At CMX, we believe that having standards for how we talk about community in the business world is essential for everyone’s success: the organization, the community member, and the community builder.
A community is a group of more than two people with a common sense of identity, who participate in ongoing, shared experiences to meet their needs.
Brand Community is:
A brand community is a community with a specific business objective lead by an executive sponsor, where a company creates a space for people with a common sense of identity to participate in ongoing, shared experiences.
Let’s break that definition apart. Your brand community must:
- Have a specific business objective tied to it.
- Have a leader (and ideally, an executive sponsor).
- Have a space (a Facebook group, platform, or offline meetups, for instance).
- Contain members with a common sense of identity (otherwise, why would they be there?).
- Create ongoing, shared experiences. These can happen in any medium, online or offline or both. But they must be ongoing to be part of a community strategy.
A branded community is an extension of the business itself. In essence, your community members build upon a shared mission and become part of a cocreation effort to reach your defined business goal.