Brand Strategy in the Age of Social Media: Building Communities

Welcome to the era where brands don’t just post – they show up. Social media flipped marketing on its head. It’s not a one-way broadcast anymore – it’s a conversation, and if you’re not part of it, you’re invisible. Building a loyal community isn’t some soft, feel-good extra. It is the job now.

And it all starts with brand strategy. A real, living strategy that makes people give a sh*t. One that filters into your tone of voice, your content, and your organic social presence. This article breaks down how to build a brand people want to talk to – not just talk about. The kind of brand that sparks replies, DMs, and duets. One that turns casual followers into vocal advocates.

We’ll walk you through how to do it – with content that cuts through, a tone that actually sounds human, and metrics that matter (spoiler: likes mean f*ck all if no one’s buying).

The Power of Community-Driven Branding

If you’re not building a community, don’t be surprised if you feel like your brand is living in a ghost town. That’s on you. Community-driven branding is all about creating a space where your audience gives enough of a sh*t to talk back and stick around.

What is brand strategy then? Brand strategy isn’t just a bunch of vague words like “authentic” and “innovative” slapped onto a slide deck. It’s the foundation of everything – from how you look and sound, to how you show up online, in real life, and everywhere in between. It’s how you define who you are, who you’re for, and how you’re different from every other brand begging for attention. Strategy is what makes the rest of your marketing mean something. For more on getting your brand sorted, check out our ultimate guide to brand strategy.

So, what is community-driven branding? It’s the art of making people feel like part of your brand, not just passive buyers. When people feel involved, they trust you more, stick around longer, and shout about you louder. This is where you stop just selling, and start co-creating.

Why it works:

🖤 Trust and loyalty skyrocket

People are more likely to support brands they feel a part of. Look at Gymshark. They built a fu*king movement. From a garage start-up to global domination, all by turning gym goers into brand advocates. Their entire strategy? Community-first, always. And it shows – everyone wears their gear now, even the ones who’ve never stepped foot in a gym.

Influencers are lining up to get in on it. And with a new store about to land in the Trafford Centre, the hype isn’t slowing down. Take the hint: build your community, or get left behind.

🖤 Your fans do your marketing for you.

User-generated content is the holy fu*king grail – free, raw, and way more convincing than anything you could cook up in a boardroom. We're talking unboxing videos that rack up thousands of views, everyday people reviewing your product with real talk (not scripted sh*t we used to see so much), and brand collabs that feel more authentic.

But here’s the catch: you don’t get that kind of love by accident. You’ve got to earn it. That means building a community that actually gives a sh*t. You need to show up, deliver the goods, and listen like your growth depends on it – because it really f*cking does.

When your community feels heard, they start sharing. They post. They tag. They talk. And suddenly your product’s in people’s feeds, not because you paid for it, but because it’s part of their lives. That’s how you scale trust. That’s how you build hype that doesn’t fade.

So if you want your brand in the hands, mouths, and minds of the masses – start by building the kind of community that wants to shout your name

🖤 Feedback becomes your secret weapon.

Forget shelling out for overpriced market research when your community is literally telling you what they want – daily, for free, in your comments, DMs, and tagged posts. But the thing is: you’ve got to be ready for it. This isn’t a sit-back-and-watch kind of gig. It’s proactive as hell.

You need to be in the mix – reading, replying, adjusting, evolving. Whether it’s a TikTok trend popping off, a product flaw getting called out, or a genius idea buried in a customer review, you need to catch it, respond fast, and do something with it.

This kind of agility builds trust like nothing else. Your community sees you’re acting on it because you care. And that’s when the magic happens. That’s when they stop being customers and start being collaborators. Now you’re building with them.

What makes a strong brand community?

• Shared values and a mission that’s more than just “we sell stuff.”
  

• Two-way communication. Talk with your audience, not at them.
  

• Recognition and reward. Celebrate your community like the MVPs they are.
  

• Actual spaces for interaction. Think comments, forums, events, even DMs.
  
  

How to build a strong brand community:

1. Get real about your brand values – and live them.
   

2. Pick the right platforms. This is a big one. Figure out what social channels you need to be on.
   

3. Share the spotlight. UGC is essential.
   

4. Show up. Be active, be responsive, be f*cking human.
   
   

Act on feedback. Nothing says “we give a damn” like real change based on real voices.

Engaging Content That Sparks Conversations

Content for content’s sake is dead. If your posts aren’t starting conversations, then you probably shouldn’t be hitting ‘post’. There’s got to be a strategy.

To win in the scroll wars, your content needs to be authentic. People can smell bull from miles away. Your brand voice needs to sound like a human.

What actually works?

📖 Storytelling

Tell real stories – of customers, employees, even the messy behind-the-scenes stuff. Vulnerability = connection. People don’t want polished – they want personal. Tell real stories.

Look at LinkedIn – personal branding has blown up, while company pages gather dust. Why? Because people buy from people. Always have, always will. Show the who behind your brand. That’s where the connection happens.

UGC: Let your community do the talking. User-generated content is gold – trusted, relatable, and way more effective than polished promos. Buying decisions now start on TikTok and Instagram … not your website. People trust real reviews from real humans. Mate, they won’t even make dinner without checking TikTok first 😂.

So yeah, your content matters – but theirs? That’s where it’s at. Make it easy for them to post, share, and tag you. And when they do? Share the sh*t out of it.

🤝 Influencer collabs

Not every influencer is a good fit and throwing money at the biggest name isn’t a strategy. Learn from Pepsi’s Kendall Jenner campaign in 2017. Big name? Obviously. Big mistake? Absolutely. The campaign bombed because it was a major misstep – tone-deaf, performative, and completely disconnected from reality. It tried to hijack social justice for product placement and the internet tore it to shreds.

A smart brand collab feels organic. It’s built on shared values, not just follower count. Find creators who actually use your stuff and believe in it. That’s how you build credibility, not backlash.

✔️Interactive formats

Polls, ask me anything Q’s, Lives – whatever gets people involved. This is all about conversation. Give your audience a reason to tap, type, react, and laugh. Make them feel like they’re part of something, not just watching from the sidelines.

Engagement doesn’t happen by accident. You have to invite it, encourage it, and be there when it happens. Because when people feel heard, they come back.

Content Inspiration:

📸 Sneak peeks and behind-the-scenes chaos.

📸 Real-life testimonials.

📸 How-tos and tips that actually help.

📸 Fun challenges, competitions, or debates.

How to actually do it:

1. Know your audience. What makes them tick, laugh, rage?
   
   

2. Nail your voice. It should sound like a real person – ideally, someone you’d have a pint with.
   
   

3. Visuals matter. Ugly Canva templates won’t cut it anymore.
   
   

4. Start convos, then stay in them. Don’t ghost the comments section.
   
   

5. Learn what works. Look at the numbers, tweak the plan, rinse, repeat.
   
   

Want content that actually converts? That’s kind of our thing at co&co. Brand strategy, social, and tone of voice that cuts through the noise.

Measuring Success Beyond Likes and Shares

So you posted some fire content. It got a few hundred likes. Cool, but so what?

Likes are nice. Shares feel good. But unless they’re doing something for your business, they’re irrelevant. Real brand success is built on metrics that tell you who’s sticking around, who’s buying, and who’s shouting your name from the rooftops.

If you’re still treating social like it’s not that important for your brand, you’re missing out. This isn’t about shoving ads down people’s throats – it’s about creating spaces where people want to be. Your brand should feel like a community.

Create content that invites conversation. Build loyalty by showing up with authenticity. And measure what matters, not what massages your ego.

Ready to do social properly?

Drop the bland. Ditch the performative crap. co&co helps brands like yours grow sh*thot communities, craft mega content, and finally make your brand strategy work for you. Let’s build something real.