The pandemic has set up marketers for an unprecedented challenge. With society visibly undergoing a crackdown, brands face the dire urge to communicate themselves more genuinely, giving the average audience a sense of connection. Given the many social events organizations have to take a stand for, a brand has ceased to exist merely for itself and is more challenged to exhibit how true it is to the values it claims to promote.
This has elevated what it means to build a brand community. When in the past it pertained to an established group of individuals that share an interest in the same brand, brand community in today’s world is increasingly being viewed as a collective mindset that reflects the deeper and more wholesome aspirations of their consumers usually to achieve societal change.
We often hear about brands, groups and individuals alike, being praised for using their platform to promote awareness of a certain pressing issue, global warming or mental health, to name common ones. Most often than not, it gains them more traction. One thing worth noting is that online presence is considered basic in any business’s marketing playbook. However, just being active in the social media space to nurture a brand and demonstrate one’s industry authority just won’t cut it anymore.
In this era that condensed all people into the online realm wherein everyone is within reach, is there still a way for your brand to tug at the heartstrings of your target market and enjoin them to a common goal? Or, is there no way but for your brand to fade in oblivion beneath all those that got lucky with a slogan that’s right up their audience’s alley?
Before proceeding, be reminded that building a brand may take you as fast as an hour-long meeting with your team. But building a brand community is a slow, even daunting process, but it still eventually pays off. Now, sharing with you the steps successful brands took in the past year that garnered them a thriving brand community:
Create an Informative Blog
It sounds like an overused practice, but maintaining your site’s blog, with informative content at that, is one way to encourage not only online traffic but also due credit to your insider know-how from visitors. Aside from discussions revolving around your niche, elevate it from time to time by incorporating social or environmental aspects.
For example, you’re a beauty, and it’s second nature to post about topics like organic ingredients and skincare routines. But it’s also healthy to post about how the brand is striving to produce its products more sustainably or about the impact of non-biodegradable cosmetic tools in the environment.
Consistently putting out relevant and valuable information most often results in people relying on you, therefore, their informed decisions. Renaming your blog in a way that entices visitors to click “Knowledge Hub” or “Learning Center,” for example, is a tiny change any business marketing coach will inform you of, but this also gives the impression that you have a lot to impart other than to sell.
Involve Customers in Social Media
Launching a hashtag for one of your campaigns remains an effective way to engage your followers on social media. Connecting with them through your Instagram by giving shoutouts as art material brands to artists who use their products is one way to break the barrier between the company and them and make them feel as if you’re willingly taking part in their craft or journey to wellness. Moreover, seeing tagged posts provides you precious intel on how they use your products or service in their regular routines.
Leverage Virtual Conferencing Platforms
Aside from virtual showrooms popping out everywhere, there’s also a rise in the use of virtual conferencing platforms to hold annual events. Sports equipment brands, for example, host sprints or races via Zoom. And with their smart equipment that logs the performance of their users, they’re able to celebrate everyone’s record feats.
Donate for Every Sale
CSR has never been more stressed than now. Socks brand Bombas has a program wherein they donate a pair of socks to the poor for every pair they sell. If that does not demonstrate commitment to their donating philosophy, we don’t know what is.
Anyone would want to build their brand to the point that it becomes synonymous with community. However, doing it is a growing responsibility for the bigger society as well. This ultimately brings all companies back to the essence of branding and, that is, how they can make a difference.
