With so many celebrity-owned brands flooding the market, it’s tough to know what’s actually worth your hard-earned money. The best brands, however, are those where the product and founder fit so perfectly that even if the founder were to exit, the brand could stand strong on its own. One brand that nails this product-to-founder fit is Emma Chamberlain’s Chamberlain Coffee. Emma Chamberlain isn’t just a YouTube star, she has mastered turning things she’s passionate about into massive success. In the early days of her vlogs where she’d throw on a hoodie, make iced coffee, and chat with her audience like they were in her living room is what made people trust her and ultimately trust her brand. It’s not about the product itself, but the story behind it. 

Emma built a community by being her raw and authentic self. She took her love for iced coffee, turned into a brand that is and was so on-brand. And that’s the biggest takeaway for us entrepreneurs: if you build your business on something you’re genuinely passionate about, people will feel that energy, and they’ll want to be part of it. There’s more to building successful brands with celebrities with large fanbases that generate loyalty to the brand.

Now, let’s not forget the real reason people are coming back for more: the coffee is GOOD. Yes, Emma’s relatability and vibe got people in the door, but they stay because the product delivers. She could’ve easily slapped her name on the product and called it a day. But Chamberlain Coffee has cute branding and she offers premium quality coffee and matcha. Emma’s loyal fanbase wasn’t going to stick around if the coffee didn’t live up to the hype and it did. If your product doesn’t deliver on the promises your brand makes, your audience will drop off completely. Loyalty is built when a brand consistently delivers on a great product or service.

Earlier this year, Chamberlain Coffee opened their first coffee shop in Los Angeles. There was a massive line that wrapped around the block. Emma’s fans lined up to get a taste and feel of the shop, from the signature drinks to the bakery items to the aesthetic of the shop. It was Chamberlain Coffee’s world you were stepping into and experiencing. The signature rounded-bottom plastic cups became an iconic part of the aesthetic, and fans couldn’t get enough. Chamberlain Coffee was able to create a space where customers not only got a delicious drink, but also elevated the brand to the same stage as many other coffee shops. Their launch of their LA coffee shop made customers feel connected to the brand that went beyond just drinking coffee. If you're wondering how to create a similar sense of belonging for your own brand, here’s a tip: converting your audience from strangers to brand loyalists takes time, effort, and a little bit of magic. 

When you're trying to build a brand as magnetic as Emma's the important part is make sure you focus on emotional connection to drive loyalty whether that is showcasing behind-the-scenes, sharing your personal story, and making your audience feel like they're part of your journey. As an entrepreneur you also have to be consistent with the quality of your product, how you show up on social media, and the way you deliver your service. Lastly, think about creating unique experiences for your customers whether it's your product or a physical store. How can you make it memorable for your customers? It could be a special packaging detail, a unique customer service experience, or even a special launch event. All of these tips can help your foster loyalty within your audience.