Consumers switch sides easily; Community helps them bond and build a stronger brand!
In 1985, Harley Davidson faced bankruptcy. It was after all, an era when scooters and motorbikes had little use in the eyes of a USA that was pivoting big time to four wheelers. Today, 35 years down the brand is a multi-billion-dollar conglomerate.
OnePlus, a brand which is just a few years old, stirred the world up with their product launch strategy in a hyper-competitive market of smartphones.
Apple is another example of a brand that created and to date, creates brand loyalists. As they say, once an Apple user, always an Apple user!
So, the question here is what worked for these brands that helped them gain the market share?
Build a community and make the consumers attach to this community.
Although, these brands just not created products that were way ahead of its time, but that they focused on community building. A community which is robust and close-knit that believed in voicing their opinion and expressing their loyalty and love to the brand. For this same very reason, the consumers just don’t see these brands as a provider of good products, but they feel a sense of belonging, an experience, something they are strongly and emotionally connected with. For example, whenever OnePlus launches their new product, an event is organised, and invitation is given to all the users to witness the launch and make them feel part of their journey. Rather than being pushy, let the consumer fall in love with your brand!
In today’s internet connected world, the consumers are far more mindful than the previous generations and tend to filter out the noise quickly. Furthermore, their affection or loyalty to the brands is feeble. With a plethora of me-too products and services available in the market, the switch happens swiftly.
Given this scenario, how do we make the consumers fall in love with a brand?
- A successful brand today solves a core functional need for their communities better than the rest.
- To develop products that are technology immersed and at the same time price sensitive.
- Narrate authentic stories that are based on truth to connect with the audience at a grass root level.
- Listen to what they have to say and address their concern.
To conclude, building a community around a brand serves two key aspects: Drawing people in and giving them a reason to stay.
