What is brand community and why’s it so important?

As humans we have an instinctive need to belong and form meaningful relationships, that’s why we love community. 

Whether it’s meeting with friends, attending a gym class, or engaging with an online community, this can provide a sense of purpose and make us feel supported.

A study by TINT found 73% of consumers have a positive opinion of brand communities whilst 84% said brand community impacts how they feel about a brand. 

For any brand, building an active online brand community is key! 

A brand community is one of the most effective ways to increase customer loyalty with 66% of companies claiming their community has impacted customer retention. 

But what is a brand community, how do you build one, and which brands have done it best? 

What is a brand community?

A brand community is a place where people who have a connection to and follow your brand can go to connect with each other (and you too)!

This is made up of people who use your product or service, follow your brand on social media, and want to engage with others who do the same. 

Members of a brand community are often devoted customers who want more from your brand. People turn to a brand community to share their own experience, ask questions, and talk about your brand with other loyal customers. 

Why is a brand community important?

According to HubSpot, 90% of social media marketers believe building an active online community is critical in 2023, so there’s no doubt that brand community is key. 

A brand community is important as it’s one of the best ways to form strong relationships with customers and keep them coming back for more. An active brand community nurtures and celebrates customers making them feel seen and involved.

Having a dedicated community at your fingertips means you can reach out to customers to test new ideas, ask for transparent feedback, and share new content. A brand community can help you make customer driven decisions whilst boosting brand awareness, so make sure your community rewards its members. 

And, the more connected your customers feel, the more likely they are to repurchase products, engage with content, talk about your brand, and act as a brand ambassador. 

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.

Constructing your brand community strategy will be unique to your brand,, but here are 5 crucial steps that you shouldn’t miss. 

1. Know your brand

A brand community is built around your brand, so you need to know anything and everything about it.

As well as your products and / or services, think about what your brand is about, why it exists, and who you want to help.

Why not think about your brand mission and values, what do you want to achieve and who are you trying to reach? Just remember, your brand community is about putting your audience first.

2. Understand your audience

You know your brand, but do you know your audience? 

Understanding your audience is essential if you want to build a successful brand community. 

Before jumping in, take time to look at your audience and their interests so you can create content that they’ll find useful. 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

There’s no doubt that having a brand community is a powerful tool, but you should create a community with purpose. 

Maybe you want to educate customers on how to use your products or the ingredients in them? Or perhaps you want to get to know and bond with your customers a little more? 

In any case make sure you know the motive behind your community! Doing so will ensure you pick the right community platform, target the best audience, craft relevant content, and set clear goals.

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!

5. Engage with your community

Once you’ve set up your brand community, don’t forget to engage. . 

Regularly engaging with your brand community encourages members to stay involved and shows them you’re interested. 

You can share your own content, user generated content, conversational posts, and reply to member threads and questions. 

2023 has been the year of community. We’ve seen more brands prioritising growing a meaningful brand community. 

Building a brand community and maintaining it can feel daunting, but we’re here to help. Module 3 of our member exclusive course Master Your Social Media Strategy is all about community marketing.

In this module, you’ll learn why building community is important, tips on how to do so, and so much more! And, this module features an exclusive episode of The Girls in Marketing Podcast with Olivia, Amy, and Keira. 

Most of us are a part of a brand community even if we don’t realise it. Whilst so many of our favourite brands have built epic brand communities, here are 2 to take inspiration from. 

Examples of brands with strong brand community

Glow Hub

Co-founded by Christine Chang and Sarah Lee, Glow Recipe began as an e-commerce company for Korean cosmetics. 

Eventually, Christine and Sarah decided they wanted to create a skincare brand that felt fun and approachable. 

Glow Recipe launched in 2014 and its innovative, fruit powered products took the beauty industry by storm. But Glow Recipe gives their customers so much more than glowing skin.The brand has built a tight-knit community through education and engagement. 

Glow Recipe’s website and social media platforms are jam-packed with everything new and existing customers could need. 

From a skin quiz to help customers create the perfect glow routine and thousands of product reviews, to in-depth tutorials and product breakdowns, Glow Recipe ensures their customers are in the know.

Previously, Glow Recipe has hosted a number of online and in-person events for their community. These fun, memorable experiences provide customers the opportunity to form connections with each other and with the brand. 

Glow Recipe gives back to their community with the Club Glow Rewards scheme. After signing up, customers are able to earn points with every purchase that can be exchanged for exclusive discounts. 

Lululemon

Lululemon has seen huge expansion since its launch in 1998. As of November 2023,  the yoga inspired, athletic retailer has 655 international stores and a net worth of over $54 billion.

Harnessing brand community has been vital to Lululemon’s growth and success. By leaning into lifestyle and wellness, Lululemon has created a community that people are attracted to and want to be a part of. 

On social media, the brand focuses on producing a variety of wellbeing and fitness related content that engages their audience. And, like Nike and countless other brands, Lululemon has embraced user generated content (UGC) to acknowledge their customers and foster a positive community culture. 

As well as UGC, Lululemon partners with authentic brand ambassadors who love the brand and resonate with its values. When people see content by these brand ambassadors they’re drawn into the lifestyle and want to join the community. 

Throughout the year, Lululemon hosts frequent local in-store and international gatherings in events centred on fitness and wellbeing to connect their community. 

Brand communities are all around us and will continue to gain momentum. Household names, celebrity brands, and pop icons like Taylor Swift know just how much community matters. 

If you haven’t already, it’s time to build a brand community.