The fundamental role of the community in building brands
Rapha Avellar, founder of Adventures*
The world has changed and continues in an increasingly accelerated transformation. With routines completely transformed, consumers have also changed and are looking for brands that actually meet their needs. People are no longer interested in big campaigns that don’t impact their lives, but in actions that create a real connection with them. With that, we come to an important point: the community!
Community business models, has become one of the most unbeatable and therefore indispensable strategies when it comes to keeping the audience engaged. But why, after all, is it so necessary? THECommunities are big cultural forerunners today, especially when allied with celebrities, sportspeople, and influencers. ANDThey have the power to create a deeper connection with consumers because in addition to building positive relationships, they also facilitate understanding of the real needs and preferences of the audience. From them, it is possible to really know who your customers are and, above all, to conquer a space at their convenience.
And just like the past few years, 2022 will also be all about community management. Each brand has its own and so that they can be the key point of the strategies, it is essential to know how to commit and be able to carry out this exchange, because not all companies can in fact do so. For this, it is essential to think about how your company can offer value to these people. Having an engaging community is all a brand needs, as more and more people will be interested and want to participate in that same ecosystem.
I’m sure you, a consumer, like to feel part of a brand, either because you have the same values or simply because of the service provided, right? Well, research proves it too! Data from Accenture Strategy’s Global Consumer Pulse reveals that 83% of Brazilian consumers prefer to buy from companies that uphold goals aligned with their life values. Moreover, the survey also shows that these customers reject brands that prefer to remain neutral.
In other words, when the principles of a business are linked to the desires and ambitions of customers, a welcome develops. This makes these consumers the primary spokespersons for a brand and shares these values with everyone, naturally drawing new audiences into the community. And you know what’s the most amazing thing about all of this? The real bond created between the customer and the company. Not only because of the connection itself, which is admittedly fundamental, but also because of the myriad ways in which this approach can be explored. By knowing deeply and truly who your audience is, it is possible to create unimaginable new solutions.And, brands have already understood that it is essential to invest in the relationship with consumers before wanting to sell only the product. Proof of this is the survey carried out by the Promotional Marketing Association (Ampro), which showed that in the last three years, companies have invested more than R$45 billion in actions to get closer and closer more customers. So that we can really visualize what I mean here, I’ll give you a very interesting example that I’m sure you’ve used as well. When someone wants to buy a car, what are the first things they do? Do an internet search, go to a dealership and ask someone you know who has owned this car. The latter, most of the time, is what makes you keep or stop wanting the vehicle. That is to say that when the customer finds people who have the same interest, it is the power of conviction of the group that prevails at the time of the purchase decision.
This has been the case since the world is a world, but with the help of technology, everything is easier for brands to create these connections with the public, because innovation helps to create spaces where exchanges can happen naturally, such as in social media groups and forums, which helps companies design more assertive strategies. Nubank is one of those brands that understands the importance of community. With the creation of NuCommunity, the bank has managed to get even closer to its customers, with more than 40,000 active users who share their experiences daily. And when we talk about the public, we are not only talking about the end consumer, Natura, a giant in the beauty sector, for example, is another company that has understood the need to bet on the community and has gone even further: investing in the community with its consultants. Through it, resellers exchange opinions and experiences on products, show the differentials, in addition to sharing ideas on public preferences. It’s awesome! After all, who better to recommend the brand’s products than the person who handles day-to-day sales?Undoubtedly, the communities will gain even more strength in the years to come, especially as companies begin to understand that to have significant growth, it must start with those who will be responsible for disclosing the differentials of their company.
The brands that will take off in the coming years are the ones that align with building a strong community, as that will be the one that will give you a foundation of affirmation within the market. What I mean is that the public deserves the full attention of the company, because it is they who will share the experiences offered by the brand and the products with others. So how about starting to give more importance to yours?
About Rapha Avellar
Rapha Avellar is a serial entrepreneur and founder of Adventures, a brand accelerator and one of the nation’s most promising startups, building the Americas’ largest digital native brand ecosystem. Prior to that, he created one of the fastest growing media companies in Brazil before Adventures and grew the family business from R$3 million in revenue to R$30 million in 5 years. A born leader, he commands over 300 people at Adventures and has an impressive track record in fast-growing businesses, amassing over 500,000 followers and millions in monthly reach across all social media, being one of the leaders most influential marketers and entrepreneur of his generation. Additionally, he has over a million plays on his podcasts, The CMO Playbook and Nas Trencheiras.