The past few months have spurred many conversations around the fate of certain brands and how they can survive and thrive in light of our new normal. The idea of purpose has been central to those conversations. While this is absolutely a time for brands to think about their roles in the world beyond helping us clean our homes or giving us new foods to try, it’s also a time to think about the people who buy into brands themselves.

It’s time to think about the importance of relationships with people and how to build fans, not just customers.

While fandom is often associated with sports, it can be bred anywhere. Fandom is rooted in deep emotional bonds. It’s rooted in admiration, respect, and love. The benefits of fandom run deep. Fans stick with you. Fans find ways of supporting you (even when there’s not a lot worth supporting). Fans advocate for you. Fans “stock up” on you. Real fans will follow you nearly anywhere. In short, fans show up for you.

Consider Apple, a storied case study in fandom. What other company could completely switch power sources and require customers to essentially “throw out” everything they have and buy new products and chargers just because? Moreover, Apple fans advocate for each new device, release and upgrade. People buy into the brand’s story of creativity so deeply that they’re fans for life.

The NFL itself has invested significant energy into celebrating and feeding fan love over the past few years. From “We’re All Rivals” to “We Ready” to “ Super Bowl Babies,” the NFL has recognized the value of fans not just economically, but culturally. In addition, it has ignited efforts across stadiums to invest in bettering the fan experience. Each action reinforces that no matter how great the game, it’s nothing without the fans.

Fans have always been the lifeblood of brands. Today, building fans has never been more important.

Even on the smallest local level, fandom is fueling the future of local restaurants. Those neighborhood favorites with strong fan bases are benefitting from the love. Fans are finding every opportunity to support them. Buy a gift card. Donate to the employees. Pick up food. We’ll do anything to help. Two dads in Florida even created the “ Socially Distanced Supper Club,” a Facebook group focused on uniting takeout efforts from local Delray restaurants on a rotating basis. It’s an idea that has helped many restaurants there stay afloat.

So, how do we use recent times as a reset for how we build relationships with people? How can brands foster a renewed focus on building fans, not just loyal customers? Here are four things to consider.

1. Give fans something to believe in.

This is where purpose fits in. Share a story that’s bigger than the product. The Cleveland Browns aren’t just a football team; they’re a story of resilience. Marvel isn’t just about the comics; it’s about stories that make you want to be a better person and show that anyone can be a hero. Virgin, whether the airline, the mobile company or the record label, is a story of challenging convention. These are brands with fans — avid ones.

2. Allow fans to make it their own.

Brands that respect and celebrate their fans also respect and love what their fans do with their brands. It’s the personal connections that fuel the sense of belonging and community that fans crave. Red Bull has built its entire brand around celebrating how its fans “get their wings.” Starbucks has long invited users to shape the brand, from product ideas to designs for the red cup during the holiday season. While “Starbucks misspellings” may not always be a point of pride for the brand, they also serve as points of connection and, frankly, little things we’d probably miss if they were gone. Every fan behavior may not abide by your “brand standard” or be the thing you wish they did, but every action sheds light on just why and how much they love you.

3. Let fans know you see them.

Show you listen. Show you care. This isn’t a loyalty scheme. It’s an authentic appreciation for what fans bring to your brand, story and success. Seattle Seahawks coach Pete Carroll acknowledges the 12s in every single postgame press conference. He never forgets to thank them, acknowledge them or, in some cases, apologize to them. It’s a small thing, but it matters — and it matters over time.

Skittles designed a Super Bowl ad exclusively for one avid teenage fan with his favorite celebrity and then debuted it for him alone. Spotify has cheekily celebrated what its users are listening to at a city, neighborhood, street corner and even individual level. Notably, Spotify’s user base shot past Pandora in recent years and is projected to soar over the next few years.

4. Show up for fans like they show up for you.

No, not another “we’re with you” ad. Do something that matters for your fans at times when they need you most. Perhaps no one is really a “fan” of insurance, but consider that some auto insurance companies recently returned a percentage of their premiums to customers in light of stay-at-home orders. For Allstate, 15% is equivalent to $600 million. This is the behavior of a brand that wants to build fans. Its customers need financial breaks, and it is showing up for them.

Fandom doesn’t start with selling. It doesn’t always even start by putting a product in the customer’s hands. Fandom is about creating a sense of belonging. As human beings, we crave that connection more than ever. As brands, we crave that commitment more than ever. Now is a time for fans, even if sports aren’t in session.