Craving connection: the new currency of brand loyalty

"Man is by nature a social animal."

The ancient Greek philosopher Aristotle made that observation in the 4th century BC, and it remains as true today as ever - possibly even more so.

To give Aristotle's comments a more scientific spin: human beings are inherently social creatures with a deep-rooted need for connection. This need is so fundamental that it's been recognised in psychological theories for decades.

Maslow's Hierarchy of Needs places love and belonging as the third most crucial human need, after physiological needs and safety.

Baumeister and Leary, in their seminal work, "The Need to Belong: Desire for Interpersonal Attachments as a Fundamental Human Motivation", argue that forming and maintaining strong relationships is crucial to our well-being.

Factors contributing to the craving for community

As we hinted above, the desire for community and connection is stronger than ever in today’s society, thanks to what we would probably call (if it wasn’t such a cliché) the perfect storm:

• The impact of technology: While technology has facilitated global communication, it has also led to a decline in face-to-face interactions. The rise of social media, although connecting people, can often create a sense of superficiality and inadequacy.
• Urbanisation and remote working: The increasing urbanisation and the prevalence of remote work have disrupted traditional community structures. People may find themselves living in cities where they don't know their neighbours or working from home without the social interaction of an office environment.
• Global crises and uncertainty: Major events like the COVID-19 pandemic highlighted the importance of social support and community resilience. People have sought emotional support from their communities during these challenging times.
• Shifting values: Younger generations often prioritise experiences and relationships over material possessions. They seek out communities that mesh with their values and passions, providing a sense of purpose and belonging.

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‍Why this matters for marketers

So what do all these important-sounding definitions mean for marketers? The craving for community and connection with like-minded individuals has significant implications. Understanding and leveraging this phenomenon can lead to more effective marketing strategies and stronger customer relationships.

Psychological drivers for marketing strategy

Understanding the psychological and biological benefits of community connection should be embedded into marketing approaches:

• Create marketing messages that make people feel good about belonging
• Design experiences that reduce customers’ feelings of loneliness or isolation
• Create reward systems that give your customers a solid dopamine hit.

Generational marketing considerations

Different generations express varying needs for community, requiring targeted approaches:

• Gen Z and Millennials: Focus on digital community building, shared values, and authentic connections
• ‍Older generations: Emphasise traditional community structures and face-to-face interactions.

Physical community engagement

Don’t just do digital, or traditional broadcast or print media. Step outside and mingle:

• Host in-person events that bring community members together
• Create experiential retail spaces that encourage social interaction
• Develop pop-up experiences that facilitate connection
• Partner with local community organisations.

Communication strategies

• Use inclusive language that emphasises belonging
• Create messaging that highlights shared values
• Develop communication channels that facilitate dialogue and interaction
• Build authentic narratives around community experiences.

Enhanced brand loyalty

When consumers feel a sense of community around a brand, they are more likely to develop strong brand loyalty. This connection goes beyond mere product satisfaction and creates an emotional bond that can lead to:

• Repeat purchases
• Brand advocacy
• Resistance to competitor offerings.

Increased customer lifetime value

Customers who feel connected to a brand and its community tend to have a higher lifetime value. They are more likely to:

• Make additional purchases
• Upgrade to premium offerings
• Remain customers for longer periods.

Authentic word-of-mouth marketing

Communities of like-minded individuals naturally engage in word-of-mouth marketing. When customers feel connected to a brand they become brand ambassadors, sharing their positive experiences with others in their network.

Valuable customer insights

Engaged communities provide a wealth of insights into customer needs, preferences, and behaviours. This information can provide valuable nuggets for:

• Product development
• Marketing messaging
• Customer service improvements.

Implementing community-focused marketing strategies

You’ll find that most of these ideas are not new. What’s important is to consider them through a different lens: “How do I foster connection and community with my customers and prospects?”

Implementation possibilities include:

‍Create brand communities

Develop platforms or spaces where customers can connect with each other and with the brand. This could include:

• Online forums or discussion boards
• Social media groups
• In-person events or meetups.

Foster user-generated content

Encourage customers to create and share content related to the brand, such as:

• Product reviews
• Social media posts  
• Customer stories or testimonials.

Personalisation and segmentation

Use data and insights to create personalised marketing experiences that resonate with specific community segments. This could involve:

• Tailored email campaigns
• Customised product recommendations
• Targeted social media advertising.

Collaborate with influencers

Partner with influencers who align with the brand's values and have a strong connection with the target community. This can help:

• Expand reach
• Build credibility
• Create authentic content.

Emphasise shared values

Highlight the values and beliefs that the brand shares with its target community. This could include:

• Supporting social causes
• Promoting sustainability
• Championing diversity and inclusion.

Provide exclusive experiences

Offer special experiences or benefits to community members, such as:

• Early access to new products
• Exclusive events or content
• Special discounts or promotions.

Leverage user feedback

Actively seek and incorporate customer feedback into product development and marketing strategies. Options might include:

• Surveys and polls
• Focus groups
• Beta testing programs.

Create educational content

Develop valuable, educational content that addresses the interests and needs of the community. Create:

• Blog posts and articles
• Webinars and workshops
• How-to guides and tutorials.

Foster two-way communication

Establish open channels for dialogue between your brand and its community. This could feature:

• Responsive social media engagement
• Live Q&A sessions
• Customer advisory boards.

Implement loyalty programs

Design loyalty programs that not only reward purchases but also encourage community engagement and interaction. Possible strategies:

• Points for participating in discussions
• Rewards for referring new members
• Special recognition for active community contributors.

Best practices and considerations

If you’re going to embrace this approach, do it to the very best of your ability. Take special care with:

 Authenticity

• Ensure community building efforts align with brand values
• Avoid artificial or forced community creation
• Focus on genuine connection rather than transaction
• Support organic community growth.

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Privacy and trust

• Implement clear community guidelines
• Protect user data and privacy
• Build trust through transparent practices
• Create safe spaces for interaction.

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Scalability

• Design community programs that can grow
• Implement sustainable engagement strategies
• Create systems for managing larger communities
• Plan for resource allocation as communities expand.

Who does community & connection well?

The best way to learn about this stuff is to look closely at those who are already doing it (and getting stunning outcomes). Here are some notable examples of brands that have successfully built strong communities around their products and services.

Sanitarium New Zealand's Weet-Bix Kids TRYathlon

This is an excellent example of a brand creating a strong community and fostering connections among its most loyal customers. This long-running event series has successfully tapped into the craving for community and connection, particularly for children and families. Here's how the Weet-Bix Kids TRYathlon achieves this:

Building a supportive community

The Weet-Bix Kids TRYathlon has created a supportive and inclusive community centred around children's health and physical activity:

• It's designed for children aged 6-15 years of all sporting abilities, emphasising participation over competition.
• The event has become a rite of passage for Kiwi kids, with over 450,000 participants since its inception in 1992.
• It fosters a sense of belonging and shared experience among participants and their families.

Encouraging connection and participation

The TRYathlon series actively promotes connection and participation through various means:

• Events are held across 11 regions in New Zealand, making it accessible to a wide range of communities.
• The series includes team participation options, allowing children to connect and support each other.
• It provides opportunities for families to engage in a shared activity, strengthening family bonds.

Creating memorable experiences

The Weet-Bix Kids TRYathlon creates memorable experiences that reinforce the sense of community:

• Every participant receives a medal, t-shirt, and certificate, creating a shared sense of achievement.
• The events feature appearances by sporting heroes and ambassadors, inspiring children and creating lasting memories.
• The series has become the largest triathlon for under-16s in the world, giving participants a sense of being part of something significant.

Fostering long-term engagement

The TRYathlon series has successfully created long-term engagement with its community:

• Many past participants have gone on to become elite athletes, including Olympians and national team members.
• The event's longevity (running since 1992) has allowed it to span generations, with parents who participated as children now bringing their own kids.
• The series has expanded to include a TRY CHALLENGE in schools, extending its reach and impact beyond the main events.

Addressing social responsibility

Sanitarium has integrated social responsibility into the TRYathlon series, further strengthening its community connections:

• The company works with local trusts, councils, and the Weet-Bix Kids TRYathlon Foundation to support disadvantaged children's participation.
•  The events promote healthy lifestyles and physical activity, addressing important social issues like childhood obesity.
• The series emphasises inclusivity, welcoming children of all abilities and backgrounds.

Leveraging brand ambassadors

The use of brand ambassadors helps create aspirational connections within the community:

• High-profile NZ athletes serve as ambassadors, inspiring participants and embodying the event's values.
• These ambassadors often have personal connections to the event, having participated themselves as children.

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Sanitarium New Zealand's Weet-Bix Kids TRYathlon exemplifies how a brand can create a strong, enduring community around its products. By focusing on children's health and well-being, fostering inclusivity, and creating memorable experiences, the series has become an integral part of New Zealand's cultural fabric. The TRYathlon's success in building connections among participants, families, and communities demonstrates the power of aligning brand values with consumer desires for belonging and shared experiences.

And some more global examples:

Harley-Davidson - the gold standard of brand communities

Created the Harley Owners Group (H.O.G.) in 1983, now with over 1 million members worldwide.

Key success factors:

• Regular organised rides and rallies that bring riders together
• Local chapters that create intimate connections
• Shared lifestyle and values beyond just motorcycles
• Strong symbolism and identity (leather, patches, specific clothing)
• Multi-generational appeal with families passing down the passion
• Members become brand ambassadors who embody the rebellious, freedom-loving spirit.

Peloton - modern digital community building

Built a community around shared fitness goals and motivation.

Success elements:

• Live and on-demand classes create shared experiences
• Leaderboards foster friendly competition
• Instructors become micro-celebrities within the community
• Users can connect with others through tags and groups
• Virtual high-fives and encouragement between members
• Social media groups where members share achievements and support each other.

Sephora's Beauty Insider community

Created a sophisticated beauty-focused social platform.

Key features:

• Discussion forums for product recommendations
• Member-generated content and reviews
• Beauty classes and events
• Exclusive access to products and launches
• Tiered membership system (Insider, VIB, Rouge)
• Groups based on specific beauty interests or concerns.

Nike Run Club

Transformed individual running into a community experience.

Community elements:

• Group runs organised through local stores
• Digital connectivity through the Nike Run Club app
• Shared achievements and challenges
• Customised training programs
• Coach support and guidance
• Social features to connect with other runners.

Lego Ideas

Created a platform for enthusiasts to share and vote on new set ideas.

Community features:

• Members submit their own Lego designs
• Community voting on potential new products
• Recognition for successful ideas
• Forums for sharing building techniques
• Regular contests and challenges
• Official recognition of fan creativity.

CrossFit

Developed a highly engaged fitness community.

Success factors:

• Small group workouts creating tight-knit bonds
• Shared vocabulary and culture
• Competition events like the CrossFit Games
• Box (gym) owners as community leaders
• Social media sharing of achievements
• Emphasis on mutual support and encouragement.

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Common success factors across these examples

 Brand and consumer enjoy a shared identity

• Clear values and beliefs
• Distinct language or terminology
• Visual symbols and recognition
• Sense of belonging to something special.

Brand and consumer engage regularly

• Frequent events and meetups
• Online and offline interaction
• Shared experiences
• Learning and growth opportunities.

Consumer recognition and status

• Tiered membership levels
• Visible achievements
• Special access or privileges
• Recognition of contribution.

Gives value to its consumer followers

• Exclusive content or products
• Special access or early releases
• Educational resources
• Networking opportunities.

There’s a real, authentic emotional connection

• Personal stories and experiences
• Shared challenges and triumphs
• Support systems
• Lasting friendships.

Implementation lessons for brands

How can your brand connect more effectively with your customers? Here are four key points to note:

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1. ‍ Start small and be authentic

• Focus on core passionate customers
• Let community grow organically
• Maintain authenticity over growth.

2. ‍ Provide multiple touch points

• Combine digital and physical presence
• Offer various ways to participate
• Create different levels of engagement.

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3. ‍Empower your community members

• Give members voice and influence
• Create leadership opportunities
• Recognise and reward contribution.

4. Maintain Consistency

• Regular communication
• Consistent brand message
• Reliable community management
• Ongoing support and resources.

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‍Conclusion

The human craving for community and connection presents a significant opportunity for marketers to create deeper, more meaningful relationships with their customers. By fostering a sense of belonging and shared purpose, brands can build loyal communities that not only drive business success but also contribute to customers' overall well-being and satisfaction.

If you’d like to know more about how to build closer relationships between your brand and its supporters, contact Good Gravy and let’s connect. We’d love you to join our community.