Humans naturally seek connection and belonging, which is why we love being part of communities. Whether it’s meeting friends, going to a gym class, or engaging with online groups, communities give us a sense of purpose and support.
A study by TINT found that 73% of people have a positive opinion of brand communities, and 84% say it impacts how they feel about a brand. For businesses, building an active online brand community is crucial. It can increase customer loyalty, with 66% of companies saying their community has improved customer retention.
How to think about a Brand Community?
A brand community is a space where people who like your brand can connect with each other (and you too!). This includes people who use your products or follow you on social media.
These members are often loyal customers who want more from your brand. In a brand community, they can share experiences, ask questions, and discuss the brand with other fans.
Is a Brand Community Important?
According to HubSpot, 90% of social media marketers believe building an active online community is essential. A brand community helps create strong relationships with customers, making them feel valued and included. It allows you to gather feedback, test new ideas, and boost brand awareness.
Customers who feel connected to your brand are more likely to buy from you again, engage with your content, and even promote your brand to others.
Brand Community and its benefits
There are many benefits to building a brand community, including:
- Increased loyalty
- Brand awareness
- Customer retention
- Customer connections
- Brand reputation
- Product feedback
4. Choose a community platform
Where you build your brand community will depend on what’s best for your brand and customers but there are several to choose from –
- Forums
- Social media
- Reward or loyalty schemes
- Third party community platforms (e.g. Slack or Whatsapp)
The channel you choose for your brand can influence the type of customers you attract and the way they interact with your brand.
Choosing the right channel for your brand isn’t always easy, so we’re here to help!
