Building a Community Around Your Brand

Building a community around your brand is a necessary element to your growth. As we like to say, “A brand is a living entity, and its greatest asset is its community.”

Yet, many enterprise companies focus so much attention (not to mention grind their gears) on run-of-the-mill branding strategies to grow their following. 

Simply posting on social media isn’t going to cut it. You need to think of the end game: community building. 

It’s those tiny subtleties that make people go gaga for you. Like checking in with a client for no reason at all or a cool gift that makes people feel like a prize. Here’s what we’ve learned in 12+ years of helping brands build loyalty and growth through merch.

What is a Brand Community?

Think of a brand community as a fan club on steroids. It’s a group of super-loyal customers who not only love your product but also feel an ocean-deep connection to your brand. They’re your biggest cheerleaders, and they’re the ones who turn casual customers who feel “eh” about you into lifelong advocates.

Our Favorite Examples of Successful Brand Communities:

Ever encountered die-hard sneaker-heads or beauty enthusiasts obsessed with a specific brand? These groups don’t just buy products; they live and breathe the brand. 

One of our favorites is outdoor apparel giant Patagonia, whose community thrives on a shared love for adventure and environmental responsibility. By hosting trail cleanups, film screenings, and educational workshops, they don’t just engage customers, they bring them together. Their customers’ love of nature isn’t an isolated passion, but rather a communal experience.

We’ve stepped in to help many businesses build a community around their brands, but two stand out: 

DocuSign’s 20th Anniversary Celebration: 

DocuSign wanted memorable gifts for employees, but global logistics (ugh, the headaches of the supply chain) were a nightmare! Imprint Engine swooped in to save the day, creating a secure online platform for easy gift selection, sourcing gifts worldwide (you should’ve seen these custom kits), and even offering a donation option. The result? A 30% cost saving and a happy, engaged workforce, fostering a strong sense of community. What can we say? If you want to build community, you gotta go custom. 

See the full case study

Walmart’s Event Powerhouse: 

Walmart faced tight deadlines for three major events. When they said, “Fast,” we asked, “How fast?” Imprint Engine delivered over 250 unique branded products, from stainless steel water bottles to smooth noise-canceling headphones. This quick, tailored approach nearly doubled their sales before their EOY meeting in 2024 and reinforced a strong sense of belonging among employees. Success!

See the full case study

Why We Believe Building Community Matters

Building a community around your brand isn’t just a nice-to-have; it’s a business imperative. Here’s why:

Enhances Customer Loyalty

When you build a community around your brand, you encourage people to huddle up. Bring it in, team!  

Members feel connected to each other and bonded like glue to your brand’s values. This emotional link solidifies loyalty, which means they’ll be more likely to become returning customers, advocate for your brand, and even forgive mistakes.

Drives Word-of-Mouth Marketing

Word-of-mouth is the most powerful form of marketing. And by darn, you guessed it, it all starts with a thriving community!

They become your enthusiasts, sharing you with their friends and family. This free, authentic promotion is invaluable and can significantly impact your bottom line. In this case, town gossip is good for you; your brand rolls off people’s tongues. 

How to Build a Strong Community Through Experiences

Gone are the days of one-way communication! Strong communities thrive on shared experiences. Let’s explore ways to spark connections and ignite your community.

1. Hosting Events and Meetups

This can be anything from industry conferences, workshops, or social gatherings. 

These events provide your community with the in-person connection they’ve longed for in this post-COVID era. Even online can be great, too. It enables interaction, allowing them to build connections and feel a sense of belonging. Apple hosts a product launch party every year with all its tech gadgets, giving customers the chance to come together somewhere other than the checkout line. 

You can organize many more events, such as an employee cocktail social (over Zoom works for remote teams) or wellness events, such as outside yoga classes. Each gathering is a chance to hand out custom, memorable merch from a dedicated partner like us. Get inspired with some of these Imprint Engine event ideas.

2. Leveraging Social Media

Social media isn’t just tapping and posting; it’s about connecting. 

Brands like Nike and GoPro have mastered this by turning their platforms into hangouts. Nike inspires athletes (let’s be real, practically the whole planet) with stories of triumph, while GoPro creates a community of adrenaline junkies sharing epic adventures. 

Remember, social media is a conversation, not a monologue. Engage with your audience, ask questions, and respond authentically.

3. Creating Engaging Content

Be a thought leader, not a salesman! That is why most content gets lost in the digital noise. Yours shouldn’t. 

Instead of boring your audience with endless product pitches, tell a story. Use a hook to grab attention, like, “Ever wondered how X changed the world? We’ll show you.” Give them golden nuggets of useful information. If it were the 1920s, you’d be the speakeasy of advice with the top-shelf insights.

 Here are more tips to make your content truly stand out:

• Tell a story: Humans have loved stories since cavemen roamed the earth. Thousands of years later, we still have that primal need for it. Weave your brand’s narrative into tales that your audience will find interesting and, perhaps, inspiring.
• Ask questions: Spark conversations by posing thought-provoking questions or posting a poll. Encourage your community to share their opinions. Don’t forget to reply to comments and messages, too. 
• Use visuals:  Reels, images, videos, and infographics make your content more engaging and shareable (customers don’t want to stare at a blank wall)
• Leverage user-generated content: Showcasing your customers’ experiences builds trust and authenticity. This can be through forums, Q&A sections, and more.
• Keep it concise: Attention spans are short. Get to the point quickly and deliver that gosh darn value.
• Experiment and iterate: The algorithm is gonna keep changing. What works today might not work tomorrow. Continue to test different content formats and find what your community loves best per time.
• Go behind the scenes: People love passion, baby! Give your audience a peek into your brand’s world by sharing the creative process, team culture, and challenges you overcome. This will show the effort you put into your products and services.
• Create community-driven content: Host contests, polls, or challenges where your audience can participate and contribute. For example, host a “Caption This” contest or a user-generated content challenge with a prize like cash, a discount, or branded merchandise (tees, tanks, hats) for the best submission.
• Reward your community: Show appreciation with exclusive giveaways, early access to products, or personalized experiences for your most engaged followers. This incentivizes participation and loyalty.

Again, remember to share insights, tips, and behind-the-scenes glimpses to keep your community engaged and salivating, wanting more.

4. Using Branded Merchandise to Foster Community

Branded merchandise isn’t just about slapping your logo on a t-shirt. People want you to touch their hearts! It’s about creating tangible connections with your customers. 

Imprint Engine helps you design custom merchandise that reflects your brand’s personality and makes your customers feel like they’re part of an exclusive club (shh…). 

People in your community feel a sense of belonging when they wear your custom-designed apparel or use your branded accessories on a daily basis. 

It’s more than just merchandise; it’s a symbol of shared values and experiences (you know you’re the brand for ’em). This is why you can’t underestimate the value of corporate gifting to your brand.

5. Leveraging Promotional Products as Conversation Starters

Freeze! Rewind. How many times have you wished you could redo an introduction? Whether it’s to a friend, employee, customer, or new business partner, every first impression counts. From branded notebooks and pens to phone chargers, these practical items serve a key purpose: subtly keeping your brand top of mind.

It can be as simple as a potential customer starting a conversation about your cool phone charger (or forgetting theirs at home)  at a networking event! 

The beauty of promotional products is that they are cost-effective when a brand needs to boost its awareness and create opportunities for engagement. Every charge at a coffee shop is free exposure for you!

Grow Your Community With Imprint Engine

At Imprint Engine, we have a decade’s worth of insights about the power of community in driving brand loyalty and growth. Our services can help anyone — even those who break a sweat over the thought of coordinating groups of people —  grow a vibrant brand community.

Don’t be shy, take advantage of our global reach, product curation, and professional graphic and product design services to create the perfect branded merchandise that reflects your brand’s values and vision. 

We guarantee quality, along with storage, inventory management, and global shipping capabilities.  Whether you’re looking to build a community around your brand through gifting, simplifying inventory management, or integrating your brand experience for all your fans— Imprint Engine is your go-to.

We’re as passionate about your brand as you are. Contact us today to help you build the community of your dreams.