The Power of Building a Brand Community: Why It Matters

As companies are unlocking the power of creators, brands are starting to recognize the importance of building their brand community on various social media platforms. Influencer marketing is an effective tool to reach consumers of all generations. One study showed that 50% of Millennials trust product recommendations from influencers and 33% of Gen Z-ers have bought a product based on an influencer’s recommendation in the past three months.

To build and strengthen your brand, it’s essential to build a brand community. A brand community will rally your most loyal customers in one place, increase brand awareness, and help you better understand customers.

Read about the benefits your brand receives by building a brand community.

What is a Brand Community?

A brand community is your fan club. They are the individuals who don’t just want to buy your products; they want to live them, to represent them, to be the first to introduce them to their friends.

Members of a brand community actively participate in discussions, events, and activities related to the brand, forming connections with like-minded individuals and the brand itself. Ultimately, a brand community serves as a powerful platform for building relationships, driving customer advocacy, and shaping the brand’s identity.

Why Building a Brand Community Matters

Gain Sales Drivers

A strong brand community can be a significant competitive advantage. When ambassadors feel like they are truly sales drivers for your brand, they help build up a vibrant and engaged community.

A strong brand community creates a barrier for competitors to replicate the same level of engagement, trust, and connection with customers. Having a vibrant community to back your brand up and help you drive sales is a key way to increase revenue on all marketplaces, both online and retail.

Increases Brand Awareness

A strong brand community can become a powerful word-of-mouth marketing channel. Satisfied and passionate community members are more likely to share their positive experiences with others, both online and offline. They can serve as brand ambassadors, influencing their networks and attracting new customers through their recommendations.

Word-of-mouth is still the most effective way to raise awareness and grow a business. In fact, 71% of consumers are more likely to make a purchase or engage a business based on social media referrals, meaning the importance of community is at an all-time high.

Fosters Brand Loyalty

Fostering relationships with your best customers is just as important (if not more) than gaining new first-time users. Being part of a brand community helps customers feel an emotional connection to your products which keeps them coming back time and time again.

By creating a deeper, more meaningful relationship with your best customers, you help foster a sense of belonging and loyalty to your brand. These customers are the ones who absolutely love your brand and will talk about you to their friends, neighbors, strangers in the grocery store check-out line and more. These engaged and loyal customers are more likely to advocate for your brand, make repeat purchases, and provide valuable feedback.

Current Can Help You Build a Successful Brand Community

Building a successful brand community can be an intimidating and time-consuming process for many brands. Current, a software and services solution for influencer marketing, has the tools and resources necessary to help build your brand community. Current’s experience team helps populate your brand hub with the most relevant creators in your space. Current helps build your brand community by doing the following:

• Strategy: Building a community and working with creators is intimidating to most brands. We have an experienced team, templated plans, check-ins—everything a brand needs to make sure their community will accomplish what they want. The Current team’s decades of experience in this industry & our high-touch onboarding with clients make sure all clients are pointed in the right direction.
• Recruitment: Bringing on new community members is much more of a courtship than an audition and you need the tools and man power to earn the affection of these valuable community members. Current has prospect builders, outreach templates and entire recruiting teams on hand to populate each client’s community as efficiently as possible.
• Engagement: Onboarding people to your brand community is only half the battle. The community has to be tended or else people will lose interest and find other things to do with their time. That means giving them assignments & challenges of how they can get involved and support your marketing calendar. It means staying up-to-date with brand education—giving information about upcoming product launches or changes. Current’s full slate of messaging features and campaign builders allow for seamless community engagement.

If you’re looking to build your brand community, contact Current today.