Building a Brand Community of Passion

Recently, I've begun to talk more with my clients about the opportunities and benefits of building a "Brand Community of Passion."

I was fascinated by the people who joined because they were all volunteers, attending seminars and roundtables on their own time and participating because they were passionate about the programs' topics, health care and livable cities. I came to the conclusion that the activity of collaborating to build an ecosystem could also apply to brands. While the word "ecosystem" is appropriate for the technology industry, the concept applied to branding would be better described as a "community," and thus the notion of a Brand Community of Passion was formed.

What is a Brand Community of Passion??

A Brand Community of Passion is simply a group of individuals who are enthusiastic about a specific brand, its products or services, and most of all, its purpose or raison d'etre. These supporters might be consumers, suppliers, or even brand staff. They have a common interest in the brand, or the topics surrounding the brand and frequently interact with one another via online forums, social media, and other forms of communication.

A Brand Community of Passion is a savvy brand strategy that exists to benefit the people who participate in it. Community members may encourage others to become brand advocates by advocating a common passion or cause.

How to build a Brand Community of Passion??

Building a Brand Community of Passion requires a few ingredients and rules. Here are a few I think are important.

1. Understanding your community members. You need a deep understanding of the interests and values of the people who follow your brand and the members of the community. You need to understand what they are most passionate about. This means that companies must be willing to listen to the voices (the good and then not so good) of their community members and incorporate their feedback into their marketing and product development efforts. By doing so, companies can create a Brand Community of Passion that is highly engaged and activated.
2. People come first, then the brand. Said another way, the brand doesn't own the community, the community owns the community. The brand is a facilitator and owns the privilege of hosting it. Without a doubt, the brand is important, but communities should be built around the passion of the community, not the brand.
3. The brand serves the community. One of the essential features of a good Brand Community of Passion is that it exists to serve the individuals in it. This means that the company must prioritize its community members' needs and interests, and actively endeavour to generate value for them. Harley Davidson is an excellent example of a Brand Community of Passion. This iconic American motorcycle company has built a loyal following of dedicated riders who are passionate about the brand and its products. One of the key ways that Harley Davidson has fostered this sense of community is through its network of local dealerships. While Harley owners can visit their local dealerships to buy parts, accessories, and motorcycles, they can also participate in community-building activities organized by the dealership. These events can include group rides, charity events, and other social gatherings that bring Harley owners together. Another way that Harley Davidson has fostered its community of passion is through its support of local riding clubs and organizations. These groups, which are often organized around specific Harley models or types of riding, provide a way for riders to connect with others who share their interests and passion for the brand. One of the most well-known examples of Harley Davidson's brand community of passion is its annual rally, known as the Harley Davidson Rally. This event, which typically takes place in August, brings together thousands of Harley owners from around the world for a week of riding, music, and other activities. The rally is a celebration of the brand and its community of passionate riders. Airbnb's Community Center is another good example of a Brand Community of Passion because it brings together like-minded individuals who share a common interest in providing high-quality guest experiences. The Airbnb community provides a platform for hosts to exchange ideas, offer support, and discuss best practices. In addition, the community offers resources such as guides, tutorials, and forums where hosts can learn from experienced members and improve their skills. This fosters a sense of collaboration and support within the community, as members work together to improve the overall quality of the Airbnb platform. Furthermore, the community also serves as a way for Airbnb to gather feedback and insights from its hosts. This helps the company to better understand the needs and challenges of its host community, and to develop strategies and initiatives that support its success. Overall, the Airbnb Community Center is a prime example of a Brand Community of Passion and work, bringing together individuals who are passionate about providing the best possible guest experience and providing them with the tools and support they need to succeed.
4. Everyone is a valued member. Brand communities are strongest when everyone plays a role. This means that companies must encourage and support their members to become active participants in the community. By providing opportunities for members to contribute and engage with the community, companies can foster a sense of ownership and belonging that can drive loyalty and advocacy for the brand. Ultimately, brand communities are strongest when everyone plays a role. Ben & Jerry's Ice Cream, for example, encourages its community of ice cream lovers to get involved in its social and environmental activism initiatives, such as its annual "Free Cone Day" event. They even use their community to come up with names for new skews.

1. Respectful conflict is good. It's important to note that Brand Communities of Passion are not without their challenges. Conflicts and disagreements are inevitable in any community and differences of opinion are good. Smart companies embrace these conflicts as opportunities to improve and grow. Brands need to embrace the conflicts that can arise within a Brand Community of Passion and make sure that all opinions are heard and the dialogue is friendly and positive. For example, IKEA actually encourages open respectful dialogue and feedback from its community of design enthusiasts and uses this feedback to continuously improve its products and services. These conflicts can be healthy and help to keep the community engaged and active. Companies that are able to manage conflicts effectively can create a Brand Community of Passion that is even stronger and more resilient.
2. Provide value to the community. It is also critical to add value to the Brand Community of Passion members. This could include exclusive offers, discounts, and other perks that are only available to community members. The brand can also create and share community-relevant and interesting content, as well as encourage members to share their own experiences and insights about the brand and its products or services. By adding value to the community, the brand can foster loyalty and connection to the brand, resulting in a strong and engaged Brand Community of Passion.

How to build a Brand Community of Passion??

But how do you create a Brand Community of Passion? Here are some steps you can take to start your own community.

1. Identify and understand your target audience. Understand their needs, wants, and motivations. What are they most passionate about? This will help you create a community that resonates with them.
2. Create a compelling brand community narrative that resonates with your target audience. This narrative should reflect your brand values and mission but also reflect what your audience is most interested in.
3. Foster a sense of belonging and connection among your audience. Your community should be an inclusive and safe place to connect and share. This can be done through engaging content, interactive experiences, and community-building activities.
4. Encourage community participation and collaboration. This can be accomplished through discussion forums, social media groups, and other platforms that facilitate discussion and collaboration.
5. Provide value to your community members. This can be in the form of exclusive content, discounts, and other perks that reward their loyalty and engagement.
6. Continuously listen to and engage with your community members. This will help you understand their needs and preferences and will allow you to tailor your content and experiences to better serve them.
7. Show appreciation for your community members. Acknowledge their contributions, and celebrate their achievements. This will foster a sense of recognition and belonging within the community.
8. Stay true to the values and purpose of the community and your brand. This will ensure that your community remains authentic and engaged, and will help build trust and loyalty among your audience.

In addition to these, steps, there are social media tools like Facebook, Instagram, and Tic Tok, communication tools like Slack and Discord , as well as dedicated community-building tools like Mighty Networks that can help you make an online clubhouse for your community.

In conclusion

Brand Community of Passion is a way brands can harness the ecosystem collaboration approach now underway in the tech innovation world. It's a great approach for companies looking to build a more loyal customer base, foster a strong brand identity, and learn things they can use to make their brand and products stronger. You can even use this community to recruit testers for new products or find some new employees as well.

Opening your brand up to a community not only helps you stay in touch with how people feel about it, but it also gives your customers a sense of belonging and control. And these days, that is what people are craving.

Want to know more about how your company can build a Brand Community of Passion or want to get started? Just DM me here on LinkedIn. I would be happy to connect on a call. Branding and innovation community building are two of my passions.