Building a brand around the modern fan

What does it mean to be a fan in today’s modern world and how does that impact the way brands occupy the hearts and minds of modern fans??

Introduction

Maybe like me, you’ve noticed the rise of fan culture seeping into your everyday life. No longer confined to comic conventions or niche online forums, it's your friends joining cult-like run groups, photos of Taylor Swift fans on your social media feed, and rowdy pubs filled with Euro’s obsessed fans. Which got me thinking about the ways brands are successfully (or unsuccessfully) occupying the heart and minds of modern fans.?

• Are brands aware of the commercial and cultural value of the modern fan?
• Are brands aware of who their fans are and the broad spectrum of fans they have??
• What are brands doing to attract, inspire and engage modern fans??

Particularly within sports and entertainment, modern fans are a movement, expanding from isolated and niche communities, redefining the cultural landscape. Investing more time and money than ever before, modern fans are rewriting the narrative around modern culture, from using AI to rewrite the endings of classic films to the rise of fashion within football. Failing to acknowledge the power modern fans possess, brands risk losing cultural relevance and stalling innovation and growth - much like Nike’s misstep with the boom in running clubs.?

This article looks broadly at the modern fandom from enthusiasts to fanatics outlining 3 ways brands should be proactively engaging with today's diverse and dynamic fan.

Three ways brands can be proactive in engaging the modern fan?

1. Stand for something (and the right fans will stand by you)

For modern fans, supporting their favourite idol or team isn’t about how much money they spend, but about strengthening their self-identity and finding a community of like-minded individuals.?

Brands' recognition and appreciation of fans is a factor contributing to the increasing confidence fans have to express and engage with their ‘fan-self’. The Premier League’s Fan Engagement Standard is a prime example, enforcing league-wide measures to ensure all clubs engage meaningfully with their supporters. More importantly, it is also a statement to the way supporters can engage with their clubs, setting the boundary for what clubs stand for and what behaviours they do not tolerate.?

Brands need to be bold and clear in what they stand for and how it is different. For Gymshark, it’s about showing that they are just as obsessed with the gym as their fans are. For K-pop bands, it’s about celebrating unique personalities showing fans that there is someone for everyone. For Rapha, it’s about acknowledging that “the ride is many things to many people, but it’s never just a ride”. For sports teams like Angel City it’s about “building the fiercest, most inclusive community in world football” and for and Como 1907, it’s about establishing themselves as a “premier destination for soccer tourism.”

Ultimately for brands, it’s about creating an inclusive space that is true to who they stand with and what they stand for, and a differentiated space that evokes emotion and signals to the brand’s ambition.

2. Narrow the gap between your fans and your world

With the rise of social media, being a ‘fan’ can require as little effort as liking a photo or following an account. And, with the increase in collaborations, bridging unlikely passion points (donuts and running trainers, banking and sausage rolls, football and fashion), the number of entry points to acquiring a fan status has gone up too. No longer limited by geography, cost, or language barriers, fans can engage with their idols, brands, or sports teams at any time, or place.?

This accessibility creates a spectrum of fans from casual to die-hard, with varying levels of time, needs and spend. Think of Taylor Swift fans who range from those willing to spend <$100, versus superfans who are 3x more likely to spend >$5000 on her concerts alone.

To win the love and support of the modern fan, brands must seek to segment and understand the different entry points, behaviours and motivations of their diverse and multi-tier fans. And in doing so, create tailored low barrier-to-entry opportunities that give fans obvious and easy ways to become a fan - all tied together by an overarching strategy. Examples of this approach include MLS’ increasingly broad incentives like flexible season tickets to appeal to families, students, and general sports fans. Or streaming service ESPN leveraging the rising popularity of betting and fantasy sports amongst younger fans to launch ESPN Bet, a gambling venture in partnership with casino operator - Penn Entertainment.

3. Create spaces for your brand to flex and your fans to takeover

Enabled by the growth of fan-driven platforms like YouTube and podcasts, and an influx of more diverse content, modern fans are not only consuming more digital content, but are actively creating it too.?

From using AI to modernise classic film endings to rewriting fan behaviours seen in football and fashion. Or more than 250,000 fan uploads of covers, remixes, dances, interpretations related to the iconic Drake and Lamar rap battle. Modern fans are revolutionising modern culture, evolving well-loved films, game shows, sport conventions, and generating their own franchises and fandoms.?

With the risk of brands trailing behind or falling out of touch, brands need to create authentic channels to maintain good brand presence whilst celebrating these evolving narratives and behaviours. Through campaigns like ‘Shot on iPhone’, Apple spotlights photos taken by their customers whilst baking in their brand presence. Through owned social media channels, Twitch uses their Instagram as a platform to showcase trending user generated content. And through sub-brands like .Swoosh, and platforms like Barca Vision, these brands have created separate domains for their global fans to shape and own the future of sport through emerging technologies.

What to take away

The modern fan is global, unique, passionate, active, and creative. At the forefront of contemporary culture, creating their own IPs, franchises and fandoms, modern fans offer brands a unique opportunity to connect with a younger, more engaged audience.

Taking the 3 ways brands need to engage the modern fan, here are the questions I would be asking relating to the proposition, brand experience and go-to-market strategy:?

1. Whilst it is significantly easier to become a modern fan, the spectrum of fans' needs, behaviours and motivations have significantly diversified. So how well do you know your fans and where they come from? And what are you doing to remove barriers to entry and increase opportunities to take over??
2. Being a modern fan is more about community and self-identity than materialistic goals. So what do you stand for that makes you different? And how does what you stand for align with your fans currently??
3. Modern fans are at the forefront of modern culture, rewriting what it means to be part of that fandom. So what brand flexibility do you have to authentically celebrate and demonstrate your brand presence in modern culture??

For brands to build their brand around the modern fan, we at ZAG believe it requires addressing the customer proposition, brand experience and go-to-market strategy. Creating a unique and ownable proposition that comes to life in the look and feel of the brand, whilst attracting and converting as many fans as possible.?

To learn more about building distinct yet valuable relationships with modern fans, get in touch at [email protected].

About the Author

Kristie To is an Associate Strategist with a rich background in developing compelling narratives for a diverse range of clients, from financial services to entertainment. She is dedicated to helping businesses of all sizes discover and define their unique value proposition, bringing their brand ‘essence’ to life. Outside of work, she is an avid Ultimate Frisbee player, competing at an international level.