Create ideas using: Create Role
Why give people a role or identity instead of just asking them to buy?
Because role transforms how people see themselves and their relationship to the brand. When you say 'be a member' versus 'join this role,' the second hits different. A role has responsibilities, rights, missions. It's aspirational and it means something. People don't just buy the product; they become part of something. A role makes them feel chosen, special, like they're contributing. That identity shift is way more powerful than transactional marketing.
What makes a role meaningful instead of just a fancy term for customers?
Real expectations and real recognition. If the role comes with clear missions (use the product in this way, contribute in this way, recruit others), people understand what it means to have that role. And when you recognize and celebrate people in the role, it becomes real. The strongest roles give people a sense of community and shared purpose. A 'brand ambassador' title means nothing without community, visibility, and actual missions.
Example: How it could look
A sustainable living brand could establish a 'guardian' role: people who commit to living more sustainably. Guardians get access to exclusive content, get featured on the brand's community platform, get recognition for their choices, get missions (reduce plastic this month, try sustainable fashion next month). The role gives people identity and purpose. They're not just buying products; they're becoming guardians of sustainability. That sense of purpose drives behavior way stronger than marketing messages ever could.
Or like this:
Why is Create Role a great technique?
Role campaigns work because they transform transactional relationships into identity—people who play a role care more and stay longer than people who just buy.
Transforms customers into identity holders
Creates clear expectations and meaning
Builds community around shared role
Drives behavior through purpose, not just product
When someone adopts a role for your brand, they're not just a customer anymore—they're a stakeholder in what the brand stands for. That shift changes everything about engagement and loyalty.
! When not to use the Create Role Technique
When the role is just a title with no real responsibilities or benefits. If you call someone an 'ambassador' but don't actually give them anything to do or anyone to talk to, it feels empty. Also skip it if the role contradicts the brand message or if you can't actually deliver on the promise of recognition and community.