Building a brand community is an integral part of a business. A group of people engrossed in a brand, beyond what is being sold, forms a brand community. Brand community plays a vital role in building and establishing a renowned brand.
With the emergence of social media and digital marketing mediums, it is easier for brands to reach out to a broader class of audience, making it easier for buyers to make informed choices.
A brand community provides a sense of identity for its customers. Companies establishing brand communities have a better understanding of their clients’ needs. With the shared stories, demands, values, and opinions, both businesses and consumers can benefit. Community building is a process implemented by several top brands for decades and has benefitted them greatly. International brands such as Apple, Gymshark, Starbucks, Walt Disney, etc., have been reaping the benefits of community building for years.
For a clothing brand, building a community can work wonders. It is vital to understand the market and customer’s purchasing pattern. Having a loyal group of people is important for a business to sustain the uncertainties of the market forces. This article will share the top 5 proven ways to build a community for a fashion and clothing brand successfully.
Building a community is a huge task and requires patience. Once you manage a small community well, dive into a bigger pool of people. Share knowledge and experiences in your existing community. Send them regular messages, e-mails, letters and let them know the latest trends in the fashion industry.
Start posting about products, offers/discounts, the latest collections, etc., on your social media profiles and let potential customers reach you. The process requires continuous efforts and dedication. Once you establish a presence, start focussing on getting user-generated content for the brand. Testimonials from customers, reviews/ratings, and experiences will help in the brand's positioning in the market.
2. Engage people: Maintaining a group of people who are invested largely in your brand requires regular engagement. This can be done in various forms, such as meetings over lunch, virtual meetings, or organizing events. This way, you can share the brand’s values and can make sure that they align with your thinking. Find passionate customers and present them with a well-crafted plan.
Ensure that your brand is also actively involved in social causes. A fashion and clothing brand must ensure zero wastage and sustainable fashion. You can highlight your brand better by supporting such causes. You can contribute to charities or conduct donation drives that elevate the brand presence and also fulfill social duties.
3. Personalize your brand: This is an indispensable part of community building. To build loyalty and trust in your community, make sure to focus on personalization. Your community consists of diversity and should be embraced. Make personal connections with all the new members and ensure that you cater to their needs.
Send personal messages on their joining. Be vocal about their importance in your business and be ready to listen to their perspective also. Communication is the key for every business. Engage with customers as a brand and make them believe that the brand serves in their best interest.
4. Share educational content through social profiles: Online presence can greatly impact the process of your community building. ‘Go Digital’ and share content on your social media profiles such as Facebook, Instagram, LinkedIn, Pinterest, and others. Optimize your profiles and make the best use of the internet. Spread the word through pictures, posts, blogs, e-mails, and videos.
For a clothing brand, it is necessary to be trendy. Share creative videos and photos of your products and let customers engage through comments and personal messages. Be active on your social media accounts. You can set a style and tone for your online presence. It can make it easier for people to communicate with the brand. Several studies and data suggest that online brand presence is vital in a brand's success.
5. Manage Brand Community: The principal step for building a brand community is managing it effectively. Often brands set up a huge community but are unable to sustain it. This leads to a negative impact and thus should be taken care of. Make sure that your community members are regularly engaging with your brand. Apart from your regular customers, pay special attention to your community members. They should be treated specially and provided with new offers and discounts.
You can release an upcoming catalog for your community members or organize special sales. Provide them extra value and recognition for being a part of your brand building. This way, you can attract new members also. You can also plan activities with members to keep them engaged and a reason to come back to the community.
Try out these ways of community building and see the results for yourself. Fashinza makes the apparel manufacturing process hassle-free, fast, and transparent for the brands. Reach out to us if you need any help to source clothes.