Sure, building this foundation will often mean that people in these communities would be more likely to consider buying products or services from you down the road (in case the marketing types ask). But if that is central to your thinking, community members will smell a rat. It is not enough to simply seem selfless while remaining selfishly motivated by your own bottom line.
You must actually care what happens to these communities. You must want to help them be more successful at achieving their own goals. Although this approach seems so obvious, my experience of working in the business world for the last 20 years indicates that it’s not.
Usually when I begin to talk about helping the communities that surround a brand, people immediately assume I’m just referring to typical organizational philanthropy or corporate citizenship work. While in some cases, a community-based brand strategy will dovetail nicely with these efforts, they have very different end purposes.
By carefully considering how you can help the communities of customers, partners, prospects, friends, neighbors, and others that interact with your brand every day, you can not only create value for these communities, you can develop deeper non-transactional relationships that will also benefit your organization in the long run.
If you need help shifting your thinking to a community-based approach, consider the following types of things your organization might do to help the communities around your brand:
Consider investing money in projects that help the community achieve its goals. Bonus points if the investment will also help your organization achieve its goals or further your brand positioning. Red Hat and other open source software companies have done this extremely well, investing in projects that later become the heart of products they sell while also creating value for community members at the same time.
Many communities are in need of assets that individuals can’t buy on their own. Are there assets you already own or could buy and then give to the community as a gift? Red Hat bought many companies over the years with useful proprietary source code and then gave away the code for free. The community was able to innovate more quickly, and everyone—including Red Hat—reaped the benefits.
Your organization might have other assets that would be of value, such as a conference facility that could be used or land you haven’t developed. You could donate your products, services, web server space, or other supplies and materials that might otherwise go to waste.
Your organization probably has knowledgeable people who might have a lot to offer. Consider allowing employees to spend on-the clock time helping on projects that further community goals and support the brand positioning.
Who do you and others in your organization know, and how might these relationships be of value to others in the brand community? Perhaps you can make connections that not only help the brand community, but also help your organization at the same time.
Could you use the power of your brand to shine the light on important community efforts, drawing more attention and help to the cause?
The bottom line…
When organizations begin thinking like members of communities—when they are of the community, not above the community—and bring value in the same ways individuals do, they can fundamentally alter the relationships they have with members of the community.
This means that organizations have to stop thinking selfishly about what they want to get the communities to buy from or do for them (what I call Tom Sawyer thinking) and start thinking about what assets they bring to the table that could create real value for community members.
Faking it will get you nowhere, but when you really bring some tangible value to a community and the community becomes better for it, your brand will reap the benefits down the road.
This is the ninth in a series of posts drawn from The Ad-Free Brand.