If you want to build a successful brand, you'll need to build a strong community. Successful companies, including and especially tech companies, harness the power of community to increase brand awareness, understand customers, improve outcomes, and build brand loyalty.
Making the most of Stories
Word-of-mouth is still the most effective way to raise awareness and grow a business. One of the primary ways to raise awareness is through brand ambassadors. Bumble, the dating and networking app, created the Queen Bee ambassador program. Queen Bees help market the app within their networks and neighborhoods. They wear Bumble-branded swag and host in-person mingling events with influencers and thought leaders in their cities.
These grassroots community efforts have helped 26 million users make connections in just three years. Communities not only facilitate growth, but they can be the most valuable and honest source of feedback for businesses. A series of experiments found that, when participating in traditional research, people suffer from the Hawthorne Effect. Online communities not only help give brands a deeper understanding of customer needs and desires, but user-generated content, such as reviews and comments, are viewed as more authentic.
Glossier , a skincare and beauty products brand, has nailed the art of getting customers to do this. They have built a massive, loyal community that interacts through Slack, Instagram, and in-person events. The idea of the lone genius who rises to success single-handed is a fallacy. The most successful people are part of creative and supportive communities. Impactful communities add value when they support members, provide a sense of camaraderie, make strategic connections, and act as a source of advice that members can apply to their own lives.
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Building Brand Trust
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Why Building Community Is Critical To Your Brand's Success
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