Maybe you have never noticed it but there is one common thing, which brings together all the existing brands. Their fans with their dedication to a brand.
Don't you think it is a really huge power?
Of course, it is. And in order to be successful you need to constantly communicate with them and do it very professionally.
Let's take a look at one interesting way of such communication. Let's talk about a brand community.
Albert M. Muniz and Jr. Thomas C. O'Guinn defined a brand community as
Albert M. Muniz and Jr. Thomas C. O'Guinn defined a brand community as
“a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand.”
in their article "Brand community" for the Journal of Consumer Research in 2001.
By means of a brand community people have a great opportunity to come together in relation to a brand. They can share their ideas, help each other, discuss everything they want, and so on. That is very supportive and useful system for both sides: a company and its clients.
"Clearly, the groundswell is a fantastic support system. Enable people to connect with each other, and they will, making life easier for both themselves and you."said Charlene Li and Josh Bernoff in their book Groundswell: Winning in a world transformed by Social Technologies.
And it is undoubtedly truth.
A brand community is a great way to:
- increase customers' loyalty to a brand;
- be aware about what your audience like and dislike about your brand and everything that concerns with it;
- get some really wonderful new ideas for product or company development from "the first hands";
- show company's clients the importance of their ideas and opinions for a company.
But certainly everything is not so easy as it seems to be at the first sight. There might be some obstacles, which companies should pay enough attention to.
Probably the biggest challenge for companies is that building brand communities requires significant investment in time and development of a community strategy. Everything must be designed in advance. That is very important point.
The article "Getting Brand Communities Right" by Susan Fournier and Lara Lee in the Harvard Business Review said that it’s not so easy to start your brand community.
There are Myths vs Realities about Brand Communities:
There are Myths vs Realities about Brand Communities:
- Myth 1: A brand community is a marketing strategy
- The reality: A brand community is a business strategy
- Myth 2: A brand community exists to serve the business
- The reality: A brand community exists to serve the people in it
- Myth 3: Build the brand, and the community will follow
- The reality: Engineer the community, and the brand will be strong
- Myth 4: Brand communities should be love-fests for faithful brand advocates
- The reality: Smart companies embrace the conflicts that make communities thrive
- Myth 5: Opinion leaders build strong communities
- The reality: Communities are strongest when everyone plays a role
- Myth 6: Online social networks are the key to a community strategy
- The reality: Online networks are just one tool, not a community strategy
It would be more interesting to consider some successful examples of brand communities and see who is making it really properly.
1. PlayStation Community / Sony
The PlayStation Community has done an excellent job at developing an online space for PlayStation fans. It includes different sections such as games, interests, a support section, feedbacks, and advocacy.
The community is also tied to Playstation's YouTube and Twitter page links, so gamers are able to experience that content.
2. Beauty Talks / Sephora
Sephora has created a very interesting and useful online community mostly for women. It allows them to exchange tips between them and discuss related topics. It also includes advice from Sephora experts, celebrity tips, video tutorials, and so on.
3. Harley Owners Group / Harley-Davidson
And it works really great!
Why should brands build a strong brand community?
In today's world, people strive to be connected. That is why every company should find a way to do more with what it already has.
Supporting the groundswell constantly is very significant part of each business. It should be understood by everyone that it is not so easy. Many companies are just waiting the customer loyalty, brand awareness, marketing efficiency from their communities, but only few understand what it takes to achieve such benefits.
Only thought out and carefully planned strategy, preparedness to correct or even change it all the time can bring to a company expected results and benefits. And what also should be emphasized is that "strategy" includes not only supporting part. It also must contain listening, talking, energizing and embracing as well. Each part is very important for achieving really great results.
Brand community was the most engrossing topic to contemplate for me as well. Indeed, such an easy tool can bring tons of benefits to any kind of business. However, I suppose that the key here is not only about creating a popular community, but creating such community that'll equip your company with a practical suggestions from beloved customers:)
ОтветитьУдалитьNice post! People like sharing things; especially they have the same favorite or love the same brand. Those people who love the same brand are willing to share their experience with others. Brand community is built for them. I like Sephora, and usually go to the online community to get some useful makeup tips. Brand community is indeed an effective platform to stick loyalty customers.
ОтветитьУдалитьBrand communities lead to greater consumption. And the Sephora example proves it in the best way possible. Why do women spend a lot of time on sites like this one? To recreate, to be inspired, to learn, to search for reviews, to make shopping easy. Meanwhile, they become involved in it so much that there is no way back as long as a friendly and informative atmosphere does its part. Thank you, Irina! I suppose I'll check Sephora's Beauty Talk :)
ОтветитьУдалитьSure, it is always great to bring people together around a common idea, question, or interest. And interesting thing is that not only will a community help your customers build a bond with your company and brand and sometimes it will also help the customers build a bond with one another. Sephora is great! Your post is cool)
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