Crafting Brand Loyalty: The Ultimate Guide to Brand Community Building

"We should really be thinking of creating a community for our brand." If you work on the marketing side of your company you have probably heard this statement plenty of times from your management team.

You might know the basics of getting started, by taking steps like growing your social media presence and offering some discounts to a select few "loyal customers".

But is this really how great communities are born? What does a comprehensive brand community strategy look like? How can you take lessons from success stories like Apple, Starbucks, and Harley Davidson and apply them to your unique brand?

These are the types of questions we love to answer. Today, you will learn why building a brand community is an indispensable part of your digital marketing strategy.

What is a brand community?

Far from being reduced to just another buzzword, a brand community group of people who are brought together by their collective interest in your brand, products, and the values that your brand stands for.

Members of your community will recommend your brand to their family and friends, discuss products on online forums, and (hopefully) open your email newsletters.

However, unless this community has a place to share information and engage with the brand, it will not grow.

Most brands already have the beginnings of a community through their social media accounts, but a part of building a strong brand community is bringing these members to a place where you can give them more opportunities for discussion, collaboration, and engagement.

That's why Bettermode got its start. An online platform is an essential part of building a brand community in the digital-first world, so we build solutions that integrate directly with a company's existing website.

But that's enough about us for now.

The important thing to remember is that building brand community is a customer-centric activity. Your top customers are where the "soul" of your company comes from - even more than from your mission statement or expensive new brand kit.

So give these customers a place to swap stories and make their problems known. Listen in and speak up when necessary, and always make sure that your loyal customers feel heard.

A great brand must be first a humanized brand.

Why is brand community important?

Building a brand community is a way for you to foster deeper relationships with your customers.

A brand community brings community members together based on shared interests, values, or experiences tied to your brand, allowing them to feel a sense of belonging and actively engage with one another and the brand.

A great brand community creates loyal advocates who are not just repeat customers but genuine supporters, strengthening your brand’s position in the market. Here are some key benefits that highlight why brand communities are so valuable.

#1 Increased customer loyalty

The key to a successful brand community is to make your customers feel like they are a part of something bigger than just a transactional relationship with you. Brand community members are the ones sharing your core values, thus developing an emotional connection with you.

In the long run, this emotional connection translates to long-term loyalty and repeat purchases. Customers who feel like they "belong" to a brand are more likely to stick around, even with attractive alternatives around.

#2 Valuable customer insights

Brand community members are not just any customers. They are your partners in developing better products. Community members are the first testers of new arrivals, able to provide valuable insights - customer thoughts, preferences, and feedback.

Listen to the active community members in discussions and interactions to learn about what your customers really want. Use this intelligence to create targeted products and community marketing strategy.

#3 Amplified word-of-mouth marketing

Marketing strategies keep changing every day, but one thing remains the same - there is no better marketing than word-of-mouth.

When people are passionate about a brand, they naturally want to share their experiences with others. Brand communities often foster this type of organic marketing, since members are likely to recommend products or services to friends, family, and their social circles.

Moreover, online brand communities serve as a powerful engine for referral marketing. Members do not only recommend your products but also invite other members to join.

This kind of endorsement is powerful and trustworthy, and it is where brand communities thrive. Best of all? You don't have to spend a fortune on ads.

#4 Increased customer engagement

Brand communities are a space for your most loyal customers to meet. Just like social media groups, your community gathers people who share the same values - your brand values.

Within the community, customers can interact, share ideas, and even collaborate. Members are more likely to engage regularly with the brand’s content, participate in events, and be active on social media.

Regular engagement keeps the brand top-of-mind and increases the likelihood of repeat purchases.

#5 User-Generated Content and Social Proof

Brand communities often encourage members to create and share content related to the brand, which can act as social proof for potential customers. While community members engage with customer stories, you have the opportunity to interact and establish an even deeper bond with your target audience.

User-generated content, like reviews, social media posts, or forum discussions, serves as authentic endorsements, reinforcing the brand's credibility and attractiveness. This type of content is not only cost-effective but also highly impactful in building trust with new customers.

#6 Enhanced Brand Trust and Authenticity

Being part of a brand community can humanize the brand, making it feel more accessible and relatable.

When brands actively engage with their communities, it shows they care about their customers' opinions and well-being. This interaction helps establish trust, as customers see that the brand is willing to listen and make changes based on community feedback, enhancing the brand’s authenticity.

A thriving brand community goes beyond mere customer engagement — it creates advocates and fosters loyalty. By investing in building a brand community, companies can achieve sustainable, community-led growth, retain dedicated customers, and build a network of passionate brand ambassadors.

How to build a brand community? Step-by-step

Building a brand community takes intentionality, strategy, and patience. In the end, the payoff is invaluable for customer loyalty and brand advocacy.

Here’s a step-by-step guide to get you started.

Step 1: Define your brand’s values

To attract members who resonate with your brand, start by defining a clear purpose and a set of values.

For example, Gymshark built its brand around fitness, inclusivity, and empowerment, attracting a dedicated following of fitness enthusiasts who share those values. By providing a space for people to discuss fitness and personal goals, Gymshark is an effective brand community that spreads a healthy way of living.

Step 2: Identify and understand your audience

When building a brand community, think about your ideal community members. Try to capture the core values they all share. Use surveys, social listening, and analytics to understand their preferences.

This is how Sephora tapped into beauty enthusiasts. By understanding their needs for both product recommendations and makeup tutorials, they created a forum where users can exchange advice and reviews.

Step 3: Create exclusive content and events

Bring your community together by sharing intimate experiences with them. Be it exclusive behind-the-scenes content, a special line of products, or a special event that gathers only the most loyal customers.

For example, Apple hosts events like the annual Apple Keynote, where fans get exclusive product news and updates. Additionally, in-person experiences like Apple Stores offer free classes and workshops, enhancing the sense of community.

Step 4: Leverage social media and online platforms

Online brand communities help your customers be with you all the time, on any device. One of the most interesting online brand community examples may be Starbucks - and the way they integrated coffee drinkers into company decision-making.

Starbucks uses its “My Starbucks Idea” platform to invite customers to share suggestions and engage in conversations about products, driving customer loyalty. This feedback loop keeps Starbucks connected to its customers while also allowing customers to feel part of the brand’s journey.

Step 5: Recognize and reward your community members

Showing that you value your loyal members and their contributions contributes to building community spirit. The LEGO team has excelled at this.

They organize a customer community platform where they can pitch their designs and vote for the ones they want to see produced. As a thank you, LEGO gives credit to the creators, as well as a portion of the product’s sales, keeping fans actively engaged in the brand.

Step 6: Collect feedback and continuously improve

Regularly collect feedback from your community to refine your approach. Encourage members to provide honest opinions, and make changes based on their input.

Brands like Nike actively listen to their community’s feedback to improve their products and marketing approach, ensuring community members feel heard and valued.

The brands that do it well

Strong brand communities are built on engagement, shared interests, and a sense of belonging. Here are some examples of brand communities you can learn from.

Patagonia

Patagonia’s community is built on environmental activism and ethical consumerism. The brand has a loyal following among outdoor enthusiasts and sustainability advocates.

Patagonia actively engages with its community on environmental issues, hosting events and initiatives like Worn Wear, a program that promotes buying used and repairing gear. This social gathering includes music and food, all hosted by the brand that promotes green values.

Apple

Apple’s community loyalty is unparalleled. With over 1.65 billion active Apple devices worldwide, the company fosters a deeply loyal user base through exclusive events like the Apple Keynote, Worldwide Developers Conference, and customer forums.

Apple enthusiasts eagerly anticipate product launches and actively participate in discussions on Apple’s Community Forum, making the brand feel like an exclusive club.

Harley-Davidson

Harley-Davidson is no longer just a motorcycle. It's a lifestyle.

The Harley Owners Group (H.O.G.) has more than 1 million members worldwide. They organize rallies, events, and spaces where riders can connect, share their experiences, and feel a deep sense of belonging with the Harley brand.

Starbucks

Starbucks has a reputation for customer-driven innovation. Through their “My Starbucks Idea” platform, customers submitted over 150,000 ideas, some of which led to new product releases like the popular Pumpkin Spice Latte.

Starbucks’ community feel extends to their rewards program and social media, where they regularly interact with customers and create a sense of inclusivity.

Sephora

Sephora’s “Beauty Insider” program has cultivated a community of over 25 million members who share makeup tips, product reviews, and tutorials.

The Sephora Community forum is a space for people from all over the world to exchange ideas and advice. Sephora fosters a customer engagement platform through its tiered rewards program, keeping them loyal and active in the community.

Adobe

The Adobe Creative Cloud Community allows members to share work, seek feedback, and access tutorials. Adobe engages with its community by hosting events like Adobe MAX, where users learn from creative experts and network with other members.

Gymshark

With a strong social media presence, Gymshark has created a niche community for supportive and active fitness.

With over 5 million followers on Instagram, Gymshark’s brand community is centered on fitness, motivation, and support. Their ambassadors interact with followers, and the brand frequently hosts live workouts and events, making customers feel part of a larger fitness movement.

Moreover, they leverage user-generated content to make their brand feel more personal. On top of that, they started the Gymshark Insiders community for their most valuable customers.

LEGO

LEGO’s community is interactive and spans multiple generations.

Their LEGO Ideas platform allows fans to submit product ideas, with popular ones becoming official LEGO sets. This collaborative approach, with over 1 million members submitting and voting on ideas, fosters a unique sense of ownership and engagement among LEGO enthusiasts.

Nike

Nike’s community is all about sport, empowerment, and social causes.

Through the Nike Run Club app, members join virtual running groups, track their performance, and connect with other runners. With millions of users globally, the Nike Run Club has become a supportive and motivating environment for fitness enthusiasts, aligned with the brand’s athletic values.

How can Bettermode help you build a brand community

If you decide to build your own brand community, Bettermode is your best friend. Bettermode's platform is an all-in-one solution for the efficient creation and management of an online brand community that meets the expectations of your valuable customers.

Here’s how we can enhance your brand’s community-building journey.

#1 Simple community setup and customization

To create a successful brand community or a brand loyalty platform, you don't have to start from scratch. Bettermode's templates such as the SaaSplex template are designed for an optimal member experience.

Moreover, its flexible layout enables you infinite customization options to craft the community that matches your brand’s identity.

#2 Integrated social features for interaction

Bettermode makes it easy to set up exclusive content, discussion forums, and spaces for various topics, fostering meaningful engagement.

With features like threaded discussions, polls, Q&As, and private messaging, Bettermode keeps your community engaged. Brands can also integrate their Bettermode community with their website, for an intimate experience that enhances user engagement and loyalty.

#3 Analytics for targeted insights

Bettermode is not just a development platform. It is a space for your community portal to reach its true potential.

Bettermode offers in-depth analytics, allowing brands to track member engagement, identify popular topics, and gather valuable insights into user behavior. This data helps you understand what drives engagement and what can be improved to create a thriving community.

#4 Gamification to drive engagement

Bettermode’s gamification options, like badges, points, and leaderboards, reward members for participation, encouraging them to stay active and engaged. By recognizing loyal community members, brands can foster a sense of belonging and incentivize regular interaction.

#5 Easy integration with CRM and marketing tools

Bettermode integrates with popular CRMs and marketing tools, so you can connect community insights with broader customer data, providing a holistic view of user behavior. This integration supports personalized engagement strategies that enhance both the community and customer experience.

Forget about third-party data. Learn from your customers directly!

Conclusion

Ready to bring your brand community to life?

Gather your customers, define your values, and create a space where real connections can thrive. With Bettermode, you can focus on building the heart of your community, while we handle the technical details. From easy setup to powerful engagement tools, Bettermode has everything you need to make your brand community a success.

Sign up for free and choose a template closest to your heart. Start building your community today – your biggest advocates are waiting!

This article was originally published on January 28th, 2021, and was updated on November 6th, 2024.

FAQs

What is community building in brand?

Community building in a brand involves creating spaces (online or offline) where customers connect over shared interests related to the brand, fostering loyalty and engagement. It can be a community hosted within social media groups or a series of events you host for your most loyal customers.

What are the three elements of a brand community?

The three elements of a brand community are shared consciousness (1) which reflects a sense of belonging to a community; tradition and community rituals (2) such as regular events and games that reinforce the brand identity; and a sense of responsibility (3) or a support-system between community members.

How to create a branded community?

To create a branded community, start by identifying your key values and defining the purpose of the community. Then, choose the platform to host your brand community, such as Bettermode for example, and onboard your most valuable customers. Provide value, listen to their feedback, and encourage interaction among participants to create a strong community for your brand.

What makes a strong brand community?

A strong brand community consists of the following elements: high engagement, emotional connection, shared values, and a sense of ownership among members.

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