When we say the word “superfan,” what picture pops into your mind? Do you envision a passionate sports enthusiast clothed in their team’s colors, screaming encouragement from the first row in an arena? Or do you think of some fun cosplay—a comic junkie bedecked in a Spiderman or Wonder Woman costume, standing in line for an autograph at Comic-Con?

Sure, it’s easy to think of both individuals as superfans whose love for a sport, hobby, or some other endeavor goes well beyond loyalty alone, toeing the line with obsession. However, did you know that it’s possible for your professional services business also to turn your customers into superfans, making them your brand’s most devoted advocates?

It’s true!

In this blog, the branding and marketing experts at YGL Enterprises will discuss what makes a superfan and how to cultivate this vital group of committed supporters for your business.

What is a Brand Superfan?

Let’s begin with a definition. A brand superfan is someone who offers unaided and unprompted backing for your business’s brand.  They are your true fan, perfectly comfortable telling others about your product or service, tirelessly recommending you, and wholly invested in your long-term success. A superfan is your brand’s top-tier customer base, and they don’t simply love what you do but how you do it.

A superfan believes in you as well as the value of what you are offering. They will stand next to you come hell or high water.

Why Professional Service Businesses Need Superfans

Now, while there’s no denying that your business needs superfans, there is also a stark reality. Namely, too many professional services businesses neglect to focus on cultivating their customers—and because of this, they miss out on an important opportunity that could significantly grow brand awareness, enhance the company’s reputation, and generate sizeable revenue.

In today’s competitive market, it is getting consistently harder to reach a targeted audience and equally challenging to connect with the prospects who say they want to hear from your businesses via social media, B2B networking, email marketing, and other platforms.


Because technology and supporting algorithms are constantly changing and evolving, and people are stretched increasingly thin and have short attention spans. Well, A superfan helps cut through the clutter and provides others with valuable insights about their customer experience. Think of a superfan as an insurance policy that you can rely on during the peaks and valleys that all businesses face.  And they will help ensure you have more ups than you do downs.

How to Cultivate Superfans

Now that you have learned why it is so important to have superfans, the next step is to discover how you cultivate these people and bring them into your brand’s fold. Indeed, it takes time, strategy, and a concerted effort across your enterprise. Fortunately for you, the team at YGL Enterprises has some tips on how to create hyper-engaged brand superfans.

  • Identify current company superfans. To do this, you must know what to look for to accomplish this goal. Use social media monitoring software and Google alerts to keep an eye out for company mentions online as well as the products and services you provide. Here is a handy list of some tools you might want to check out. When using a monitoring tool, you may uncover a few individuals who consistently mention your brand and heap on positive praise. This is your superfan. Make sure you communicate with them to let them know how much you appreciate their support.
  • Redefine your approach to customer service. Go the extra mile and show your customers you genuinely care. Offer them personalized service and attention that goes way beyond your billed fee. Make your company’s mission centered on humanized service that focuses less on a transaction and more on becoming your customer’s trusted partner and counselor. Your customers want to know that you recognize they are unique and have short- and long-term needs and goals. Don’t be a one-hit-wonder.
  • Look to exceed your industry’s expectations. Mediocrity, unfortunately, is an all too familiar business norm. Therefore, break free and set your business apart. Empower your employees and give them the resources that make your company the clear leader in service, support, and overall experience. Create and champion an internal culture that is effectively conveyed to the outside world, no matter if it is with a customer, referral partner, vendor, or any other group. Go beyond simply raising awareness about your brand, but instead drive a strategy that makes your company the brand of choice within your industry and market.
  • Don’t be afraid of starting conversations with your brand community. Whether this is on social media, via virtual events offered to select customers or groups, or through intimate in-person affairs, inviting your engaged audience members into an inner circle and getting to know them personally is a magic bullet. Ask open-ended questions, engage in your blog or on your social media’s comment sections, listen to responses, and respond. Show that you are just as passionate and committed to listening to them, that you care about their response, and that there is a human behind your brand.

A personal anecdote that we would like to share relates to one of our law firm clients: in the early stages of the rebranding process, we suggested that the attorneys identify a handful of dedicated clients who would be willing to provide input about the proposed name change. Not only did the clients feel “honored” to be part of the rebranding process, but they also offered helpful insights and provided several fantastic client testimonials. It was a total win-win!

Activate Your Superfans

Superfans are more than just great customers; they are your evangelists. They want to share your brand with the world. So, to start activating your superfans, begin interacting, always be listening, create a sense of community, reward loyalty, and provide unmatched customer service.  Implementing these strategies will allow you to develop a base of superfans who will become your committed champions today, tomorrow, and in the future.

For more information about how YGL Enterprises can help you develop a brand building and marketing strategy that grows and sustains superfans, reach out to our team today. We are eager to consult with your professional services organization.

Yvonne Levine, Charlotte NC-based Marketing Consultant Provider of strategic marketing solutions and brand management.Yvonne Levine, president of YGL Enterprises, Inc., is a strategic marketing consultant who collaborates with professional services and small and mid-sized businesses to develop and execute successful marketing strategies, branding initiatives, content creation, and digital marketing plans. By helping businesses devise a targeted strategy first, this approach creates a strong foundation for tactical decisions, which drives brand awareness and positive results. Follow Yvonne on LinkedIn and Facebook.