Building a brand community can be the most effective method of all when it comes to understanding your audience.
In a society driven by social media platforms, sharing experiences now takes up a significant part of our day.
We relish the chance to tell our friends and followers what we have been up to – sharing places we have visited, restaurants we have dined in, products we have discovered and experiences we have enjoyed.
Brands who buy into this concept and create a community within which their followers can share thoughts and experiences, not only gain instant access to their audience but also enable their followers to connect with each other too.
Chances are these communities are made up of fairly like-minded souls drawn together by the culture of the brand, making the whole experience more meaningful as well as extremely valuable to the brand itself as they gain a deeper insight into their customers’ psyche.
Creating an authentic online brand persona to interact with your audience and spark emotive discussion is an effective means of learning what truly makes them tick.
This knowledge enables brands to shape and personalise their content and experiences to fit perfectly with their audience’s needs and ideologies.
During what has been an exceptionally unusual and difficult year for most, a sense of belonging has become even more important and online communities have flourished as a means of reaching out to individuals cut off by lockdown.
By opening up unique but wholesome conversations and experiences, brands can form genuine connections on which to further build upon.
Certainly those retailers who present themselves as socially aware and supportive of important causes do stand out and, this past year in particular, have no doubt captured the hearts and minds of those who follow them.
Education, entertainment and good old-fashioned company are currently high on the agenda too as the pandemic continues to keep us apart and stand in the way of the normality we crave.
There is no end to the ways in which a brand can reach out, connect and, ultimately, encourage shoppers to make smarter purchasing choices as they are more likely to buy from a brand with a positive, well-loved online presence.