Is your brand missing the community bus?

Today’s most loved brands are the ones that don’t just sell stuff.

They bring people together.

No matter how niche, bizarre, specific, or straight-up weird your interests, likes, tastes, peeves,

There’s a corner of the world where someone shares the same passion.

And thanks to the internet, all kinds of borders have been blown to bits.

So, your brand could be a Bhangra-loving Bengali with a Curry-craving Korean.

Heck, you could even find a Tam-Bram who loves Taylor Swift.

Communities aren’t just social media buzzwords;

They’re the backbone of building categories and brands.

Content that taps into to a specific niche or passion, can create die-hard fanatics.

Fans who’d choose your brand over their own dadis and nanis.

Think about it: Movie-stars, musicians, book series, and even video games have all done this.

Just ask any Potterhead, Swiftie or someone who spends more time in CosPlay than in Business Casual.

There are massive perks of a community program.

They’re your best bet for piloting products, gathering feedback, and getting free marketing from people who’d literally tattoo your brand on their arm.

These folks become your built-in market and brand ambassadors, the kind who’d defend your brand online like it’s their firstborn child.

Now, before you get all heart-eyed emoji about communities,

Let me warn you: They can and do often take on a life of their own.

They can love you hard, but if you mess up, they can turn on you faster than a Kardashian on a new diet.

That’s why so many brands are scared of building these communities.

They’re afraid of the backlash.

But, that backlash can happen anyway.

So, why not jump in and try to shape the narrative?

The key to building a community?

Remember, you’re not their fearless leader.

These folks are united by a shared passion, not by your latest ad campaign.

Your job is to feed that passion, support it, and help it grow.

You do this through exclusives, creating a sense of belonging, offeing incentives, and recognising their loyalty.

Some communities are built intentionally, while others spring up like wildflowers.

Take Apple’s cult-like following.

Or Harley-Davidson’s HOG – more devoted than a Golden Retriever.

Nike Run Club connects runners globally, letting them track progress, compete in challenges.

Duolingo’s got leaderboards and streaks to keep users hooked.

While LEGO ideas let fans submit designs that could become actual products.

On the home turf, Royal Enfield community mirrors Harley’s.

Cult.Fit has fitness enthusiasts who engage in challenges and group workouts.

Sunsilk tried with Gang of Girls, but not too many India brands have cracked the community code.

Not sure how many are consciously trying.

So, 3 takeaways:

1. Together is stronger. Build content and a brand that makes people feel part of something bigger. Nurture belonging, not just buying
2. Create not just 2-way but multi-way conversations, don’t just talk at them… get them talking to each other
3. Celebrate the community, not just the product, make your content about their passions, and experiences. The product is secondary; the community is the star

Brands that create content that builds communities are in it for the long haul and drive long-term success. They’re the ones who get their consumers to help build the brand.

So, don’t forget to add C for Community in your Communication and Content mix.

Ashiish V Patil is writer-producer-director and proud autism dad. He’s the ex-CEO of MTV India; former Head of Youth Films, Talent Management, Brand Partnerships and Digital Originals at Yash Raj Films and now runs a content hotshop called Isspeshal. Ashiish is also the author of 2 bestsellers including ‘Branded Content Boss’.