To state that I’m behind on reading my industry’s best marketing books is an understatement. I’ve got a pile of them on my desk that I want to get through. We live in a world of searches and snippets online, and not enough can be said for the thoroughness of a book and how the author researches, helps construct the full case, and provides a complete marketing strategy. I need to read more books!

Mark Schaefer, my good friend and renowned marketing expert, has once again delivered a critical book with Belonging to the Brand. As someone who has had the pleasure of collaborating with Mark on podcasts and promoting his previous works, I can confidently say that this book is a must-read for anyone looking to build a strong, loyal customer base… and you all should be.

Community

In Belonging to the Brand, Mark emphasizes community’s crucial role in driving brand loyalty. He argues that attracting customers is no longer enough in an increasingly competitive and noisy marketplace. Instead, brands must create a deep sense of belonging among their audience, fostering a powerful emotional connection beyond transactional relationships.

A community represents the uppermost level of emotional alignment and commitment. It transcends a cult of personality – an audience following a leader or brand image – and becomes a self-sustaining entity… Community also unleashes an entirely new level of economic benefits, including co-created products, market insight, real-time communication flow, and much more… This is the ultimate customer connection.

Mark Schaefer, Belonging to the Brand

Given our economic challenges, I think this is even more important in a world where consumers have to pinch pennies. The need to belong to a brand has to be valued over saving a few bucks.

Here are some key takeaways from the book:

1. Brands need to stand for something bigger than just their products or services. By aligning themselves with a purpose or cause that resonates with their target audience, brands can inspire genuine loyalty and advocacy.
2. Building a strong community requires consistent effort and engagement. Brands must commit to regularly interacting with their tribe, providing value, and nurturing relationships over time.
3. Prioritizing service and generosity over short-term sales can generate tremendous goodwill and positive word-of-mouth, leading to a more sustainable and profitable business model.
4. Partnering with influencers and advocates can help brands tap into existing communities and expand their reach authentically and credibly.
5. The brands that will thrive in the future provide customers with a genuine sense of affiliation, recognition, and belonging, making them feel like they are part of an exclusive club or a tight-knit community.

Building a strong community requires consistent effort and engagement. Brands cannot expect to foster a sense of belonging through sporadic marketing campaigns or occasional interactions. Instead, they must commit to regularly interacting with their tribe, providing value, and nurturing relationships over time. This means being present and active on social media, hosting events, and creating opportunities for customers to connect with the brand.

Mark also highlights something I believe is critical… the importance of prioritizing service and generosity over short-term sales. I fear that most boardrooms are run by spreadsheets nowadays with no cells or formulae that incorporate the value of H2H interaction. Mark has an entire chapter dedicated to helping brands measure the ROI on the community.

By focusing on meeting the needs of their most loyal customers and going above and beyond to support them, brands can generate tremendous goodwill and positive word-of-mouth. This approach may require a shift in mindset, but it ultimately leads to a more sustainable and profitable business model.

The book also explores the power of partnering with influencers and brand advocates. By collaborating with individuals with a strong connection with their audience, brands can tap into existing communities and expand their reach authentically and credibly. This approach requires careful selection and nurturing of partnerships, but when done right, it can be a highly effective way to grow a brand’s tribe.

Ultimately, the brands that will thrive in the future provide customers with a genuine sense of affiliation, recognition, and belonging. Brands can inspire fierce loyalty beyond rational considerations like price or features by making customers feel part of an exclusive club or a tight-knit community.

Mark’s latest is another essential read if you’re a marketer or business leader looking to build a strong, enduring brand in today’s fast-paced world. Mark’s insights and examples will challenge your assumptions about marketing and branding and provide a roadmap for creating a passionate, engaged community around your brand.

Don’t miss out on this opportunity to learn from one of the brightest minds in marketing. Pick up your copy of the book today, and start building the loyal tribe your brand deserves!

Belonging to the Brand: Why Community is the Last Great Marketing Strategy