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The Importance of Choosing the Right Participants for Brand Communities

In life, we learn that not everyone we admire is right for us, which holds true for brands as well. Ideal participants for an airline might not suit a tween-focused brand, much like a charming person may not make the best partner. To effectively build a community, brands must carefully select, rank, and manage a diverse range of participant types. The success of community building hinges on talent management—finding those who fit best is crucial. The key is understanding that what works for one brand may not work for another.

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The Importance of Choosing the Right Participants for Brand Communities

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  1. Here’s something everyone learns sooner or later in life: there are a lot of lovely people in the world that you shouldn’t marry. Because despite their brains, charm, beauty or other appealing attributes, they just aren’t right for you. But they’re perfect for someone else. There’s a lesson here for brands as they seek out participants for their communities. What’s ideal in a participant for a major airline community is probably not ideal for a brand looking to redefine itself in the eyes of tweens. The person who could provide the game-changing insight for a European bank may provide no value for a regional New England restaurant chain. The key for brands is to choose, rank and manage a wide variety of participant types in order to find those people who are best suited to fill out their crowds. Community building is, at its core, about talent management.

  2. Here’s something everyone learns sooner or later in life: there are a lot of lovely people in the world that you shouldn’t marry. Because despite their brains, charm, beauty or other appealing attributes, they just aren’t right for you. But they’re perfect for someone else. There’s a lesson here for brands as they seek out participants for their communities. What’s ideal in a participant for a major airline community is probably not ideal for a brand looking to redefine itself in the eyes of tweens. The person who could provide the game-changing insight for a European bank may provide no value for a regional New England restaurant chain. The key for brands is to choose, rank and manage a wide variety of participant types in order to find those people who are best suited to fill out their crowds. Community building is, at its core, about talent management.

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