Launching & Building a Brand For Dummies

Chapter 16

Building a Vibrant Community around Your Brand

IN THIS CHAPTER

Conducting a grassroots marketing campaign

Establishing common ground with community members

Sowing the seeds of engagement

Giving your community what it needs to thrive

Keeping a positive attitude in the midst of negativity

What if I were to tell you that you can build a strong brand without spending a single penny on advertising, marketing, or public relations (PR)? You’d probably think I was pulling your leg, but it’s true: You can build a strong brand solely through word-of-mouth advertising. You do it by building an enthusiastic and active community around your brand.

Now, that’s easier said than done. Anyone can create a Google ad, but building a community is a huge challenge, involving networking, communications, relationship building, and sometimes social activism. (After all, people generally rally around a common interest or cause.) Your brand must be the catalyst that brings community members together ...