Why is a brand community important now?

The importance of brand communities has evolved significantly. No longer just a buzzword, the concept of a brand community was driven first by digital platforms and accelerated by the rise of social media as users moved from merely searching for products to actively congregating around brands. In doing so, consumers now expect not just transactions, but far more meaningful interactions.

Much like any community, a brand community prospers on shared values, open communication and mutual benefit. Consumers can learn from and support each other, allowing brands to either facilitate or actively participate, remaining mindful that this stays within the remit of the community’s terms.

Why Brand Communities Matter:

1. Authenticity and trust:
   In a world oversaturated with information, people are increasingly seeking out brands that demonstrate clear values and purpose, making communities spaces to foster interaction and trust beyond just sales.
   
   
2. Customer loyalty:
   A strong community builds emotional connections, transforming customers into loyal and long-term members, even in the face of fierce competition.
   
   
3. Organic marketing:
   Community members often become brand advocates, sharing feedback and recommendations that drive organic growth and credibility through powerful word-of-mouth.
   
   
4. Relevance in a changing landscape:
   As social media platforms continue to evolve, brands that build their own communities will maintain stronger engagement.
   
   
5. Generation Z and Alpha drivers:
   Younger generations actively seek communities that align with their interests; therefore, brands that meet their expectations are in with a better chance of winning the fight for their attention.

According to Marcus Hernon, The Drum, the initial promise of “digital town squares” has been usurped by platforms with a growing focus on political influence, such as X, and monetisation, as seen with platforms such as Instagram and TikTok, as opposed to those prioritising genuine connection.

Brands that build, nurture, and grow their own loyal communities find themselves with a unique advantage. Social platforms have faltered in their ability to foster lasting, authentic relationships with consumers and instead, community-first brands are filling this void by offering spaces for meaningful connection and shared purpose. This is not a passing trend but a fundamental change in how brands interact with their consumers.

Similarly, Forbes notes the trend in social media algorithms prioritising interest over interaction, leaving brands in the difficult position of being faced with a declining reach. In light of this, it’s become critical for brands to own their community, capitalising on a creator economy that thrives on personal connection.

If you’re still relying solely on social platforms to build meaningful engagement, it might be time to reconsider. Social media is failing on its social promise, heading towards a digital world that champions community. Despite this, through empowering customers to actively participate and contribute in these communities, brands can maximise the opportunity these social spaces can create.

Marketing and brand communities

Brand communities now play a dual role in acquisition and retention.

In the face of rising acquisition competition, brand communities offer a scalable and economic alternative. As Generation Z leans towards a more value-based approach to consumerism, the digital landscape has shifted and in turn, forced brands to re-evaluate what it is that will attract and keep their audiences engaged online.

This isn’t as easy as it may seem, with research showing that brands can struggle to maintain consistency, transparency and cultural alignment in their endeavour to curate a community-led approach. Errors such as community over-curation, inauthenticity or neglect can lead to disengagement and run the risk of alienating members. As each brand’s audience and values are unique, there is no one-size-fits-all approach to success. This is why each brand must work on building a community that aligns with its unique identity and audience.

So while communities can cultivate engagement, reinforce values, and harness brand loyalty, it’s no easy task. But despite the challenge, there are still an increasing number of brands set on exploring the asset a community can play in an online space.

Brand communities and loyalty

In an increasingly challenging media landscape, brand communities are emerging as a valuable strategic asset, particularly when it comes to customer acquisition. Over the past few years, customer acquisition costs have surged, thanks to digital ad saturation, increased competition, and growing privacy constraints, making it harder and more expensive for brands to reach new audiences through traditional channels.

This has resulted in a greater importance being placed on customer retention schemes and post-purchase communications, where brand values need to be consistently reinforced to maintain consumer engagement and awareness of that brand’s values. Brand communities offer a powerful and cost-effective alternative to traditional acquisition channels to enable businesses to build relationships with their consumers and customers, at the same time as dependency on paid media.

Digital engagement is now mainstream across all age demographics. What was once primarily appealing to the likes of Millennials and Generation Z, older consumers are adopting a ‘millennial mindset’, relying increasingly on friends and digital sources to learn then buy, rather than the previously more traditional information channels. Meanwhile, there has been a worldwide shift towards value-based purchasing. Brands are now expected to express their values and reasons to buy through content marketing, resulting in marketing that prioritises purpose, reliability and relevance to attract consumers. Read more on how brands that effectively communicate their commitment to eco-friendly practices without compromising on luxury meet the demands of today’s high new worth travellers in our blog ‘Sustainability and luxury travel content’.

Listening to the community

Beyond loyalty, brand communities can serve as a valuable mechanism for introducing new initiatives and business innovation. Patagonia’s Worn Wear programme is a prime example, which saw customers be invited to participate in gear repair and trade-in initiatives as part of a broader commitment to sustainability, spotlighting the 85% of clothing that ends up in landfill or incineration.

Through mobile repair trucks, free gear repairs and educational workshops across the US, Patagonia fostered meaningful collaboration with local community members. The brand also amplified its message through user-generated online content, sharing stories of product endurance and intergenerational use, further reinforcing its commitment to durability and responsible consumption.

As part of the Worn Wear programme, used items are now accepted for trade-in and resale via a dedicated section of Patagonia’s website.

The future of marketing is brand communities

Brand communities are no longer a tactical trend, but the future of marketing.

As acquisition costs increase and younger generations demand value-driven relationships, community-driven brands will lead the way with fostering successful engagement and shared purpose.

The question isn’t if you should build a brand community, but how soon you can begin.

Contact us today to start building a brand community that connects, converts, and endures.

Resources

Why community will make or break creators and brands – Forbes

The year of community-driven brands – The Drum