Why the Best Brands Build Community

Ever wonder why all those guys on 'Cheers' were always hanging out at the bar? It wasn't just the beer; it was community.

When you think about brands that have a large, active community, Apple probably jumps to mind first. But community is prominent with brands of all shapes and sizes. Local coffee shops, bookstores, restaurants and more create community to do way more than just survive - they’re thriving. Community brings repeat business, boosts engagement on marketing efforts, and turns those repeat customers into advocates for your brand - bringing you even more business at the end of the day.

It’s Not Just About the Product—It’s About Belonging

It’s intrinsic human nature to want to feel like we’re all part of something bigger. It’s why we align ourselves with political parties, join local sports leagues, or hang out at a bar where everybody knows your name. We need to feel like we belong. When brands create a space where their audience feels like they belong, it becomes less about the product (although that’s definitely still important) and more about being a part of a tribe.

Let’s look at Patagonia for a second. Someone encountering them for the first time might think they just sell jackets and clothes for being active outside. Take 3 seconds to dig deeper and you’ll see they promote sustainability, encourage activism, and champion values that protect the environment. Their customers aren’t just “customers”; they’re part of a like-minded community committed to protecting the planet. Through those shared values a community is created that doesn’t just attract customers, it keeps them coming back for more.

Smaller brands can not only get in on this action, they're at an advantage to use these tactics compared to larger brands. Take a glance at One Stop Coney in Grand Rapids, MI (and check out our linked article all about them!). Their efforts to build a community through interaction with customers online, in-person, and partnering with other brands and events are paying off in dividends. By connecting through their friendly atmosphere, environment of nostalgia, and support of other like-minded businesses they've accomplished this with the budget of a small business.

How to Cultivate Your Own Community

Two examples aren't enough to get you started down this path to enlightenment, so how do you do it? Well don't sweat it, because we have the gameplan to get started immediately.

Your brand values matter so much more than you think. Share those values with your audience to create an identity people can rally behind. People with similar values will naturally gravitate to you. Take Glossier for example, they built a community around natural beauty and authenticity in an industry renown for unrealistic standards. Their buyers aren't just customers - they're advocates that share the brand's values, mission, and spread the word on their own.

Think about what your brand represents and communicate it clearly. If your values resonate with your audience, you're on your way to building a community.

Keep in mind that community is a two-way street. You can't just post content and expect folks to come flocking. Nope. You've got to get involved with the conversation yourself. Respond to comments, ask questions in captions, and get out there and do the same for other businesses and your followers. Engaging with people in real, meaningful ways shows that you also value the community and confirms your audience's belonging. Don't just broadcast - in words of Jean Luc Picard, "Engage."

We've talked about communities needing something to rally around, but values sometimes aren't enough. To keep everyone engaged, create a more linear purpose every now and then to bring them all together. It doesn't matter if it's a common goal, a challenge, a friendly competition, or something similar. Maybe a restaurant ask customers to create a unique menu item that will run for a limited time. Take part in, or even host, a neighborhood block party. Events and occasions like this bring the community together by making them a part of the brand's growth.

This takes us directly into the last step: showing appreciation. And from working in corporate America, I can tell you that pizza parties typically aren't the way to go. The good news is it's way easier than that! Shout-outs on social media, a customer highlight, loyalty programs for regulars - there are so many ways this can be used. Appreciation builds brand loyalty, increases engagement, and contributes significantly to community building.

Why Your Brand Needs Community More than Ever

In a world where ads are around every single corner, community becomes the difference between a one-time interaction and a lifelong relationship. We keep saying it because it's true; people want authenticity, connection, and to be a part of something that makes them feel like they're a part of something special. It's not just about having a great product or service, it's about giving people a sense of belonging to something larger than themselves.

Create that community and it begins to take on a life of its own. When this happens your customers become a part of your marketing efforts, spreading your brand through word of mouth, social media, and their other communities. This is a big deal because, according to Nielsen, "92% of consumers around the world say they trust earned media, such as recommendations from friends and family, above all other forms of advertising."

Successful companies know it's not just about selling product, it's about the whole package and creating experiences. It doesn't matter if you're a small coffee roaster, a large outdoor gear retail brand, or a conglomerate tech company - the same principles apply. Remember: people want to belong so when you give them experiences and reasons to rally around your brand they won't just buy in, they'll stick around, spread the word, and they'll bring others with them.