And I wasn’t exaggerating. Between us, my wife and I own Crumpler laptop bags, messenger bags, duffle bag,  backpacks and carry bags, wallet...even a bottle opener and keyring! I’m looking at camera bags now. We’ve bought them as gifts. We’ve raved about them to friends. We’ve still got Jo’s original Barney Russel Blanket courier bag (IYKYK) to go with my new Made in Melbourne Barney.  

Yep. We’re as hard core brand advocates as you can get.  

Why? Because we love the brand. Not just the product, the whole vibe. It fits with who we are. We identify with what they stand for and we feel connected to a community when we use them.  

What makes someone a brand advocate, not just a fan?

A brand advocate isn’t just a customer. They’re a volunteer sales rep. A walking, talking testimonial.

The kind of person who can’t help but gush about your product because it genuinely makes their life better. Someone who actively looks for opportunities to give you and your brand some love. THIS is why they’re so valuable to you and your business.  

In that coffee shop, I showed the guy: 

I told him about the quirky names, clever designs, and little things like the removable keyring and 'third leg' strap to stop my Brace Brace Brace doing that annoying thing bags do, sliding around your side, when riding the pushy. I even told him about when I met Jo... We’re friends now, LOL.  

The only thing left for him to ask was ‘you sure you’re not getting paid?’ with a smile. And then ‘Where can I get one?’ 

So, how do you create brand advocates? 

You can’t buy this kind of love. In fact, trying can be counter productive. It needs to be genuine, unsolicited and come from stories and experiences, not out of obligation.  

But you can earn it. 

Here’s how: 

🔴 1. Build a Damn Good Product 

This one’s non-negotiable. If your product or service doesn’t do what you promise it will do, no one is going to rave about it. It doesn’t need to be the best on the market, there will always be something bigger, smaller, faster, cuter... better. But it must keep its promise.  Crumpler bags work. They’re smart, durable, and packed with thoughtful features that make a real difference day-to-day. 

What’s your promise to your customers, and does your product or service consistently deliver on that promise?  

That’s the first ingredient: make something, or create a service, worth talking about. 

🔴 2. Stand for Something 

Crumpler’s branding feels different. A bit rebellious. The logo is fun, the bag names are cheeky, and their website doesn’t read like a corporate sales pitch. That matters to us. It won’t matter to everyone, but that’s kind of the point.

You have to stand for something that resonates with your tribe. If you try and appeal to everyone, you’ll end up appealing to no one. People want to feel aligned with the brands they support. 

What matters to your tribe? What’s important to the people you want to work with? If you don’t know ,go back to your client persona and do some more work. 

Do you and your brand embody that at every possible touchpoint? Your socials. Your website. Your email and SMS marketing. ALL the things should reflect the same language, values and messaging.  

Want advocates? Stand for more than profit. Be bold. Be memorable. It’s OK to be controversial sometimes.  

🔴 3. Delight in the Details 

It’s the little things that make a brand memorable: 

These aren’t just features,  they’re stories. When you design with your customer in mind, those customers will tell everyone about how thoughtful you are. As a service based business you could think about things like... 

These little things can become the big things that differentiate you from others and create the stories people tell.  

🔴 4. Create Moments of Surprise or Nostalgia 

Our bags are part of our story, and stories spread. Whether it’s through great customer service, a memorable unboxing, or a product that lasts decades, you can bake emotion into your brand.  
 
Engage with your clients and ask them about THEIR stores. Have a plan for creating User Generated Content.

Not only will that help others see themselves using your product or service, it makes your customers part of your brand and your community.

Imagine how much more likely they are to promote you when it’s them and their story on your socials, your website, your email marketing.  

🔴 5. Make Advocacy Easy 

Can people tag you easily online? 

Do you give customers moments worth sharing? 

Are your visuals, tone and packaging designed to be posted? 

The best brand advocates aren’t just talkers, they’re sharers. Give them reasons (and ways) to spread the word. 

Final Word: You can’t fake this. 

Brand advocacy isn’t about referral links or cash incentives. 

It’s about genuine connection. 

When someone says “I’m not on their payroll, but…” — you know you’ve nailed it. That’s the holy grail of marketing. It’s trust, built at scale. 

Want to build a business people rave about? 

Start with the product. Nail your messaging. Speak like a real human. Stand for something. And design your customer experience so good, they feel compelled to tell the next person in line at Starbucks. 

Need help turning your customers into walking billboards?  Reach out, we’ll help you build a brand that creates believers.