Creating a Brand Community

Learn the basics of how and why marketers should strive to establish communities around their brands

The idea of “community” has had a hold on both brands and consumers for years. However, the digital transformation that has taken place over the last two decades has had a massive impact on how both consumers and brands think about community. Customers stay loyal to brands that prioritize this sense of belonging, establish authentic relationships with customers, and treat their customers as individuals.

This quick read will give marketers the how-to and why they should work to establish thriving communities around their brands.

• In community marketing, marketers must endeavor to understand their audience in-depth and the communities those audiences belong to. By choosing some hero products that align with brand values and promoting these products with authentic customer or brand stories, marketers can begin to create a sense of community.
• Brand communities exhibit three critical markers of a traditional community: Shared consciousness, rituals and traditions, and a sense of moral responsibility.
• 92% of marketing experts believe their online communities have an impact on their companies. As community members provide brands with insights that allow those brands to enhance the customer experience, 64% of companies state the brand community has improved their decision-making.