"When we shoot video features, it's almost exclusively on real-life customers.". By creating sites like LEGO Ideas and LUGNET, LEGO has cultivated a system of connecting to its customers that builds engagement and collects valuable consumer feedback. If you're an expert working in your field – whether as an employee, entrepreneur, or consultant – we'd love to help you share your voice with our readers and the business.com community. "Building community around a brand has always been important, but seems to have become more so over the past 10 to 15 years," says Joy Panos Stauber, president of Stauber Brand Studio, a brand communication company. Fostering a strong community builds a sense of trust with your audience that increases the potential for long-term customer retention – not to mention it's a smart way to set yourself from the competition and brand yourself as a company that cares about building relationships and contributing to the community. The benefits of a strong brand community are endless. Market research becomes much simpler, because you have an organic way to connect with your fans and find out what they're looking for. "Throw in some perks and promos along the way to keep your open/click rates high. To build a strong, engaged and loyal community around your brand, you need to know these four essentials. When you use video, make it authentic, advises Li. Customers are increasingly making decisions based on alignment with their values, adds Cassandra Lam, CEO and co-founder of The Cosmos, a community that creates content for Asian women to thrive in the workplace and at home. Fitness company Kettlebell Kings also features customers via video. "Building community gives your customers a space to feel seen and heard by your brand in a unique way. "E-commerce has connected us to the entire world transactionally, but not socially, which has left an unfulfilled need. Building a brand community: Putting it all together. When you build a community… If you provide valuable information to people that helps them solve an issue or teaches them how to do something, they'll trust you completely, and your community will be full of loyal followers who will hang on your every word. "This free value is important," she continues, "because buyers won't feel like your products are that expensive when they hear from you on a regular basis with useful information.". The Meetup app is a great way to organize meetups in your city with other professionals. This checklist of 22 essential elements will help you pull off a... From COVID-19 to Hurricane Season: Disaster... Natural disasters – whether a hurricane, tornado or outbreak like... 5 Strategies for Building Brand Trust Through Video. "The best brands fill voids in their customers' lives and as a result become friends and trusted resources. There are many benefits to networking, including raising your profile, building your confidence and forming real-life friendships. At Copper Pearl, a baby bib brand, community building has led to the company's growth, says Tyler Hillstead, Copper Pearl's president. Now that you’ve seen some great examples of brand messaging and brand building, it’s time to do the same for your business. Hopefully you've been building your email list, because sending newsletters is a very effective way to build relationships and create a community around your brand. You can start discussions in the group to see exactly what your audience is looking for and what issues they're trying to solve, while offering valuable advice to them. "Customers may be buying our products, but it's much more than sales. That shared brand experience and collective impact makes people feel good.". We work hard to only publish high-quality and relevant content to our small business audience. If you're a direct-to-consumer business, your marketing campaigns... 8 Ways to Use Social Media to Grow Your Sales. If you're a shoe company, start a running group. Times have changed considerably. Here are six steps to building community around your brand and what you can learn to adapt your company to today's changing marketplace. Â. How to Build Brand Communities A complete understanding of the journey that your best consumers take with you is an essential first step. These four steps will assist a company in framing a robust structure to build a brand community. Sending newsletters to your subscribers is a great way to make them feel like they're getting exclusive content, and people love to feel special. Most of the time, the brands that can afford to produce the most ads receive the most attention. If you give others the opportunity to get to know the real you, you can build a trustworthy personal brand and form a community of like-minded people you can comfortably reach out to in the future. "We re-share customer submitted videos, and we always quote the customers on the videos," says the company's owner and co-founder Jay Perkins. Storytelling Can Make or Break Your Brand. Another effective way to build a community for your brand is face-to-face networking. ", "An increasingly digital, modern lifestyle is creating a hunger for authentic and relatable interactions that connect us to others like us," says Lam. ", "Brands that have a social impact that helps the larger community are especially effective," says Stauber. "People want to tag us so they can be featured with their comments shared on our page," he says. And you want to do this because your brand community is a powerful business tool. Growing slowly will help you in the long run. 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