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Importance of Brand Communities

👫 Brand communities are an extension of what the brand signifies. It's a group of like-minded people who relate to the brand and their products.

🤗 It isn't a marketing strategy anymore. It's much bigger - a personalized way to reach out to the loyal users who connect to the traits of the brand.

📱 There are tonnes of online brand communities that exist today - across multiple community platforms, in addition to their social handles.


🤔 Why has brand community become more relevant in the space, today? 👇


(1) 💪 Identify your power user - Community can help identify users who are active, loyal & potentially can be an extension of the community.

Ex - Find an influencer who uses the product. He/She can promote the product better when there's a first hand connect to the product.

(2) 💬 See an increased engagement over the brand.

Users connect & engage over content- it relates to a personal problem which is being solved by the brand's products

Ex - Users engage with anecdotal references from personal fitness journeys over content shared by a D2C wellness brand

(3) 👨‍🎤 Users can help with word-of-mouth marketing

Show the users the value they can draw from the community. That's all that it takes to drive a viral word-of-mouth.

Ex - A coffee brand that's just launched extends free samples for members, brewing methods, etc.

(4) 🤝 Help users meet like-minded folks

Brand communities inspire people to connect over similar passions and network better.

Ex - A D2C brand selling baby products connects mothers in the same boat, coming together by sharing their experiences and motivating each other.

(5) 👥 Build a treasured customer pool

Feedbacks, polls, etc. becomes much significant to the customers since they've invested their money in the brand's products.

Ex - A D2C cosmetic brand asking feedback for an existing shampoo variant.

(6) 🔄 Deepen customer relationships

Members become a part of the brand's inner circle - giving them access to exclusive discounts, content, new launches, etc.

Ex - A brand launching new protein powder (manufactured basis feedback from users) extends an XY% off.

(7) 📈 Get your go-to-market strategies right

Be it content or new product - you have a sample set of users who are constantly giving you feedback basis their actions taken within the community.

Ex - Brand pushing valid SEO content basis most engaged topics.

ABOUT THE AUTHOR
Shalini Nair Tekwani

Shalini leads all things growth at Threado. Prior to Threado, she was leading Zomato Bangalore's marketing team.

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