We often discuss how a brand is the sum of how customers engage with your organization. But that brand is a two-way thing: it isn’t just doled out from on high. When customers engage with your brand, they start to co-create it with you, forming an enthusiastic culture and even community around it.
Just think about it: the Grateful Dead have “Deadheads” who follow them around the country. Minecraft fans are Minecraftians. Ride-or-die Taylor Swift fans are Swifties. And while those Target obsessives might not have a name, we’ve all seen their posts on Instagram.
So, how do you get people rallying around your brand?
Build a Place for People to Gather
Don’t be that reactive brand trying to gauge customer sentiment through surveys (that’s so 2022). Build a space for customers to get together and naturally interact with your brand. This might mean launching your own Discord channel where you encourage community discussions. Maybe it’s the open-to-the-public live shows that podcast hosts are all about or special invite-only events for your biggest fans. The more your brand acts like a living, breathing thing in the real world, the more opportunities your audience has to build a rapport with you.
Develop your own Brand Lingo
Language is a great way to build commonality among your fans: think of all the Trekkies and Fanilows out there. Think beyond the name of your fandom. Are there specific terms and phrases you can use to encourage group belonging? Before you start building your brand dictionary, remember that language is a matter of consensus, so browse around to see how people are talking about your brand – and use those turns of phrase – rather than proclaiming the specific terms you want people to use.
Create “in-group” Games and Activities
Ever spotted those cute rubber duckies on the dash of a Jeep? Trading duckies with each other is a whole Jeep owner thing. Lego fans have a similar thing where they build an “avatar” of themselves out of a Lego minifig, then include it in pics when they’re out and about. Consider ways your fans can do something similar around your own brand. Is it snapping and sharing a pic? Using a certain hashtag? Swapping collectors’ cards? Brainstorm ideas for what can become your “thing,” then see how it goes!
Launch Novelty Branded Items
Nutella launched a sweet Nutella jar speaker. KFC got in the holiday spirit with gravy-scented candles and kindling (really). Cheetos did a lip balm. Harley Davidson has a fancy mug and thermos set, and Tesla has an extremely expensive bourbon whisky (don’t drink and drive, folks). Ask yourself: Can you offer your die-hard fans a fun collector’s item? Maybe it’s branded socks, sunglasses, a lamp, or a couch cushion – don’t be afraid to get weird with it as a fun way to entice fans deeper into your orbit.
Most Critically – Have a Point of Difference
Of course, brand culture and community all begin with brand differentiation. To be a brand that people really want to support, you need a clear point of view and a fun, engaging culture that your fans want to be a part of. If you need a set of eyes on your brand culture and community, talk to the community-building pros at StellaPop! We’re all about helping brands pop!
