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How to Build Fandom for Your Brand

Fandom is where passion meets community and informs identity. Brands who want to nurture this kind of engagement need to understand the nature of fandom itself.
Date published:
How to Build Fandom for Your Brand

Every brand must understand its audience — but what if your audience is also a fanbase?

From global entertainment franchises to niche boutiques, some brands’ consumers are more than just customers — they are fans. For fans, it’s often the deepest emotional needs that ultimately drive their engagement.

Brands who want to nurture engagement and help it grow into a lifelong relationship need to understand more than the people they’re trying to market to — they need to understand the nature of fandom itself.

What is fandom — and why does it matter?

Fandom is where passion meets community and informs identity.

In recent years, we’ve helped major movie studios, professional sports teams, global toy companies, luxury retailers, and more accelerate growth by nurturing their fans.

Along the way, we’ve uncovered the universal truths about fandom that brands should consider to improve loyalty and drive deeper engagement — truths that we’re sharing here.

What you’ll learn

  • The 6 elements of fandom and how to maximize touchpoints on each,
  • How to examine engagement touchpoints to evaluate areas of opportunity,
  • The relationship between fandom and identity,
  • The role that community plays in sustaining and growing fandom around your brand, and how much it should shape that experience,
  • The difference between shared and personal fandom, and more!

About the author

Material
Material is a modern marketing services company powered by sophisticated analytics, deep human understanding, and design thinking.

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