Cultivating a shared sense of communal identity among your customers can be an amazingly effective tactic that turns customers into zealous advocates for your brand. Think of Trekkies, Lady Gaga’s Little Monsters, Harley Davidson outlaws, or other famously zealous fan and interest groups. You can use your story and your brand’s sense of mission to whip up excitement. By creating your own terminology, communal rites of passage and artifacts, you can help create a sense of shared identity to unit your customers.

Key Takeaways:

  • You should use your mission and your story to generate excitement and enthusiasm among your customers.
  • By coining some distinctive terminology for your most devoted customers, you can foster a sense of collective identity.
  • Use special artifacts and barriers to entry to create a set of shared rites of passage, experiences and symbols for your customer community.

“Today, we create tribal loyalties around our interests, passions, and identities — and brands that align with them.”

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