In the ever-evolving world of business, community-led growth has become a highly popular and effective growth strategy for brands seeking to establish a strong connection with their customers. By building and nurturing a community-led brand, businesses can create deeper relationships with their target audience, foster loyalty, and drive long-term value.
Today, we’re going to delve deep into a number of exceptional community-led brands that have experienced significant success through their innovative community programs.
These brands have all set up community programs for various reasons, such as to gain insights from their customers, provide value-added services, and create a sense of belonging and engagement among their audience. From multinational corporations to burgeoning start-ups, anyone can build a community if they have a strong story to tell and a desire to weave their audience into it.
Through detailed case studies, let’s explore the unique community programs each of the below brands has developed, the reasons behind their formation, the quantifiable results they’ve achieved, and the value they’ve brought to both the brand and its members.
We hope you’ll gain valuable insights into the world of community-led brands and the potential impact of implementing a community program tailored to your target audience to inspire your own community-building efforts.
COMMUNITY-LED BRAND BASICS
SOCIAL MEDIA INFLUENCE
Community-led brands leverage the power of social media to create and maintain a strong connection with their audience. These brands build their presence on platforms like Instagram, Facebook, Twitter, and LinkedIn, crafting a unique narrative that reflects their values and cultural context. By sharing relevant and engaging content, community-led brands can foster strong relationships with their user base.
A successful example of a community-led brand using social media is Atlassian. Their online presence showcases their dedication to community-driven innovation, attracting like-minded individuals who want to engage with the brand on a deeper level.
IMPORTANCE OF ENGAGEMENT
Engagement is the cornerstone of community-led brands which ensures a strong, two-way communication between the brand and its users. One of the key aspects of engagement is listening closely to user feedback, opinions, and ideas. This empowers the community, making them feel valued and heard.
An interesting case study is Mural, a brand that has successfully built an engaging, interactive community. They tapped into their users’ insights and experiences to improve their services and drive growth.
SENSE OF BELONGING
The driving force behind community-led brands is the sense of belonging they create for their users. A feeling of camaraderie and unity with like-minded individuals is one of the most compelling aspects of any brand community.
According to Harvard Business Review, community-led efforts are especially agile and effective owing to their deep understanding of their users and their cultural context. This strong foundation allows them to craft meaningful programs and initiatives that strengthen and expand their community.
Some great examples of community-led brands with a strong sense of belonging include Hopin and Meetup. Both organisations have cultivated a dedicated and engaged membership that actively participates in events and activities, resulting in increased brand loyalty and organic growth.
CASE STUDY ONE: GLOSSIER
WHY GLOSSIER CHOSE COMMUNITY
Glossier, a digital-first, direct-to-consumer beauty brand, started as a blog called Into the Gloss, where they established a strong relationship with their target audience by engaging in conversations and focusing on content creation. This foundation served as a valuable resource to understand their audience, turning insights into tailored products.
As Glossier evolved, the company maintained its attachment to community-driven strategies. They chose this approach to build brand loyalty, strengthen customer relationships, and create user-generated content that showcased their products in a realistic context.
OUTCOMES OF GLOSSIER’S COMMUNITY-LED APPROACH
By embracing a community-led approach, Glossier forged a customer-first mentality, where communication and co-creation became crucial elements of their marketing strategy. This approach generated strong brand loyalty, resulting in faster growth and success.
Glossier’s close relationship with its community also gave it valuable insights into customer preferences, enabling it to create products that genuinely resonated with its audience. Consequently, Glossier customers felt heard and understood, reinforcing their attachment to the brand.
Furthermore, user-generated content became a powerful asset for Glossier, serving as authentic product representation and social proof. Encouraging users to share their experiences on social media platforms reinforced a sense of community and increased brand visibility.
By focusing on community-led initiatives, Glossier’s innovative approach allowed them to achieve success driven by their highly engaged and loyal customer base. Their commitment to understanding customer needs and keeping the communication channels open is undoubtedly at the heart of Glossier’s community-driven triumph.
CASE STUDY TWO: STARBUCKS
STARBUCKS’ COMMUNITY FORMATION
Unless you’ve been living under a rock, you’ll know that Starbucks has grown into the world’s largest coffee chain over the past few decades. This growth is in part due to their focus on fostering a sense of community among customers. Starbucks’ goal is to create a “third place” between home and work where people can find community, acceptance, and a sense of belonging.
The brand’s innovative approach to community-building has played a major role in its success. Starbucks pioneered the second wave of coffee culture and developed a strong identity rooted in customer relationships. This allowed Starbucks to differentiate itself from competitors and provide customers with a unique location x product experience.
IMPACT OF STARBUCKS’ COMMUNITY INITIATIVES
One of the main community initiatives undertaken by Starbucks is its commitment to ethically sourcing coffee beans. Through their C.A.F.E. Practices programme, the company ensures economic transparency in its supply chain. This includes providing evidence of payments made to farmers, as well as information on coffee origins and the price paid for each bean. Customers appreciate this transparency, and it helps to build trust between the company and its community members.
Starbucks also focuses on its social and environmental impact. The company has set ambitious targets in these areas, as detailed in its 2020 Global Environmental and Social Impact Report. By prioritising sustainability and community well-being, Starbucks further cements its position as a responsible brand that cares about its customers and the planet.
In addition to these achievements, Starbucks has faced challenges that required swift action. One such example is the 2018 PR crisis in Philadelphia, where an arrest at a Starbucks store highlighted racial bias. In response, Starbucks swiftly closed thousands of its stores for a day to administer racial bias training to its employees. This decisive action demonstrated the company’s commitment to its community values, as well as the acknowledgement that improvements could be made. The company invested a significant amount in this initiative, both financially and reputationally, showing the value of a strong community-focused approach.
Overall, the case of Starbucks demonstrates how focusing on community-building, innovation, and customer relationships can lead to a successful and globally recognised brand. Incorporating various initiatives, Starbucks strives to provide value not only to its customers but also to the wider community and environment it operates..
CASE STUDY THREE: GYMSHARK
FORMATION OF GYMSHARK’S COMMUNITY
Gymshark, a leading fitness clothing brand, was founded in 2012 and quickly focused on creating a strong community around its brand. With the rise of social media and influencer culture, the company leveraged this opportunity to build a deep connection with its target audience. To form their community, Gymshark partnered with fitness influencers and leveraged social media platforms like Instagram and YouTube to showcase workout routines, nutrition tips, and motivational content. This strategy allowed their followers to feel a sense of involvement and ownership with the Gymshark brand.
RESULTS OF GYMSHARK’S COMMUNITY-LED STRATEGY
As a result of this community-driven approach, Gymshark has experienced rapid growth since its inception. By 2016, the company was named the fastest-growing retailer in the UK, going on to generate sales of over £100m in 2018. A significant aspect of this success can be attributed to the close-knit community they built.
Gymshark’s community strategy has not only contributed to increased sales but has also enhanced brand loyalty and turned customers into brand advocates. The company is known for its customer-centric focus, which has played an essential role in maintaining a strong and engaged community. Gymshark routinely offers exclusive deals and early access to products for its community members, incentivising them to stay involved and continue supporting the brand.
In summary, Gymshark’s community-led approach has proven itself to be an integral part of the brand’s success. By prioritising community-building and fostering a sense of involvement and ownership among its followers, Gymshark has managed to secure a loyal customer base that continues to support and promote the brand.
CASE STUDY FOUR: HARLEY-DAVIDSON
BUILDING COMMUNITY HARLEY-DAVIDSON STYLE
Harley-Davidson, a renowned motorcycle manufacturer, has made great strides in building a loyal community around their legacy brand. The company has really focused on nurturing its relationships with customers and enhancing its brand advocacy, leading to high levels of loyalty and satisfaction. It accomplished this through various avenues, one of which was the creation of its famous Harley Owners Group (HOG) programme. HOG is a global community where Harley owners can access a range of benefits and connect with fellow enthusiasts.
The rationale for developing this community was to foster a sense of belonging among motorcycle enthusiasts and to cement Harley-Davidson’s status as an iconic American brand with a unique value proposition. The HOG programme transcended traditional marketing practices by encouraging lifelong relationships with customers while also providing social validation for their choice of motorcycle.
THE HARLEY-DAVIDSON COMMUNITY IMPACT
The impact of Harley-Davidson’s community-building initiatives is evident through customer devotion. The company has consistently seen positive results from these efforts, helping it maintain a strong market position. The HOG programme has served as a fantastic tool for fostering brand loyalty and advocacy, with members worldwide who participate in various events and activities designed around their shared passion.
Harley-Davidson owners proudly embrace the company’s values and see themselves as part of a larger family, showcasing the significant emotional connection they have with the brand. This camaraderie not only bolsters the company’s image across generations but also empowers customers to become brand ambassadors in their own right.
By nurturing their community, Harley-Davidson has not only built long-lasting relationships with their consumers but also created an ecosystem of loyalty and advocacy that transcends generations. Their unique approach to community-building continues to serve as a prime example for other companies looking to create a lasting bond with their customers.
CASE STUDY FIVE: HUBSPOT
HUBSPOT’S COMMUNITY-LED JOURNEY
Hubspot, a well-known inbound marketing, sales, and customer service company, embarked on a community-led journey to strengthen its brand and enhance customer engagement. They recognised the value in creating a space where customers and enthusiasts could interact, share knowledge, and learn from each other.
The company established a community program focusing on empowering its customers, fostering collaboration, and driving long-term impact. This initiative aimed to create a strong support network for users across the globe while also reaffirming Hubspot’s dedication to cultivating meaningful connections among its members.
BENEFITS OF HUBSPOT’S COMMUNITY
The results of the community program have been remarkably positive. The community offers valuable resources, such as educational content, networking opportunities, and peer-support systems, which have fostered strong relationships between Hubspot and its members. This collaborative environment has also led to the quick dissemination of best practices, resulting in improved user experiences and better utilization of Hubspot’s products and services.
In addition, the community program serves as a testament to the long-term impact of such initiatives on a brand’s overall reputation. Members experience the benefits of a strong support network that extends beyond the company’s customer service team, reinforcing trust and loyalty towards the brand.
By facilitating a thriving and engaged community, Hubspot was able to demonstrate its commitment to customers’ success. This has ultimately led to increased brand loyalty, higher user satisfaction, and a greater understanding of customer needs, paving the way for future community-led endeavours.
CASE STUDY SIX: SALESFORCE
SALESFORCE’S COMMUNITY BLUEPRINT
Salesforce has effectively established a community-led brand by building its Salesforce Community, a dedicated space for customers, partners, and employees to connect and collaborate. The primary purpose of their community is to facilitate transactions, share knowledge, and foster effective communication by providing access to relevant data and content.
To enhance engagement and creative contributions, Salesforce introduced Virtual Community Sprints and Mini Sprints. The former are held twice a year, while the latter are project-specific, one-day events focusing on particular topics. The community’s core structure encourages open-source contributions, promoting different perspectives and facilitating problem-solving.
SALESFORCE’S COMMUNITY SUCCESS
Salesforce’s community has garnered significant success by keeping a casual tone of voice and providing value to both the company and its customers. Members can find answers to questions, request help, offer assistance, and collaborate in various ways. The inclusive nature of the community is a contributing factor to its success, fostering trust and loyalty amongst its members.
The innovative and forward-thinking approach taken by Salesforce in designing its community blueprint positions it as a leader among community-led brands. By investing in a comprehensive, user-centric community space, Salesforce has successfully established a platform where its customers, partners, and employees can engage in meaningful interactions, transactions, and knowledge sharing.
COMMUNITY CONTRIBUTION METHODS
SALES-LED VS. PRODUCT-LED VS. COMMUNITY-LED GROWTH
In the traditional sales-led growth approach, businesses prioritise aggressive sales and marketing tactics. In contrast, product-led growth focuses on excellent product design and user experience to retain and attract customers. Community-led growth is a relatively new approach where the brand community is at the centre of the strategy, engaging enthusiastic consumers and nurturing a sense of belonging. These growth models have different impacts on businesses, based on the value they deliver to customers.
INCREASED CUSTOMER RELATIONSHIP QUALITY
Community-led brands have built long-lasting customer relationships by offering value beyond their core products. A strong community program can lead to increased brand loyalty, higher customer retention rates, and increased customer lifetime value. As mentioned earlier, Harley-Davidson has built a robust community around its motorcycle enthusiasts, sharing their love for the brand, attending events, and even offering discounts on merchandise through its community programs.
TRUST AND CONVERSATION SIGNIFICANCE
In a community-led approach, trust and open conversations are essential, which allows customers to voice their opinions, share feedback, and possess a sense of influence on the brand. Furthermore, brands can harness community insights to enhance product offerings and grow their businesses. For instance, brand extensions like LEGO Ideas involve their community in product development, allowing fans to submit potential LEGO set ideas, thus fostering innovation and strengthening their fan base.
By focusing on the value and impact of these aspects, community-led brands successfully enhance customer experiences, promote loyalty, and ultimately drive sales growth. Following this approach not only supports brand image but also ensures sustainable business development in the long run.
HIRE AN AMAZING COMMUNITY MANAGER
COMMUNITY MANAGER RESPONSIBILITIES
Community Managers play a crucial role in the success of community-led brands. Their primary focus is on building and maintaining a strong, engaged community of users, customers, or fans. They are responsible for acting as a bridge between the brand and its community, fostering relationships and engaging with potential customers.
A key aspect of a Community Manager’s role is creating and curating engaging content that resonates with the community and supports the brand’s objectives. They should also monitor and address any concerns or feedback from community members, ensuring that everyone feels heard and valued.
Additionally, as strategists of distributed content models, Community Managers are responsible for moderating and managing user-generated content, maintaining the quality and relevance of community contributions.
COMMUNITY-LED GOVERNANCE AND POLICIES
To sustain a healthy and effective community, Community Managers must establish and enforce governance and policies. These guidelines help set the tone and expectations for member interactions, ensuring that the community remains a positive and supportive environment for all.
A key aspect of community governance is the implementation of policies and guidelines that outline acceptable behaviour, participation, and engagement within the community. These rules should be clear, accessible, and consistently enforced to maintain order and respect among members.
Beyond enforcing policies, Community Managers should also encourage members to adhere to the community’s values, modelling positive behaviour and promoting a sense of shared ownership and responsibility.
When it comes to establishing and managing community governance, it’s essential for Community Managers to remain approachable, transparent, and receptive to feedback. By doing so, they can foster better relationships within the community, ensure ongoing improvements, and support the overall success of the brand.
THE FUTURE OF COMMUNITY-LED BRANDS
WEB3 COMMUNITIES
As more established brands enter the Web3 space, look out for a number of cutting-edge community-building strategies to be used that get loyal customers and fans close to the action.
In fact, here at Community Rocket, we have recently supported brands such as Michelin, Renault and LVMH in their own community-building efforts using Web3 technologies and NFT utility. This has included us working together to define a strong brand narrative and user journey that takes these household names into the modern arena, creating quiz elements that help educate customers on the legacy of the company, and developing on/offline hybrid events that lead to genuine participation and ‘money can’t buy’ rewards that truly excite these already engaged user bases.
EVOLUTION OF SOCIAL PROOF
As social proof continues to evolve, brands are recognising the need to value and prioritise the role of their customers in the decision-making process. Trust and authenticity are often sought from customer reviews, testimonials, and word-of-mouth referrals. Hence, building a thriving community that nurtures relationships with customers can offer a substantial competitive advantage by helping retain existing clients, attract new ones, and create valuable brand advocates.
One such brand is Apple, which has consistently relied on its devoted community of users to showcase its products and innovations. By creating a dedicated space for customers to share tips, reviews, and experiences on Apple Support Communities, the company has built a thriving ecosystem that underlines the strength of its brand.
EMERGING TRENDS IN COMMUNITY-LED GROWTH
As businesses continue to adapt their marketing strategies, the prominence of community-led growth is increasingly clear. The value of nurturing brand advocates through personalised approaches, peer-to-peer support, and user-generated content will likely remain a key driver in establishing trust and credibility in the market.
For instance, companies like Lululemon actively engage with their audience and embrace community-building tactics to enhance customer experiences. They host in-store fitness events and workshops to connect with their customer base, providing opportunities for members to interact, share experiences, and extend their support for the brand.
In the future of community-led brands, accountability is poised to become a focal point, with customer feedback playing a critical role. As companies become more responsive to their users’ needs and experiences, the sense of ownership and involvement will grow stronger within these communities, giving brands the opportunity to propel their growth and success further.
FREQUENTLY ASKED QUESTIONS
WHAT MAKES A COMMUNITY-LED BRAND SUCCESSFUL?
A community-led brand is successful when it fosters genuine connection, engagement, and interaction among its members. The brand must prioritize its community members’ needs, actively listen to their feedback, and involve them in decision-making processes. The best brands create a sense of belonging and provide a platform for their members to share ideas, experiences, and support.
HOW DO COMMUNITY PROGRAMS BENEFIT BRANDS?
Community programs benefit brands by fostering brand loyalty, driving word-of-mouth marketing, enhancing customer retention, and improving product development. By connecting with customers on a deeper level, community-led brands can gain invaluable insights into their preferences and use that feedback to create better products or services. Furthermore, these programs can help a brand stand out in a crowded market and establish itself as a customer-centric organization.
DO YOU HAVE ADDITIONAL CASE STUDIES OF BRANDS WITH STRONG COMMUNITY PROGRAMMES?
Another example of a company with a strong community programme is Figma, a cloud-based design tool. Figma has fostered a thriving community of designers who share ideas, collaborate on projects, and provide feedback on the platform. Their community initiatives include user meetups, an ambassador programme, and various educational resources.
Another notable community-strong brand is Notion, the project management and note-taking tool. Their community programme consists of an online forum, local meetups, and dedicated channels for users to showcase their templates or offer support to others. The community’s input has helped Notion develop features to cater better to the needs of its users.
HOW DO TOP BRANDS SET UP THEIR COMMUNITY-LED PROGRAMS?
To set up successful community programs, these brands typically follow these steps:
- Define the purpose and goals: The brand must determine what it wants to achieve with its community programme, whether it is increasing user engagement, retention or improving its product.
- Identify the target audience: Brands must have a clear understanding of their ideal community members, their needs and their pain points.
- Choose the right platform: Brands need to select the appropriate platform that facilitates easy interaction and provides the necessary tools to keep the community engaged.
- Nurture and moderate the community: Dedicate resources to guide, support and actively engage with community members, while ensuring the space remains safe and inclusive.
- Measure the success: Track key performance indicators to evaluate the impact of the community programme on user engagement, retention, and business growth.
WHAT ARE THE KEY RESULTS ACHIEVED BY THESE COMMUNITY-LED BRAND COMMUNITIES?
Some key results achieved by successful community-led brands include higher user retention, increased customer lifetime value, enhanced product development, and improved brand perception. By forming strong connections with their customers, these brands can create loyal followers who contribute to their growth through word-of-mouth marketing and product feedback.
HOW DO THESE COMMUNITY-LED BRANDS PROVIDE VALUE TO THEIR MEMBERS?
Community-led brands provide value to their members by offering a space for connection, collaboration, networking, and learning. They often create exclusive resources, events, and educational materials for their members, such as workshops, webinars, and mentorship programmes. These brands also frequently use their communities as a source of inspiration and feedback for product development, ensuring the needs of their members are addressed and incorporated into their offerings.
NEED FURTHER SUPPORT?
Here at Community Rocket, we’ve supported many brands with their strategy and growth. Whether you need direction in planning your perfect community, hands-on support to grow your Brand Community or you have some unique ideas/challenges that need some magic sprinkled on them, get in touch and let’s see how we can help!