How Brand Communities Create Loyalty and Shared Consumer Identity
Starbucks' Howard Schultz, once said “If people believe they share values with a company, they will stay loyal to the brand.” This quote illustrates the essential link between a brand and its consumers. Indeed, in an increasingly competitive world, companies are constantly looking for innovative strategies to build lasting relationships with their customers. In broad terms, brand communities assist businesses to gain a better knowledge of their customers' needs, preferences, and goals.
Companies receive vital information and feedback by actively engaging in these communities, which may drive product innovation, refine marketing efforts, and improve the entire consumer experience. The flow of information between brand and customer improves the relationship and fosters a true atmosphere of trust and loyalty. In broad terms, brand communities assist businesses to gain a better knowledge of their customers' needs, preferences, and goals.
Let's explore how a brand community can create shared consumer identity and ultimately, loyalty.
The Psychology of Brand Communities
To understand the impact of brand communities, it is essential to study the dynamics of their formation and operation. A crucial aspect to explore is the sense of belonging and shared identity that brand communities foster. Indeed, people who identify with a particular brand come together, driven by their shared passion, interests, and values. This statement highlights the importance of examining the sense of belonging and shared identity that brand communities cultivate.
The notion of belonging highlights an individual's psychological and social desire to feel connected, welcomed, and appreciated within a society. The sensation of belonging to a community that shares similar beliefs, interests, or experiences related to a certain brand is an important aspect of the marketing strategy in this setting of brand communities. Indeed, it is generally recognized that belonging to a group makes people feel better. The individual relates to the aspirations and desires of his fellow human beings through belonging to a community. According to Abraham Maslow, "love/belonging" comes third after physiological demands (such as food or water) and the need for security.
Researching the sense of belonging and shared consumer identity inside a brand community is critical since it can have serious consequences for both the brand and its members. Indeed, cultivating a strong feeling of belonging and shared social identity for companies may boost consumer loyalty, increase brand support, and generate good word-of-mouth. This sensation of belonging to a group reveals how much people, particularly younger generations, are drawn to the concept of doing the same things as their peers. It may also foster a sense of exclusivity and emotional attachment, which can lead to increased consumer loyalty and a possible competitive advantage.
Brand Community as Shared Consumer Identity
For community members, on the other hand, a feeling of belonging and shared consumer identity may give social support, validation, and a sense of belonging. As described in Branding that Means Business, “Building a relationship with the customer is extremely important for brand loyalty. But when the brand can help foster relationships to be built between customers, then a brand community forms, and loyalty thrives".
Additionally, the dynamics of brand communities extend beyond the digital realm. While online platforms provide a convenient space for connection and interaction, offline events and experiences play a crucial role as well. In-person meetings, such as brand-sponsored events, workshops, or meet-ups, allow community members to create deeper connections, develop relationships, and consolidate their brand allegiance. These in-person contacts frequently reinforce the sensation of belonging and generate lasting memories, adding to the vibrancy of the community.
Furthermore, the dynamics within brand communities evolve over time. As the community grows and matures, its dynamics may shift, requiring continuous attention and adaptation from the brand. Effective community management is actively listening to community members, recognizing their changing needs and expectations, and adopting ways to keep the community engaged, inclusive, and on track with its original mission. The issues of building and maintaining brand communities will be covered in the next part to offer a thorough grasp of this so-called dynamic branding approach.
How Harley Davidson Fostered a Strong Brand Community
Maintaining a brand community over time is a powerful way of engaging customers, building loyalty, and amplifying a brand's impact. Harley-Davidson is a successful example of this. So, how Harley-Davidson has built such as strong brand community ? In today's digital age, Harley-Davidson has effectively utilized online platforms to extend its brand community even further. The brand maintains a vibrant presence across social media channels, inviting riders to connect, share their experiences, and engage with one another.
From dedicated forums and groups to the official Harley-Davidson mobile app, riders can find a wealth of resources, connect with like-minded enthusiasts, and plan rides together. This virtual community complements the real-world experiences, ensuring that the sense of belonging continues even when riders are not on the road. In fact, they simply took an existing community and transferred it to their customers. The company realized that by building on an existing fan base, it would be easier to create loyal brand advocates.
As noted in Harvard Business Review, "Harley management recognized that the brand had developed as a community-based phenomenon. The "brotherhood" of riders, united by a shared ethos, offered Harley the basis for a strategic repositioning as the one motorcycle manufacturer that understood bikers on their own terms. To reinforce this community-centric positioning and solidify the connection between the company and its customers, Harley staffed all community-outreach events with employees rather than hired hands".
In the world of automobiles and motorcycles more specifically, very few brands have succeeded in creating a sense of community as enduring as Harley-Davidson. Indeed, by constantly communicating its rich history and emblematic motorcycles, enthusiasts have been able to come together around a shared passion and a common lifestyle. Harley-Davidson's brand community extends beyond the motorcycles themselves. As they describe, the brand “..embraces a distinctive lifestyle that embodies adventure, camaraderie, and the pursuit of freedom”. Owning a Harley-Davidson becomes a symbol of belonging to something larger—a way of life that unites riders around the world.
Final Thoughts on Brand Communities and Loyalty
In conclusion, brand communities have become essential for businesses to cultivate deep connections with customers, foster loyalty, and drive advocacy. Howard Schultz's statement, "If people believe they share values with a company, they will stay loyal to the brand," underscores the crucial link between a brand and its consumers. In today's digital age, brand communities serve as powerful means to cultivate meaningful connections and foster customer loyalty. They allow businesses to obtain a better knowledge of their customers' demands, improve marketing techniques, and improve the entire customer experience.
Beyond bikes, the Harley-Davidson brand community embraces a distinct lifestyle of adventure, companionship, and independence. The brand effectively utilizes online platforms to extend its community, inviting riders to connect, share experiences, and engage with one another. By building on an existing fan base, the company tapped into a pre-existing community, creating loyal brand advocates. Staffing community-outreach events with employees further solidified the connection between the company and its customers.
Overall, brand communities offer businesses the opportunity to deepen customer relationships, gain valuable insights, and foster a sense of belonging, resulting in sustained growth and success.
Photo by mauro mora via UnSplash
About the author
Lou Bakalarczyk is a graduate in business administration and holds a master's degree in international marketing from Hult International Business School, Boston. Inspired by teamwork, traveling and meeting new people, she aspires to become a project manager where her decisions will have an impact on tomorrow's world through highlighting the importance of brand community.
References: Brand Communities and Brand Loyalty
Fournier, S., & Lee, L. (2009, April). Getting Brand Communities Right. Harvard Business Review.
Harley Davidson. (2023). Harley-Davidson - Our Strategy. Investor. Harley-Davidson.com. https://investor.harley-davidson.com/our-strategy/default.aspx
Hyken, S. (n.d.). Belonging To The Brand: How Community Is Reshaping The Marketing Landscape. Forbes. Retrieved June 26, 2023
Johnson, M., & Misiaszek, T. (2022). Branding that Means Business. Profile Books.
West, C. (2020, August 12). What is a brand community and how to build a successful one. Sprout Social.
