Personality and Community: How brands that grew from a community become successful

A lot of brands thrive because of its consumers and their loyalty towards the products and services. Imagine creating a community that helps your brand grow and making connections with your customers and earning their trust.

What is a brand community?

A brand community is a group of individuals who keep up with a certain brand of their choice based on their interests and personal opinions. Personality traits also play a role of importance for the brand. What is your brand like to the customers? Honest? Risk-taking? Adapts to society or people? Creative? All these wrap up in one as the brand’s personality that will help when building a community.

Building a community can be done in three steps:

1. Define your brand’s personality that would attract potential customers
2. Know the psychographics and demographics of your target market
3. Find ways to engage with them and keep their interest

Some of the big brands in the world have been honing their community building skills for years and thus resulted in a running success that continues to this day.

A great example for this would be Starbucks.

For years, due to how well they have developed their brand image, the Starbucks brand has changed the thought and experience of that of a coffee house. It has served as a while. It has also become a place, besides a workplace or school, where people like to gather and hang out to relax or do their work with a cup of coffee on the side.

Starbucks has been strengthening their community through social activities like the #redcupcontest where you decorate the holiday cup from Starbucks and post it on social media with the hashtag. Chances are getting engagement from the public and Starbucks reposting your photo on their social media accounts. Another is their Stars from making a purchase. The earned Stars help in availing free products and sometimes an even special reward.

Another brand that has a loyal following is Lululemon Athletica.

Lululemon has catered to their customers, who are interested in fitness, by offering classes, and this has helped in playing for the brand’s success. The company is built on athleisure and despite the competition, wear and empowering their customers to lead a healthy and active lifestyle.

The brand also holds events and festivals dedicated to bettering your lifestyle. To draw in a crowd and participants, Lululemon has an ambassador program that features athletes and leaders that expertise in nutrition, fitness and business. Lululemon also integrates ideas from their customers and attracts input from its brand members and helps encourage a group atmosphere in creating a product.

We can’t miss out on big names in the brand industry, and that’s why The Walt Disney Company is another huge example of building a community within its name.

Known for its expertise in movie making and production, Disney has been a household name for nearly a hundred years. The company has managed to capture the hearts and attention, both children and adults, through their world of storytelling, world-building, and

the experience that the company offers with its creations. Over the years, Disney has strengthened their brand name through that.

Fans of Disney, all throughout the world, share their love for the magic that Disney has created. From the films to the theme parks, fans experience the true pinnacle of magic by finding happiness that Disney is trying to give to keep the community alive.

Know what your customers care about.

As a brand, being attentive to the customers who are loyal is one way to have a advertisements, rewards, social media, advocacies, special events and the like, always remember to keep the customers motivated and interested enough for them to share their experience with other people thus creating a larger web of the community.