A brand is more than just its products—it’s the community that surrounds it. A strong community turns occasional buyers into loyal advocates, driving sustainable business growth.
Think about the brands you trust: What keeps you coming back? It’s often more than just quality products. It’s likely the sense of belonging and shared values. In fact, 66 percent of companies claim their community significantly impacts customer retention.
To help you get started on building a brand community, here’s a guide that explains what a brand community is, how to create one that propels growth, and real-world examples of businesses that have successfully implemented community-driven strategies.
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What Is a Brand Community?
A brand community is a space where people who share a deep emotional connection to a brand can engage with the company and each other.
Harvard Business School Professor Christina Wallace explains in the online course Entrepreneurial Marketing that there are three key types of communities in marketing:
- Those driven by a deep passion for the brand
- Those formed through collaboration with the brand itself
- Those built around shared interests or habits
Regardless of their structure, brand communities can be powerful marketing tools when leveraged strategically. To determine which approach best suits your business model, here’s a breakdown of three ways to build a brand community.
Related: Listen to Professor Wallace discuss the intersection of marketing and entrepreneurship on The Parlor Room podcast, or watch the episode on YouTube.
3 Examples of Successful Brand Communities
1. Community of Fans
Harnessing the passion of dedicated customers is a compelling way to build brand loyalty. When people genuinely love a brand, they don’t just support it—they promote and defend it.
For example, Bow & Drape, an online women’s retailer highlighted in Entrepreneurial Marketing, is known for its viral “sparkly sweatshirts.” With a limited marketing budget, the brand relied on its dedicated community to fuel its growth. When the brand discovered a competitor had copied their designs, Bow & Drape didn’t just sit back—they activated their fanbase.
“What we did was band together our community around this idea to essentially clap back at this big retailer,” says former founder and CEO Aubrie Pagano in Entrepreneurial Marketing. “The community didn’t like it, and we saw what they were doing, and we weren’t okay with it.”
By rallying customers to speak out on social media and in the press, Bow & Drape turned a challenge into a unique marketing opportunity, illustrating the impact of brand community advocacy.
2. Community of Design Partners
A strong brand community extends beyond customers; it includes collaborators who help shape and refine the brand’s offerings. By treating these collaborators as design partners, businesses can gain deeper insights into their challenges while fostering a sense of ownership and pride in the brand’s success.
A prime example is Glossier, a cosmetics brand featured in Entrepreneurial Marketing and the online course Creating Brand Value, taught by HBS Professor Jill Avery. Originally launched as a beauty blog filled with tips, product reviews, and demonstrations, Glossier attracted a dedicated following. As its readership grew, the brand transformed its engaged audience into an active community, using their insights to guide product development.
Over time, Glossier’s blog readers evolved from consumers into co-creators. Leveraging social media as a platform for ideation, the brand invited followers to share feedback and suggestions—many of which became the foundation for its bestselling products.
By integrating its brand community into the creative process, Glossier turned brand storytelling into a two-way conversation, showcasing collaboration as a key driver in innovation and sales.
3. Community of Interest
Achieving business success begins with a deep understanding of market demand and the ability to connect with your target audience. A community of interest is a marketing channel that brings together potential customers with common passions or needs.
Brands tap into these communities by using online forums to introduce new products, share marketing campaigns, and generate excitement around their offerings.
A leading example is the footwear brand Nike, which has developed a robust online community. NikeTalk provides members exclusive access to product launches, workout plans, and expert insights while facilitating connections and learning opportunities through active forums and recognizing notable members.
By fostering engagement within these spaces, Nike strengthens customer loyalty and increases the likelihood of repeat business.
How to Build a Brand Community
Building a brand community doesn’t happen overnight—it requires intentional strategy and a deep understanding of what resonates with your audience. To create a place where customers feel connected and invested, consider these key elements when creating your own brand community.
1. Content
Glossier is a prime example of how high-quality content can be a vehicle for building community. The brand initially focused on producing compelling blog content on IntoTheGloss, which showcases authentic beauty journeys and offers a behind-the-scenes look at celebrity beauty routines.
This content laid the groundwork for the brand’s success, drawing in a community eager to share their thoughts. By creating an interactive environment where customers could engage, contribute, and connect with the brand’s values, Glossier converted casual readers into dedicated community members.
2. Conversation
The most effective marketing strategies include communicating with and listening to customers. A well-received brand community is based on open and honest conversation, where consumers feel empowered to share their ideas and see their insights shape the brand’s development.
Glossier exemplifies this approach by maintaining ongoing conversations with its brand community, actively seeking feedback, and using it to refine its products and offerings. By embracing all kinds of positive or constructive feedback, Glossier remains committed to its mission of meeting customer needs and remaining culturally relevant.
“Brands that don’t matter, people don’t talk about, talk to, or talk with,” says Glossier CEO Kyle Leahy in Creating Brand Value. “For us, the community conversation is incredibly important.”
Encouraging open conversations enables the brand to connect more deeply with its community, ensure its products stay top of mind, and inspire community members to attract new customers.
Related: Listen to Professor Avery discuss how to build a winning brand portfolio on The Parlor Room podcast, or watch the episode on YouTube.
3. Connection and Collaboration
Brand communities succeed by building relationships between customers, the brand, and fellow community members.
Action camera brand GoPro mastered this technique by encouraging consumers to share their adventures through user-generated content on social media. From the very beginning, the brand recognized its value went beyond just selling products—it was about cultivating an inclusive, customer-first community.
Today, GoPro curates media playlists and profiles across more than 20 geographically diverse social handles. This global community allows users to connect with others, bringing adventurers together to share experiences and collaborate on their passions.
Over time, as you build your own brand community, it’s crucial to continuously prioritize your audience. Dedicate team members to nurturing and maintaining meaningful connections, ensuring your members stay engaged and actively shape the brand’s success.
4. Co-Creation
Inviting a brand community to contribute to product development is key to expanding it. When individuals see that their feedback has impacted a brand’s success, they’re likelier to feel a stronger connection to it.
To promote community involvement, Glossier hosts launch parties and invites customers to its “Glossier Labs” and stores, where they can test new products, preview upcoming campaigns, and provide insights on the brand’s marketing effectiveness. By involving its audience early, the brand ensures its products resonate with customers before they hit the shelves.
“Community feedback and participation in our brand has informed our product development cycle,” Leahy explains in Creating Brand Value, “and informs what we put out into the world, the products, the experiences, the communications that we create and develop.”
By celebrating milestones with the community, Glossier transforms members into supporters who actively champion it. Co-creation not only keeps the brand adaptable but also fuels growth while remaining deeply connected to its community.
Why Are Brand Communities Important?
Building a brand community is more than just a marketing strategy—it’s a long-term investment that unlocks unique growth opportunities.
Brand communities play a vital role in shaping public perception. As Wallace explains in Entrepreneurial Marketing, a loyal brand community acts as a protective “moat” helping the brand navigate crises or negative reviews.
A strong brand community also creates a network of passionate supporters who enable the brand to thrive in competitive markets.
“Brand community members often serve as cheerleaders for the brand, encouraging and influencing others to think highly of it,” Avery says in Creating Brand Value.
By building your brand community now, you can position your brand for sustained growth and foster a loyal customer base.
Do you want to turn your customers into passionate advocates and build a community around your brand? Consider taking an online course such as Entrepreneurial Marketing or Creating Brand Value. Each features immersive case studies and interactive exercises to help accelerate and reinforce your learning.
Ready to build a lasting brand community that drives loyalty and growth? Explore Entrepreneurial Marketing and Creating Brand Value—two of our online marketing courses—to find the right fit for you. Download our interactive online learning success guide to learn about the benefits of online programs and how to prepare for a successful learning experience.
