In today’s ever-evolving landscape of entrepreneurship and marketing, it is no longer enough to focus solely on selling products or services; the new imperative is the cultivation of communities and the nurturing of deep connections with customers.

At the heart of it lies the brand relationship paradigm. While some may underestimate its magnitude, entrepreneurs like James Watt of BrewDog and Ben Francis of Gymshark have elevated this endeavour to an art form.

What indeed distinguishes these entrepreneurs is their remarkable capacity to immerse themselves entirely within their communities. They didn’t merely observe from a distance; they actively engaged, connected with their peers, and seamlessly integrated themselves into the fabric of these communities.

James & Ben: People for people

For example, James Watt, the co-founder of BrewDog, devoted extensive time working behind the bar, personally serving his customers. This hands-on experience allowed him not only to grasp the nuances of brewing but also to forge deep connections with those who savoured his beers. He possessed firsthand knowledge of what compelled people to form a personal bond with a brand. This intimate comprehension of customer experiences played a pivotal role in BrewDog’s ascension to success. The brewery earned renown not only for its innovative beer creations but also for its passionate and engaged community.

Similarly, Ben Francis, the co-founder of Gymshark, transcended the role of an entrepreneur with a vision; he was an avid gym enthusiast who spent countless hours working out alongside his peers. This firsthand experience within the fitness community empowered him to understand their desires and needs at the deepest level. It wasn’t a detached observation; it was an active participation in the community’s rhythms. This profound connection enabled Gymshark to craft products that resonated deeply with their target audience, propelling the brand to unprecedented heights.

What these visionary entrepreneurs impart to us is that a genuine understanding of a community emanates from becoming an integral part of it. It transcends mere observation or conventional market research methods like focus groups; it entails living and breathing the same experiences as your community members. Indeed, when you are deeply embedded in your community, you gain an authentic insight into their interests, challenges, and aspirations.

This knowledge empowers you to tailor your products, services, and brand experience to their specific needs. It fosters authenticity, trust, and a shared sense of purpose. Mark Schaefer also delved into this aspect in his book, Belonging to the Brand. Why community is the last great marketing strategy.

Its core message is that more than any other approach, community building is the crux of a winning marketing strategy. It explores how customers within communities seek more than just functional benefits; they yearn for a profound connection and a genuine sense of attachment.

This kindles something beyond ordinary loyalty; it ignites attachment. This attachment transcends transactions, forging enduring emotional bonds between customers and the brand.

As such, it creates a profound sense of belonging, wherein customers perceive themselves as integral parts of the brand’s narrative. (Don’t forget that belonging is one of the three fundamental human needs, as advanced by psychologists Richard Ryan and Edward Deci in their research. But this is another story).

So, what steps should you take?

Building on the book:

1. Immerse yourself by actively engaging with your community. Whether it involves spending time at your business location, interacting with customers online, or participating in relevant events, immerse yourself in the world of your community.
2. Listen actively by paying keen attention to what your community members express. Listen to their feedback, concerns, and aspirations. Utilize this information to shape your brand’s decisions and enhancements.
3. Customize experiences by tailoring your products, services, and brand interactions to align with the specific needs and desires of your community. Personalization engenders a sense of value and belonging.
4. Engage with your community authentically by demonstrating your genuine concern for their well-being and success. Authenticity is the cornerstone of trust.
5. Last but not least, identify and harmonize your brand’s values with your community’s. A shared sense of purpose fosters a profound emotional connection and sense of belonging.

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• Source: https://thisisoliver.co/2023/09/10/the-power-of-affection-in-building-strong-brand-communities/