How to Create Community Among Your Customers

Entrepeneur 31 Jan 2020 07:00

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How to Create Community Among Your Customers
Image credit: John M. Heller | Getty Images

Today’s brands do more than just deliver products and services. They also foster connections among like-minded enthusiasts. That could turn out to be their most vital purpose, considering a 2018 Cigna study found that nearly half of Americans report feelings of loneliness.

When it comes to creating connections, brands are in a unique position to step up. “Consumers want to feel like they’re part of something bigger than themselves," explains Kim Lawton, founder and CEO of Enthuse Marketing Group, to Luxury Daily. "While it’s essential to create an experience that connects them to the brand, connecting them to a bigger community of like-minded people makes a larger impact and builds long-term brand love."

With competition on the rise and imitators everywhere, brand love counts for a lot in today’s economy. Moving forward, prosperous companies will be defined as much by their brand and the community around it as the products themselves. We can already see this happening with companies like Apple or Patagonia, which are both backed by passionate communities.

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