In today’s hyper-connected world, content consumption is changing faster than ever. People are increasingly turning away from traditional mixes of TV (even streaming), radio, newspapers and magazines in favor of short-form social media that blends entertainment and authentic connection.
As marketing and social media thought leader Gary Vaynerchuk notes, organic content is now the most powerful way to build trust and community, because it feels genuine and fosters relationships rather than feeling like an ad. Paid strategies may grab attention, but it’s the organic content that keeps your audience coming back for more.
To build a lasting brand community, you need to prioritize and invest in influencer marketing, storytelling, and authentic engagement that goes beyond the reach of traditional advertising.
Here are six guideposts to keep in mind when building your brand community:
1. Create a Brand Story That Resonates
A compelling brand narrative isn’t just about your products or services, it’s about the values and mission that set you apart. For example, Apple’s “Think Different” campaign created a movement that celebrated creativity and innovation, turning users into passionate advocates. Similarly, for the FORM brand launch we crafted a narrative that combined the NBA star power of Gordon Hayward, Paul George and Lexi Hull, with a relatable, aspirational message, to help the brand connect deeply with its audience and foster long-lasting loyalty. The big idea that “Elite shooters aren’t born. They’re made.” shifted the focus from innate talent (something out of the athlete’s control) to personal development and effort. This empowers FORM’s audience to believe they can become elite with the right training tools and mindset.
2. Engage Influencers & Industry Experts
Influencer marketing isn’t just about reach; it’s about credibility. GoPro built its community by collaborating with extreme sports influencers who authentically captured their adventures, while Patagonia partners with environmental activists whose values align with the brand’s mission. At DKY, we’ve created programs like the eRV2 Influencer Experience, where we invited vanlife influencers, industry experts, and editors to camp in Winnebago’s first all-electric campervan for a weekend. Not only did they share content of their experiences with their communities, they also provided valuable user experience research for the brand to improve future electric offerings. This generated authentic, first-hand stories that inspired potential customers and built trust in the brand’s latest innovation.
3. Encourage User-Generated Content (UGC)
There’s no better endorsement than a real customer sharing their experience. Lululemon’s #TheSweatLife hashtag encourages customers to post their workout stories, creating a sense of community. Coca-Cola’s “Share a Coke” campaign inspired countless photos and social shares by featuring customers’ names on bottles. In our work with FORM, we encouraged young athletes to share their training progress and tag the brand, transforming everyday players into brand advocates.
4. Build Meaningful Engagement (Not Just Likes & Shares)
A brand community isn’t built through one-way communication. Many brands create ways for followers to participate behind the scenes, inviting them into the product development process to foster a sense of belonging and ownership. LEGO Ideas invites fans to design new sets and vote on them, empowering the community to help shape the brand. At DKY, we emphasize creating authentic dialogue with communities by engaging them with thoughtful questions, responding promptly to messages, sharing behind-the-scenes content, and hosting live Q&As with influencers to give fans a voice.
5. Reward Your Brand Advocates
Loyalty programs, exclusive perks, and early access to products make advocates feel valued. Sephora’s Beauty Insider program and Nike’s Membership program both offer personalized experiences that deepen loyalty. At DKY, we often recommend ambassador programs where brand advocates receive benefits for sharing their experiences, such as exclusive sneak peeks, merchandise, or VIP event invitations.
6. Leverage Data & Refine Your Approach
Use analytics to track engagement, identify your most vocal supporters, and refine your strategy. Spotify’s “Wrapped” campaign uses listener data to create personalized stories, sparking organic sharing. Starbucks uses purchase data to send personalized offers, strengthening customer bonds. At DKY, we use platforms like Upfluence to measure campaign performance and identify which influencers, content types, and engagement tactics drive the most advocacy, ensuring continuous improvement.
Partner with DKY to Build Your Brand Community
Finding new and creative ways to tell your story and connect with your audience is our passion. We specialize in crafting influencer marketing strategies that go beyond mere awareness by helping you build a community of brand advocates who drive long-term success. Whether you’re launching a new product, amplifying your message, or strengthening customer loyalty, we’re here to help.
Ready to turn customers into champions? Let’s talk.