A Guide to Building a Community Around a Brand

Brands need attention. It would seem that the main goal of companies is to constantly increase sales and, as a result, profits. But there are companies, like the one offering certain values, that care about more than just money.

They want their product/brand name to be firmly associated with certain values and initiatives. They want to attract customers who are also like-minded. It’s important for them to be more than just a product on a store stand – they want to be an integral part of life for their audience. That includes the Internet.

Formulate Your Brand DNA

To find people who share your position, you must first define your position. The great advantage of the term “brand DNA” is that its “content” can be absolutely anything.

What’s more, you can present your DNA in any format. A brand/company philosophy, key benefits, goals (or even a whole mission statement) – anything works. Just like Woo casino provides Woo Casino bonus as their brand DNA.

By the way, you don’t have to put your DNA on public display: it’s more of an internal story. Sometimes, however, the relevant sections can be found on official company sites.

Get Social Networks

Approach the choice of Internet platforms for communication with potential and current clients with care. Registering a large number of accounts to “be everywhere” is quite pointless. So you will spend a lot of resources (including time) to maintain the accounts with no guarantee of the desired result.

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First, you should choose platforms where some of your audience is already registered or those users who might be interested in your brand’s products.

We recommend analyzing your ability to create relevant content. If you’re not ready to create viral videos for TikTok, wait with your registration: yes, the app has already gained enormous popularity, but it’s still not a must-have in the marketing world. Social media must be selected precisely according to your audience. Before signing up, you need to analyze your potential customers, find out how old they are, what their values are, and what their overall lifestyle looks like.

Create a Comfortable Environment for Communication

Posting (e.g. engaging questions in the text) and a moderator’s job should make your audience feel comfortable.

Insults and vulgarity – especially profanity – should be stopped, but constructive criticism is very welcome. The calmer and more appropriate your reaction to comments, the more likely it is that the user won’t address you in a rude manner.

It’s also important to listen to your audience. If you’ve offered to ask you questions, answer them; if you’ve asked what topic to cover in your next posts, cover it. When subscribers feel their words carry weight, they’re more likely to write to you again.

Form a Rubric

People feel more comfortable when they understand “the rules of the game” – whether to wait for product publications with a detailed description of the functionality, whether there will be special “question-answer” posts or it’s better to “knock” immediately in private messages, whether there will be games / drawings for ideas and whether they are held honestly.

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Fake giveaways aren’t the best option because getting rid of a dubious reputation – especially on the Internet, which remembers everything – is extremely difficult. Whenever possible, leave space in your content plan for highlighting bright, relevant infomercials, and also embed UGC content in your feed (or publish it in Stories): the audience is always happy to see their content in the official account of their favorite brand. This is one way to highlight the importance of each of your subscribers.

Give Your Audience the Benefit of the Doubt

Winning in a fair contest can be a user who learned about your brand just a few minutes ago – and rightly so. But the audience should have the incentive to stay in touch with you: in offline stores, various variations of discount and bonus cards play this role; in social networks, regular messages about discounts and great promotional offers. By the way, useful unique information is also a kind of benefit.

Don’t forget that community building is an ongoing process. Your task isn’t just to attract a few hundred/thousand subscribers and create a semblance of a closed club, but to constantly interest new audiences, gradually turning them into loyal customers.

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