Learn how to create a brand community and what its benefits are. You can understand it as a space for communication between the brand and consumers, and between the customers themselves. But this concept goes further and seeks to generate a real connection and sense of belonging.
What is a brand community?
The term brand community refers to people who have a common interest in a brand. They have a similar perception of it and what it represents. In addition, they identify with the brand's values .
Community members participate in these to share their experiences chile telegram data the brand's products or services; they also hope to get new ideas, stay up to date with the latest developments and actively participate in the brand's activities.
On the other hand, brands recognize the importance of communities and have made it part of their strategy. Through brand communities they seek to get to know their customers better, get closer to them, interact and generate engagement .
Technology, especially social media, has helped create these groups. However, it is important to note that they are not the only way to create online brand communities .
They can be done through forums, websites, video blogs, online suggestion boxes. In addition, it must be taken into account that communities are not only digital, they also work offline .
Brand members become promoters or ambassadors and promote conversation around the brand.
Some examples of brand community are:
PlayStation: Has a forum where they share advice and reward the most active members.
Starbucks: Provides customers with the opportunity to suggest ideas directly to the company.
Lego Ideas: Users can share their designs, vote and comment on other proposals. If they get a significant rating, the designs can become a Lego product.
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Importance of brand communities
People who join communities have a real interest in the brand, they identify with it. And by becoming a member they seek to feel part of the brand, get added value and be part of the conversation.
There is a recognition among the members of the group that differentiates them from the rest by being part of this new family.
Brands interested in these groups want to get closer to them and get to know them better through customer reviews . They are also interested in promoting loyalty and generating engagement .
Companies take advantage of these spaces to announce new products, listen to what is said about the brand, share stories from their clients and implement actions that help them retain customers.
The advantages of brand communities include:
They are an effective marketing channel and help reduce advertising costs.
They allow you to build customer loyalty.
They generate a sense of belonging towards the brand.
Opens a space to find collaborators and promoters.
Increase visibility and gain the trust of potential customers.
Thanks to these groups, you can also attract more visitors to your website, which in turn improves your SEO positioning .
Companies get ideas for new products or improvements to existing ones.
It also allows them to advise consumers and offer customer service.
How to create a brand community?
Creating and managing a brand community is a task that requires dedication. If you want to create a group around your brand, you have to be aware that it takes time, both in planning and execution.
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You can't encourage customers to join the group and then abandon them. The company must listen constantly and actively engage. It must also recognize the importance of community members and reward them with actions that generate value.
Follow these steps to build brand community:
Analyze the brand situation
Assess where your brand stands, gather all the necessary information about the current situation. You'll want to remember what the company's mission and vision are, how it differs from the competition. Review the products and services it offers.
Also, analyze your communication channels with consumers, such as your website or social media. This will give you an idea of the current situation and will serve as a starting point for promoting the community.
Know your buyer persona
Create a profile with the characteristics of your ideal client. For your marketing strategy to be successful, it is essential to know your client well. Gather as much information as possible such as age, level of education, gender, where they live, whether they have children, what their needs and interests are, etc.
By creating your profile, you can define how to communicate with them, create content and promotions that will catch their attention.
Define the objectives
Think about why you want to create a brand community, what you want to achieve. Each objective will guide you to take the relevant actions to achieve it. Maybe you want to generate engagement or increase sales. You can achieve the latter, for example, by offering personalized advice to community members.