From Followers to Superfans: Building strong brand communities

I’ve always been fascinated by how brands turn customers into superfans. Community-based marketing is a key driver of brand growth and loyalty, with over 75% of content shared by brands now being user-generated. Social media has revolutionised brand-consumer interactions, making authentic connections and shared experiences essential. Building a strong community around your brand is more crucial than ever!

Let’s explore how three brands (of which I am personally a fan!) are successfully creating community and superfans.

Glossier: https://www.glossier.com/en-gg

Glossier has perfected the art of community with their beauty blog, Into The Gloss. This platform is more than just a content hub; it’s a space where customers can share ideas and feedback, directly influencing product development. For example, the popular Milky Jelly Cleanser was developed based on feedback from a blog post asking customers about their dream face wash. They implemented customers' suggestions, turning them into a successful product. I personally love this approach as the making of this face wash was a truly collaborative effort, shaped by customer input. This not only rewards their superfans and strengthens community bonds but creates a product which is financially successful for Glossier and ticks the right commercial boxes too.

Lush: https://www.lush.com/uk/en

I admire Lush’s commitment to involving customers in product development. They frequently host events where customers can create their own products and provide feedback, directly influencing future offerings. Lush even goes the extra mile by inviting customers to their factory, giving them a behind-the-scenes look at how their favourite products are made. This deepens customers’ connections with the brand and turns ordinary customers into superfans!

Skims: https://skims.com/en-gb

I find Skims transparent approach particularly inspiring. They conduct polls and surveys to gather customer opinions on potential new products. For instance, the development of their 'Cozy Collection' was heavily influenced by customer feedback requesting more comfortable loungewear. This not only builds trust but also fosters a sense of belonging among customers, as you can see how customer voices make a tangible impact on the brand's offerings.

These brands all demonstrate how taking a customer-centric approach creates thriving communities and boosts commercial value. They bridge the gap between customer expectations and company revenue by creating higher-quality products. This minimises the risk of releasing new products, as they have already engaged their main fans.

At The Customer Closeness Company, we are dedicated to helping businesses harness the power of customer centricity. Get in touch if you want to get closer to customers. We can help you unlock a deeper understanding and connection!

Sources:

https://brands.joinstatus.com/brand-community/

https://1xmarketing.com/news/en/world-marketing-diary-2407191227/

https://www.peterfisk.com/2022/06/how-glossier-builds-its-brand-community-of-superfans-from-consumers-to-influencers-cupcake-parties-and-co-created-products/

https://www.marketingscoop.com/marketing/how-skims-became-a-4-billion-brand-through-strategic-marketing/