What are some examples of brands that have successfully built loyal and engaged communities?

One of my favorite sayings is “Communities do not form around the idea of being monetized.” If you want to build a community of passionate customers who love your brand, focus on how your brand relates to your customers. Patagonias brand is focused on the outdoors and protecting the environment. Red Bull is focused on extreme sports and activity. Nike is focused on running and sports. Apple is focused on innovation in product design and functionality. Communities form around an idea that is bigger than the community itself. It’s bigger than the brand, it’s an idea that relates to the brand, that it’s customers see value in.

Apple: Exclusive events build devotion. Nike: Fitness ties create global bonds. Starbucks: Coffee culture fosters loyalty. LEGO: Fan creativity flourishes. Red Bull: Extreme sports unite followers. Craft unique experiences, foster belonging, and engage authentically for brand community success.

The best brand to emerge from the Olympics 2024 is definitely Snoop Dogg! #followthedogg became one of the top trending hashtags for the Olympics, and Snoop Dogg has become an unofficial ambassador the the games, promoting his own brand image which his team knows how to take advantage of.

Here are some examples of brands that have successfully built loyal and engaged communities: Apple: Known for its passionate user base, Apple fosters community through exclusive events and user-friendly products. Nike: Engages its audience with inspirational campaigns and social media interactions. LEGO: Utilizes user-generated content and interactive platforms to connect with fans. Starbucks: Creates a personalized experience and engages customers via the Starbucks Rewards program.

We know that building a loyal community starts with knowing your “why.” And that people buy on emotion first, logic second. Therefore, we are looking for people who don’t just connect with we do; but why we do it. What’s the bigger mission behind your brand? Just look at Patagonia. Their purpose goes beyond selling outdoor gear—they’re committed to environmental activism. That’s why their community is so loyal. People don’t just buy their products, they buy into their mission to protect the planet. It’s about creating a movement, not just a market.

The audience is a key to building community or who else. Being present, informative, engaging, inspiring, relevant, timely for your target crowd is your mission possible. It takes experimenting, testing, overcomming new formats, channels, might be. Still. Community doesn't builds it self unless there is some personality behind the brand. And here the Employee Advocacy plays agreat role.

Conduct thorough research to understand your audience demographics, preferences, and behavior. Tailor your messaging, content, and engagement strategies to effectively connect with them.

Harley-Davidson, an iconic brand, has masterfully cultivated a robust community centered on the shared lifestyle and values of motorcycle enthusiasts. Through events, clubs, and online forums, Harley has meticulously crafted spaces where riders can not only connect but also passionately celebrate their shared passion for the open road. From rallies to exclusive club gatherings and buzzing virtual forums, Harley-Davidson has put together an interconnected community that transcends geographical boundaries. This ecosystem not only reinforces brand loyalty but also serves as a testament to the enduring allure of the Harley-Davidson lifestyle, uniting riders in a spirited celebration of freedom and camaraderie.

Establish dedicated online or offline spaces where community members can interact, share experiences, and connect with each other. Foster a sense of belonging and inclusivity.

The brands that create spaces for people to engage in person through experiential, experiences and retail spaces are the ones that create true community. As well as online, Lego has its theme parks and delivers countless in-person activations, Nike started by meeting people in person at track meets, and Apple stores have always been designed to foster that community. Now as we hit digital saturation a new wave of brands are creating real brand community through in-person experiences and creating third spaces, like rhode, Refy, Glossier, Fenty, On and 818.

Offer valuable content, resources, or experiences that address your community's interests, challenges, or aspirations. Focus on delivering meaningful benefits that enhance their lives or support their goals.

Red Bull, the pioneer of energy drinks, has not only fueled extreme sports and adventure but ingeniously built a dynamic community around it. By sponsoring stunning events and endorsing daring athletes, Red Bull goes beyond mere branding – it becomes a lifestyle. The community it nurtures extends beyond the thrill-seekers to include fans who crave the rush vicariously. Moreover, Red Bull rewards its community with exclusive behind-the-scenes content, early access to event tickets, and even unique experiences. This approach transforms the brand from a mere beverage into a rallying point for adrenaline enthusiasts, solidifying a bond that goes beyond the can, creating a tribe of individuals united by a shared love for the extraordinary.

Taylor Swift is one of the most popular singer-songwriters of our time and has cultivated a dedicated and loyal following of 'Swifties' - They are fiercely loyal to her and her music - Strong community vibes - fans are close-knit on and offline and many people have forged friendships - Philanthropy: Taylor Swift is involved with charitable efforts - She is immensely creative and knows how to connect to her fans She presents as an all-round good human, independent women, and successful business woman, and is talked about, even if people don't necessarily like her or her music. To quote Oscar Wilde: ' The only thing worse than being talked about, is not being talked about.'

Apple has one of the most consistent and engaged brand communities. Several books have been dedicated to the topic. Interestingly, Apple has a number of detractors who don't like their products. But that doesn't matter because their fans are so numerous.

Batir une communauté, c'est batir une relation forte et durable. Harley-Davidson a traversé des périodes difficiles, mais grace au soutien de sa communauté, elle a survécu et reste encore aujourd'hui après plus d'un siècle d'existence, la marque emblématique des bikers. Créer une communauté prend du temps et comme toute relation pour que cela dur, il faut l'entretenir. Entretenir la passion, l'émotion, la confiance, la transparence, la surprise, l'enthousiasme... Lego, Apple, Harley-Davidson, Sephora, Starbucks, Sony (Playstation)... Tous ont compris l'intérêt et l'importance de leur communauté et chacun à choisis à sa manière d'en prendre soin et de la faire vivre.

When you want to create a community for your brand, think about how your brand fits into the lives of your customers and design a community around that. Examples: if your brand sells cooling utensils, don’t create a community around your pots and pans, create one that teaches your customers how to better cook meals at home. If your brand sells outerwear, don’t create a community around your clothes, create one about hiking or kayaking, in other words, the activities your customers will be engaged in while wearing your clothes.