Consumers’ endless choices in a dynamic market are causing increasing investments of brands in building and nurturing communities around their products or services. This strategy is not just about creating customer bases; it’s about fostering genuine connections that translate into loyalty and advocacy.
Apple has masterfully leveraged community building as a brand strategy, creating a loyal customer base through platforms like Apple Support Communities and events like the annual WWDC. This sense of belonging and engagement has translated into remarkable success, with Apple maintaining a 89% customer loyalty rate as of June 2024, contributing to its position as one of the most valuable brands globally .
Let’s look at why community building in brand strategy is becoming a cornerstone of modern branding and how it can be effectively executed.
The Power of Community Building
Community building has become a powerful way for brands to create deeper emotional connections with their consumers. It has evolved from a niche marketing tactic into a mainstream strategy. Dr. David Aaker in (Building Strong Brands) states a brand’s investment in community can transform casual customers into loyal passionate advocates by fostering a sense of belonging. These emotional connections drives long-term loyalty and differentiation from competitors.
Engagement and participation are central to the effectiveness of community building. When brands encourage consumers to actively engage in social media, content creation, or events, they create a collaborative atmosphere where customers feel valued and connected. This co-creation process enhances the brand’s perceived value and fosters a sense of ownership among the community. As these members become advocates, their recommendations, often more impactful than traditional advertising, significantly influence others, amplifying the brand’s reach and credibility.
These brand communities display three classic characteristics of a community: shared consciousness, established rituals and traditions, and a sense of moral responsibility. The commercial and mass-media environments in which these communities exist shape their nature and structure, leading to their unique qualities.
Building trust is another key benefit of community building. Consumers are becoming more sceptical so brands fostering transparency and authenticity within their communities are building significant trust. This trust is invaluable, especially in times of crisis, as it can help brands navigate challenges more effectively. The business impact of community building is profound, with companies that invest in nurturing communities often seeing significant returns in customer loyalty, lifetime value, and brand equity. Strategic investing in community building therefore is essential for brands aiming to thrive.
Creating a Sense of Belonging
A successful community-building strategy revolves around creating a sense of belonging. As Dr. Susan Fournier states brands that foster a sense of community can turn ordinary transactions into emotional relationships.
Strategically leveraging social media groups, forums, and events can create vibrant communities where consumers feel valued and connected. These digital spaces allow for direct interaction between the brand and its audience, fostering a sense of belonging and mutual trust. When consumers perceive that their voices are heard and their contributions matter, they are more likely to develop an emotional bond with the brand.
This connection not only strengthens brand loyalty but also transforms customers into brand advocates who are eager to share their positive experiences. As a result, these community-driven interactions can lead to a significant increase in word-of-mouth promotion, which is one of the most effective forms of organic marketing.
Additional Reading:
Maslow’s hierarchy of needs clarifies that our identity—our sense of self—is in large part defined by the social networks and communities we belong to—and equally those we opt out of.
https://brandingstrategyinsider.com/building-brands-on-community-and-belonging
Belonging To The Brand: How Community Is Reshaping The Marketing Landscape
Modern Community Hubs
Social media platforms have become essential tools for community building. Social media enables brands to interact with customers in real-time, providing opportunities for meaningful engagement and feedback. Brands like Nike and Glossier, Inc. have mastered this approach by creating vibrant communities on platforms like Instagram and Facebook, where users share their experiences, offer feedback, and participate in brand-led initiatives.
Since launching Nike+ in 2009, Nike has harnessed its dedicated app, Nike Run Club, to create a robust community space for runners. This platform enables users to track performance, access tips, participate in challenges, and join local group runs, while also providing mental health resources. They created an environment where users share results, join challenges, and connect with like-minded users. Nike positions itself as a supportive partner in achieving fitness goals.
Gamification elements, such as badges and a social feed, enhance engagement and motivation. Nike’s control over this proprietary space allows them to bypass reliance on fluctuating social media algorithms, integrate shoppable features, and offer a personalised community experience. This approach illustrates a broader trend of brands developing their own community spaces beyond conventional social media platforms.
In addition to social media, online forums and dedicated community spaces play a vital role in fostering brand loyalty. Platforms like Reddit and brand-specific forums allow users to discuss products, share tips, and build relationships. Forums offer a unique space for brands to engage with their most passionate users and gain insights into their needs and preferences.
Additional Reading:
How Nike’s Run Club became a Community Powerhouse:
https://www.wondry.co/blog/how-nike-s-run-club-became-a-community-powerhouse
Building Real-World Connections
While digital spaces are crucial, in-person events also play a significant role in community building. Events such as product launches, workshops, and meetups provide opportunities for brands to connect with their audience on a personal level. Events create memorable experiences that strengthen the emotional connection between brands and their communities.
Experiential marketing is a dynamic strategy that focuses on creating immersive, memorable experiences for consumers, fostering a deeper emotional connection with the brand. Unlike traditional advertising, which often relies on static messages, experiential marketing engages customers through interactive events, pop-up activations, workshops, and more. These experiences help consumers form lasting impressions, enhancing brand loyalty and encouraging organic word-of-mouth promotion.
For example, Louis Vuitton’s pop-up exhibitions and IKEA’s sleepover event exemplify how brands can use unique, engaging activities to strengthen their connections with their audience.
The impact of experiential marketing extends beyond immediate engagement to humanise the brand’s image, and differentiate themselves from competitors. This approach can also generate significant word-of-mouth marketing, amplifying the brand’s reach.
Maximise benefits by integrating experiential marketing with social media strategies, collaborating with influencers, and creating shareable, interactive content that extends the event’s visibility and impact. This comprehensive approach ensures that the brand remains memorable and relevant in competitive markets.
Additional Reading:
Building Brand Communities Across Cultures:
https://medium.com/@yashimvictor/building-brand-communities-across-cultures-edd3b9c1c3fa
The Impact on Brand Loyalty
Investing in community building yields tangible benefits for brands. Companies with strong community ties see higher levels of customer loyalty and increased brand advocacy. By creating spaces where customers feel heard and valued, brands can foster long-term relationships that drive repeat business and brand ambassadorship.
By investing in social media groups, online forums, and real-world events, brands can create a sense of belonging that enhances loyalty and drives advocacy. Consumers are increasingly discerning, so fostering a vibrant community around your brand is a powerful way to stand out and become sustainable.
Join the conversation right here on LinkedIn, How can you build a strong sense of community and belonging through branding?
About the Author:
Stefan Rampersad is a brand strategist with a passion for helping businesses and the people behind them find and live their purpose. Connect with Stefan on LinkedIn for more insights in brand, creative and digital strategy.
