In today’s economy where options are limitless and consumers are more selective than ever, businesses are discovering that long-term success isn’t just about selling great products – it’s about building loyal communities. A strong community isn’t just a bonus; it can be a game-changer for growth and customer loyalty.
Last year, I had the opportunity to witness firsthand how a brand can effectively leverage its community to drive growth. I attended a run club hosted by Puresport in collaboration with the clothing brand Represent and retailer Flannels. Over 250 people gathered in the streets of Soho at 6:30 a.m to run 5km, celebrating the launch of their new apparel collection. Attendees had the chance to purchase the exclusive collection before its online release and sample Puresport’s supplements. What began as a casual interest in both brands turned into a profound lesson on the power of community.
It was clear that the attendees weren’t just there for the new products, they were there to connect with like-minded individuals. Merchandise was worn with pride, and strangers bonded over shared passions for running and fashion. It was evident that Puresport and Represent had transcended being mere brands – they had become an integral part of their customers’ lives. The Puresport Saturday morning run club, followed by coffee, has become a beloved weekend ritual. Friends often join in, sharing their experiences on social media afterward. Attendees not only purchased products but would proudly sport them in their everyday lives.
Connecting with customers through events like these has been a highly successful strategy for Represent. Not only has it strengthened their existing customer base but also attracted new followers of the brand and driven remarkable financial growth. Since 2020, their annual growth rate (CAGR) has increased to 81.1% with an annual turnover of £81 million reported in 2023.
This kind of event serves as a powerful testament to the role of community in fostering loyalty, advocacy, and business growth. As well as highlighting the need for brands to consider similar strategies in today’s competitive landscape.
Traditional strategies alone are no longer enough to capture and retain customer attention. Brands that focus solely on product features or price points risk becoming interchangeable in the eyes of consumers. Communities, however, offer something more powerful: a sense of belonging. Customers are no longer just buying a product – they’re investing in a relationship. This emotional connection fosters loyalty, encourages repeat purchases, and turns customers into passionate advocates who naturally spread the word to their friends and family.
While a strong community can supercharge business growth, brands must be careful not to take their customers for granted. Trust is hard to build and easy to lose. Take Disney, who has recently faced backlash for aggressively monetising its fan base with expensive merchandise, theme park tickets, and streaming services. Fans have started to feel pressured to spend more just to stay connected to the brand, thus alienating some of their most loyal supporters.
The best communities are built around shared values and interests. Understand what drives your customers and build your brand’s identity around it. Monzo built its brand around understanding the frustrations of traditional banking customers. Through focus groups and user testing, Monzo identified that its audience values transparency, ease of use, and innovative features.
To effectively connect to your audience, prioritise the platforms and touchpoints they value most. Marketing to dedicated enthusiasts? Reddit forums offer direct access. Wanting to connect with gamers? Discord has created engaging, personalised spaces for their members. UK fast-fashion brand Boohoo successfully tapped into the Gen Z audience by using TikTok to create relevant, relatable content that drives engagement. In 2020, the company credited its 41% YoY revenue growth to its “strong social media engagement”.
A community isn’t just about broadcasting messages; it’s about fostering two-way conversations. Respond to comments, host events, and create spaces where customers feel heard. Lush Cosmetics actively responds to social media comments and involves customers in the new product development process through polls and surveys.
Keep an eye on engagement, retention, and growth. No two communities are the same, so tweak your approach based on what works best for yours. Peloton monitors engagement metrics on its app and social media platforms, such as class attendance and member feedback. Based on this data, they’ve introduced new features like themed classes, leaderboard challenges, and expanded their product line to include more affordable options like the Peloton Guide.
In today’s economy, building a community should no longer be an afterthought, it should be a calculated strategy, essential for business growth. Communities foster trust, loyalty, and organic advocacy through word-of-mouth marketing. Brands like Represent show how authentic engagement can drive success, while Disney’s missteps highlight the risks of over-commercialisation and taking your customers for granted. By truly understanding your audience, engaging consistently, and creating value beyond just products, businesses can build a thriving, loyal community that fuels long-term success.
At Manifesto, we partner with ambitious leaders to unlock sustainable, customer-led growth. In a world where communities are increasingly recognised as the future of business growth, we understand the power of fostering meaningful connections between brands and their audiences. By helping businesses deeply understand their customers and engage with them authentically, we enable brands to drive long-term success.
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