The Expert Guide: How to Develop Customer Loyalty Through Community Building
Building a brand community is essential in today’s competitive market. It helps brands foster loyalty, increase engagement, and drive long-term growth. For our latest monthly webinar, we were joined by two people who have mastered the art of community building, Natalie Browne Holmes and Grace Sofia Caro of skincare brand Topicals, which has been built from a grassroots community movement.
As the director of community and social impact at Topicals, Holmes oversees the segments designed to foster the brand’s community such as brand ambassadors, affiliates, rewards programs and social impact, playing a key role in capturing customers on their journey with the brand. Holmes also works closely with the internal team to ensure that the community is centered throughout the company’s strategy, playing a key part in product launches, campaigns, events and content planning.
A multidisciplinary creator adept at brand marketing, partnerships and creative direction, Caro is responsible for building an engaged community and brand marketing at Topicals. With more that five years spent in community and experiential marketing, Caro seeks to carve a way for entrepreneurs who are passionate about creating authentic and long-lasting communities.
As a beauty brand that focuses on treatment and products for skin of color with a mental health angle, a large part of what Topicals team do is build community around people with visible skin conditions to cultivate a space of support for people who identify with the brand. Holmes and Caro both work across growth, marketing, social media and community within different platforms.
What does it mean to build a brand community and why is that important for brands?
Building a loyal customer base is essential for any brand’s success, especially for small emerging brand that don’t have large marketing budgets. We’re entering a different era within the industry where community building is a core pillar of any brand that’s looking to grow.
“It’s really important, because coming out of the pandemic, people just want to be seen and heard and have a space where they can connect with other people,” says Caro. “We are seeing this pop up everywhere right now, from run clubs to virtual trivia games, which all happen because people just want to be able to connect with each other. It’s important as a brand to make sure that you’re creating that space for people to feel seen and heard, and it’s not just about selling a product to them, but allowing them that space to connect with that brand.”
Holmes adds that, “Especially as a brand that doesn’t have physical spaces or stores, how do you build that connection? Usually, you go into a store and you’re greeted by somebody. Or it has a particular scent, and that invokes a certain feeling in you. All those things create a connection between the customer and the brand.
“At the core of our community building, we have two key components – an ambassador program and a loyalty program – to help cultivate that long-term relationship, that constant connection, that engagement, that emotional feeling as a tenet of our brand.”
Key strategies for building a brand community
Identify your core audience: Topicals focuses on targeting specific demographics, such as people with visible skin conditions and those interested in mental health. Tailor your brand’s message to speak directly to your target audience, creating a sense of identity and belonging within your community.
Engage regularly with your community: Topicals hosts monthly calls, chat sessions, and virtual events to maintain a constant feedback loop with its community. This ensures the brand stays in touch with the needs and preferences of its audience.
Create dedicated spaces for your community: The brand uses platforms such as Geneva and TIB to create spaces for its community to interact. These platforms allow members to engage in real-time conversations, participate in challenges, and earn rewards, fostering a more personal connection.
Leverage user-generated content (UGC): Encourage your community to share their content. Topicals incentivizes UGC through challenges and rewards on its platform, TIB, to make customers feel valued and recognized for their contributions.
Develop a loyalty program: Topicals uses the TIB platform to integrate loyalty rewards into its brand community. Members earn points not just for purchases but also for participation in challenges, polls, and other community activities. This encourages ongoing engagement and fosters long-term loyalty.
Host events (both in-person and virtual): Whether through local field days, yoga sessions, or virtual meditation and baking classes, Topicals regularly brings its community together. These events don’t have to be high-budget but should focus on creating meaningful connections among community members.
Collaborate with other brands: Collaborating with like-minded brands to run events or campaigns can help resonate with a shared audience. This not only broadens their reach but also strengthens their community by aligning with brands that share similar values.
Use social media for community engagement: Topicals integrates its community-building efforts with its social media strategies, using platforms such as Instagram to promote events, polls, and UGC, to ensure that its community remains active and engaged across multiple channels.