In today's digital age, building a strong brand community is more important than ever. A brand community refers to a group of people who are connected by a shared interest or passion for a particular brand. These communities can take many forms, from social media groups to forums to in-person meetups.
But no matter the form, a strong brand community can bring many benefits to a brand, including increased customer loyalty and retention, increased brand advocacy, improved customer engagement, and feedback, and increased revenue and growth.
In this article, we will take a closer look at the benefits of building brand communities, and explore some examples of outstanding brand communities. We'll also delve into the strategies and tactics that top brands use to build and maintain thriving communities. By the end of this article, you'll have a better understanding of how to create a strong community for your own business.
The benefits of an engaged brand community
Increased customer loyalty and retention
One of the biggest benefits of a strong brand community is increased customer loyalty and retention. When people feel connected to a brand and its community, they are more likely to stick around and become repeat customers. This is because they feel like they are part of something special, and they want to continue to be a part of it. Additionally, customers who are part of a brand community are more likely to recommend the brand to others, which can lead to even more customers.
Increased brand advocacy
A strong brand community can also lead to increased brand advocacy and word-of-mouth marketing. When people feel connected to a brand and its community, they are more likely to talk about it to others. This is because they feel like they are part of something special, and they want to share that feeling with others. Additionally, customers who are part of a brand community are more likely to recommend the brand to others, which can lead to even more customers.
Improved customer engagement and feedback
A strong brand community also leads to improved customer engagement and feedback. When people feel connected to a brand and its community, they are more likely to participate in discussions, provide feedback, and share their opinions. This is because they feel like their voices are being heard and that their contributions are valued. Additionally, customers who are part of a brand community are more likely to provide valuable insights and ideas that can help a brand improve its products and services. This can help brands to build a better relationship with customers and understand their needs better.
Increased revenue and growth
A strong brand community can also lead to increased revenue and growth. When people feel connected to a brand and its community, they are more likely to purchase products and services from that brand. This is because they feel like they are part of something special and they want to support the brand. Additionally, customers who are part of a brand community are more likely to recommend the brand to others, which can lead to even more customers and revenue growth.
Examples of exceptional brand communities
Harley Davidson
The community surrounding Harley Davidson is very devoted and centered on the concepts of freedom and the wide road. By hosting events like motorcycle rallies and rides, developing a special website called "H.O.G (Harley Owners Group)" where customers can connect with other Harley enthusiasts, learn about upcoming events, and gain access to member benefits, and offering a rewards program where customers can earn points for purchases and redeem them for specialized goods and experiences, the brand has fostered a sense of community among its customers. Harley Davidson's community is successful in fostering engagement and a sense of belonging because it is in line with its values of freedom and the open road and offers opportunities for customers to connect, learn, and access exclusive benefits through events, the company's website, and its rewards program.
Discover how they use Social+ to connect and engage their community directly in their app.
Nike
It should come as no surprise that the Nike community is centered around wellness and fitness. By holding activities like running clubs, training sessions, and fitness competitions, the company has fostered a sense of community among its patrons. Customers can track their progress, compete with friends, and receive personalized training regimens using their smartphone app, which is also available. Nike's events and mobile app engage its clients by capitalizing on the pervasive interest in fitness and wellbeing. This encourages them to share their fitness journeys and compete with friends, making them feel like they are a part of a greater movement and helping the community succeed.
Apple
The principles of creativity and innovation are the foundation of Apple's devoted brand community. The company has fostered a sense of community among its users by holding gatherings like workshops for creative thinking, developer conferences, and product launches. It has also created a section on its website called "Today at Apple" where users can pick up new skills and get in touch with people who have similar interests. Apple's community is successful in promoting engagement and a sense of belonging among its consumers because it is in line with its values of innovation and creativity and offers opportunities for customers to learn, share ideas, and interact.
Lego
Lego has a vibrant brand community that is centered on the concepts of imagination and creativity. By holding activities like building contests, seminars, and camps with a Lego theme as well as by offering a special website for fans called "Lego Life," where users can connect with other Lego fans and share their creations, the brand has fostered a feeling of community among its patrons. Lego's community is successful in fostering engagement and a sense of belonging among its customers by capitalizing on the universal interest in creativity and imagination, especially among children, and providing opportunities for customers to share their creations and connect with other Lego fans through events and the website. This encourages customers to be creative and imaginative, which makes them feel like part of a larger community.
Patagonia
The concepts of environmental sustainability and outdoor recreation have helped to create a strong brand community for Patagonia. By sponsoring activities like environmental and outdoor workshops, contributing 1% of sales to environmental charities, and encouraging consumers to participate in environmental cleanups, hikes, and other outdoor activities, the company has fostered a sense of community among its patrons. The Patagonia PRO Community is a powerful force for environmental sustainability and outdoor recreation. As a membership program, it brings together a community of qualified outdoor professionals and individuals who are actively engaged in protecting our planet. Patagonia's community is successful in fostering a sense of purpose and belonging among its customers because it is in line with its values of environmental sustainability and offers opportunities for customers to learn, connect with others, and take action.
Starbucks
Starbucks has a vibrant brand community centered on the concepts of community and coffee culture. By holding events like coffee tastings, barista classes, and community service initiatives, as well as by offering a rewards program that enables customers to earn points for purchases and exchange them for free drinks and food, the company has fostered a sense of community among its patrons. Starbucks' community is successful in fostering engagement and a sense of belonging among its customers by capitalizing on the widespread interest in coffee culture and community, offering opportunities for customers to connect with others who share a passion for coffee and learn more about the craft of coffee making through events, and creating a sense of loyalty through rewards programs.
Red Bull
With a strong brand community centered on the concepts of adventure, sports, and extreme activities, Red Bull is well known. By sponsoring and hosting events like extreme sports competitions, music festivals, and cultural gatherings, as well as by offering a dedicated website called "Red Bull TV" where customers can watch live events and exclusive content featuring Red Bull athletes and events, the brand has fostered a sense of community among its customers. Red Bull's community is successful in fostering engagement and a sense of belonging by aligning with its values of adventure, sports, and extreme activities, offering opportunities for customers to connect with others who share similar interests and passions through events, and creating excitement and engagement through its website.
Noom
Noom's brand community is built on the foundation of health and wellness. The brand's community-building efforts have been successful due to their use of various tools and strategies, such as Noom Circles, an app feature which allows Noomers to connect through access to a variety of interest based communities. By offering opportunities for users to connect, learn, track their progress, and access personalized coaching, Noom has created a strong community around its values of health and wellness that encourages engagement, motivation and a sense of belonging among its users.
Discover how they use Social+ to maximize their results through coaching and communication.
Start building your own brand community
These brands have all used similar strategies and tactics to build and maintain their communities. They have all created a sense of community around a shared interest or passion and they have all built their own communities through their own platforms like mobile apps, dedicated websites, and events.
Building a strong community can bring many benefits to a brand including increased customer loyalty and retention, increased brand advocacy and word-of-mouth marketing, improved customer engagement and feedback, and increased revenue and growth.
Luckily, Social+ makes it affordable and easy to build social features into your app or website, so you too can start build your own brand community.
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