Building Communities

Why build communities for brands?

A brand community in simplest terms, is a group of people who come together because of their passion or interest for a specific brand. This is different from social media communities which are managed and operated by organizations that own the brand. While the brand could have some influence over the brand community, it is mostly organic and sometimes comes with different agendas and expectations often related to social, economic or human development.

The concept of a brand community, though relatively new has proved to be one of the most sustainable strategies of securing and retaining customers. The fundamental principal that governs this concept is the appeal towards a customer’s need for self-transcendence which translates to his or her ability to be a part of a social movement that creates positive and meaningful impact on its members and the society at large. It is according to Harvard Business Review’s new classification of human needs, the highest level, surpassing self-actualization and the need for affiliation. When a brand goes beyond the functional benefit, connecting with customers in a more meaningful manner, it etches the brand in their mind for a long time, retaining significant steady mindshare.