Why Brand Communities Are the Heartbeat of Marketing

Image Credit: Luis Gonzalez-Zuniga

A common topic all marketers can agree on is the importance of brand awareness, but at the center of that concept lies the key to its success, community. A strong community turns mere customers into advocates for the brand and creates a culture with the potential to grow bigger than the brand itself. Communities don’t just buy products, they buy into the brand experience.

Nike’s Community Playbook

Nike is a master at cultivating community experiences through their brand. Sneaker culture drives the company, turning something like product launches into full blown experiences. Fans camp out in lines, trade shoes, and share their stories with one another. The brand proudly nurtures this community, launching exclusive apps, hosting events, and proudly sharing their customers’stories. The marketing efforts of the brand make all consumers feel united and turns that community feeling into tangible sales. The takeaway being: Community can turn a commodity like shoes into a culture.

Anecdote of Success

These same principals were evident when I worked on Adriana De Moura’s tour kickoff campaign. Her audience didn’t just want to watch her perform; they wanted an opportunity to connect with her as an artist. We used this to our advantage, curating content that highlighted that shared experience. We launched countdowns and promo codes, and even communicated with some fans directly. The audience began spreading excitement organically, which drove sales better than any paid ad could. Moreover, when a problem arose, her community helped save the day.

An issue with the original venue for the concert prompted a delay for the show, causing each fan to be refunded a ticket. Fans were given the option to rebook, however, the concert delay had the potential of tanking sales. Through our marketing efforts, we reached out to every fan who had already purchased a ticket, offering our assistance and specialized perks if they chose to rebook. Open communication with the audience, understanding their needs and turning them into a reality brought our sales up more than we originally thought possible. This was proof, on a smaller scale, that community is a brand’s strongest asset. Her fans were filled with excitement, not because it was sold to them, but because of the constant efforts to make them feel connected and heard.

Why This Matter for Marketers

• Emotional Investment: Campaigns and products fade. Leaving a long lasting impression can help build community, in turn building your brand.

• Market Spend Reduction: Word of mouth and organic growth can aid in community building far more than a paid campaign.

• Loyalty Building: Giving the audience a sense of belonging, making them feel like an insider, can assure they will pick your brand again and again.

Advice for Marketers

Community is the biggest asset when it comes to building a brand. Focus less on features and more on feelings. Connect with your audience, listen to their feedback, and adapt. Whether you are a big corporation like Nike, or a reality T.V star like Adriana, the most powerful tool you have is your community. A brand without a community is just a business, but with one it becomes an experience.

Click Here to Learn More About The Value of Community: https://hbr.org/2021/05/the-realvalue-of-your-brand-community