Find your tribe: Why would brands bother with tribes?

Through technology, you can touch and reach almost any connected being with a countless permutation of contextualised messages and offers. Yet, as we all know, it is the heart that truly converts. Without understanding first your brand’s tribes, your marketing is missing the crucial connection that differentiates you with the rest of your competition. 

Tribes are close-knitted and infectious influencers. As they’ve come together of their own accords, they are authentic and real. Their validation of any brand will influence purchases and almost guarantee adoption within their group. Identifying this group for your brand, interacting and building your brand with them, and empowering them to co-create their stories with your brand, must be the obsession for any business. For once a tribe identifies with your brand, you can be assured of a loyal, enthusiastic, and vocal following. 

To reach (and engage) a tribe, you need to almost get under their skin, shadow their digital footprint, speak their language, angle your product proposition and marketing speak so it appeals directly to their interests. You will need to amalgamate the disciplines of brand building, data science and analytics, storytelling, segmentation techniques, customer footprint and experience planning. You need to have a clear blueprint of your engagement goals and be agile enough to evolve tactics as you go.

Previous
Previous

Effective Creatives: Creatives for creative’s sake is not an option.

Next
Next

How to find your tribe and thrive at it.