Why Brand Communities Are Essential in Today’s Digital World

In today’s digital environment, people are not only choosing products, they are choosing relationships, values, and experiences that feel meaningful. A strong brand community turns buyers into loyal advocates and transforms one-time transactions into lasting connections. Communities are no longer a nice-to-have, they are becoming one of the strongest drivers of growth and trust for modern brands.

To explore this idea further, I reached out to five marketing professionals and asked them to share their thoughts on why brand communities are more important than ever. Here is what they shared:

Linnea Chapman, Professor of Marketing at Florida International University

“It is widely recognized that brand communities can promote favorable outcomes such as customer loyalty (e.g., Fournier & Lee, 2009). The first step in creating a strong brand community is to create a strong brand. Then, marketers should encourage participation among all members. Finally, marketers should avoid trying to control the brand community too tightly. While they may not relish seeing disagreement or discord within the community, allowing members to resolve those issues through discussion and debate could potentially foster engagement and a sense of authenticity. “

Gabriel González, CEO of Casalú

“Authentic communities start with understanding the ‘where’. Marketers need to define if those are either online, offline, or both. That third space must reflect your brand’s ‘why.’ For Casalú, my rum brand built for young Latinos, the physical experience is key. That might mean hosting intimate concerts with emerging Latino artists, where people both enjoy the drink and experience the culture it represents. When a community can feel the brand’s ethos, it becomes real, not transactional and that’s what endures and generates a sense of belonging.”

Isabela Alvarez, CEO of Isaboleta

“I believe that brand communities help build trust through interactions and also help create long-term loyalty by making customers feel like valuable members of something bigger than just a brand.

In the case of Isaboleta, the community has grown around human feelings and art. Many people have felt represented by the product because it touches their sensitivity, and by identifying with it, they have helped form a broad and committed community. This sense of belonging makes customers feel more connected to the brand, which strengthens both trust and long-term loyalty.”

Kayla-Kaishel Pierre, Senior Customer Success Manager at Indeed

“A brand may begin as an idea but it’s the people who give it life and value. Building brand community is important because it’s the best way to spread the word, share knowledge and stay connected. When a community of people support a brand, they help it make a lasting impact.”

Van Norris, Post Production Manager at Miami Dolphins

“Brand community is important because it creates identity and understanding. When you take a deep look at the product, you'd be able to understand a lot about the people involved within that specific brand community.

The product is much more than the person buying it and taking it home. There is an emotional connection to the brand that resonates with the customers and the community that bridges the possible gaps of various ethnic backgrounds or social differences between individuals. Brand community is relation and connection.”

Pulling the Ideas Together

The common theme across these insights is that brand communities create belonging. They unite people through shared values and experiences, making the relationship with the brand feel more personal and enduring.

Another important point is that communities thrive when brands listen. It is not enough to broadcast content; real connection happens when people feel heard, seen, and invited into the conversation.

Final Thoughts

A strong brand community can outlast campaigns, trends, and even product lifecycles. It is the people who carry the brand forward by sharing their experiences and building trust through advocacy. In a crowded marketplace where attention is short, community is often the difference between being noticed once and being remembered for years.

Advertising may spark interest, but community is what builds loyalty.

Good Surveys vs. Bad Surveys: Why It Matters More Than You Think

If you enjoyed my last post, Designing with the End in Mind: Why Every Great Strategy Starts

with Clarity, this topic builds on that same idea. Clarity doesn’t just matter in strategy, it also

matters in research.

Surveys are one of the most common tools in marketing, but they can easily go wrong. A good

survey helps you understand people. A bad one only gives you numbers that don’t mean much.

I’ve seen businesses invest in research that looks great on paper, only to realize their questions

were too broad or confusing to give them real direction.

A strong survey is focused. For example, if a coffee shop asks, “How do you feel about our

service?” the answers might be too general to use. But if they ask, “How satisfied were you with

the speed of service during your last visit?” That's data they can act on. The difference is that one

gathers opinions, and the other gathers insights.

It’s also not about how many people take the survey. More responses don’t always mean better

data. If a skincare brand wants feedback on a new anti-aging serum, but most respondents are

under 25, the results won’t reflect the audience they actually need to reach.

The best surveys are built with intention and relevance in mind. It’s not about collecting as many

opinions as possible, but about asking the right people the right questions. That’s what turns

feedback into insight, and insight into action.

Designing with the End in Mind: Why Every Great Strategy Starts with Clarity

“Designing with the end in mind” is one of those concepts that sounds simple but can completely change how you approach marketing research and strategy. It’s about starting every project with a clear vision of what success looks like.

I see this principle play out in real life all the time. For example, when brands plan a social campaign without defining the result they want, they end up measuring the wrong things. A brand might chase engagement numbers when what they really need is insight into why people aren’t buying. On the other hand, when you begin with the end goal—like improving conversion rates or understanding customer loyalty, you can build a research plan that actually leads to meaningful answers.

Think about how Nike approaches innovation. Before launching a product, they don’t just test materials or aesthetics. They start by asking, “What problem are we solving for athletes?” That end goal defines their research questions, guides product development, and shapes their storytelling. The result feels purposeful, not reactive.

This mindset also applies to entrepreneurs and creatives. If you’re designing a website, for instance, the goal isn’t just to make it look good. It’s to help people take a specific action, whether that’s booking a service, joining a community, or trusting your brand enough to reach out. Knowing the “why” behind your design choices changes the outcome entirely. Designing with the end in mind prevents wasted effort and keeps your strategy aligned from day one. It turns marketing research into something more than data collection, it becomes a compass that keeps every decision intentional. When you know where you’re going, every question, test, and creative idea starts to have direction.