Category: Branding

What the heck is brand momentum, and why should it matter to your business? 

This one is a little more jargony, so bear with me. ⁠⠀
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Momentum is significant because it’s not just about what’s happening now, it’s a glimpse into what the future of your brand could be. 🔮⁠⠀
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The main reason a company invests in its brand is to help customers navigate through the sales journey by building trust. Trust is what makes people want to buy from you again and brand momentum is what makes them want to tell their friends to buy from you. 

Brand momentum refers to the quality of a brand’s market position and its ability to consistently beat competitors. The trickiest part of measuring brand momentum is that it’s based on the subjective reactions of your customers. Overall, it’s less about what they think and more about how they feel.

The thing is, feelings are pretty hard to measure. ⁠⠀
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How can we dig a little deeper to know if things are moving in the right direction? ⁠Here are three elements to assess when determining brand momentum: 
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✅ Speed — is your company quick enough to keep up with industry changes? ⁠⠀
✅ Reputation — does your company live up to its promises? ⁠⠀
✅ Relevance — does the value that the brand brings means something to people? ⁠⠀

How do you measure brand momentum?

⁠Can you even measure feelings? Not really. However, there are six elements that pack a punch 🥊 when it comes to assessing brand momentum. Here’s what you should be asking: ⁠⠀
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1️⃣ How important is your brand promise to customers? ⁠⠀
2️⃣ How well does the brand handle industry changes? ⁠⠀
3️⃣ Does leadership (CEO) bring life to the brand? ⁠⠀
4️⃣ Is the brand increasing or decreasing in popularity? ⁠⠀
5️⃣ Is the quality of the brand’s products perceived as getting better or worse? ⁠⠀
6️⃣ Does the brand help people make or save money? ⁠🤑
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Overall, you’re trying to understand if people know you, like you, and believe in what you’re doing. ⁠⠀

Who has strong brand momentum right now?

Theoretical concepts are fine and dandy, but they don’t always help to paint a picture that encourages you to take action. Instead of talking about ideas, let’s go over a success story. In 2020, the company that is delivering on all of the elements of brand momentum is Tesla.

I’ve actually seen people stop to take pictures of strangers’ cars when they see them on the street. Governments are restructuring to help encourage people to buy their products. The media highlights mundane Twitter posts from their CEO because people are so entranced by the whole story of what they offer.

To say it, without saying it, Tesla is the ‘it girl‘ brand strategists around the world want to hang out with.

Don’t believe me?

Let’s recap all of the primary questions we highlighted earlier…

How important is Tesla’s brand to customers?

If you check out their Instagram account, you can literally see all the ways this brand is providing value for people all over. Cities have actually started changing their infrastructure to better accommodate electric cars. I personally can’t think of another industry that’s been able to achieve this, apart from maybe automotive or rail.

It’s nuts. 🤯

How well does Tesla handle industry changes?

They’re responsible for actually leading industry changes instead of just reacting to them, so I’d say they’ve got that one covered too.

Is the brand getting more popular?

Yes, yes, and yes.

Does their CEO bring life to the brand?

Tesla has a $0 marketing budget. This is incredible considering the $11 Billion dollars other car companies collectively spend on marketing every year. The bigger question is, how are they making this work?

Elon Musk is in the media all the time presenting new ideas and updates on what’s happening with this brand. He goes out of his way to share his vision and has developed an audience. A real audience. This is what’s driving (no pun intended) Tesla’s brand momentum and competitors aren’t able to keep up.

Tweet

It’s uncomfortable to step into the spotlight for a lot of people, but the main takeaway here is that your leadership needs to do it to build brand momentum.

Is Tesla getting more popular? 

Undoubtedly, yes. 

Is the quality of Tesla’s brand perceived as getting better?

This one is fairly subjective, but overall I’d say yes.

I don’t know if I’ve ever seen someone complain about their Tesla. I do know people who’ve gone shopping for one of their products and personally herd them BRAG about the experience of shopping for one of their cars. They haven’t even bought anything from these guys yet and they’re already singing their praises.

Does Tesla help people make money?

Well, no.  However,  Tesla customers are obviously spending less on gas. There’s also a rumour that in the future people will be able to use them as part of a ride-sharing system. Tesla owners would get a kickback for letting people use their cars when they’re not using it. Theoretically, this product could be making people money at a later point. Though, some are a bit skeptical.  

Summary

The perceived product quality of Tesla keeps going up (minus that weird truck they released). Tesla’s CEO, Elon Musk, brings nonstop energy and ideas that the media LOVE. More importantly, the audience he’s built loves them too. The brand promise continues to grow and people are truly excited to see what they come up with next.

This brand has momentum that is breaking industry standards and shaking things up in a big way. 

What’s the real lesson here?

You don’t need to have a billion-dollar budget to start building your brand momentum, but you should be paying attention to what the big guys are up to. If you’re running a small business and looking for ways to get in front of more people, building your brand should be a top priority. Oh, and it’s free to get started.

Your brand voice is how you’re going to convey your brand personality online.

It helps to shape the way your customers feel and what they remember about your company.

As things continue to shift and grow in different directions, it’s becoming clear that online marketing channels have gone from nice to have to need to have.

In terms of branding, this means that developing strategies to support this change needs to be top priority.

If you’ve dipped your toes in marketing online, then you may have already found your footings in building your brand voice. If not, it’s time to get going.

The most enduring brands have a strong and memorable personality paired with a clear sense of purpose.

Their message is consistent everywhere they have a distinct presence. As you set out to strengthen your brand voice, you need to remember that it should be uniform and unchanging.

Sounds, er, good? What do I need to do?

You probably already know this, but you need to set up a website and fill in the basics for your brand’s social media accounts. Once all of that is ready, then it’s time to start using social to connect with new people, nurture existing clients, and convey value to your audience.

Unless you’re an e-commerce site, it’s not likely that you’ll be making sales.

If I’m not making sales, then what’s the point?!

You want your brand to be visible so that when people need a business like yours, you’ll already be top of mind.

Right now, we don’t have the opportunity to connect in person. We still gotta hustle if we want to grow. When you set out to create strategies to market your business, you need to connect with your customers in a way that ads value.

“Marketing is the art of creating genuine customer value. It is the art of helping your customer become better off. The marketer’s watchwords are quality, service, and value.”

Phil Kotler, Professor at the Kellogg School of Management

How brand voice will help you make sales

If you’ve already made a few posts, then your brand voice has begun taking shape. To give it more power, you need to define the words you want to use (or avoid), the topics you want to cover, how you want to make people feel, and how you want people to remember you.

I’m sure every single person on the planet can think of a brand on social media who they will remember forever. Here are some examples:

• Lego
• Wendy’s
• David’s Tea
• Cards against humanity

While all these brands are selling different products to very different groups, they’ve connected with audiences by using their distinct voice. They jump into people’s lives in an unexpected way with humour and creativity.

This connection is what will help you make sales.

I don’t have a budget like Apple or McDonald’s–Is this still something I can do on my own?

Absolutely. I’ll show you how.

Four exercises to find your brand voice

Exercise 1) Brain teaser

Here’s a brain teaser to help you wrap your head around how to build your brand voice: If your brand was a person, what would their relationship be with the brand’s customers?

For example:

• Is the brand someone people can rely on?
• If the brand were the person answering the phone, how would they greet people?
• If the brand was in trouble, who would they call for help?
• Is the brand someone that makes people feel inspired?
• If your brand was a proud mom, how would they show the world?
• Is the brand someone who people think of as creative?

I know it’s a bit cheesy to try and personify an inanimate object. Trust your gut and do your best to give it life.

Exercise 2) Your brand in one line

Here’s another: Write out one or two lines that will give a glimpse into who your brand is. Let’s walk through an example from a personal brand statement.

What comes to mind when you read the following:

“I’m a caffeine-fueled solopreneur on a mission to change fast-food.“

In real life, this person probably isn’t chugging coffee and sitting by themselves typing madly. However, based on the words they chose to use, we’ve started to create a picture of who they might be.

They want us to know that they’re high energy, they work alone, and they’re not afraid to tackle big goals.

Here are the results we got when we gave this exercise a try:

“250Marketing provides the guidance and support you need to build a marketing plan that works. By using proven methodology, we can show you how to deliver a message with impact and make a plan that will scale.”

Exercise 3) Who your brand isn’t

Write out ten adjectives that the brand is not. Depending on your mad-libs skills, this could take anywhere from two minutes to half an hour.

Here’s what we came up with:

• Sarcastic
• Unapproachable
• Tryhards
• Unexperienced
• Impatient
• Revolutionary
• Boring
• Pioneering
• Epic
• Polarizing

Pro Tips 🤔

Tip 1: You want to avoid clichés whenever possible. Same for buzzwords. They’re overused and won’t help you stand out from your competitors. These can be added to the list of words you want to avoid.

Tip 2: It’s okay if you can’t think of ten adjectives. Jot a couple down and move on to the next part if needed. You’ll be fine.

Exercise 4) Yes or no?

Answer the ten yes or no questions about your brand as quickly as you can. Got the timer set? Okay, go:

1. Do you swear?
2. Are you witty?
3. Do you use jargon?
4. Do you share stories?
5. Do you use analogies?
6. Do you have clearly defined values?
7. Are you funny?
8. Are you direct?
9. Are you bold with your language?
10. Do you know which brand personality you are?

Here are the results from 250Marketing:

1. Do you swear? No.
2. Are you witty? We try.
3. Do you use jargon? Not if we can help it.
4. Do you share stories? Yes, it’s a big part of marketing.
5. Do you use analogies? For sure, it helps people connect the dots.
6. Do you have clearly defined values? 💯
7. Are you funny? It depends on who you ask…
8. Are you direct? Yes, we pride ourselves on it.
9. Are you bold with your language? You have to be.
10. Do you know which brand personality you are? Yup, 250Marketing’s brand shows competence through thought leadership, experience, and our core beliefs.

Pro tips 🤔

Tip 1: Try to tell a story instead of just answering yes/no.

Tip 2: See if you can slip some brand values in there…you know you wanna.

How to define your brand voice in 3 steps

1) Step one

Defining your brand voice starts with who your audience is and who you are as a company.

Spend 30 mins checking the social profiles of real customers and find out what brands they follow. Think about the terms they’re using and how you can use this to build rapport.

If you don’t have customers yet, check out profiles of people who you think would be ideal customers to have.

2) Step two

Next, pick 30-50 adjectives that you want to use when defining your brand. For me, that’s way too many to think of on my own, so you can cheat and work from this list (there are other goodies there too).

Write down the top three that resonate with you the most.

3) Step three

Define your core values. Here’s an example of a company who’s got it down.

Recap:

1. Research your audience
2. Find adjectives that align with your brand
3. Define your core values

If you’ve worked through the first 4 exercises above, done a bit of soul-searching for brand adjectives, and spent time researching what jives with your customer base, then you should have a rough vision of what you’re going for.

Next, it’s time to give your brand voice shape by defining how you want to sound.

Define how you want your brand to sound

The message you want to deliver will have a different tone for different circumstances, but the voice you use should stay steady and distinct.

When defining your brand voice, ask yourself these four questions:

• As a brand, are you funny or serious?
• Do you want people to think of your brand as enthusiastic or more matter-of-fact?
• Is your brand respectful/reserved or maybe a bit cheeky? 🙊
• Do you write in a way that’s formal or casual?

Top performing brands tend to err on the side of being both casual and enthusiastic. Realistically, we know that not everyone is funny.

While it’s risky to be cheeky, this has paid off in surprising ways for large companies (judging by Wendy’s twitter account).

There’s no wrong choice here, but you need to pick a direction to steer the ship. Use these answers as your compass.

Who are brands that you admire?

If there’s a brand (or celebrity) that you admire, what is it about them that you like? Again, this question will help you to personify what you’re trying to achieve.

You might not have the marketing budget to be them, but you can still pay attention to what’s working for them and try to replicate it in a way that works for you.

Who needs to understand your brand voice?

If you’re a one-man operation then it’s okay if all of this information lives in a scribbled notebook.

But, if you’re building a team or are looking to hire creatives to help grow your business, then you need a way to share this info. Type it out and start building guidelines.

You’ll thank yourself later.

Summary

By keeping consistent branding throughout all of your marketing, your audience will get a better sense of who you are and will be more likely to remember how you can help them. Your brand voice is what will help you achieve this.

Remember, tou’re building something bigger than you might realize. 😉

The best example of brand equity is Apple. They have such strong following of loyal fans and distinct product lines that their price point doesn’t really matter compared to others in their market. People keep buying from them. 💰

Brand equity is a framework for understanding the power of consumer’s emotions in relation to your positioning. Said differently, it’s about how customers feel about you and what is that worth to your business? Do they tell their friends to book an appointment with you ASAP or to avoid you like the plague?

Here’s a direct quote I heard from someone talking about their first experience with Apple:

“I paid $4,000 for a computer and was able to use it right out of the box. No other devices were able to do that. I’ve bought Apple ever since.“

You can’t pay people for this level of marketing. They’ve tried.

Achieving positive brand equity is half the battle. Maintaining it is the other half. One bad move, like a poorly written email or thoughtless tweet, can erase years of work building positive brand equity.

So, how do we pull this off?

To build brand equity you need to show people you’re listening. Don’t just use fancy terms people like to hear, instead share what you know (your expertise), and find ways to connect with people on an emotional level. This will get them talking.

That sounds kinda, er, fluffy. What’s the first step?

The first step to building brand equity is to establish who you are by creating awareness (old school marketing guys might call this salience). Think about your customers and the different decisions they go through before making a purchase. Here are some questions to kick things off:

1️⃣ What ‎decisions do customers go through when they choose your product?
2️⃣ How are they classifying your product or brand?
3️⃣ How well does your brand stand out at key stages of this process?

You might find that there are gaps and areas where you need to change things up. For example, if people know what you sell but they don’t really understand how that can help them, then you likely need to change your messaging so that this ‘clicks‘ earlier in the buying process.

Okay, makes sense. What’s the second step?

Once people know who you are, then the next logical step is that they’ll want to know more about you. Is your brand reliable? Do you provide a good service? Does the product give people good value? Do your brand values align with the people buying from you?

There are two building blocks involved in this step:
1️⃣ What your brand means
2️⃣ What your brand stands for

If your brand does what it says it’s going to do, then it’s performing in a way that people will love and trust. If you can pair that with some heavy-hitting values that pull at people’s heartstrings, then you’ve gotten your customer base to (a) become aware of you and (b) like your vibe.

Who’s doing this well?

• TOMS shoes
• Burt’s Bees
• The US military (not joking)

Now you’ve got ’em swiping right. What’s next?

Customers respond to a brand in relation to how it makes them feel. Feelings are trickier to manage because they’re subjective. To understand how customers feel about your brand, ask yourself the following questions:

• How well does your marketing strategy communicate your brand’s relevance to people’s needs?
• How does your product or brand compare with those of your competitors?
• How can you enhance your brand’s credibility in the eyes of your customers?

When you start to get an idea of how your brand makes people feel, then you can hone in on what can you do to improve the way it’s perceived. Companies need to address this and build positive feelings to complete this level of the game.

At this stage, you might consider getting your company certified by the Better Business Bureau. Or, if that’s too bureaucratic for your liking, you could get a different industry cert. This will impact how people respond to your brand.

The last step is the most challenging. Here’s why:

In the final step of building brand equity, you’re trying to get people to become your super fan.

Getting people to know who you are, what you offer, and how you made them feel was a lot of work. There’s still one more step–it’s brand loyalty.

If we were to wrap this into a Tinder analogy, this would be the part in the relationship where they opt to keep dating you (instead of ghosting after three dates). You’re building a relationship.

You want people to feel:

1. Loyal
2. Attached
3. Engaged

These people are likely going to be the ones who buy from you more than once. They’re the ones who refer their friends. They like, comment, and share everything.

Who are the brands who have managed to pull this off?

• Kleenex & Bandaid have developed such strong brand equity that people now use their brand names in lieu of the product name.
• Harley Davidson & Disney sell more than just products and experiences. Even though they’re both incredibly different, they’ve both built very distinct communities that people openly endorse among their friends and family.

If you can grow the brand equity of your business, that means you will be less vulnerable to competitive marketing and price changes.

Pretty awesome, right?

Brand personality is what makes us relate to a company and choose to buy a product from them, rather than their competitors. I know, I know…I’ve been hugely focused on branding and examples of how companies should be doing it. That’s because it’s important for your business if you want it to grow.

What is brand personality?

It’s a unique something-something that brings your company to life in the eyes (and hearts) of your customers. It makes it easier for you to create relationships and memories, rather than just having people buy stuff.

Huh, why is that important?

It’s important because it’s the driving force behind your brand experience. This is something you have that your competitors don’t. It’s not something you can buy or easily replicate. More importantly, it’s part of what will help you generate repeat business.

Interesting stuff. How do does it work?

For brand personality to work, it needs to be memorable, and generate positive associations for your company, product, or service.

Have you ever watched a commercial and felt embarrassingly emotional?

Think of how you felt when you saw small kids playing their grandparents during that cookie commercial. Or, think of that time you needed to get a Kleenex and were pretending it was allergy season, but really it was just a Hallmark commercial.

That unexpected emotion is brand personality working its magic on you.

It doesn’t always have to be sappy stuff. Brand personality could be something that makes you laugh, feel surprised, or makes you want to pay a higher price for perceived quality. 😳 

Once you’ve been around for a little while and have a better understanding of who you’re selling to, you will start to see what has more of an impact on your customer base. This isn’t as easy for newer companies, but there are still lots of ways they can incorporate branding into their marketing tactics.

Generally speaking, there are five types of brand personalities. I’ve outlined what they are and the words associated with each of them below:

1. Excitement — trendy, modern, imagination, energized
2. Sincerity — wholesome, sentimental, family-oriented
3. Ruggedness — rough around the edges and a bit daring
4. Competence — reliable, technical, confident
5. Sophistication — snooty, elegant and ‘that fancy stuff’

Let’s talk about excitement. Who’s doing this well?

It’s Coka-cola.

People LOVE when their new commercials come out. They create collections of their merchandise. They save it, they trade, they cherish it.

Coca-Cola’s brand is strongly associated with happiness and excitement. People buy Coke for the experience rather than the taste. People love seeing this brand and buying from them. Lots of others make similar products, but no one else has created the level of brand personality that Coke has.

Their competitor’s marketing doesn’t get the same reaction because they haven’t nailed brand personality the same way.

Let’s talk about sincerity. Who’s doing this well?

It’s Hallmark.

They’re both wholesome and sentimental. When you see their products, you think of family events and sweet moments with the people you love. Some people have built their own family traditions around the experience Hallmark products provide.

Let’s dive into ruggedness. Who’s doing this well?

Remember that energy drink that gives you wings?

Redbull is more than just a can of caffeine and heart palpitations. This brand knows its audience loves pushing things to the limits. They are happy to sponsor extreme sports and commit to quirky taglines. They know what their customers like and are totally okay with colouring outside the lines when they need to.

Let’s talk about competence. Who’s doing this well?

Tech companies are usually among those that are going for this type of brand personality. 250marketing’s brand shows competence through thought leadership, experience, and core beliefs.

Finally, there’s sophistication.

The marketing nerd in me likes to analyze companies who are chasing after a sophisticated brand personality. That’s because when they’re able to achieve this in the eyes of their customers, they’re able to command top dollar for their products. Brands that come to mind include COACH, Dior, and Hermès.

There will come a point where someone directly asks you why your business is the best option. Full stop. You need to have a clear answer ready that will make it an easy choice for them. When someone asks what makes your brand different, what they really want to know is why they should choose your product or service instead of that other guy (i.e. your competitor).
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🤔 Is it your price? ⁠⠀
🤔 Is it your promise? ⁠⠀
🤔 Is it you? ⁠⠀
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(We’re drifting into the realm of sales-marketing territory.)⁠⠀
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If you’ve done the work and positioned yourself to stand out (in a good way) that will translate into more business. When you set out to make business goals, you’re aiming to achieve three things: ⁠⠀
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1️⃣ Building your audience ⁠⠀
2️⃣ Attracting more clients ⁠⠀
3️⃣ Convincing people of your value⁠⠀
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Easy to say, tough to do. ⁠⠀
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Every entrepreneur needs to create a personal brand. Every business needs to build its brand. You can (and should) do both at the same time. ⁠
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How? ⁠⠀
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✔️ Be consistent — The main goal is to get people to remember you. ⁠
✔️ Be prepared to share — Share info that will help others.
✔️ Be open — Tell your story so that people remember & respond.⁠⠀
✔️ Keep going.

It’s okay if you’re not perfect. That’s not the point. The point is to get going and pay attention to what’s working along the way.

What makes 250marketing different?

When you work with 250marketing, you’re not going to get a 60-page strategy doc that leaves you feeling confused (and desperate). Instead, you’ll understand how to build a marketing foundation that will ensure you grow. Your business will benefit because people will understand who you are, what you offer, and why they should buy from you.

Effective brand strategies are how you’re going to grow your business. 🌱 Brand power is what’s going to get you there. 🎯⁠⠀
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Colours, fonts, and logos are a place to start, but it’s not what’s going to build a memorable experience for your customers. Brand power 💪 is what’s going to do that. ⁠⠀
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What is brand power? ⁠⠀
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It’s the ability of a brand to attract a share of its particular market. ⁠⠀
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Why is that important?

Attracting market share sounds like something undefined and a bit elusive. It’s not. Strong brand power is important because it will help you achieve two main things: ⁠⠀
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1️⃣ Supports your pricing⁠⠀
2️⃣ Keeps the focus on product quality ⁠⠀
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Once you’re able to wield true brand power, you won’t have to worry about being the cheapest option. Your competitor won’t be able to undercut you because your customers will see your offering as the best solution.
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That sounds kickass. How does that work? ⁠⠀
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It’s a bit like an economic moat. Imagine there’s an invisible stream of water surrounding your company and protecting 🛡 it from competitors. It’s a distinct advantage. It’s hard to mimic. It protects your profitability.💰 It’s a barrier you want to have. ⁠⠀

How do you start building power for your brand?

This is about the key qualities your brand has and the purpose behind why you exist. Grab a pen and paper, then do your best to write out the following:

• Who you are
• What you offer
• Why people should care

Take a beat and really think about the voice you want to use. This is an opportunity to communicate on a human level, making a direct emotional connection with your consumers. Use that.

Why should you make this a priority today?

Either you’re building this barrier on purpose OR you’re hoping it happens on its own. It’s a little risky to sit back and wait. You don’t always get what you wish for, you get what you work for.

It sounds like it’s time to make this whole ‘brand power’ thingy a priority to me. ⁠🤔

One of the best examples of a brand community today has been created by Sephora. They’re a make-up and cosmetic company that caters primarily to women (though, that’s evolving). To help connect with their customer base, they took an old idea and revamped it into something new.

They help customers feel connected through a well-organized forum called beauty talk.

The crazy part? It took off.

Sephora customers were given an outlet where they could connect, ask questions, and talk about new products. From a business perspective, this enabled their marketing team to closely observe what was happening. They could keep tabs on trends, problems, and anything that was gaining interest. Sephora was able to understand what their customers really cared about just by paying attention and actively listening to what they were saying.

They could then take that information and use it to speak to any recurring pain points. The benefits of having this information are huge. Companies are enabled to get ahead of any upcoming problems that might be brewing. It helps you prove you’re both reliable and trustworthy. It keeps people coming back.

Here’s a quick recap of the benefits:

💸 Reduced customer support costs;⠀
💸 Increased exposure and credibility;
💸 heightened engagement;
💸 Boosts customer retention.

It’s really hard to get your first customer, but if you can get them coming back, then that’s where you start to see big gains. Having a brand community enables you to connect with the people who trust you enough to buy from you. It’s your own stage where you get to showcase your knowledge and value.

Building this is an investment of time that will pay you dividends over and over again.

When you have a real community, you have the opportunity to really listen. You get to take your customers by the hand and personally walk them through the sales funnel. It’s like you’re selling without selling!

Sounds good, right? So, how do you do it? ⠀

There are people you know in your personal life that are cheering for you and your business. Maybe that’s your mom, your dog, or your boyfriend. Your employees, contractors, and even your accountant are among some of the groups who might already be your top fans. Whoever they are, invite them to be part of your brand community.

Here’s a (very) quick start guide:

✌️Start internally with your team (and supports that you’ve hired);
✌️ Show up on social ready to answer questions, challenge norms, and provide value;
✌️Embrace a social cause that extends customer impact.

Be ready to offer your customers help when they ask for it, but you also need to use your voice. You want to share a message that will resonate and be remembered. Your brand community is where you can share your beliefs (this sounds riskier than it is) and rally around causes that are important to the group you’ve built.

What are some tactics to make this happen?
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✔️ Reply to comments & questions quickly and accurately;
✔️ Tag your customers & fans in videos;
✔️ Got a group that’s driven by a social cause? Make a donation for every sale.

This doesn’t have to be a huge production. Start by setting up your social channels and get mapping out the first few posts. Think about who’s already part of your fan club. Invite them to like, comment, and share your page.