The best brands have die-hard supporters who have formed a community. Take Starbucks, for example. They built their brand around the actual concept of community, and specialize in creating spaces for conversation within their stores and around their beverages. Product-based companies can also do a powerful job in uniting their customer base by creating an online community. One such example is Gymshark, a fitness apparel brand that uses a how-to blog as an online hub for their customers, which are attracted to the brand because of the social media influencers.
The most important benefit of having a community around a product is in its ability to retain a customer. When one customer loses interest or is temporarily distracted, the community acts as an anchor, bringing them back into the fold and reminding them of why they love the product or company to begin with. This is why many personal brands or podcasts ensure they have some experiential aspect – whether it be a conference or a retreat – because it allows attendees to form connections with a larger community, which actually enhances their allegiance to the individual.
Experiences and community are tightly intertwined, and virtual reality technology studio AEXLAB is bringing experiences to the living rooms of individuals globally with their groundbreaking VR technology. To date, they’ve created experiences for companies like Red Bull, the American Institute of Architects, and Epic Games. Now, they are looking to provide video gamers with a uniquely immersive, interactive and social gaming experience. The excitement this has spawned has resulted in a remarkably successful Reg CF campaign on StartEngine, where AEXLAB has raised over half a million dollars in funding from their passionate community. AEXLAB’s Chief Creative Officer, Elizabeth Ann Clark, outlined for me how to build a powerful community around a company – one that is enthusiastic enough to advocate for the product and invest their own money into its success.
How to Build Community Around Your Product | Stephanie Burns
AEXLAB
Where To Begin In Building Community
Clark says that building a community should be at the forefront of building value for your company. “Before we create any type of experience for our product, we talk with our community at large to determine what makes them most excited, whether we have multiple ideas for experiences or the community has their own,” Clark explained. “This excitement is infectious and inspiring for everyone involved, and gives us the direction we need.”
It goes beyond having a core group of people for market research, though. “We see the main pillars of any great business as trust, integrity, and long-term values,” Clark mentioned. “You build this by communicating with and building for your community. This is essentially the same as building a brand.”
Create A Space For Your Community To Connect
It’s not enough to have one-off experiences that bring your community together (such as those events). It’s important to foster a virtual home that allows them to continue to converse, and to include yourself in the conversation. For AEXLAB, this home is on Discord. “It’s important to take the time to identify which social platform is best for your brand, your community, and what they’re discussing,” Clark advised. “Whatever you choose, invest in it wholeheartedly. It’s also critical that the founders are available for these core customers, and participating in the community frequently.” Check in to make sure you’re part of the conversation and the community knows that you’re there, even if you can only do this on a weekly basis.
“Specifically with the VAIL VR Discord and online community, we strive to create an engaging space for the community to bond over their shared interests in gaming, technology and virtual reality. We invest time in getting to know as many members as possible and practicing kindness as a rule. We find ways to introduce members that otherwise would not have had the opportunity to meet, and play together,” Clark explained. Spark discussion by finding this common ground amongst your community, and pay attention to each community member who is choosing to invest their time with you.
Activate And Reward The Community
Truthfully, discussions can be had anywhere. It’s amazing to foster a place where this can happen, but on its own, it falls short. Clark emphasized the importance of getting this community involved and giving them ‘sneak peeks’ or special rewards, in exchange for their time and effort in being a part of what you’ve created. For AEXLAB, community members are invited to Alpha Test the newest games and products, but this invitation is offered with a twist that brings the focus right back to the community.
“We invite community members to participate in the Alpha Test in groups of five, which means they need to connect with one another. This strengthens the need for groups to be formed within the larger community, which means people take the time to get to know each other and find friends who they can connect with in the experiential aspect of the game.”
Ultimately, creating this space for your customers and giving them rewards is about turning them from customer to enthusiast. “Those who are in your community will become your greatest advocates,” Clark shared. As we know, the number of enthusiastic advocates you have on your side will greatly increase the prominence of your brand success.
