Building Brand Community

As our world gets more digitally connected every day, brands have noticed the importance of growing a community. Brands with a loyal community have tapped into a marketing superpower. Brand ambassadors, customer testimonials and user-generated content have major marketing benefits. Building a community around your brand means customers are buying your products, engaging with your content, sharing your products, and spending time with other members in the community. A brand community is more than your social media audience, they are your biggest fans who resonate with your brands mission and values.

Businesses prioritize building communities for the many benefits. The most important being a longer customer lifetime value. When you keep your customers happy with products they love, you create long-term customers. Not only will they keep coming back, they will spread the word, continuing to grow the community. These loyal customers might even become super fans who buy more products more frequently, increasing average order value. Social media offers these fans a tool to share video unboxings, product demonstrations and reviews. Organic user-generated content attracts new customers without your business needing to do anything. These loyal customers take the time to share your product and message resulting in them making friends with other likeminded passionate customers.

Once your business identifies what your community members are aligning with, you can help further their journey into that specific area. A great example of a company that demonstrates strong brand community is Traeger Grills. Customers who share a passion for grilling have joined the Facebook group for Traeger Grill Owners. This group of customers swap recipes, advice and grilling practices. Traeger’s community is built on customers helping one another based on a product they love. Your community should be used as a marketing tool that effortlessly grows your audience. Customer communities have broken down the barriers between businesses and their audiences while receiving real time customer feedback. With a community, your brand can become bigger than your team.