The power of community building has emerged as a critical driver of brand growth, shifting gears on how businesses connect with their audiences.
You are probably in a WhatsApp group that’s focused on a particular objective – probably tech events. Or perhaps a Facebook group for car enthusiasts. If not, then you are likely part of an Instagram channel of one of the brands/influencers online.
Or… Or… Or you have followed one or two channels on WhatsApp.
We will, seemingly, see more communities sprouting in each niche/industry this year. More intimate communities where brands create targeted events for people to interact physically, or themed meet-ups.
We have already experienced online interactions either through WhatsApp group chats, X spaces, IG and TikTok Live etc. And they have created spaces where brands are able to gain loyalt, skyrocket word-of-mouth marketing and create an emotional connection with their target market.
Also, there’s high chances AI tools will help in analyzing member behavior, predict preferences, and personalize interactions, now that we are seeing the likes of META AI being incorporated in META platforms (Instagram, Facebook, WhatsApp).
Creator-led communities such as WhatsApp channels and Instagram channels will most likely join in the ring to compete with the likes of Substack and Patreon.
But before even all these unfold in full explosion, what are we seeing so far?
Gone are the days when brands could rely solely on traditional advertising to attract and retain customers. Today, consumers value authenticity, shared values, and meaningful interactions.
Brands are in a better position, in this digital era, to build online communities and tap into uncharted markets.
WhatsApp, for instance, has amazing features that can help propel this particular endeavour. A common phenomenon quite familiar to many is that of small businesses creating WhatsApp groups and add (share the link with) potential prospects.
What that does is, people in that WhatsApp group will most likely be your next customers, just from how participants interact, the direct feedback and one-on-one interaction.
There’s a strong sense of belonging and trust.
It allows brands to go beyond transactional relationships and develop genuine connections with their audience.
And when all that is in place, registering trademark for the name of your community, taglines and even brand name (for influencers and personal brand thought leaders) should be on top of the mind.
In an ever evolving digital era, where intellectual property is so so so important, where AI is revolutionising how things were traditionally done and income is absolutely being generated through these platforms, that trademark registration will go along away.
So, do you already have a community for your brand?