How to create a community around a brand

[tmonower957]

Community around a brand - a new or well-forgotten marketing tool
Nowadays, every major brand is developing its own community, gathering people with similar values ​​and preferences around the company. Most often, these are people directly or indirectly related to the brand's products or services. Promoting your community is not aimed at direct sales; this strategy has a different goal - to gather target customers, win their loyalty and maintain constant communication in the long term. Today we will tell you what a brand community is and why it should be developed in 2023.

How does a brand community work and how is it useful for business?
The communities experienced their greatest development during the lockdown period — people switched to remote work and online shopping. The new sales format encouraged buyers to look for new forms of communication with sellers. In turn, progressive brands quickly identified the needs of people in social isolation and offered bahrain consumer email list platforms and tools for communication with the outside world. The simplest and most popular means of maintaining communication with customers are social networks, personal blogs, and online publications.

Thematic online publications, social media groups or messenger channels show the target audience its value for the company. When entering the brand platform, a person learns news, gets positive and inspired. This strategy actively displaces aggressive marketing and works in the long term.

As an advertising platform, online publications cannot be brand communities. The main concept of a company's media communities is the ability to interact with both the brand itself and other users of the platform. It is necessary to conduct surveys for the audience, organize discussions in the comments, webinars and publish useful content. One of the indicators of a good brand community is the connection and communication of users with each other within the company's platform.

Community development opens up a number of benefits for businesses:

Increased loyalty of the target audience.

Increase brand awareness.

Improve conversion through greater engagement.

Monetization of community activities.

Generating ideas for brand development.

Unlike traditional marketing, brand communities focus on brand positioning rather than brand advertising. This means that the company defines itself as an equal part of the community – it is ready to engage in dialogue with the audience, listen to opinions and support them. The humane and honest position of the brand towards its customers allows for the establishment of an emotional connection and trusting relationships.