Building a brand community is more important than ever in today’s world of marketing. It’s not just about promoting a product or service, but about creating a space where customers feel connected and engaged with a brand on a deeper level. A successful brand community can drive loyalty, advocacy, and ultimately, revenue. In this article, we will explore how to build a brand community and cite expert opinions to support our points.
Define Your Brand’s Purpose and Values
Before building a brand community, it’s important to have a clear understanding of your brand’s purpose and values. According to Andrew Davis, author of “Brandscaping,” “Every great brand has a purpose beyond making money. Without a purpose, you’re just a commodity.” Once you have a clear understanding of your brand’s purpose, it’s important to communicate it to your audience. This helps attract customers who share your brand’s values and creates a sense of community around your brand.
Create Engaging Content
Once you have defined your brand’s purpose and values, the next step is to create engaging content. This can be in the form of blog posts, videos, podcasts, social media content, or any other form of content that resonates with your audience. As Jay Baer, author of “Youtility,” states, “Your content needs to be interesting, helpful, and relevant to your audience.” By creating content that provides value to your audience, you build trust and credibility, which are essential for building a brand community.
Encourage User-Generated Content
User-generated content (UGC) is a powerful tool for building a brand community. According to John Koetsier, a Forbes contributor, “User-generated content is the ultimate form of engagement. It is an endorsement, a promotion, and a conversation all in one.” By encouraging your customers to create content, you are giving them a voice. You are empowering them to be part of your brand community. Think customer reviews, social media posts, or any other content that showcases your brand in a positive light.
Offer Exclusive Benefits
One way to incentivize customers to become part of your brand community is by offering exclusive benefits. This could be discounts, early access to products, or any other benefit that adds value to your customers’ experience. As Matthew Toren, co-founder of YoungEntrepreneur.com, explains, “Offering exclusive benefits can help create a sense of belonging and make customers feel appreciated.” By providing exclusive benefits to your community, you create a sense of exclusivity and make customers feel like they are part of something special.
Create Events
Hosting events is a great way to bring your brand community together and create a sense of belonging. This can be in the form of meetups, webinars, or any other event that allows your customers to engage with your brand on a deeper level. As David Meerman Scott, author of “The New Rules of Marketing and PR,” explains, “Events provide an opportunity for customers to connect with your brand in a tangible way.” By hosting events, you create an opportunity for your customers to build relationships with your brand and with each other.
Building a brand community is essential for any brand that wants to thrive in today’s marketing landscape. By defining your brand’s purpose and values, creating engaging content, encouraging user-generated content, offering exclusive benefits, and creating events, you can build a community of loyal customers who are passionate about your brand. As John Jantsch, author of “The Referral Engine,” states, “A community is the ultimate form of marketing. When you have a community, you have a group of people who will go out and tell others about your brand.”
