What is a community?
By definition, a community is a feeling of fellowship with others, as a result of sharing common attitudes, interests, and goals. The notion of community has changed and expanded over the years, but as marketers, we should always remember the age-old adage “Birds of a feather flock together.”
DTC brand evangelists are the trendsetters of the future. Thought leaders. Influencers. Brand Ambassadors. One thing they all have in common is they gather and collaborate with like-minded people. If we craft our message to resonate with one, we can communicate with many.
Now, more than ever, consumers care about the brands they buy from, and they gravitate toward authentic messages.
The Honest Company is a great example of an evolving #DTC brand thriving with modern consumers by communicating with them about topics they value. Honest makes a point to craft their messages to speak to specific market segments (communities) and their customers, in turn, feel included and part of their community.
Similarly, it is important to identify and attract other brands who share your messaging tone and target audience. There really is strength in numbers and combining resources to gain the support of influencers is a pathway to success.
To succeed in scaling a D2C business in the long term, we guide brands to:
- Intentionally develop “infotainment” experiences.
- Establish an authentic brand voice.
- Carefully listen to signals, positive and negative, from customers every day.
Actionable Tips for Building DTC Communities
- Create a safe space: Use social groups or forums for open discussions.
- Engage frequently: Respond to comments and messages to build trust.
- Leverage UGC: Share and spotlight user-generated content.
- Offer exclusive perks: Provide early access, discounts, or loyalty rewards.
- Host events: Organize virtual or in-person workshops or Q&A sessions.
- Encourage feedback: Act on customer suggestions to show they’re valued.
- Highlight members: Feature loyal customers or contributors publicly.
- Collaborate with influencers: Partner with authentic micro-influencers.
- Build a content hub: Share relevant blogs, guides, or videos.
- Foster shared goals: Unite your community with a common mission.
When done consistently, emerging brands will cultivate brand evangelists to expand the business, build audiences, and create loyal (and influential customers.
