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76.6% of consumers wish their favorite brands had a community. This isn't just about wanting another place to leave a comment – it's about craving deeper connections in a world dominated by fleeting social media interactions. Savvy brands are listening, building thriving communities that foster loyalty, drive innovation, and ultimately, boost their bottom line. In this article, we'll dive into what makes these communities tick, explore the benefits they offer, and uncover the secrets to building your own.
What is a Brand Community?
A brand community is any space–often digital–where people who love and support a brand can engage with it on a more personal level. Though communities tend to link over social media platforms, these spaces include forums, pop-up events, and more. And they’re not only made up of consumers who’ve already purchased from the brand. They include anyone who consistently interacts with it and continues returning to its content for advice, support, humor, or other reasons. Brands can establish their identities and instill emotional trust within their community by acknowledging comments, questions, and concerns and providing relatable content.
Benefits of a Brand Community
- Customer Loyalty and Advocacy
Once a brand has developed community roots, it can turn its consumers into loyal repeat customers. Not only are people devout to their favorite brands, but buyers will even happily label themselves a brand ambassador, claiming no other shoe, lip gloss, or sports equipment brand except this one. - Market Insight
Communities will back their beloved brand in a hot second, sure, but they don’t hesitate to provide feedback when something needs a buffer. From content to products and services, communities are always ready to vocalize what they do and don’t like about a brand's offerings, sometimes comparing them to other brands’ items for emphasis. When the community delivers a consensus, a brand can act accordingly to keep up with the shifting market trends. - Increased Brand Value
“I want whatever that person has.” We’ve all said it. It’s no secret that when an entourage rolls up with the same cool gadget or clothes, it piques curiosity and maybe some jealousy. If a crowd is big (and fun-looking) enough, we likely want to be a part of it, bandwagoner or not. Communities make brands more attractive. Consequently, people hop on the train. Thus, the brand becomes sturdier and shinier. - Product Co-creation
When a brand is ready to launch new ideas, it can leverage its community for inspiration. Whether allowing consumers to pick the next color of a bag or gleaning from their cries for a feature that missed the conference room drawing board, a brand can involve its community from the initial concept to the final product. These steps reassure consumers they are heard and included. Not to mention, some communities have helped roll out some smash hits (here’s looking at you, LEGO fans).
Creating a brand community is not only beneficial for your company to relate to your target audience and get feedback; it can also strengthen bonds between members through emotional connection. According to psychologist Abraham Maslow’s hierarchy of needs theory, humans need love and belonging just short of basic necessities like food, shelter, and water. Brands have the power and influence to see that need in its followers and provide ways to fulfill it.
Examples of Successful Brand Communities
Now that we’ve reviewed brand communities and how they can benefit both companies and consumers, let’s look at some popular communities from brands we know and love.
LEGO
Since 1932, LEGO has delighted children of all ages with colorful interlocking blocks with the capacity to shape into anything of the imagination. Today, LEGO actively taps its community on the shoulder for new set Ideas and shares magical content across its social channels. Take a look at their community page.
Nike
When you think of athletic companies, Nike is likely one of the first that pops into your head. This sportswear company provides a multitude of ways for its community to engage, including Nike Run Club and Nike Training Club, two apps bursting with training videos, workout advice and support, and community challenges.
Starbucks
Starbucks is a leading coffee company, and not just because of its special holiday drinks. Over the years, Starbucks has rolled out many limited-edition cups and products, appealing to consumers of every age and gender. Furthermore, the company engages its community in the app with features like summer games and a loyalty program that gives rewards to members.
Learn more: The Starbucks Red Cup: An Emotional Cultural Cue Ushering in the Retail Holiday Season
Shopify
Brand communities aren’t just for individual consumers. Sometimes, they’re for other brands and businesses. Shopify facilitates a special forum for merchants, developers, and partners and holds an annual conference, Shopify Unite, for developers and partners. There is also a treasure trove of resources for businesses of all sizes on the company website, including a blog.
Buffer
Social media may seem like it’s all fun and games on the front side, but behind the scenes, it can be a lot of work (still fun, though, take it from me). Buffer offers social media management tools, forums, and a Buffer blog with topics like strategies for those who pioneer the ever-changing social media platforms. Additionally, Buffer hosts events like Buffer Fest, an international digital video festival.
The Future of Brand Communities
The future of brand communities is looking brighter (and more interactive) than ever. As technology continues to advance, imagine stepping into virtual clubhouses where you can chat with fellow fans from around the world, try on new products in augmented reality, or even co-create the next big thing with your favorite brands. With blockchain and Web3 on the rise, communities might have a say in brand decisions or even share in their success. And who knows, maybe your next purchase will be suggested by a friendly AI that knows your style better than you do! One thing's for sure: brands that create welcoming, innovative spaces where customers feel truly connected will not only thrive, but set the standard for the future of customer engagement.
Ready to Engage Beyond Likes?
Brand communities are more than just a marketing trend; they're a powerful tool for fostering loyalty, driving innovation, and building a brand that people truly love. By creating a space where your customers feel seen, heard, and valued, you're not just selling products or services – you're building relationships that last.
Ready to take your brand to the next level? Let The Brand Leader help you build a community that's as unique and vibrant as your brand itself. Let’s talk →
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