What is a brand community?
Albert Muniz Jr. and Thomas C. coined the term “brand community” in 1995. It is “a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand,” according to O’Quinn, who also defined it. A brand community is essentially a place where people who are emotionally connected to your brand may engage with each other.
What are the benefits of a brand community?
When we say there are SO many benefits to a brand community, we mean it.
Growing a dedicated brand community can lead to –
- Increased customer loyalty
- Boosted brand awareness
- Higher customer retention
- Powerful customer connection
- Positive brand reputation
- Improved products
Now we know what a brand community is, why it’s important, and its many advantages. How do you build a brand community?
How to build a brand community?
Like many marketing tools and tactics, when it comes to building a brand community there’s no foolproof strategy. Instead, it’s about experimenting and being adaptable.
1. Know your brand
You need to be well-versed in your brand since it is the cornerstone of a brand community. In addition to your products and/or services, consider your brand’s mission, why it exists, and the people you wish to assist.
2.Recognize your target audience.
Before you begin producing material that will be helpful to your audience, spend some time getting to know them and what interests them.
To do so you can consider –
- Carry out market research
- Analysing your existing customer base
- Create customer personas
- Conduct a competitor analysis
3. Define your community purpose
It is undeniably a great tool to have a brand community, but you should create a community with a purpose. Perhaps you wish to instruct consumers on the proper use of your products or their constituents. Or maybe you’d like to build a stronger bond with your customers?
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)
Glow Hub
Christine Chang and Sarah Lee co-founded the Korean cosmetics brand Glow Recipe, which operates online. After some time, Christine and Sarah made the decision to launch a simple and enjoyable skincare business. The beauty industry was astounded by Glow Recipe’s innovative fruit-based products when they first came out in 2014. But radiant skin is just one of the numerous benefits that Glow Recipe offers its clients. The business has created a tight-knit community via involvement and education.
Background
Brand communities are not bound by geography. People can form brand communities that meet physically in person or virtually online. Professors Albert M. Muniz, Jr. and Thomas C. O’Guinn introduced the concept in a 2001 study titled “Brand Community” for the Journal of Consumer Research. The study’s subjects were the communities of the automakers Ford Bronco, Macintosh, and Saab.
Overview
In order to interact with others who share their enthusiasm or admiration for the brand, brand loyalists may start communities. To discuss their experiences with a company’s brand or product, they may form groups. People join these communities to show their loyalty and commitment to a brand. A brand’s values are typically reflected in the characteristics of these customers. Many high-profile companies benefit from brand communities.