This is the time to deepen relationships with the demographics that matter to us. Thanks to a rapidly changing environment, changing consumer behaviour and brand practices, the customer journey has become a lot different than what it used to be.
Attempting to survive a pandemic has further strengthened the dependence on communities and the bonds they foster. People are what matter, could not be truer.
Fortunately, brands and companies are beginning to recognise this. Community building and social networking are making their way to the fore of marketing and brand communication and are becoming critical to customer acquisition and retention.
A group of customers who are invested in a brand beyond what is being sold make up a brand community – those who are fiercely loyal because they feel a sense of belonging and camaraderieship. Imagine being able to tap into the loyalty of the Beyhive (American entertainer, Beyoncé Knowles Carter’s fan base). It’s the life force of the burgeoning IVY PARK clothing label.
While this may be a new trend, many of the world’s top brands have been putting community building to the test for years.
As the pandemic begins to ebb with the advent of vaccines (hopefully) and the world begins to ‘wake up’, brands are faced with the task of building a powerful network of supporters who will not only hold each other up but also keep the bottom line up amid ambiguity. Brands that invest in engaging a passionate community can create a loyal customer base and make a great difference in brand building/growth.
Brand communities are built on shared identities and purpose, giving brands the opportunity to truly connect with and understand their customers to gather insights that will fuel their business.