In order to create and establish a well-known brand, brand communities are essential as they move beyond a brand’s products. The advent of social media and digital marketing platforms has facilitated firms’ ability to connect with a wider range of consumers, enabling consumers to make more informed decisions. Customers who are part of a brand community have a sense of identification. Businesses and customers alike stand to gain from the shared experiences, opinions, values and desires.
Building communities: NFTs
According to a study by IBM, 72 per cent of top performing brands today are consumer-centric. “The most successful brands use their own communities to propel growth,” explains Jaclyn Crocker, Brand Consultant at Duel and Lululemon.
Numerous businesses are investigating the potential of non-fungible tokens to aid in brand expansion, cultivate devoted followings and differentiate themselves from rivals. Actually, according to a poll conducted by the cryptocurrency market aggregator CoinGecko’s, 77 per cent of knowledgeable survey participants cite ‘utility’ as the primary justification for purchasing an NFT.
NFTs linked to brand experiences seem to be the ones that are becoming more popular over changes in market cycles and prices. Communities of NFT enthusiasts are being fostered by brands that are bringing the metaverse into the real world with rewards ranging from physical item benefits to special event passes and loyalty programmes.
Tokens that can provide genuine value beyond mere ownership and bridge the gap between virtual and physical realms are attracting the attention of more and more customers. Brands can increase consumer engagement by implementing a ‘phygital’ (physical + digital) twin system that rewards customers for trying something new. The ‘Pharrell Pack’ by musician Pharrell Williams, who most recently worked with the NFT collection Doodles, is one recent example. This bundle gives users a token that may be exchanged for actual clothing in addition to digital clothing from sportswear brands including Adidas, Humanrace and Billionaire Boys Club.
Experiences connecting the digital and physical realms are more than just a fad, particularly for high-end retailers like Dolce & Gabbana. In 2021, the fashion label unveiled the ‘Collezione Genesi’ NFT collection, which is still useful today since it gives owners access to a private online community. A personalised physical replica of the Glass Suit NFT, a distinctive Dolce & Gabbana suit, was also given to at least one initial NFT purchaser. Statista reports that although the average American is enrolled in 16.6 loyalty programmes, they are active only in 7.6. Because of this, astute businesses are using the metaverse to offer customers a sense of novelty and customisation that helps them remember a brand.
| A median of 54 per cent of individuals within the 18-54 age range hold a more positive perception of firms that address customer service inquiries on social media. |
Community building: QR codes
It is inexpensive and simple for the brand to integrate QR codes into all of its communication channels. It’s easy for the brand to create QR codes online that point users to a variety of information sources, including URLs, PDF documents, audio files, videos and photos. The brand can include QR code in its marketing materials to give its community an easy method to access their possibilities for involvement.
For additional information on the brand’s project, it may point them to an online engagement page. Alternatively, it could send them straight to an online survey, idea wall, forum or participatory budget to obtain their input. To keep the community informed about the brand’s projects, it might even point them towards its email subscription form or social media accounts.
Users can also use QR codes on social media where instead of using their cellphones to look up for their brand online, they may just be required to scan the QR code. This will make it simpler for customers to follow the brand on social media and keep up with the company’s most recent fashion upgrades.
Clients can view top-notch materials by scanning the company’s QR Code. To provide an interactive user experience, this content can be presented as webinars, films and articles.
Disseminating industry-best practices like styling guides and the newest styles is the most efficient approach to build connections with clients. Moreover, behind-the-scenes photos from events can add greater value and attract clients’ attention. To appeal to the most devoted clients, special occasion should be planned by a company which will make them feel unique. They should be allowed to use QR codes so that the total attendance can be calculated. Hosting competitions and inviting others to sign up using QR code can add a playful touch and is a fantastic method to build brand recognition. QR codes even help in getting back returning customers by providing them with discount vouchers.
Social communities
Social media platforms are not used by people for one-way interactions. They want to connect with brands and with other individuals. Social media has evolved into a platform where brands can have meaningful conversations with consumers and gain followers. Additionally, social media activity has a significant effect on businesses, right from customer loyalty to brand exposure.
With 83 per cent of marketers utilising social media advertising, the Content Marketing Institute reports that it is quickly becoming a popular and effective marketing tactic. With billions of users, social media has become a popular means for interacting with both current and potential clients.
It won’t be wrong to state that social media is the number one choice for customer care. Every month, people and businesses exchange 1 billion Facebook messages, according to Facebook messenger data. Individuals enjoy witnessing and disseminating positive brand-human interactions. 66 per cent of customers are aware of and value when companies put customer service first.
A median of 54 per cent of individuals within the 18-54 age range hold a more positive perception of firms that address customer service inquiries on social media. Furthermore, every exchange of idea in public is considered an additional engagement, which enhances overall reach and social media visibility.
By utilising social listening and social media engagement tools, mentions, comments and discussions are tracked in one location. It’s crucial to have a genuine voice on social media because it gives brands a human face and inspires good feedback and conversations.
