Written by Wayne Elsey, Founder and CEO
Wayne Elsey is the founder and CEO of Elsey Enterprises. Among his independent brands, he is also the founder and CEO of Funds2Orgs.
Most people are hyper-connected and online. So, what does this mean for brands? It's an excellent opportunity for brands that know how to cut through the noise and the firehose of content put out every day. In short, for companies and organizations that build a brand community, it's a great opportunity to cultivate and develop loyal supporters.
Creating a brand community isn’t just about getting people to follow you on social media, although that's important. The more essential idea for a brand that wants to go global is having customers and supporters feel a sense of belonging. In other words, it's about creating a community where people feel heard, involved, and genuinely connected.
When brands build communities, they invite people to become part of something bigger than themselves. That builds loyalty and trust, which, in turn, provides a higher lifetime value. Further, when you have a solid community of people, you can ask for their insights. They are more than willing to share what works and what doesn't.
Why brand community matters
If you believe, as we do, that brand community building is about creating a sense of belonging, then it's also essential to realize that it's about relationships. Essentially, a brand wants to become something that people not only recognize but also want to support. When people feel involved, they become advocates.
For instance, our brand, Sneakers4Good, is all about community. The social enterprise helps marathons, road races, running retailers, and sports groups serve as sneaker reuse partners in their communities. In turn, they're able to provide the service of getting rid of sneakers for sustainability and making a positive local and global impact.
When the Sneakers4Good team goes to conferences or races, people know them. They also do a great job of giving shout-outs to community partners on social media. All of this, pulled together, means they have meaningful relationships. Moreover, they have people who support and advocate for them by offering referrals and leads. Word-of-mouth matters!
Building a group of supporters
Hopefully, you agree that you want to create an engaged community for your business or organization. If so, your next question is probably: how do you do it? The answer to that question is that it starts with your audience. You have to know them very well. Who are they? What do they care about and need? Why are they your partners?
You can create relevant content when you know the answers to these questions. Once you have relevant content across all your marketing channels, you can focus on engagement. In other words, you don't simply want to share content, even relevant content. You also have to communicate (e.g., through comments, asking for feedback, etc.).
Further, you should know and understand your brand identity because authenticity is crucial. People are very sophisticated in the digital world. If your brand communicates in a way that's fake, people will know it. It’s essential to know your brand voice and identity. Then, use it to share your brand personality, behind-the-scenes peeks, and customer or supporter stories.
Tips for nurturing a community
As noted earlier in this article, creating a brand community is about more than pushing content. It’s about committing to developing and maintaining relationships. One great approach for brands with a following is to use a community platform, such as Mighty Networks, where people can share with you and each other. But what more can you do to ensure a vibrant community? The following are some tips.
Once you're clear on your brand voice, consistency is essential. Whether you're on social media, using emails, or hosting in-person events, it's vital to be present and show up. When you do, you build relationships through consistency.
Another essential aspect of building community is sharing value. So, what does that mean? It means providing people with what they want to know. Share educational content. Offer unique experiences. Provide brand supporters with great offers.
Another key idea is to keep things simple. Make it easy for people to get involved and engaged. For instance, hold fun contests and live streams, ask questions, conduct surveys, and share stories and ideas.
Finally, always recognize and reward those community members who are leading your efforts. Say thanks often! Give people shout-outs, let them know you see them, and show your appreciation.
In sum, a brand community creates a space for people to come together. We know that people want to share, so why not give like-minded individuals an opportunity to engage with you at the center? When you create a community, you'll see how it not only supports your organization but also ensures your success.
© 2024 Wayne Elsey. All Rights Reserved.
Wayne Elsey, Founder and CEO
Wayne Elsey is the founder and CEO of Elsey Enterprises. Among his independent brands, he is also the founder and CEO of Funds2Orgs. This social enterprise helps nonprofits, schools, churches, civic groups, individuals, and others raise funds while helping to support micro-enterprise (small business) opportunities in developing nations and the environment.
