Marketing Opportunities in Community Building
If you’ve ever been on a dating app, you know how vital a good bio is for your profile. From proclaiming yourself to be a dog-lover to talking about your love for long walks on the beach, each of these words acts as signals to your potential match about what (or who) you’re looking out for. More than that, they identify you as part of a community.
In today’s world, where social media dominates the marketing scene, it’s become increasingly crucial for businesses to build a strong community around their brand. However, community building is more than creating a group of people who are passionate about your brand. It’s about creating a sense of belonging and connection that goes beyond selling products or services.
Building Connections with Humans
Humans as a whole want to make connections with other humans. We want to feel that we’re part of something bigger than ourselves, that we belong somewhere. That’s why community building is such a powerful tool in marketing. By creating a community around your brand, you’re not just selling products — you’re building connections with your customers. You’re creating a sense of belonging and identity, a group where people share common interests, values, and goals. Being passionate brand advocates is just the cherry on the cake.
Crossed Wires Lead To Cross Customers
Wanting to build a community and actually building and sustaining one are two very different beasts. Sometimes, your marketing tactics will offend your community. Sometimes, your community won’t engage with your new product or direction.
These missteps tend to happen when brands forget that communities aren’t static groups. They’re living, breathing organisms, and just like any other creature, their desires, needs, and opinions are fluid.
Examples of Community Building in Action
Google “good examples of brands building successful, engaged communities,” and names like Harley Davidson, Patagonia, and Dove will jump out of every article. That’s because they’ve understood that their customers aren’t just buying clothes or motorcycles — they’re buying into a lifestyle and a set of values. They’ve created a sense of belonging and identity that goes beyond just selling products.
But let’s talk about a lesser-known example. Before it was Glossier, the globally beloved brand, it was a blog named ‘Into the Gloss.’ Based on community feedback and requirements, the founder Emily Weiss was able to launch skin care products that filled a gap in the market. Glossier also changed the narrative by being an inclusive brand that enhanced one’s beauty instead of the regular psychology of using products to look “pretty.” Their tagline, “You Look Good” encapsulated the company’s mantra. Because of this, customers felt confident and comfortable enough to share their images on social media and the brand’s website, making Glossier one of the world’s biggest, most successful community-based brands.
In summary, community building is an essential part of any successful marketing strategy. By creating a community around your brand, you’re not just selling products — you’re building connections with your customers. You’re creating a sense of belonging and identity that goes beyond buying a product. Brands like Patagonia and Harley-Davidson have shown us how powerful community building can be. So, to build a loyal customer base and create a strong brand identity, build a community around your brand today!
