Building a community around your brand is vital in today’s marketing and consumer world. Consumers are looking for trust, credibility, and authenticity. Without these factors, you are unlikely to make any sales or make an impact within your industry, which is why many of the top brands today work hard to build a specific community around their values, products, services, and more.
Dissecting how the top brands take advantage of their communities can provide you with more tools and resources to grow a winning brand community of your own. The following are four brand community examples to emulate and why they are so successful:
- Airbnb – You know all about this community because everyone talks about verified hosts. Verified hosts take part in this private community to learn how to make the most of their Airbnb business and rentals.
- Once they make it to a certain point, YouTube- The creators on YouTube are invited to a private creator’s community that gives them motivation, tips, and more to make their channels better. In some communities, this is taken outside the online community right into co-working hubs.
- Lego – This community enables enthusiasts to share what they are creating with Lego and helps drive product creation and innovation. Members can submit ideas, and they can win prizes and contests.
- Airstream – They offer owners or wishful owners a community that allows them to share the interest and love of their airstreams. They can also learn about events and places to stay less expensively.
- Harley Davidson – This close-knit community offers a sense of connection to Harley riders and their loved ones. They use the group to inspire loyalty, market the latest items, and more like big events and gatherings.
- Trader Joe’s – You can join a discussion board, listen to their podcast, and find all about new products and how to use them before they come out. People love TJs so much that even in areas without a store, yet they build a fanbase using communities so that before they even break ground, they know they have enough customers to make it work.
- Gone With the Wynns – This YouTube sailing couple spends a lot of time within their communities on YouTube publicly and privately within Patreon. Due to their active community, they have raised money to help animals and clean up the ocean.
- High Carb Hannah – This YouTube star has a fabulous community based on her website where she has generated enough income through her offerings to build a house and live a very happy and active life outside of just work.
- Apple – This community is very large and full of users and would-be users who love everything about Apple products. The community offers peer-to-peer support and a place to hang out with other like-minded folks.
Now that you think about it, you can find many communities for any product or service, or problem that you have. The advantage to creating a community yourself for your brand is enormous to you and the customers you want to help. The more they know about you and feel safe with you, the more likely they will buy and become repeat and long-term customers.
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