Secrets to Building a

Powerful Brand

Community @MJSchindler

www.nexDimension.net

Brand Community

Brand Communit

y

Fans and Customer

s

Brand Affinity

Shared Values

Powerful Brand Community

Powerful Brand

Community

Fans and Customers

Brand Affinity

Shared Values

Connection to Other Community Members

The 3 Secrets

BrandCommunit

y

Expression

Acceptance

Transparency

Powerful Brand Communities

CrossFit

7,000Affiliate gyms

166%Year-over-year

growth rate

2%

Failure rate

$2 BillionEstimated net of CrossFit affiliates

Interest in CrossFit Over Time

Acceptance

Acceptance

• Eliminate fear and uncertainty

• Make your members feel important

EliminateFear and Uncertainty

Eliminate Fear and Uncertainty

Eliminate Fear and Uncertainty

Make Them Feel Important

Make Them Feel Important

Acceptance

Free People

30%Revenuesincrease

20%Fourth quarter

Sales surge

24%Rise in wholesale revenues

54%Rise in retail revenues

Expression

Free People’s FPMe

Free People’s FPMe

Expression

• Meet them where they are

• Empower them to share

Meet ThemWhere They Are

#ootd #outfitoftheday #lookoftheday #fashion #fashiongram #style

#currentlywearing #lookbook #wiwt #whatiwore #whatiworetoday

#ootdshare #outfit #clothes #wiw #mylook #fashionista

#todayimwearing #instastyle #instafashion #outfitpost #fashionpost

#todaysoutfit #fashiondiaries

Empower Them to Share

Empower Them to Share

Empower Them to Share

Expression

Buffer

>1 Million

> 2 Million

> 16,000

> 87 Million

Transparency

Default to Transparency Among

Your Community

Transparency Trust Community

Transparency

• Default to transparency within your brand

• Default to transparency among your community

Default to Transparency Within

Your Brand

Default to Transparency Within

Your Brand

Default to Transparency Among

Your Community

Buffer: Hacked

Buffer: Hacked

Buffer: Hacked

Buffer: Hacked• Pattern of upgrades to paid plans

was unaffected• Spike in downgrades from paid

plans evened out within a few days

• “Almost record number of signups” during the hack

Buffer: Hacked

Default to Transparency Among

Your Community

Transparency Trust Community

Building a Powerful Community

POWERFUL

BrandCommunit

y

Expression

Acceptance

Transparency

Acceptance

• Eliminate fear and uncertainty

• Make your members feel important

Expression

• Meet them where they are

• Empower them to share

Transparency

• Default to transparency within your brand

• Default to transparency among your community

Building Your Powerful Brand Community

Powerful Brand

Community

Fans and Customers

Brand Affinity

Shared Values

Connection to Other Community Members