What’s better than Return On Investment when it comes to content & community building?

Return On ‘Involvement’.

It’s the sweet spot where Advocacy lives, and the household-name brands know it.

Consider this your guide to getting stuck in – to growing personal, niche, and brand communities through the power of true, caring connection.

This week, welcome Author, TEDx Speaker, LinkedIn Top Voice & Creative Consultant, Jo Bird, to the podcast. Her years building iconic brand identities (ex-Lounge, ex-Gymshark) alongside her own make her expertly placed to advise you here, in conversation with Verity.

By now, it's a fact that the brands that win involve their audiences in their journey. The next frontier of engagement marketing will be co-creating with your community, to tell your brand story.

Turn this episode on and up to learn how to…

• Relinquish Control to Creators – Cautiously: Collaborating with creators of all sizes is key to spreading digital word-of-mouth and Advocacy. Jo warns against blindly handing over control, though. Brands need to be mindful of their intention and ensure creators align with their brand's ‘friendship group’, so to speak. Otherwise, you could quickly have the wrong person Advocating for you. The right creators can become invaluable Brand Advocates, but the relationship must be carefully curated.

• Not Just Follow Trends, But Set Them: Brands that excel don’t just follow trends – they’re creating them. Experimentation is key here, and taking inspiration from successful brands like Gymshark and Duolingo can help shape a unique strategy. In 2025, this will look like prioritizing co-creation, personal brands, TikTok Lives, and embracing content that fosters a conversational, involved community.

• Prioritize Advocating With Your Brand, Not For It: A brand must have a clear point of view, and share in it authentically with their community. Asking brand fans to Advocate for your brand, instead of with your brand, is a common mistake. Younger audiences expect brands to take a stance on issues, while allowing them to join in the movements made together. Advocacy is a long-term plan; the only one that ensures brand survival for the next 10-20 years, according to Jo herself.

Listen. Learn. Take your brand strategy (personal or commercial) to the next level.

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