Great brands harness the power of the
BRAND COMMUNITY
to cultivate undying customer loyalty.
HARLEY-
DAVIDSON
sponsors HOG rallies around the world.
“
The Harley Owners Group is
much more than just a
motorcycle organization. It's
one million people around
the world united by a
common PASSION : making
the Harley-Davidson dream
a way of life.
” -harley-davidson.com
MINI
sponsors the annual Taking the States Tour, a two-week cross
country road trip with scheduled MINI-stops along the way.
“
We believe that if the
community is vibrant, it will
expand and bring in the new
members.
” -Jim McDowell, Vice President of MINI USA
LIFE IS GOOD
throws festivals throughout the year on its mission to spread
optimism and smiles.
“
These free, homegrown,
inspiring events spread
good vibes by bringing
communities together
for good old-fashioned
outdoor fun.
” -lifeisgood.com
What do all
BRAND COMMUNITIES
have in common?
What do all
BRAND COMMUNITIES
have in common?
Marketing professors Albert Muniz & Thomas O'Guinn
uncovered three attributes that all brand communities share.
#1
BRAND COMMUNITIES
have a shared consciousness
that connects members to the
brand and one another.
MAC
users value aesthetics and a creative lifestyle,
differentiating them from the masses.
#2
BRAND COMMUNITIES
uphold rituals and traditions
that involve public greetings to
recognize and acknowledge
fellow Brand Lovers.
Since it's birth in the UK,
MINI
owners have upheld a tradition of acknowledging one another
on the road—by flickering their headlights, waving, or raising
two hands out the sunroof.
#3
BRAND COMMUNITIES
preserve a sense of moral responsibility
among their members.
Mac User Groups are a
“
rewarding way for you to
share your expertise.
Someone may have
helped you learn about
technology; now you can
repay the favor while
meeting new people and
making new contacts.
-apple.com
BRAND COMMUNITIES
can exist in a fully virtual space as well.
BUT DID YOU KNOW...
Members can feel a part of the community without ever
having contact with others—either in person or online.
True BRAND COMMUNITIES
exist in the mind of the individual.
Here, a sense of
BELONGING
can transcend both the physical as well as the virtual space.
This is called a
PSYCHOLOGICAL BRAND COMMUNITY.
Transcendence
Self-Actualization
Aesthetic Needs
Cognitive Needs Maslow’s Hierarchy of Human Needs
Esteem Needs
Belongingness and Love Needs
Safety Needs
Biological and Physiological Needs
Customers are attracted to certain brands because
they fulfill specific biological and emotional needs.
THE APPLE
COMMUNITY
extends far beyond MUGs (social). Apple fulfills the human
aesthetic needs of beauty and simplicity (psychological).
LIFE IS GOOD
fulfills self-actualization needs in its mission
to make the world a better place.
Through this
EMOTIONAL CONNECTION
to the brand, consumers can feel part of the community
without ever meeting another member in person or online.
To sum up:
BRAND COMMUNITIES
are both social and psychological.
How do you create a
BRAND COMMUNITY ?
Your customers create
COMMUNITIES
on their own, but there are steps you can take to
increase the likelihood.
#1
Determine how your customers are
emotionally connected to your brand.
COACH
understands that their customers’ handbags are an extension
of the self, keeping life’s necessities within reach.
#2
Determine what your brand symbolizes
in the minds of your best customers.
THE HARLEY ICON
showcases a flying eagle—a dynamic symbol of power,
choice, and freedom.
#3
Support the community so that it
reinforces the psychological attraction
customers have towards your brand.
Once these
PSYCHOLOGICAL MOTIVATORS
are uncovered, you have a blueprint for implementing
tangible strategies.
#4
Whenever possible,
create a space where
your customers can
meet and interact with
one another—either
in person or online.
#5
Sponsor social events that reflect
your brand’s mission.
#6
Set up conditions for a fun, playful
environment where friendships can be made.
The stronger the bond members have to
one another, the stronger the bond
members will have with your brand.
#7
Don’t control the community. Instead,
participate as a co-creator.
Whether physical or virtual, social or psychological,
BRAND COMMUNITIES
are the hallmark of great brands,
keeping customers connected,
faithful, and coming back for more.
It takes a
COMMUNITY
to raise a brand.
YOUR
BRAND
HERE
for more on
building brand
communities,
visit:
www.cultbranding.com/brandcommunity
from the creative minds @ www.cultbranding.com
join us
atriumglobe
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