What Is a Brand Community and How to Build One: Tips for Success

Wondering what a brand community is and how you can build one? This article provides tips for success, including defining your target audience, creating compelling content, and fostering engagement.
Posted: 2 years ago

A group of friends at a coffee shop, brand communityA brand community is a group of people interested in or connected to the same brand. They meet online and in-person to engage with each other, share thoughts, and promote the organization.  These would be chapters or sections developed within your membership in the nonprofit world.

Brand communities first started to form in the early days of the internet. As people began to connect online, they developed shared interests and passions. And as more and more brands entered the digital space, it became possible for people to connect with others who loved the same brands as them. Over time, these online brand communities became increasingly sophisticated, developing their own rules, language, and culture.

Today, brand communities are an essential part of the marketing mix for many nonprofits. They provide a way to connect with customers, create loyalty, and extend your membership reach. And as the internet continues to evolve, communities will likely become even more important.

What is a brand community, and how does it work?

In the early days of marketing, companies relied on word-of-mouth to build brand awareness and generate sales. This was a relatively passive approach, and it could be difficult to track the impact of word-of-mouth marketing. Then, in the late 1990s, the internet began to transform the way companies marketed their brand. With the advent of social media, nonprofits could now directly engage with potential customers. This gave rise to a new type of marketing known as “brand communities.”

These communities can be formed around anything from causes to niches. And they often form organically, with people spontaneously coming together to discuss their love for a particular brand. Communities can be a potent marketing tool, as they provide organizations with a direct link to their most passionate customers. In recent years, brand communities have become an increasingly important part of the marketing mix, and they are likely to continue to grow in importance in the years to come.

What are the benefits of having a brand community?

Brand communities can provide valuable insights to nonprofits, helping them understand their customers better and develop more effective marketing strategies. Brand communities can also act as a powerful tool for customer retention, as customers are more likely to continue supporting an organization that they feel connected to.

  • These communities can generate word-of-mouth marketing, which can be highly effective.
  • They can create an emotional connection between consumers and your cause, leading to long-term loyalty.

Like any community, a brand community can have its share of negativity. However, there are ways to deal with the negativity and even use it to your advantage.

  • First, it’s important to understand why people may be negative towards your organization. It could be that they’re simply not happy with the benefits or services, or there may be some underlying issue causing them to lash out.
  • Whatever the reason, it’s important to take the time to listen to what they’re saying and try to address their concerns. In some cases, simply responding in a polite and understanding manner can diffuse the situation.
  • If the person is still unsatisfied, you can offer a refund or exchange on any purchases. By being proactive and responsive, you can turn a negative into a positive and even create a loyal customer in the process.

There is any number of reasons why negativity can crop up in a brand community. In some cases, it may be due to a perceived decline in quality and value. In other cases, it may result from tensions between different members of the community. Whatever the cause, negativity can be destructive to a brand community. It can damage relationships, discourage new members from joining, and ultimately lead to the decline of the community. Brand managers need to be aware of the potential for negativity and take steps to address it should it arise.

How do you create a brand community that thrives?

people sitting on chair in front of table while holding pens during daytime, brand communityCreating a thriving community is about more than just thinking about what your customers want. It’s also about forming connections with those customers, listening to their ideas and feedback, and empowering them to take an active role in shaping the direction of the brand.

This starts by building strong relationships with your customers through great customer service, positive interactions on social media, and effective branding techniques that resonate with the target audience. From there, you can create opportunities for them to engage with each other and share feedback about your programs or benefits.

By encouraging a sense of community within your brand, you can help to foster not only loyalty but also ongoing engagement from customers who are excited to be part of your brand community. And ultimately, this is what will set your brand apart and help it thrive.

What are some tips for promoting your community online and offline?

person in red sweater holding babys hand, brand communityThere are many ways to build and engage with a thriving brand community online and offline. In today’s digital age, social media platforms are an effective way to reach potential customers and increase brand awareness. By establishing an active presence on sites like Facebook, Twitter, and Instagram, brands have the opportunity to showcase their products or services, promote special promotions or sales, and connect with customers in new and meaningful ways. Additionally, creating original content such as how-to videos, tutorials, or online webinars can be a great way to cultivate interest in your brand.

In addition to leveraging online channels for promotion and engagement, you should also focus on building your community through offline activities. This could include hosting events at trade shows or conferences, collaborating with influencers or key partners, or forming community partnerships with related groups or organizations. Whatever your approach may be, the key is to stay consistent in your efforts over time to build strong relationships with your target audience and maximize your brand’s visibility and reach. With the right strategy in place, you can build a loyal community that supports your brand both online and offline.


Brand communities are a powerful tool for any organization. They create an emotional connection with customers and encourage them to become advocates for the brand. When done correctly, they can also help organizations extend their reach to new members. What tactics do you use to build and nurture your community? Connect with DJG and let us know.

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