10 tips for building a community around your brand

As consumers’ expectations around the customer experience continue to evolve, so does their desire for deeper, more meaningful relationships with the companies they support.

In the wake of the previous year’s events, topics like sustainability, social justice, diversity and inclusion and voting with your dollar have taken center stage in mainstream consumer conversations—and these consumers are looking for brands that stand for similar values.

The most successful brands communicate their values through their actions and within the communities they cultivate on social media. In a world where customers are four to six times more likely to champion purpose-driven companies, providing a great product and a seamless transactional experience is not enough to lock in lasting customer loyalty.

In order to build an effective, enriched and authentic brand community from scratch, companies need to understand a few fundamentals. A brand community is a group of people who share an emotional attachment to a company and actively engage in conversations directly and indirectly related to this company, its products and its values. It’s also a customer-centric growth strategy that enables businesses to increase brand awareness, collect information about target audiences, nurture leads, improve outcomes and grow brand loyalty.