The Truth About Brand Communities
(and How to Best Build Yours)
Have you thought about what brings people together? Real connection and strong communities don’t form by accident—they’re carefully crafted with purpose.
After witnessing the importance of community during turbulent times, like the recent fires in Los Angeles, it’s clear that building a thriving brand community isn’t just nice to have—it’s essential. But here’s the thing—most businesses get it wrong, regretfully and drastically wrong.
Here’s the truth about how to build a community that truly makes an impact. And if I learned anything this week – build it before you need it.
What You Need to Know About Brand Communities
1. Brand community is a business strategy, not just a marketing one.
Community-building efforts shouldn’t be siloed in your marketing department. Your community should support company-wide goals and integrate seamlessly into your overall business strategy.
2. It’s about serving your members’ needs, not yours.
Your brand community should exist to fulfill the desires and needs of your members—not to push your agenda. This is probably the number one error I continually see people and businesses make. It’s about getting your clients to where they want to go, not where you want to go, not delivering your message points.
3. The structure of the community builds the brand—not the other way around.
A well-built community lays the foundation for a strong brand, not the other way around. It’s a build that flowers from the ground up. Your community become your best ambassadors and brand up a solid foundation for your brand in the process.
4. Everyone has a role to play.
For the strongest communities, make sure all members—not just influencers or opinion leaders—have active roles.
5. Social networks are only a tool, not the strategy.
Facebook or Instagram can house your group, but they aren’t the community itself. Focus on structure and purpose rather than just platforms.
Understanding Community Affiliations
Communities are dynamic, and members affiliate in different ways. Understanding these structures helps you create a community that sticks.
A. Pools
- Members are connected by shared goals, activities, or values rather than personal relationships.
- Examples: Apple enthusiasts, marathon runners, DIY decorators.
B. Webs
- This is all about personal relationships and mutual support. Members connect deeply one-on-one.
- Examples: Local cooking clubs, debt support networks, Facebook friend groups.
C. Hubs
- Members are linked by their connection to a central figure, like a celebrity or influential leader.
- Examples: “Swift-ies” Taylor Swift fans, Mr. Beast fans, major sports teams.
Identifying which affiliation best aligns with your audience will help you cultivate the most meaningful community possible.
Your Next Step
Your community can be a game-changer for your business. Are you ready to build a community that reflects your values and empowers your audience? What do you want to create for your business?