In 2025, successful brands are no longer defined by what they sell—but by the communities they build. A brand community is more than a group of customers; it’s a loyal network of people who actively engage with one another around a shared love for a brand.
This article explains what brand communities are, why they matter now more than ever, and how your business can build one that lasts.
What Is a Brand Community?
A brand community is a group of people who come together based on their shared connection to a brand. They participate in discussions, share experiences, help each other, and even shape the direction of the brand itself.
According to McAlexander, Schouten, and Koenig (2002), a strong brand community forms relationships not only between the brand and the customer—but also among the customers themselves.
Why Brand Communities Matter in 2025
1. Retention Over Acquisition
It is 5 to 7 times more expensive to acquire a new customer than to retain an existing one (Invesp, 2024). A community creates emotional attachment, increasing the chances of customer retention and repeat sales.
2. Increased Lifetime Value
When customers feel a sense of belonging, they are more loyal and valuable. A great example is Harley-Davidson’s H.O.G. (Harley Owners Group), which helped the brand recover from decline by building an engaged, loyal biker community (Fournier & Lee, 2009).
3. Trusted Word-of-Mouth
Communities naturally promote the brand. 92% of consumers trust recommendations from friends and peers, more than any ad (Nielsen, 2023). When your community shares experiences, it becomes your most authentic marketing channel.
Core Strategies to Build a Brand Community
1. Define the Purpose Clearly
Your community needs a reason to exist. It should answer:
- What is the common interest or goal?
- What value will people get from joining?
For example, LEGO Ideas is a community that lets users submit design concepts, empowering fans to become creators themselves.
✅ Tool: Miro helps map your community goals and brand values visually.
2. Choose the Right Platform
Use platforms that your target audience already uses. Here’s a quick comparison:
| Platform | Audience Style | Use Case |
| Facebook Groups | General, social | Lifestyle, hobby groups |
| Discord | Younger, digital-savvy | Gaming, tech, startups |
| Anonymous, open | Interest-driven forums | |
| Circle/Tribe | Branded communities | Professional or paid memberships |
✅ Tool: Circle for building a branded, private community experience.
3. Offer Consistent Value
Your community must offer more than product updates. Offer:
- Tips and tutorials
- Exclusive news
- Interactive polls or AMAs
- Behind-the-scenes content
Peloton uses health tips, member stories, and expert sessions to make their community feel like a wellness movement.
✅ Tool: Canva to create beautiful, branded content quickly.
4. Empower the Superfans
Identify your most loyal customers and give them roles:
- Group moderators
- Beta testers
- Ambassadors
These brand champions can lead discussions, welcome new members, and share user-generated content (UGC).
✅ Tool: Brandbassador to manage your ambassador program.
5. Encourage User-Generated Content
UGC builds trust and shows authentic voices. According to TINT (2024), 79% of people say UGC influences buying decisions more than brand-created content.
Ways to promote UGC:
- Hashtag campaigns
- Product story posts
- Contests for testimonials or photos
✅ Tool: Later to schedule UGC across channels.
6. Organise Events That Connect People
Events foster strong emotional connections:
- Webinars
- Virtual hangouts
- In-person meetups
- Community games or challenges
Apple’s annual WWDC or Nike Run Clubs are examples of brand-hosted events that make people feel part of something bigger.
✅ Tool: Hopin for interactive online event hosting.
7. Celebrate and Recognise Members
Small acts of recognition build emotional loyalty:
- “Member of the Month” posts
- Milestone shoutouts
- Surprise rewards or early access
This recognition makes members feel seen and valued.
✅ Tool: Typeform to gather nominations and feedback.
Sustaining a Community Long-Term
1. Stay Actively Involved
A brand team must engage regularly by:
- Posting updates
- Asking questions
- Responding to members
When customers feel heard, they stay.
2. Collect Feedback and Let Members Influence
Build co-creation. Ask members what they want. For example, Notion constantly asks its community for feedback and co-builds features.
✅ Tool: Google Forms or Typeform for insights.
3. Set Rules to Protect the Environment
A few bad actors can ruin the vibe. Post clear rules about:
- Respectful behaviour
- Staying on-topic
- No spamming
This ensures your space remains welcoming.
Case Studies: Communities That Work
Sephora Beauty Insider
- Offers product tips, reviews, and loyalty perks.
- Engaged users help others in forums.
- Seamlessly ties community with buying behaviour.
Duolingo’s Reddit & Forums
- 20+ million daily users (Business of Apps, 2024)
- Language learners exchange tips
- Gamification and community drive daily use
Notion Global Community
- Templates, workshops, and ambassador programs
- Members share productivity tools and workflows
- Growth largely driven by passionate users
Metrics to Track Community Health
| Metric Type | Examples |
| Engagement | Daily/weekly active members, posts, comments |
| Growth | New member sign-ups, referrals |
| Loyalty | Repeat purchases, retention rate |
| Sentiment | Survey responses, reviews, testimonials |
✅ Tool: Common Room for tracking community impact.
Challenges and How to Overcome Them
| Problem | Solution |
| Low participation | Use weekly themes or discussions |
| Negative behaviour | Enforce rules and add moderators |
| Community fatigue | Let users drive content direction |
| ROI hard to prove | Link engagement to conversions or NPS scores |
Note
As traditional marketing gets more expensive and less effective, community-led marketing stands out. It’s not about pushing sales—it’s about creating a sense of belonging and shared purpose.
In 2025, the brands that succeed will be the ones that listen, engage, and empower. Start small, stay consistent, and turn your buyers into believers.
More Read
References
Business of Apps. (2024). Duolingo Revenue and Usage Statistics. Retrieved from https://www.businessofapps.com/data/duolingo-statistics/
Fournier, S., & Lee, L. (2009). Getting brand communities right. Harvard Business Review. Retrieved from https://hbr.org/2009/04/getting-brand-communities-right
Invesp. (2024). Customer acquisition vs. retention costs. Retrieved from https://www.invespcro.com/blog/customer-acquisition-retention/
McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38–54. https://doi.org/10.1509/jmkg.66.1.38.18451
Nielsen. (2023). Global trust in advertising. Retrieved from https://www.nielsen.com/us/en/insights/article/2023/global-advertising-trust/
TINT. (2024). State of user-generated content report. Retrieved from https://www.tintup.com/resources/reports/state-of-ugc-2024/
