The 12th Man Brand

First, can we pause for a moment? Eight sacks on Jayden—and we still pulled off the win? Miracles do happen. #HTTR 🏈

Now, let’s talk about a concept I’m usually wary of pairing: loyalty and brand. Why? Because people are fickle. One day it’s pumpkin spice everything; the next, it’s oat milk matcha lattes.

But there is one domain where brand loyalty feels as enduring as those stadium beers: sports. Yes, where fair-weather fans are drowned out by die-hards bleeding [insert team colors here].

What Makes Sports the Hall of Fame of Brand Loyalty?

This week, I asked a friend, “Who’s your team playing?” Her answer? “I’m playing the…”

Note the use of I. Not "we," not "they’re." I. As if she were strapping on the helmet herself. Cue the 12th “man.”

This deep-seated allegiance isn’t built on logic—it’s built on emotion, identity, and a little bit of "it’s us against the world" vibes. And guess what? Businesses can absolutely tap into that energy.

Game Plan for Your Brand Loyalty Playbook:

1. Create a Shared Identity
   Build a community where your audience feels like they’re part of something bigger. Think of those branded hashtags, insider newsletters, or exclusive clubs that give customers a front-row seat.
2. Spark Rituals
   Whether it’s a unique packaging experience, a go-to playlist, or your annual Black Friday promo, rituals build emotional stickiness. People love a good tradition. (In the B2B world, this could be an annual data-rich research report, an unexpected practical swag gift, exclusive beta access to a product...you get the idea!)
3. Be There for the Wins (and Losses)
   Sports fans stick around through losing seasons. Why? Authenticity. If your brand shows up for the tough times (hello, stellar customer support), you’ll earn trust—and maybe even love.

Final Whistle:

Even if you’re not running a brand campaign explicitly (because we know you’re avoiding the revenue attribution hot seat), every action you take is part of your brand story. Make sure those actions are scoring points, not penalties.

P.S. Ever been to the 5th quarter? It’s a real thing—and ridiculously fun when you win. 😁

P.P.S. Got a brand loyalty moment worth sharing? Slide into the comments or tag me @piscestls. Let’s hash it out like a good old rivalry game.