What does Tom’s, SoulCycle, Apple, and YETI Coolers have in common? They all have a powerful cult following of devoted customers ready to talk about the brands they love to anyone who will listen. Leaders in their respective markets, these companies have successfully cultivated fans who drive profit through repeat business and create new customers through word of mouth.

Brand love constantly spawns new customers at no additional expense to the company.

Here are 4 ways you can help transform customers into walking advertisements for your brand.

1. Leverage Communities, Not Influencers

Over recent years, budgets have shifted from traditional advertising to bespoke influencer marketing campaigns.…