What is a brand advocate?

A brand advocate refers specifically to customers who actively promote and recommend the store’s products and services to others. This advocacy is usually based on their positive experiences and satisfaction with the brand, leading them to share their enthusiasm with friends, family, or through social media. Such recommendations can significantly influence potential customers and enhance the brand's reputation, making brand advocates a vital asset in the retail arena.

This concept is distinct from the idea of employees promoting their workplace, which typically falls under employee advocacy. While employees can also be brand advocates, in this context, it's the customers and their genuine endorsements that define a brand advocate. Competitors in the market do not count as advocates since they are more likely to be critical of each other rather than supportive. Investors focus on the business's financial health and performance rather than directly advocating for its products or services. Therefore, the emphasis on customers actively recommending the products captures the essence of brand advocacy accurately.