How events and experiential build brand community
- Eleanor Loveday
- Feb 20
- 4 min read
‘Community’ has become a bit of a buzzword in marketing.
But (mostly) for good reason.
Nobody wants to feel like they’re being marketed to. Instead, we want to connect with our favourite brands on a more human level. And that’s where community comes in.
What is a “brand community”?
First things first, let’s be clear on what we mean by ‘brand community’.
A brand community is a group of customers who identify with the brand, are emotionally connected to it, and want to be a part of what it represents.
Jubel are just one example of a brand with a strong community. They have fiercely loyal fans (yes, fans – not consumers), and the brand are regularly shouting them out on social media, recognising and rewarding the wildest acts of brand love. After a fan got a Jubel can tattooed on her, the brand took her out for a pint, and surprised her with a billboard in Manchester, with her tattoo emblazoned on it.
Credit: Jesse Wilson, Founder and CEO of Jubel, on LinkedIn.
And while the sight of her leg tat on a billboard would’ve been hard to forget, we can bet that enjoying a pint in person with the Jubel team, would’ve meant even more. Because human interaction is what helps people feel they belong.
And that’s where events come in...
How do events add value to brand communities?
1. It starts with people, not platforms
It’s usually the people we meet and conversations we have that stick the most.
On the Sake & Spirits of Japan stand at Speciality & Fine Food Fair, visitors didn’t just sample delicious drinks. They listened to the stories of the people behind the brands, and that’s what they connected with.
Because good chats – sharing opinions, asking questions, and speaking to real people is what builds trust and a feeling of belonging.
2. Active participation, not passive viewing
Would you consider yourself part of a group of friends if they never invited you to meet up? Probably not. And it’s the same with brand communities.
Events and experiential get people involved. Whether it’s through a game, photo op, content creation or conversation, people are going to interact.
BFree Foods do it well. At the Allergy and Free From Show, their positive, community-first messaging was reflected on the exhibition stand, and embodied by the upbeat team who ran a series of games and quizzes in the ‘Foodie Corner’. All of which drew visitors in, making them feel seen and part of the BFree club.
3. Social proof IRL
We’re instinctually drawn to communities of “people like us.” Usually subconsciously, we weigh up:
Is this brand for people like me?
Does this brand align with my values?
Seeing the business in real life, and who is interacting with it, can help us make this judgement. And if those people are laughing, learning, gathering... we get curious, and want to be a part of it (a classic case of FOMO).
Sometimes, the location of a brand experience can add social proof. For example, brands that activate at major festivals like Coachella. Being there is a signal of who the product or service is for, and it’s the perfect opportunity to connect with those people over a shared moment (the festival).
Sol de Janeiro activation at Coachella. Credit: Sol de Janeiro
4. Ritual and scarcity
The strongest communities are built by the brand showing up consistently over time, and regular events are a great way of doing this.
Take The Lion’s Den for example. Their monthly ‘Out There’ group has become a ritual for many members, because it’s a predictable pattern (the group runs from the same place, at the same time every month). It encourages people to attend again and again, and for many becomes a part of their routine and identity.
On the flip side, one-off events can create a feeling of being part of something special. Loyalists of clothing brands for example, will queue for hours for an exclusive drop or discount sale – not necessarily just for a bargain, but to be a part of something.
5. A shared emotional journey
The best brand experiences are designed with emotion in mind: What do we want people to feel?
Because whatever people feel will be tied to the brand by association.
Take fitness brand MyProtein’s Move Clubs as an example. These events are bringing consumers with shared interests together, meaning new friendships and a feel-good by association. Plus, as people push themselves to hit fitness goals together, they’re bonding through a shared emotional journey with the other runners and the brand.
The bottom line of brand community
While events are one of the most effective tools for growing brand community, they’ll fall flat without a foundation of consistency and authenticity.
You can deliver a brilliant brand experience, but if you make it hard for customers to contact you when they have a problem, or are rude on the phone, it’ll fall flat.
Get the foundations in place, put your people first, and you’ll create space for brand community. And that’s where events and experiential will fly.
Planning your own brand experience, with community in mind? Get in touch with us today – we'd love to bring your vision to life.
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