Fall in love with your brand loyalists
The core loyalists and frequent users of a brand, product, or service are sometimes ignored in favor of reaching out to new markets. Blue sky strategies seem more exciting than resonating and putting effort against loyalists who, one might assume, will stick with the brand no matter what.
Yet, loyalists form the essence of your brand. Listen to their stories and repeat their narratives. Celebrate, research, acknowledge, reward, and delight them.
Fall in love with their attributes, qualities, needs, wants, and characteristics -- especially if these are different from your new markets -- and let them know that you love them for their steadfast adherence and loyalty to the brand.