Building a Brand Community: Grow Engagement & Customer Loyalty

From Stanley’s viral craze to Lululemon’s cult following, the strongest brands do so much more than just move products—they find a way to build brand movements.

Everyone wants to go viral. If we had a nickel for every client that suggested we try going viral as part of our marketing plan…

The truth is, the only sure fire way to “go viral” is to have the backing and support of a brand community that gets the party started for you.

So what is a brand community? The best way to explain it is a network of passionate people who engage with your brand—and each other—on a deeper level. These communities drive loyalty, amplify word-of-mouth marketing, and create long-term brand equity that competitors can’t easily replicate.

But brand communities don’t build themselves. So, how do you create one that thrives?

What is a Brand Community?

Brand communities exist everywhere, but often they aren’t organized.

Imagine a group of people who share common values, interests, or lifestyles that align with your brand, and there’s a way for them to communicate with each other. Unlike passive customers, these individuals actively engage, advocate, and contribute to the brand’s success.

As you’re reading this, there’s probably a collection of would-be brand community members that champion your brand, just waiting to be organized!

The strongest communities thrive when they are built around a shared purpose. People connect with brands not just because of what they sell but because of the meaning behind them. In addition, a healthy brand community fosters two-way communication rather than simply broadcasting marketing messages. It creates a sense of belonging and exclusivity, offering members value beyond the product itself.

When done right, passionate customers become natural brand ambassadors, fueling organic growth and self-sustaining the community.

Hello, virality!

Why Brand Communities Are Essential in 2025

It’s fair to say that consumers today are flooded with choices today, as well as mis- and dis-information that never goes fact-checked, and brand loyalty is harder to earn and even harder to keep. A thriving brand community creates deep, long-term connections that go beyond transactions.

When people believe in a brand’s mission, they are far more likely to stay engaged and make repeat purchases. This emotional connection translates into organic word-of-mouth marketing, as engaged communities naturally promote products, share recommendations, and influence their networks.

The Stanley Tumbler/water bottle viral success wasn’t just about the product itself—it was powered by passionate fans proudly showcasing their collections and driving demand without the brand needing to heavily advertise.

Beyond engagement, a well-built brand community also increases customer lifetime value. Instead of relying on one-time transactions, brands with strong communities develop long-term relationships that keep customers coming back. This creates a competitive advantage that extends beyond price or product differentiation. When a community is truly invested in a brand, competitors struggle to replicate that level of loyalty.

Our Experience With Brand Communities

Not all brand communities need to be built around a product. Being in the healthcare, real estate and B2B industries doesn’t typically lead to a ton of brand communities, but we have been lucky enough to work with an outstanding spinal cord and traumatic brain injury rehabilitation leader called Craig Hospital.

Anyone who has ever been affected by one of these traumatic injuries knows the name Craig, and these brand advocates are as passionate, vocal and supportive as any Stanley Tumbler fan. If you want to learn more about Craig and the work they do (as well as the work we’ve done on their behalf), go check out our portfolio page to learn more.

How to Build a Thriving Brand Community

1. Define Your Brand’s Community Identity

Before attempting to curate your brand community, start with purpose. Brands must articulate what brings potential community members together and why the community exists beyond selling. Lululemon, for example, built its community around wellness, movement, and empowerment, making its brand about more than just apparel.

A strong community identity starts with clearly defining the mission and core values that resonate with the target audience. Brands should ensure their brand voice and messaging reflect this identity consistently across all touchpoints.

2. Create Spaces for Connection

For a brand community to thrive, it needs a dedicated space where members can engage and interact. The best platform depends on the audience’s behaviors and preferences. Some communities flourish in private Facebook Groups or Reddit, while others thrive in more niche spaces like Discord, Slack, or branded apps. Choosing the right environment is critical to fostering meaningful interactions and sustaining brand engagement.

Beyond choosing the right platform, brands should establish clear guidelines for interaction, encourage participation, and ensure there is active moderation.

A dedicated community manager (or admin) can help keep conversations meaningful and aligned with the brand’s purpose.

3. Encourage User-Generated Content (UGC)

One of the best ways to build community engagement is by encouraging customers to share their own experiences. User-generated content (UGC) creates authenticity, builds trust, and helps strengthen the emotional bond between customers and the brand.

Encourage UGC by featuring customer photos, testimonials, and videos across marketing channels. Hashtag campaigns can spark organic engagement, while social media spotlights can reward top contributors.

Loungefly, for instance, has built a thriving collector-driven community by celebrating customer content and creating demand through limited-edition product releases.

4. Offer Exclusive Perks & Experiences

People want to feel like insiders. A strong brand community makes membership feel special by offering unique perks that go beyond discounts. Early access to new products, members-only content, and VIP events all help strengthen loyalty. Loyalty programs and ambassador initiatives also incentivize deeper engagement.

Brands that prioritize exclusivity and personalization see stronger community retention. Customers who feel like they are part of something special are far more likely to advocate for the brand and remain engaged over time.

5. Foster Meaningful Engagement

A brand community cannot be passive. It requires ongoing interaction and participation from both the brand and its members. Engagement should feel natural and meaningful rather than forced or overly promotional. Businesses can achieve this by creating interactive experiences such as live Q&A sessions, community challenges, and behind-the-scenes content that makes members feel involved.

Actively responding to comments, asking for feedback, and encouraging members to share their thoughts fosters a sense of belonging. A strong community is one where members feel heard, valued, and connected.

6. Leverage Influencers & Brand Advocates

People trust real people more than they trust brands. Therefore, you can strengthen their communities by empowering brand advocates and influencers (real people) who naturally promote the brand. Identifying passionate customers and giving them leadership roles within the community creates a sense of ownership and encourages deeper engagement.

Super-users who already love a brand can become its strongest ambassadors. By amplifying their voices and providing them with exclusive opportunities, companies can create a network of authentic advocates who help the brand grow organically.

Overcoming Common Challenges in Brand Community Building

Building anything takes time. You almost have to put away any expectations of a successful brand community until you start to see signs of life. One major mistake clients make is treating the community as just another marketing channel rather than a place for meaningful interaction. To increase engagement, brands need to actively encourage participation by sparking conversations, asking thought-provoking questions, and creating interactive experiences that members want to be a part of.

Keeping content fresh is another challenge. A brand community must evolve to stay relevant, which means introducing new themes, showcasing different members, and varying content formats. Regular updates, behind-the-scenes content, and community-driven spotlights can help keep engagement high.

But perhaps the most difficult part is scale. Scaling a community without losing authenticity can be difficult.

As a community grows, maintaining direct interaction can become harder. To prevent the community from feeling impersonal, brands should continue fostering personalized interactions, empowering super-users, and ensuring brand representatives remain actively engaged. The goal is to maintain the intimacy of the community while expanding its reach.

COHN Marketing: Your Partner in Brand Community Building

At COHN, we help brands build, nurture, and scale thriving brand communities that drive loyalty and engagement. Our team specializes in turning customer engagement into long-term brand movements that fuel business growth.

If you’re ready to create a brand community that truly connects, let’s talk.