19% more spend by community members
Three of the requirements for a brand community are:
- A leader
- A leader in the brand
- Followers in the form of members
- Outsiders in the form of supporters of other clubs
Followers, the primary target market, are those people with sufficient interest in the vision and values to join and engage with the brand and other members.
The outsiders, possibly considered the ‘enemy’ or those that members rally against, are vital because they galvanise the community members.
A community is a tribe, and every tribe has a leader. Of course, there would be little point in having a leader without followers, and followers tend to unite against outsiders.
RECOMMENDATIONS – Establish a community, general or brand, where your brand can be the leader, and that leader behaves in a way that attracts and holds members by distinguishing them from outsiders.