The Brands of the Future

That was it.

It was time to down tools. The Raeburn family needed a holiday a few weeks back and this was the tipping point.

So off to the house of Mouse we went.

Disneyland is a modern marvel. Everything down to the tiniest detail is thought out.

From queuing to the park layout and the rides. Everything a small (or big) kid could ever want!

Whilst on this most exhausting of trips (I racked up around 30k steps a day). A small thought popped into my head.

I thought about how rabid Disney fans will travel thousands of miles, sporting the obligatory ears and pay through the nose for the experience.

Which got me thinking about community and brand and how those 2 things overlap.

See I have a theory.

I think that brands will evolve and the best B2B brands will become more community focused.

Nurturing talent and pulling the right people towards them that align with their core values.

Here’s my thoughts on how this might happen and what you can do to leverage it.

1. Determine your brand’s goals

Before embarking on the thrilling journey into the realm of brand communities – whether they already exist or you're crafting them from scratch – it's time to dive into your adventure checklist. What's your grand mission?

Perhaps you're on a quest to summon more service sign-ups, seeking the holy grail of authentic user-generated content, aiming to cast a spell of awareness over your new products, or in hot pursuit of those treasure troves of invaluable product feedback. Brand communities are like the magical potions of marketing, capable of weaving spells to accomplish a myriad of goals. However, the magic that unfolds will ultimately depend on the enchanted platforms and bewitching strategies you choose (fear not, we'll reveal these secrets shortly!).

Having your most coveted goals at the forefront of your mind can be your trusty map and compass, guiding you through this mystical journey. It'll ensure that the treasures you unearth from your brand community are not just hidden gems but glittering jewels that align perfectly with your broader business quests. Onward, brave soul! ??

2. Go where your audience is

Ready to supercharge your community-building journey? It's all about choosing the perfect platform! To create a thriving brand community, start by finding out where your audience loves to hang out online. But here's the golden nugget: seek out platforms where they're already buzzing about you. Joining an existing fan club can save time and resources, making connections a breeze.

Dive into various options: social media fan pages, comments on your posts, trending topics, meetups, public community groups, and chatroom forums where they swap tips and advice. Tap into these niche communities to connect directly with brand enthusiasts and save startup hassles.

But, if your brand hasn't got a ready-made community, fear not! Many platforms await your creative touch. Depending on your goals, consider social media sites like Instagram, Pinterest, and messenger apps like Whatsapp and WeChat. There are also customer loyalty programs, promotional pages, and online event spaces to explore.

3. Speak in your audience’s native tongue

Your brand goals set, and a community platform chosen, it's time to connect. Communication is the name of the game in the world of communities!

These communities are like secret hideouts for true brand enthusiasts, so genuine and authentic interactions are the keys to the kingdom. Instead of rushing in with intros or promos, let your community members take the lead. Tune in to their conversations, the questions they're asking, and their vibe.

Successful brands speak the community's language, join discussions, and provide answers in the group. Take a page from LEGO's book with their 'LEGO Ideas' community. With 1.5 million members, LEGO invites them to join competitions and share product ideas, sparking an unbreakable bond.

Regular interaction keeps the LEGO community strong, driving brand loyalty and boosting online sales. So, gear up to engage and watch your brand community thrive.

4. Employ community managers and build internal brand champions to leverage influence?

Who wields the influence in a brand community? Simple: LOTS of folks. Forget the old-school definition of 'influencer.' Nowadays, it's anyone with online clout.

Some rock it with a massive social media following, while others ace the game in brand validation, advice, know-how, and trust-building. The gaming realm knows how to do it properly with community managers. Bungie is a great example.

Meet your potential cheerleaders:

1. Social Media Stars
2. Brand Ambassadors
3. Content Wizards
4. Affiliate Allies
5. Industry Gurus
6. Loyal Customers
7. Awesome Co-workers

Let the influence games begin.

5. Get super clear on your values and LIVE THEM

The brands of tomorrow won't just talk about their values. They will live them. As Gen Z's and Gen Alpha look for products and services that truly live by the statements they make. Brands will have to adapt or die. By doing this properly you'll naturally attract the right talent (and I think the employee of the future will have a lot more choice about where they work. So you better have a compelling story).

Just a few thoughts as I'm sat in the car on the long drive home.

See you next week for more Electric Dreams.

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