10 brand communities that create engagement

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Brand communities were defined in 2001 by Albert Muniz Jr. and Thomas C. O'Guinn as “ specialized, non-geographically bound communities based on a structured set of social relationships among admirers of a brand .” When brand communities are done right, they create a 100% participatory experience for the customer.

Building a brand community is not an easy task. However, it is highly beneficial if brands manage to work well on the relationship that is created by using it as a marketing strategy. Community members are generally passionate and loyal to the brand.

This often leads them to become brand ambassadors. They defend the brand, represent the brand and, in the long term, become brand partners.

However, to build brand communities, companies need to have a true personality and communicate their values ​​in a real way that group members can relate to. Brand communities have many potential benefits:

Reduced customer support costs: 49% of companies with online brand communities report cost savings of 10% to 25% annually.
It increases brand exposure and credibility, making it easier to sell.
67% of companies use their brand communities to gain insight into new products, services or features.
Greater engagement and better customer retention.
It is the perfect channel to present new products and united kingdom number screening services before the official launch.
With interactive brand communities, brands have the opportunity to truly listen to their customers. The upshot of all this is that they can use what they learn to develop marketing strategies that target the real needs of those customers.

In a context where marketing is increasingly customer-centric, online brand communities are the perfect allies to connect customers with brands.

10 brand communities that create engagement
Some of the best examples of online brand communities have become perfect interactive environments in the digital age to create engagement.

1.- Lego ideas
lego ideas

What could be more appealing to a Lego lover than having their design idea on the shelves of stores, and also receiving a percentage of the product sales? With Lego Ideas, anyone can create their design, view proposals, vote for their favorites, leave comments, etc.

The best thing is that the most voted proposals become real Lego products. The most popular ones go to market. If a design receives 10,000 votes, Lego will review it. This way, one of these winners will be able to incorporate their design into the Lego product range. In addition, the creator will be given a percentage of the final sales.

Not only does this online community provide fantastic market data for the brand, but it also helps keep people engaged with their brand. It’s a perfect example of rewarding loyalty.