5 WAYS TO

to Build Brand Fandom

Beyond mere loyalty, fandom represents deep emotional connection and becoming part of a community. As humans, we seek connection, aligning ourselves with the like-minded. Like Apple over Android - we pick a side and they become ‘our team’.

Let’s face it: The brands that truly break through don’t just sell stuff—they shape culture. They set trends, spark movements, and build tribes of loyal fans. But how do you take a brand from product pusher to cultural player?  As a creative studio leading brands into culture with confidence, we have 5 ways to get you started.

Stand for Something (Even if it feels scary)

In a world where social movements are the norm, brands that take a stand get noticed. We want brands that back causes we believe in. But sticking our necks out as brands, or as a brand agency, can feel scary. Lush has campaigned on wide issues from banning mink farms to unfair trial at Guantanamo. It’s strong purpose, bold personality and distinctive brand all leverage invaluable word of mouth from devoted fans who then share its ethical values and actively participate in campaigning efforts, contributing to its billion-dollar revenues.

Clearly articulate what your brand stands for and ensure its values are shared by your community. How can you can tap into this shared ideal to create fandom?

Bottom line? Be authentic. Whether it’s sustainability, inclusivity, or shaking up the status quo—stand for something real. Customers buy into that vision—and keep coming back for more.

Build Your Fandom

Who are your fans? Scratch that—who are your super-fans? Brands that build fandom don’t just sell—they create a lifestyle. Think Apple. It’s not just tech—it’s a cult. From sleek designs to epic launch events, Apple’s followers aren’t just customers, they’re evangelists.

Want to build a fandom? Know who you are, who you’re for, and why you exist—beyond just selling products. Create experiences that make your fans feel like they’re part of something bigger.

Tap into Pop Culture 

To become a cultural icon, you’ve got to stay in sync with what’s hot. Music, sport, gaming, fashion, memes - you name it. Brands that get this right don’t just follow trends; they ride them to relevance. 

Engage with cultural trends and passions that matter to your community. Be where your customers are in culture, like Pringles or Pizza Hut showing up in gaming. How is your brand not just a product but a part of the cultural conversation?

Look at Pepsi. Their collab with BTS didn’t just sell liquid—it connected the brand with one of the most dedicated fanbases on the planet. Or how about Adidas? Teaming up with Kanye and Rihanna helped them tap into streetwear and pop culture gold. As a creative ad agency it’s important we take an interest in who and what’s hot right now (please, no more Charlie XCS Brat Summer posts!)

Create Shareable Moments

Virality might be unpredictable, but that doesn’t mean you can’t create buzz-worthy moments. Brands that go viral don’t just create ads—they create moments that everyone wants to talk about and share. That’s how you stay part of the cultural conversation.

Want in? Even if you’re a small agency or brand, get going with good social listening, spot trends before they peak, and think outside the box. Bring 5 trends bubbling through (petfluencers anyone?) to your next team meeting and see what you can do.

Be Adaptable and Agile

Here’s the kicker: To stay culturally relevant, you’ve got to be flexible. Culture shifts fast, and if you’re not on top of trends, you’ll get left behind. Brands that thrive adapt, experiment, and aren’t afraid to pivot. Don’t cling to the past.

This is where being an independent agency born in a new era can be a benefit, we can bring fresh approaches, consider alternate sources of data and keep our eyes open for what’s coming up next.

Remember, virality isn’t always planned, but being ready to capitalise on moments is essential. 

Conclusion: Start a Movement, Not Just a Brand

Brands that become cultural phenomena do more than push products—they lead movements. They spark emotion, build tribes, and tie themselves to the pulse of society. So if you want your brand to be more than just a name, it’s time to think bigger. Or you’re an agency person, think like a culture agency not just an ad agency.

In short: Don’t just sell. Start a movement.

Hannah Hattie Matthews

Co-Founder and CEO, Uncharted

Uncharted is a creative studio built for the future. We guide brands into culture with confidence. As a brand agency founded by three award-winning advertising industry leaders and innovators, we’ve put AI at the heart of the agency, using the best technology (from data and insight, research, creative testing and iteration) to give our creative ideas real cultural power and to give our clients more certainty of highly effective advertising. As a female-founded agency, we have gathered a diverse team of makers and thinkers because we believe that diverse talent delivers more creative and impactful work. Our ambition is to become an independent agency who is making a difference to our sector and the wider world.

Uncharted is a creative studio built for the future. We guide brands into culture with confidence. As a brand agency founded by three award-winning advertising industry leaders and innovators, we’ve put AI at the heart of the agency, using the best technology (from data and insight, research, creative testing and iteration) to give our creative ideas real cultural power and to give our clients more certainty of highly effective advertising. As a female founded creative agency, we have gathered a diverse team of makers and thinkers because we believe that diverse talent delivers more creative and impactful work. Our aim is that this will make us one of the best ad agencies in London and an independent agency who is making a difference to our sector and the wider world.