Skip to main content

Brand Evangelists: Functional, Symbolic, and Social Utility

Not all product loyalty looks the same. Some people champion a tool because it makes their life easier. Others flaunt a brand because of what it represents. And some wear or use things not to show off — but to spark conversation.

This document explores the types of evangelism users exhibit, and how brands can tap into functional, symbolic, and social utility to build deeper affinity.

1. Functional Evangelism​

Driven by utility, mastery, and trust. The product solves a real problem, reliably and well.

Examples:

  • Postgres: performance, reliability, transparency
  • GitHub: universal developer infrastructure
  • Figma: modern, collaborative design UX

Traits:

  • Evangelists often emerge from heavy users
  • Evangelism is rooted in respect, not fandom
  • Product philosophy (e.g., OSS, speed, simplicity) matters

2. Symbolic Evangelism​

Driven by identity, signaling, or status. The product represents something beyond its functionality.

Examples:

  • Apple: taste, creativity, premium feel
  • Supreme: cultural capital, exclusivity
  • Tesla: early adopter energy, “tech visionary” identity

Traits:

  • Evangelists often overlap with fans or aspirants
  • Symbolism can create tribalism — for better or worse
  • Strong brand control is essential

3. Social Evangelism​

Driven by conversation, alignment, or shared values. The product invites dialogue, not admiration.

Examples:

  • T-shirts with niche references (e.g., "=== not ==")
  • Stickers with layered meaning (e.g., "RAID is not backup")
  • Tools that spark conversation by being specific, opinionated, or open-ended

Traits:

  • Evangelism emerges in casual contexts
  • Signals fluency, not superiority
  • Acts as a filter: “If you know, you know”

4. Blended Evangelism​

The most powerful products often overlap multiple types:

  • Apple (originally): functional (design) + symbolic (brand)
  • GitHub: functional (infra) + social (collaborative culture)
  • Figma: functional (UX) + symbolic (modern) + social (live presence)

The best brands build utility and identity and community.

5. Brand Strategy Takeaways​

To build true evangelism:

  • Know what kind of loyalty you’re earning (or want to earn)
  • Design your product, model, and messaging to support that type
  • Don’t fake one type when your product is aligned to another

And most importantly:

  • Treat users like participants, not targets
  • Evangelism emerges when users feel seen, understood, and empowered