A brand without a community isn’t a business.
A brand is a promise. The crystallization of a movement, a lifestyle, or a state of mind.
That said, every brand has a responsibility to it’s community. To empower and inspire others to express themselves in an authentic way; one that speaks to the person they’ve always wanted to become.
Apple is all about being different, standing out, being innovative and forward-thinking.
Nike encourages people all around the world to get in shape and be the best athletes they can be.
The primary function of any brand, business, or professional is to empower and serve it’s community.
Empowering your customers may sound like some farfetched task, but it’s actually much simpler than you think. It requires listening to the members of your community and letting them take ownership.
Your customers want to share and exchange ideas, authentically. They want to take bold actions and make a difference. They want to find their voice and have an outlet to express themselves.
Your customers want to feel like they matter.
Empowering your customers is ultimately about creating a culture built on raising the bar and moving forward.