The reason why brand communities are increasing, featuring insights from Arpit Gupta

Arpit Gupta, Managing Director of Cherish Honda Gurugram & Maxperience, an experiential marketing agency states his observations towards this rapid growth in the rise of communities among the brands. Maxperience is constantly working in the automotive industry with many ace brands Including Cherish Honda Gurugram and building amazing and unique experiences for their customers.

Community is an emerging trend, and brands are spending a huge amount on building these communities. Arpit says, "In today's dynamic marketing terrain, the significance of community stands out as a defining trend, with brands placing ever-growing emphasis on cultivating and leveraging their communities. Nowhere is this trend more pronounced than in the automotive sector. Whether it's Morris Garages, Honda, Hyundai, or any other leading brand in this industry, the drive to foster vibrant, engaging communities among users and customers is palpable. We've witnessed this firsthand with the inception of our own community at Cherish Honda Gurugram, and the outcomes have been nothing short of impressive."

In today's world where everyone is connected online, socialising is super important. Brands understand this and know that building communities is key to connecting with people who love their brand. These communities are made up of people who really like the brand, follow them on social media, use their products, and talk to others who love the brand too.

Brand communities show how much people love a brand. Members aren't just regular customers; they're big fans who do lots of things to support the brand. They buy the brand's stuff, share their experiences with friends and family, and even talk about the brand online.

Also, if you look at the brands, they are also putting all their efforts into engaging and building these communities, which are making those users stand out. Arpit shares, “At Maxperience, we've been busy creating exciting adventures like expedition rides, events, and activities that people really enjoy. Let me tell you about a great example with MG Motor India. We organised expeditions in several cities where participants had immersive experiences with fun activities, delicious food, and meaningful charity projects. By combining all these things smoothly, we made it a memorable journey for everyone involved. Plus, our E-Tambola event was a hit, with lots of people joining in for the chance to win cool prizes."

In marketing and motorsports, brand communities are like a badge of honour for loyal customers. These customers don't just buy products; they're passionate advocates who show their support in many ways. They not only buy products but also engage with the brand's content, share their experiences, and promote the brand's values and mission to others.

These communities not just benefit in terms of awareness but also benefits in terms of business, Arpit added “We've established a community at Cherish Honda Gurugram where customers actively participate in group events and prefer Cherish Honda for their automotive needs. This engagement is boosting our business in both service and sales, and I anticipate it will be a major revenue driver in the future.” This is not the only reason well Brands are increasingly investing in building communities for several compelling reasons which are as follows

Enhanced Customer Engagement: When brands create communities, they go beyond simple transactions and establish deeper connections with customers. By fostering a sense of belonging among community members, brands make customers feel valued, leading to greater engagement and loyalty.

Brand Advocacy: A strong community becomes a powerful advocacy network. Members naturally share their positive experiences with the brand, driving word-of-mouth recommendations within their social circles. This organic promotion helps brands grow and acquire new customers.

Insights and Feedback: Communities provide brands with valuable feedback and insights. By actively listening to community members, brands gain important market intelligence that can shape product development, marketing strategies, and overall business decisions.

Brand Differentiation and Loyalty: In a competitive market where products often seem similar, a vibrant brand community sets a brand apart. Brands that build loyal communities are better equipped to foster long-term customer loyalty. Community members develop emotional connections with the brand, going beyond just rational considerations. Overall, the focus on building communities reflects a shift towards relationship-driven marketing. Brands prioritise creating meaningful connections and cultivating brand advocates who embody the brand's values and identity.

Brand Differentiation and Loyalty: In a competitive market where products often seem similar, a vibrant brand community sets a brand apart. Brands that build loyal communities are better equipped to foster long-term customer loyalty. Community members develop emotional connections with the brand, going beyond just rational considerations.

Overall, the focus on building communities reflects a shift towards relationship-driven marketing. Brands prioritise creating meaningful connections and cultivating brand advocates who embody the brand's values and identity.