Brand communities gather your most devoted customers into a single space, delivering significant benefits for any brand. Furthermore, these communities offer an enjoyable environment for your audience to engage in conversations with individuals who share their interests.
Definition of Brand Community
A brand community is a place for the audiences, customers to engage and maintain your brand loyalty. Those within your brand community are emotionally committed. They will make purchases from your company, consume your content, spread the words about your company products and services to their friends and family, and engage in various supportive actions. Digital wise, brand community consists of individuals who diligently engage with all your social media content, enthusiastically share your products, services and content with others, and take delight in observing every aspect of your brand’s activities.
Brand communities can tie the emotional bond and connect your brand with its members. It’s a great way to maintain a good relationship with your customers as well as provide great support in the most natural manners.
The Importance of Building a Brand Community
Your brand community represents a potent asset for your business. Most often, the brand community already exists across social media platforms, and customers or potential ones already have discussions about your brand. Your responsibility is to identify these communities, establish direct connections, and formulate a strategy that encourages community members to engage with one another. Consider having a dedicated community of individuals who frequently utilize your products or services, whom you can consistently engage with. Within this community, you can conduct tests with new product prototypes, inquire about upcoming features, distribute blog content, and gather valuable feedback for enhancement. Business decisions driven by customer feedback is a powerful tool for your business to promote your go to market campaign. A strong bonding community not only offers benefits to its members, but also to the business by connecting the dots of knowledge.
Build a Successful Brand Community
Strategy may vary depends on your business industries and characteristics, yet there are some essential key things you should keep in mind:
Know Your Brand
It’s essential to have a deep understanding of your brand identity. This extends beyond your product or service offerings and encompasses your mission, company vision, brand voice, and personality. As a brand community manager, you should understand your brand’s purpose, targeted customers, and brand messages to deliver. The way you choose to highlight the essence of your brand is how you’ll draw in the specific audience you’re seeking.
Know Measurement Metrics
Observe and see the important factors in which you define as a successful brand community, including: _ Your community purposes _ Characteristics of the most engaging community members. Who are they? What do they want? How can you keep them in the community? _ Your performance metrics: likes, shares, views, comments, quality of communication, number of people in the community, leads generations, sales conversions, etc. _ The correlation of the brand community and other business departments
Know What Social Platforms Work Best for Your Community
Nowadays, there are many social platforms that are available for free with a great customer database for you to choose from. However, a brand community should define customers traits and understand which platforms would be the most effective ones for your brand community long term build. Especially when it comes to a team with very limited resources, not only choosing too many social platforms would cost you time to create contents to fit in, but also it costs a lot of effort to manage the communities efficiently. Hence, do your research and choose the best for your brand’s needs. Some popular social platform to consider:
Rewards, Affiliate, Bounty Program
Besides a knowledge-sharing community with helpful information supported among community members, the rewards, affiliate and bounty programs are known as an effective way to spike up community engagements. These programs create excitement by giving the community members the rewards for their contributions. Also, people can try your brand products and services and start conversations about it! A great way to do organic marketing, isn’t it?
Interact with your brand community consistently
Creating a brand community is the start of your community build. To maintain, grow and bring values to community member needs much attention and dedication in terms of content preparation, community management, successful performance metrics, etc. To build a successful brand community, you need to consistently provide your community members with incentives to remain engaged. Address all inquiries, initiate discussion threads, and foster fresh conversations within your community. Utilize social media as a valuable resource that goes beyond basic interactions. Interact with your current and potential customers in a manner that instills a sense of personal value and importance to the brand.