Hint: It’s not about the org chart.
Some of the most powerful brand advocates I’ve ever trained weren’t executives. They were individual contributors, mid-level managers, or specialists buried deep in the org chart — but they had the it factor.
Because true brand advocacy isn’t about job titles. It’s about behaviour.
The people you want representing your brand online are already showing you they can — and should. You just need to know what to look for.
Here’s your brand behaviour cheat sheet:
1. They can take feedback without ego.
You need people who treat personal brand coaching like pro athletes treat film reviews. No defensiveness. Just a desire to get better.
2. They simplify.
They don’t try to “sound smart.” They make things make sense. They know that simplicity scales.
3. They have a clear voice.
You know how some people speak and the whole room leans in? That. They like to start dialogues, not deliver monologues.
4. They’re curious.
Annoyingly so, sometimes. They ask the questions leadership skips over. The ones that unlock way better answers.
5. They value relationships, not reach.
They’re not chasing likes. They’re investing in long-term credibility. Quietly building equity with their network.
6. They create pull, not push.
You don’t have to force them to post. People want to hear what they think. Their ideas attract without the corporate megaphone.
7. They’re already the go-to.
Others come to them for perspective, not promotion. They’re trusted, not performative.
8. They challenge respectfully.
They don’t play safe. They stretch internal thinking without torching internal bridges.
9. They write in drafts, not declarations.
They don’t posture. They share ideas in progress. It’s more human, more honest and more engaging.
10. They are comfortable with vulnerability. They don’t just share the polished wins. They’re open about failures, false starts, and what they learned along the way. That’s what builds real connection and credibility.
So if you’re building a brand advocacy program, look beyond the leadership team. Start spotting these behaviours across the business.
Because when advocacy becomes behavioural — not hierarchical — that’s when your brand starts to breathe.
Want help training your internal advocates? I do this with global teams every week.
Let’s talk.
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