Brand Community is the new logo

Well, not literally.

What I mean is, the obsession brands had with a 'logo that pops', has now shifted to 'having a community'.

With a logo, at least we were all on the same page about what it meant. With a brand community, it's essential to understand what it means and what you need in your brand before you can start trying to build one.

As Harvard Business Review puts it, a brand community is "a group of ardent consumers organized around the lifestyle, activities, and ethos of the brand."

This definition works perfectly because it defines what a brand should have in order to then have a community- a lifestyle that it supports and a strong ethos. Without these foundational pillars, there is no basis to build a community around.

➡️ There is no community around gluten-free bread, there is a community around healthy eating.

➡️ There is no community around the machines in a gym, there is a community around strength, and a fit lifestyle.

➡️ There is no community around chemical-free shampoos, there is a community around self-love and self-care.

The list could go on, but surely you get the idea.

Once you know what you need before building a community, it's time to understand what purpose your community will serve.

Everyone wants to be part of a tribe. When we wore leaves and carried sticks and stones, it was for a sense of safety. Now that we have more sophisticated clothing, the reason has shifted to craving connection and a sense of belonging for social approval. In addition to other things, your community must:

✅ Serve those in it
✅ Foster connections beyond those with the brand

Just as everything in branding, it's not about you, it's about your people.