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Cultivating Engaged Brand Communities



In the summer of 2023, brand communities wield unprecedented purchasing power influence. Barbie enthusiasts are adorning themselves and their lives with everything pink, while Beyonce’s devoted fans fuel a surge in sequins and chrome outfits. Taylor Swift’s dedicated following “Swifties” has taken an unexpected turn (due to her budding Travis Kelce romance), with fans snatching up NFL merchandise, collectively propelling sales to remarkable heights, a testament to the profound impact of brand communities on consumer behavior.

In an era where connections and relationships drive consumer choices, cultivating loyal brand communities has emerged as a critical strategy. This article delves into the significance of brand communities, exploring their advantages, proven methods for building engaged communities, and brand community success stories that have harnessed the power of community-driven marketing.

Why Create Brand Communities?


In the marketing world, the question arises: why should we invest in creating a brand community? It boils down to the type of relationship you desire with your customers. Are you seeking algorithm-driven interactions, fleeting social media ties, or long-lasting bonds of a dedicated community where your brand and customers add value to each other, building a brand ecosystem together?

From the consumer’s perspective, the desire for connection is a fundamental human need for a fulfilling life. It’s these connections and relationships within communities that make them strong. Just as a church isn’t defined by its building but its congregation, or a sports team by its stadium but by its devoted fans, in marketing, it’s not merely about the brand—it’s about cultivating a loyal community.

As Marcus Collins puts it in his book For The Culture, “The brands of the future will be the ones that facilitate community brands that not only identify who we are to the people we like, they become tribal marks because we’re by nature social animals.”

The reason we create a brand community is to cultivate loyal consumers, not just short-term transactional relationships. It’s about empowering people to connect with others who share their values and affinities, fostering a sense of belonging and loyalty far beyond a single purchase.

Exploring The Advantages Of A Brand Community


Strong and engaged brand communities have become the cornerstone of successful brand strategies, offering several benefits beyond traditional marketing efforts. Let’s explore them.

  • Form Lasting Relationships: Building a brand community is not just about transactions. It’s about fostering enduring relationships between customers and the brand. This deeper connection allows customers to actively participate in the brand’s journey, providing valuable input and feedback and creating a sense of ownership.
  • Cultivate Loyalty & Advocacy: Brand communities consist of loyal customers who become advocates of your brand. They actively promote your products or services, contributing to business growth and strengthening the online community. Loyal customers tend to have a longer lifetime value and stay committed.
  • Enhance Customer Retention: Brand communities boost customer retention rates by fostering a sense of belonging. Engaged community members are likelier to remain loyal, reducing churn and increasing overall customer satisfaction.
  • Quality User-Generated Content: Seventy-nine percent of consumers report that user-generated content has the power to influence their purchase decisions. Brand communities generate user-generated content, from captivating photos to engaging videos. Such content can surpass the brand’s creation and carry more credibility since it originates from the customers.
  • Gain Invaluable Insights: Brand communities are a treasure trove of insights. Through interactions and discussion, you gain profound knowledge about your customers—what works, what doesn’t, and their challenges. These insights are often unattainable through other means.
  • Drive Product Innovation: Your community members are a source of innovative product and service improvement ideas. Their perspectives and willingness to think outside the box lead to groundbreaking suggestions. This valuable source of data and feedback fuels new product development.
  • Behavior Tracking: Brand communities provide cost-effective access to valuable data. You can easily monitor customer behaviors and preferences without formal research. Conducting polls and surveys within your community is more likely to yield responses, providing valuable data for informed decision-making.

Proven Methods For Building Engaged Communities


A brand community thrives when it serves its people. Here, the community takes center stage, with the brand supporting. It's not about the brand; it’s about the community. The brand is a facilitator, ensuring a safe space for community interactions and amplifying trending content for greater visibility. Additionally, moderation is essential to maintain the overall well-being of the community.

At Pentel of America, brand marketing focuses on the consumer “spokes” (in the hub-and-spoke model). In the past, the brand was the central hub responsible for disseminating content and offers to consumers. However, the focus has shifted to the community, where interactions between members (enabled by the brand) take precedence. This entails focusing on the community and sharing thoughts, content, and recommendations. Pentel Creative Challenges and Pentel Arts Artist Spotlights invite community members to showcase their artistic creations using Pentel and other products. In brand marketing, the evolved role is to prompt, curate, repost, and share user-generated content with the broader community.

What’s key in building an engaged brand user community is first establishing audience credibility. As Simon Sinek puts it, “If you talk about what you believe, you will attract people who believe what you believe.”

Ensuring convenience is essential for consumers to follow and connect with your brand and fellow community members. While building credibility within the community, remember that you’re also nurturing relationships with influencers, subject matter experts, and brand ambassadors. The key is to deliver value, encouraging repeat engagement consistently. This includes promoting trending posts, hosting live webinars, sharing exclusive behind-the-scenes content, and creating specialized subgroups led by subject matter experts for individuals with unique interests.

Brand Community Success Stories


GoPro

GoPro enables a global self-expression movement of loyal followers sharing remarkable experiences through user-generated content. They empower users as brand advocates, offering incentives through challenges in exchange for prizes, resulting in stunning content showcasing GoPro’s limitless potential.

Starbucks

In 2008, Starbucks introduced the "My Starbucks Idea" platform, inviting customers and enthusiasts to enhance the company’s offerings. Over the platform’s initial five years, Starbucks received 150,000 ideas, implementing 277. They fostered a sense of community by allowing users to vote and comment on ideas, featuring a public leaderboard for top contributors and popular suggestions. This engagement made customers feel heard. By incorporating fan-generated concepts like cake pops and pumpkin spice lattes, Starbucks enriched its product range.

Pentel of America

Pentel of America targets Gen-Z students, and the brand’s unofficial spokespeople are its 50 Pentel College Student Ambassadors on campuses across the United States—a micro-community of brand advocates. These brand ambassadors introduce Pentel Challenges to students on campus and online on TikTok and Instagram. They share their love for the brand and techniques for engaging students and encouraging their participation in the challenges.

Handling Negative Feedback: Striking The Right Balance


The community often self-regulates in navigating criticism, with members countering extreme views. However, brand intervention may be necessary. Warnings can address minor infractions, while extreme cases require content removal. Yet preserving authenticity is vital; establishing clear ground rules upfront helps maintain respectful dialogue, ensuring a harmonious and thriving community.

In a world where connections are paramount, brand communities reign supreme, continually redefining the boundaries of brand-consumer relationships.

For more brand marketing insights, follow Jeff Werderman and Lisa Perry. For a step-by-step guide on developing a brand strategy, check out How To Develop a Brand Strategy by Lisa Perry.

This article was written by Lisa Perry and Jeff Werderman.

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Cultivating Engaged Brand Communities



Success in the music business has never been an easy journey or an overnight success story for anyone. Establishing a cohesive brand story is critical for distribution, label shopping, press outlet attention, and more. For artists looking to make a new profound impact and leverage fanbase activity, consider rebranding an essential tool to remain relevant and adapt to the dynamic trends in the music industry.

Rebranding provides an opportunity to refresh your image, connect with new audiences, showcase artistic growth, and share new stories and experiences. Ultimately, rebranding can revitalize an artist’s career, open doors to new opportunities, and reignite interest from fans and industry stakeholders. Let’s start our conversation with a quick recap on branding.

What Is Branding?


Branding involves taking deliberate actions to build a brand and shape how your audience perceives you. The goal is to ensure your audience views you the way you intended.

For music artists, their brand is the cornerstone of their success. It determines lucrative collaborations, event invitations, social media followers, and favorable public opinion shaping their career trajectory. A well-defined brand strategy is pivotal in attracting the right audience, driving awareness and recognition, and, ultimately, paving the way for a thriving career.

What Is Rebranding?


Rebranding concept

Artists must continuously evolve to remain relevant and advance their careers. The key to achieving this is through rebranding.

Rebranding is a strategic process of altering a brand’s identity, image, or message to align with evolving goals, target audience, or market positioning.

For artists, considering rebranding is essential to stay relevant and adapt to the dynamic trends in the music industry. This strategic process offers a valuable opportunity to rejuvenate their image, establish connections with new audiences, and exhibit artistic growth. This can include changing their messaging, incorporating new fashion images, releasing new music, updating content, exploring new storylines, engaging in collaborations, being featured in other artists’ work, experimenting with different hairstyles, and more. Embracing this transformation enables artists to effectively communicate their evolution and resonate with a broader, more engaged audience, positioning themselves for continued success in an ever-changing industry.

As the music industry continues to evolve, artists who embrace rebranding as a means of adaptation will be better positioned to thrive in the competitive landscape. It allows them to keep their artistic journey fresh and exciting, appealing to both long-time fans and newcomers alike. Rebranding represents an artist’s commitment to growth, relevance, and longevity in an ever-changing creative landscape. By carefully evaluating their artistic direction and brand identity, artists can decide whether rebranding is the right step to propel their music career forward.

A Winning Rebranding Strategy


Rebranding/branding concept

A successful rebrand strategy should include the following key elements:

  • Clear Objectives: Define the goals and outcomes you want to achieve through rebranding efforts.
  • Market Research: Conduct research to understand your target audience, competitors, and industry trends.
  • Brand Identity: Develop a compelling and cohesive brand identity, including a new logo, color palette, and visual elements.
  • Messaging: Craft a strong brand message that resonates with your audience and reflects your unique value proposition.
  • Consistency: Ensure consistency in brand communication across all touchpoints, including website, social media, and marketing materials.
  • Internal Alignment: Get buy-in and support from internal stakeholders, ensuring everyone is aligned with the new brand direction.
  • Rollout Plan: Develop a well-structured rollout plan to launch the rebranding smoothly across all platforms.
  • Customer Engagement: Involve your audience in rebranding through surveys, feedback, and interactive campaigns.
  • Building a Community: Focus on creating and nurturing a community around your brand to foster deeper connections with your audience and promote loyalty.
  • Public Relations: Leverage media and PR strategies to create buzz and generate positive coverage for rebranding.
  • Monitoring and Evaluation: Continuously monitor the performance of the rebrand and assess its impact on key metrics.

By incorporating these elements into the rebranding strategy, you can set yourself up for success and ensure a seamless transition to your new brand identity.

Miley Cyrus’s Bold Rebranding Success


Miley Cyrus

Miley Cyrus’s rebranding success story is a shining example of a transformative artistic evolution. Known initially for her wholesome Disney image, she strategically embraced a bold and edgy persona, shedding her previous image to redefine her brand. With her album Bangerz and provocative performances, Miley fearlessly broke away from her previous teen idol image, grabbing headlines and sparking public discussions. Despite initial controversies, her authenticity and fearlessness resonated with a new audience, expanding her fanbase and reinvigorating her career.

In 2023, she took another daring leap, releasing her new album Endless Summer Vacation while pivoting once more, embracing an Old Hollywood glamour look with platinum hair, beachy waves, and red lips. Miley’s evolving rebranding of herself has showcased the power of embracing change, unapologetically expressing oneself, and taking creative risks, solidifying her position as a boundary-pushing artist in the music industry.

As part of her rebranding strategy, Miley Cyrus has undertaken several key actions to successfully transition from her wholesome Disney image to a more edgy and provocative persona:

  • Image Makeover: Miley underwent a dramatic transformation, shedding her clean-cut, girl-next-door image for a daring, bold, and rebellious look. With her recent album Endless Summer Vacation, she took another daring leap, embracing an Old Hollywood glamour style exuding sophistication and elegance with platinum hair, beachy waves, and red lips.
  • Music Direction: Alongside her image transformation, Miley shifted her musical direction, moving away from a pop-oriented sound to a more edgy and mature vibe. Her album Bangerz showcased her emotional depth and candid storytelling about past relationships, while in Endless Summer Vacation she sings about self-love and courage, reflecting her evolving artistic growth.
  • Provocative Performances: Miley’s performances became the centerpiece of her rebranding strategy during Bangerz, delivering memorable and controversial shows that garnered widespread media attention and ignited public conversations. Today, with Endless Summer Vacation, she continues to distribute thought-provoking and authentic videos that align with her artistic vision, captivating audiences with her newfound Old Hollywood charm.
  • Embracing Authenticity: Throughout her rebranding journey, Miley prioritized authenticity and fearlessness, openly expressing herself and her creative vision. With each album, she has fearlessly challenged societal norms and expectations, forging a path that remains uniquely her own.
  • Engaging with New Audiences: Miley’s rebranding efforts aimed to connect with a broader and more mature audience, attracting new followers who resonated with her evolving persona and musical style. Her recent transformation to an Old Hollywood glamour look further expands her appeal and audience reach.
  • Media Engagement: To generate buzz around her rebranding, Miley strategically engaged with media during Bangerz. She gave interviews and utilized social media platforms to communicate her new image and creative direction directly to her audience. With Endless Summer Vacation, her media engagement continues to highlight her bold and glamorous transformation.

Miley Cyrus’s ability to successfully navigate two distinct rebranding journeys from the edgy and provocative to the timeless and sophisticated demonstrates her versatility as an artist and her commitment to embracing change to remain relevant in the music industry. Her recent rebranding to an Old Hollywood glamour look with Endless Summer Vacation further solidifies her position as a boundary-pushing artist, captivating the world with her artistic evolution.

Taylor Swift’s Fearless Rebranding Reinvention


Taylor Swift

Taylor Swift’s rebranding success story exemplifies a masterful transformation from country sweetheart to global pop superstar. Starting her career as a country singer-songwriter, Taylor strategically pivoted her music style, image, and brand identity to appeal to a broader and more diverse audience. With her album 1989, she fully embraced the pop genre departing from her country roots. This bold move paid off as 1989 became a massive commercial success, earning critical acclaim, selling 1.287 million copies in the U.S. in its first week, and is the most awarded pop album by any artist in history with 158 awards (Grammy Awards, BBMAs, AMAs, VMAs, Emmy, and more).

Taylor’s rebranding showcased her versatility as an artist, allowing her to break from previous stereotypes and connect with fans worldwide by continuously reinventing herself and fearlessly exploring new musical horizons. Taylor Swift established herself as a force to be reckoned with in the music industry, solidifying her position as one of the most influential artists of her generation. Today, she continues to captivate audiences, taking them on a journey as she fearlessly evolves and stays true to her roots.

Taylor Swift undertook several strategic actions to rebrand herself successfully:

  • Shift in Music Genre: Taylor shifted from country music to pop, departing from her country roots.
  • Visual Transformation: Taylor adopted a more sophisticated and stylish image, reflecting her evolution as an artist. Her fashion choices and iconic red lipstick became synonymous with her new pop persona.
  • Embracing Independence: Taylor embraced her independence and artistic autonomy, making bold decisions and taking creative control over her music and image.
  • Public Persona: Taylor cultivated a more relatable and down-to-earth public persona, engaging with fans through social media and candid interviews. She allowed fans to see a more authentic and vulnerable side of her.
  • Narrative Shift: Taylor’s songwriting shifted towards more mature themes and storytelling, exploring love, heartbreak, and personal growth.
  • Engagement with Fans: Taylor actively engaged with her fans, creating a loyal and dedicated fanbase that played a crucial role in the success of her rebranding.
  • Global Appeal: Taylor focused on expanding her global appeal, collaborating with international artists, and embarking on successful worldwide tours.

Timing & Patience To Accomplish Your Rebrand


Music festival/concert

Rebranding can provide a deep well of opportunities for music artists, yet patience is key while transitioning your brand. Before launching your new brand, ensure streaming platforms have been notified months before your releases. Don’t get discouraged as rebranding, especially on platforms like Spotify, Apple Music, and Amazon Music, can take up to two to three weeks before updates on artist brands are completed.

  • If changing your name, you can expect delays from the platform updates. However, the most important factor here is to run a copyright search by an attorney to secure your new name and register it so that your name cannot be challenged for ownership.
  • While going through the digital asset change process, stay quiet. Try to refrain from brand deals, posting on social media, etc. Essentially, you are striving for a complete rollover and new launch of the new you! This can take time as each music company updates your information, especially on social media platforms, where finding your correct stakeholder can be daunting. Try emailing or messaging account managers from Instagram, Twitter, Threads, Facebook, TikTok, etc. separately, informing them of your rebrand, supplying them with new digital assets, and requesting a rush update!

With the constantly changing landscape in the music industry, rebranding is an effective way to boost your results as a music artist for increased music sales, reconnect with your fans by providing new ideas and style to your already successful projects, and present new concepts for relevance in the space by curating new artist branding. A rebrand can also market you to labels, publishers, booking agents, and more.

As we define AI in music, a consistent and effective brand presence will be critical for artist success as a differentiator and disruptor in the music business. By having a story that you can continually create and tell, in a consistent high-quality way, the better your chances are to ultimately attract teams, producers, and executives to your projects.

Kathryn Marshburn has spent 12+ years in the music and gaming industries guiding teams on identifying targeted goals with an agile approach resulting in driving revenue and reducing risk.

For a step-by-step guide on how to develop a brand strategy, check out How to Develop a Brand Strategy by Lisa Perry. For more brand marketing insights, follow Lisa Perry.

This article was written by Kathryn Marshburn and Lisa Perry.

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Rebranding In The Music World: How Artists …

The Secret To Building Brand Loyalty



Taylor Swift is a dominant brand, leading the industry for over 15 years with a loyal fan base. She recently released her tenth studio album titled “Midnights” on the streaming platform Spotify at the stroke of midnight. Swifties (as her fans call themselves) rushed to get the album and crashed the site seconds after it launched, breaking Spotify’s record for the most album streams in a single day.

Before the album’s release, Swift released numerous TikTok videos that generated over 131 million views. Her worldwide The Eras tour announcement recently sent her fans into an all-out frenzy. Ticketmaster ended up canceling the public sale of tickets due to the high demand for the presale tickets. Ticketmaster said that more than 3.5 million people pre-registered for Taylor’s Verified Fan sale, the largest in its history. Presale codes were sent to 1.5 million fans who were invited to purchase tickets, while the remaining 2 million were waitlisted. Source

When you build a loyal fan base, customers are no longer just customers. They are advocates, ambassadors, supporters, enthusiasts, and loyalists. When customers find a brand they trust and love, everything changes.

Let’s look at what brand loyalty is, why it is essential, how to build it, a few examples, and what to do when it starts to slide.

What Is Brand Loyalty?


Woman holding her credit card does some online shopping on her phone

Brand loyalty refers to a consumer’s tendency to purchase a particular brand of product or service consistently rather than choosing alternatives. Several factors, such as the quality of the product, the reputation of the brand, and personal experiences with the brand, can influence this. Brand loyalty can also be strengthened through marketing campaigns and customer loyalty programs.

Why Is Brand Loyalty Important?


Happy woman goes shopping

Brand loyalty is essential for many reasons. For businesses, loyal customers are valuable because they are likely to make repeat purchases, which can lead to increased revenue and profitability. Companies with strong brand loyalty grow revenue 2.5X faster and deliver 5X more shareholder value. Acquiring new customers is typically more expensive than retaining existing ones. Brands with high levels of customer loyalty will generally have to spend less on marketing and advertising to maintain growth. And satisfied customers are more likely to recommend a brand to others, which can be an effective form of advertising. Also, loyal customers can help promote a brand through word-of-mouth marketing, leading to new customers and increased market share. Remember that loyal customers will tend to spend more over a longer period, resulting in a higher lifetime value for the brand. Seventy-seven percent of consumers said they have remained loyal to a brand for over ten years. Considering that a 7% increase in brand loyalty can translate into an 85% higher customer lifetime value (CLV), this is significant. Strong brand loyalty can lead to increased brand equity, which is a valuable asset for the company. Finally, having a loyal customer base can help a business weather market downturns and economic recessions by providing a stable source of revenue.

Brand loyalty can also be important for consumers because it can provide a sense of trust and comfort in the products or services they are purchasing. It can also lead to benefits such as exclusive deals, discounts, and special promotions offered to loyal customers.

Overall, brand loyalty can be a win-win situation for both businesses and consumers, and it can be an essential factor in the success and growth of a company.

How To Build Brand Loyalty


Brand loyalty, retention marketing concept

Building brand loyalty can be a complex process, but there are several strategies that your company can use to encourage customers to form a strong connection with your brand. These include:

  1. Delivering high-quality products or services: This is the foundation of building brand loyalty. If customers are consistently happy with your products or services, they are more likely to remain loyal to your brand.
  2. Providing excellent customer service: Customers who feel valued and respected are more likely to remain loyal to your brand. Providing responsive, helpful customer service can help create a positive experience for customers and encourage them to return.
  3. Creating a strong brand identity: A well-defined brand identity can help customers easily identify and remember your company, making it more likely they will choose you in the future.
  4. Offering rewards programs: Loyalty programs and other rewards can encourage customers to remain loyal to your brand by offering incentives for repeat purchases.
  5. Fostering a sense of community: Building a community around your brand can help customers feel connected to your company and be more likely to remain loyal. This can be done by creating engaging content or hosting events that bring customers together.
  6. Personalization and customization: Offer personalized experiences, tailor-made offers, and deals to keep your customers engaged and coming back to your brand.
  7. Consistency in brand message and experience: Consistency in all the communication and touchpoints of the brand is crucial to building trust and loyalty with your consumers.

These are a few examples of strategies that your company can use to build brand loyalty. The most effective approach will depend on your specific brand and target market.

Brand Loyalty Examples


Woman holds her pet dog

There are many examples of brand loyalty across various industries. Some notable examples include:

  • Chewy: Chewy has a loyal fan base that’s been singing its praises since it launched in 2011. The company has built a strong connection with its customers around the understanding that pet parents regard their fur babies as significant members of their families. What sets them apart is their customer service, which empowers employees to go above and beyond for their customers. An amazing example of this includes a customer informing Chewy that some of her pets had passed away. She had a number of unopened Chewy items and wanted to see if she could return them to put that money towards the medical and cremation expenses. Chewy immediately gave her a refund on all items and told her to donate them to somebody who could make use of them. In less than 24 hours, she received a bouquet of flowers and a note of sympathy for her loss from the Chewy family. This customer service approach has been the key to their success. In fact, Chewy posted a 14.5% gain in net sales for the third quarter of 2022.
  • Warby Parker: Warby Parker has built a loyal brand following through a combination of unique, stylish product designs, social responsibility, and innovative features. Their eyewear is known for its unique, vintage-inspired design, which sets it apart from other eyewear brands. They have a focus on social responsibility with their “Buy a Pair, Give a Pair” program, where for every pair of glasses sold, a pair is donated to someone in need. This resonates well with consumers who value companies that give back to the community. And they’ve built their brand loyalty partly by incorporating innovative features such as virtual try-on and online quizzes into their shopping experience. These features, unique to Warby Parker and not offered by other eyewear retailers, allow customers to easily and conveniently find the right glasses for their face shape and style, making the process of buying glasses less intimidating and more fun.

A strong focus on delivering a great product or service and building a strong community around your brand is often at the core of creating brand loyalty.

What To Do When Brand Loyalty Slides


Rate your experience, customer feedback concept

When brand loyalty starts to slide, it’s important to take action quickly to address the problem. Here are a few strategies that you can use to regain customer loyalty:

  1. Identify the root cause: Before taking action, it’s important to understand why your customers are losing loyalty. This might involve conducting customer surveys, focus groups on gathering feedback, or analyzing sales data to identify trends.
  2. Address the problem: Once you’ve identified the root cause of the problem, take action to address it. This might involve making changes to your products or services, improving customer service, or revising your marketing strategy.
  3. Communicate with customers: Let your customers know that you’re aware of the problem and that you’re taking steps to fix it. This can help build trust and show customers that you value their feedback.
  4. Offer incentives: Offering incentives to loyal customers can help encourage them to continue doing business with your brand. This might include discounts, rewards, or special promotions.
  5. Foster a sense of community: Building a sense of community around your brand can help create a sense of loyalty among customers. This can be done by creating engaging content, hosting events, or encouraging customers to share their experiences.
  6. Continuously monitor and improve: Continuously monitor the customer feedback and survey and make necessary changes to keep them engaged and retain their loyalty.
  7. Apologize and make amends: If the problem is caused by a mistake or a failure on your company’s part, apologize and make amends to regain trust and loyalty with your customers.

These are just a few examples of strategies that companies can use to regain customer loyalty. The most effective approach will depend on the specific situation and the needs of your customers. It’s important to act quickly and efficiently when brand loyalty starts to slide to prevent the situation from worsening and try to regain customer loyalty as soon as possible.

In summary, the secret to building brand loyalty involves:

  • Creating a solid relationship with your customers
  • Consistently providing high-quality products or services
  • Fostering trust
  • Exceeding customers' expectations with excellent customer service
  • Creating a sense of community around your brand

When done right and customers find a brand they love, everything changes. So, start building your brand leadership today. You've got this!

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The Secret To Building Brand Loyalty