Building Success: Best Brand Community Examples

In today’s competitive and constantly evolving market, standing out takes more than just great products or services; it’s about strengthening customer relationships. People unite around experiences, emotions, and ideas, and that’s where brand communities come in. They create a powerful sense of belonging that turns buyers into loyal advocates. Discover how brand communities can transform your business and why now is the perfect time to start building one.

‍What is a Brand Community?

Customers unite around your brand because they see their own values reflected in it. These people love what you do and what you offer resonates with their lifestyle, preferences, and sense of identity. Relationships that go beyond purchases are the hallmark of strong brand communities. 

Brand communities exist both online, through social media, forums, and branded websites, and offline, through events and meetups. Whether digital or in person, these spaces thrive when there’s a reason for members to participate. Encouraging two-way communication by inviting feedback, ideas, or input not only keeps people engaged but also builds trust and deepens the relationship. Loyalty programs can further strengthen these connections by offering meaningful rewards and recognition.

Why Brand Communities Matter More Than Ever?

In today’s crowded marketplace, where countless brands compete for your customers' attention, building a strong brand community is no longer optional, it’s a key competitive advantage. In fact, 70% of brands already have active communities, and another 26% plan to build one soon. What’s more, 70% of marketers say community-building is critical for customer retention. But creating a community takes time and consistent effort, not quick wins. The payoff? Greater loyalty, trust, and advocacy that benefit your brand long term.

“People do not buy goods and services. They buy relations, stories, and magic.” - Seth Godin

A strong community fuels organic growth and boosts retention. When customers feel emotionally connected, they share their experiences and keep coming back.  These referrals bring in new, more trusting customers, often more effective than any ad campaign.

Brand communities also provide valuable insights. Open feedback helps brands improve and innovate. While the emotional connection is key, offering small incentives like early access, exclusive discounts, or loyalty rewards can encourage customers to join and actively participate. At their core, brand communities create emotional bonds, turning customers into passionate advocates who feel part of your story. 

What Are the Core Elements of Brand Community? 

Brand communities aren’t built on metrics; they’re built on people who genuinely support what your brand stands for. It’s their passion and enthusiasm that form the foundation of a strong brand community. A thriving community is shaped by a few essential elements that foster connection and loyalty - let’s take a look: 

Shared Values

Shared values are the core beliefs that connect people within a brand community. These can include commitments to sustainability, innovation, or social responsibility. When customers see their values reflected in a brand, it builds trust and emotional connection. As a result, 68% say they’re more likely to stay loyal to brands that align with their values. This loyalty often translates into stronger support and active brand advocacy. In addition, customers are willing to pay more for brands with shared values. 

Example: Patagonia 

Patagonia cultivates shared values by embracing transparency and a strong commitment to ESG principles, especially environmental and social responsibility. Central to its mission are the three R’s of waste management: Repair, Reuse, and Recycle principles deeply woven into the brand’s identity. Patagonia donates 1% of annual sales to environmental causes and invites customers to share their own eco-conscious journeys. 

Through initiatives like Worn Wear and product take-back programs, it fosters green loyalty, rewarding sustainable choices and deepening customer bonds. With over 5.3 million Instagram followers, the brand amplifies these values globally, turning customers into active participants in its mission.

Two-Way Communication

An engaged community doesn’t just exist - it moves, speaks, and evolves. Active engagement means fostering ongoing, two-way conversations between your brand and its people, whether through social media, live events, or platforms where ideas and experiences flow freely. 

Gymshark, for example, built a global following by meeting its community where they are, from Gymshark Lift events to reposting UGC. This consistent interaction keeps the community vibrant, gives members a voice, and provides insights that shape future products, campaigns, and culture. In an actively engaged brand community, everyone feels seen, and that’s what keeps them coming back.

Example: Gymshark

Gymshark started as a classic garage startup and grew into a global fitness brand by embracing a community-first mindset. Building authentic connections has always been central to its identity, not just a marketing strategy. By collaborating with fitness influencers, hosting in-person fitness events, and creating opportunities for real-world interaction, Gymshark has cultivated a strong sense of belonging among its customers. Through active social media engagement, the brand encourages open conversations, gathers feedback, and uses those insights to refine its products and better serve its diverse, ever-growing community.

Mutual Support 

“If you speak to your customers as a community, as friends and equals, and share something that you've learned and a change that you've made, you can be influential in helping others to change” - Yvon Chouinard, the founder of Patagonia

Mutual support is a key driver of connection and loyalty. When members help one another by sharing advice, personal experiences, or simply showing up they create a positive, inclusive environment that benefits everyone. This support often extends to the brand itself, with members actively advocating, offering feedback, and contributing to its growth. It fosters belonging and strengthens the brand-community connection. The result is deeper loyalty, higher engagement, and long-term brand advocacy. 

Example: Patagonia 

Patagonia brings mutual support to life by investing in causes its customers care deeply about. Through its Environmental Grants Program, the company funds grassroots organizations focused on climate and conservation, reinforcing a shared sense of purpose and responsibility. This kind of brand-community alignment builds more than trust; it increases customer loyalty and retention. In fact, according to the Green Business Review, 40% of Patagonia’s customers say they feel more loyal to the brand because of these initiatives. By supporting both people and the planet, Patagonia transforms shared values into real-world action. 

Examples of Brand Communities 

Now that we’ve explored what a brand community is and why it matters, let’s look at real-world examples that bring these ideas to life. The following brands have built communities that go beyond products they foster loyalty, advocacy, and lasting connections. Each example offers inspiration and practical insights you can apply to your own brand-building journey. 

‍1. LEGO

To see a great brand community in action, look no further than LEGO. For over 70 years, the Danish toy giant has built a devoted global following, spanning all ages and backgrounds around its iconic bricks. LEGO fans aren’t just customers, they’re the “other half of the toy,” a phrase the company uses to reflect its deep commitment to co-creation and engagement. This passion has fueled a worldwide franchise that now includes Legoland parks, blockbuster movies, and best-selling video games.

In 2008, LEGO turned its passionate fanbase into a creative force with the launch of LEGO Ideas - an online platform where fans can submit their own designs, vote on favorites, and help shape future products. By inviting customers into the creative process, LEGO fosters deeper engagement and brand loyalty. Fans feel heard, valued, and part of something bigger, making LEGO Ideas a standout example of collaborative innovation.

In the Second 2024 LEGO Ideas review, 35 fan projects reached the review stage after hitting the 10,000 supporter milestone. The Third review jumped to 54, showing growing interest from fans hoping their designs become official LEGO sets.

Lego enthusiasts have been forming clubs and forums outside the company’s official community for over 30 years. Adult Fans of Lego (AFOLs) have built an engaged community on Reddit, with over 33,000 active members. The brand has done an excellent job of recognizing these user-formed communities and supporting their growth.

A great example of community-building is the LEGO Ambassador Network. It brings together leaders of top LEGO communities and major content creators, offering them a space to connect, share ideas, and engage with LEGO directly.

This setup allows LEGO to gather valuable feedback, support local and branded events, and strengthen ties with its most passionate fans. It’s a smart, customer-focused strategy that helps make LEGO’s community one of the strongest in the world.

2. Apple

When someone talks about community, there’s no community like an Apple community. These are the fans who’ll camp out overnight for the latest upgrade and trying to convince them there’s a better option is a battle you won’t win. 

Products from Apple are generally priced higher compared to similar offerings from its competitors. The brand is a fan favorite due to its exceptional quality, dedication to innovation and details, and cutting-edge technology. So, it's no surprise that it has some of the most loyal customers of any company in the world.

Ever tried selling the idea that Android beats iOS to a group of Apple die-hards? It's like fighting a losing battle. That’s what every brand dreams of achieving. Apple has the most loyal customer base.

Just think about it: Apple has a 92% retention rate among iPhone users. That means most of them aren’t just loyal, they’re already planning their next iPhone before you’ve finished asking why they need it. 

After my friends convinced me to buy an iPhone, I’m not planning on going back to Android anytime soon. That’s how good Apple’s products are. And just to seal the deal, I went ahead and bought myself a Mac. Yep, I’ve officially joined the most loyal army... and there’s no turning back now.

To boost customer engagement, Apple launched the Apple Support Community, a platform where users connect, ask questions, troubleshoot issues, share tips, and celebrate their favorite products. Fueled by genuine enthusiasm for Apple, this space fosters a flourishing, supportive environment. The success of this brand community shows that even the world’s biggest companies can thrive by tapping into the power of loyal, connected users. 

3. Shopify

Shopify is the name of a popular e-commerce platform that enables anyone to start, grow, manage, and scale a business. It's the best option for your ecommerce site. It's been around forever, and it's easy to use. 

Primarily tailored for entrepreneurs and business owners, the Shopify Community is a strong example of a thriving brand community centered around an e-commerce platform. Within this dynamic and lively network, members share real-world experiences, collaborate on business growth strategies, and offer valuable support to one another. They can request feedback on their stores, discuss eCommerce marketing tactics, explore third-party Shopify apps, and seek help navigating the platform. A key reason behind the community’s success is Shopify’s commitment to fostering a collaborative environment, an essential resource for entrepreneurs who often face the challenges of building a business alone.

One key factor behind Shopify’s success is its active involvement in the community. The company regularly engages with users by providing expert advice, timely updates, and responsive support. This not only keeps users informed and appreciated but also allows Shopify to gather direct feedback to refine its offerings. The community itself is diverse, bringing together business owners from various backgrounds and stages of entrepreneurship. This range of perspectives enhances learning and provides practical solutions to everyday challenges. Ultimately, the Shopify community thrives because it is diverse, collaborative, and supported by a brand that fosters a positive, educational environment.

Moreover, there are various Shopify forums and communities available for people to join. These forums offer ideal platforms for customers to connect and assist each other in growing their businesses.

‍4. Porsche

What's the first thing you think of when you hear the word Porsche? Is it an iconic Porsche 911 speeding down a winding road in the Alps? Is it a legendary 911 silhouette? Is it the sound of an engine? Is it the way girls react to this car? Or is it a famous badge of success and prestige?

Porsche is all of the above and even more. Porsche is also an engineering masterpiece. A Porsche Club exemplifies a passionate and loyal customer base, united by their shared enthusiasm for the brand's high-performance vehicles. The Porsche community is not just a group of passionate car owners. It is a family where members actively engage in events, forums, and social media groups dedicated to the brand. The profound sense of belonging among Porsche enthusiasts plays a key role in the brand's success.

Porsche fosters this community through events like the Porsche Parades. The event serves as a gathering point for enthusiasts to unite and share their common passion. It is about more than just showcasing fantastic cars. It’s about people who drive them. Porsche customers form a deep emotional bond with the brand through shared experiences and the joy of riding. 

“You create this network of friends, do all these things together, whether it’s driving, touring, racing, or just the fellowship you have with other members.” - Paul Gregor, Project Manager, Global Community Management at Porsche, on Porsche Clubs. 

Being part of the Porsche community greatly enriches the experience of ownership. People enjoy each other's company greatly and have plenty of topics to talk about. What's more, Porsche's customer-centric approach serves as the perfect icing on the cake, as their top priority is customer engagement and satisfaction. Porsche values its community's input, seriously considers their feedback, and involves them in the brand's growth. 

The brand's dedication to achieving the pinnacle of performance and design excellence generates a sense of exclusivity. Driving a Porsche gives owners a feeling of being part of a distinguished and elite community. Who wouldn’t want to join it? 

5. Lululemon

Lululemon started with yoga wear but quickly stretched far beyond. The Canadian athletic apparel brand has become a global favorite, known for blending performance, style, and purpose into every piece of active wear. It has quickly transformed into a global brand that goes beyond apparel, fostering a community centered on movement, wellness, and mindful living, extending far beyond the walls of its stores.

Across the globe, Lululemon stores double as gathering spaces, offering free yoga classes, wellness workshops, and fitness challenges. These events invite people to connect over shared values, whether it's mindfulness, movement, or simply living better. But what truly brings these experiences to life is the people behind them.

Through its Ambassador Program, Lululemon partners with local yoga instructors, athletes, and wellness leaders who embody the brand’s values and serve as trusted community voices. These ambassadors don’t just wear the brand, they live it, guiding classes, leading conversations, and inspiring others to join the movement. Today, the program has evolved to include a wider network of creators and affiliates, expanding the reach of Lululemon’s message through authentic, everyday advocates.

The community connection continues online, where Lululemon’s social media platforms and digital spaces are filled with real stories, motivation, and advice. Customers don’t just follow the brand, they participate in it, sharing their fitness journeys and supporting others along the way.

By blending real-world experiences with meaningful digital engagement and grounding it all in a shared commitment to wellness and sustainability, Lululemon has created more than a customer base. It’s built a loyal, global community that moves with purpose.

‍6. Starbucks

In the unforgettable episode “The Last of the Starks” from Game of Thrones, eagle-eyed fans noticed something seriously out of place. Right there on the table, next to Daenerys and all her medieval glory, sat a very modern, very out-of-place Starbucks coffee cup. Yep - Westeros runs on caffeine too. The internet had a field day, but honestly, it just goes to show how iconic Starbucks really is. Whether you’re in a castle or a cubicle, that green siren’s got your back. The brand is almost synonymous with the word “community,” thanks to its tasty beverages and a strong commitment to building an engaged and welcoming customer base.

Starbucks' pumpkin spice latte has been incredibly successful, capturing the essence of many people's favorite season. This inspired the company to launch a special Facebook page dedicated to autumn enthusiasts. Known by the name "Leaf Rakers Society", this Facebook community has more than 42,200 members. Here, they come together to share their love for both Starbucks and the fall season.

Starbucks has built a strong brand community not only through social media groups but also with its mobile app. The app rewards users with points for their orders, which they can use to access special deals. This loyalty program helps keep the Starbucks community engaged and thriving. 

Starbucks Rewards members earn Stars by making purchases, playing interactive games, and taking part in events that provide extra points. Presenting customized rewards strengthens the bond between the company and its community members. Loyalty programs are another reason why the Starbucks community is so strong.

Similarly, Growave offers tailored loyalty programs for Shopify store owners that can enhance customer engagement and brand loyalty, much like Starbucks' successful strategy.

7. Harley-Davidson

Another brand that needs no introduction when it comes to a customer-first philosophy is Harley-Davidson. The community it has built speaks volumes about the power of fostering deep connections with its customers. They’ve achieved this by founding one of the world’s largest motorcycle communities, with over one million members across 25 countries. For many, the appeal of owning a Harley goes beyond the bike itself; it’s about the sense of freedom, adventure, and belonging that comes with being part of something greater.

When Harley-Davidson introduced the Harley Owners Group (H.O.G.) in 1983, it redefined what a loyalty program could be, transforming it into a vibrant community of riders united by their love for the brand, its heritage, and the freedom that comes with every ride. Members enjoy access to organized rides and events, exclusive merchandise, discounts, roadside assistance, and a dedicated magazine. More importantly, they get the chance to connect with fellow riders, share experiences, and form lasting bonds over their shared passion.

Everyone from top execs to front-line staff got involved, riding with customers, showing up at events, and gathering feedback face-to-face. This hands-on approach helped Harley earn trust, come up with new product ideas, and stay connected to what riders really wanted. By being right there with the community, the company could see how it was growing and adjust its strategies along the way.

Harley also celebrated individuality by encouraging riders to customize their bikes. This focus on self-expression made each motorcycle feel personal and helped create a stronger emotional bond between the rider and the brand.

For Harley-Davidson, keeping the H.O.G. community alive and kicking means meeting riders where they are - online and on the go. Whether it’s a quick scroll through social media, an update in the H.O.G. app, or the latest newsletter in their inbox, members are never out of the loop. These touchpoints help fuel connection, spark conversations, and keep the Harley spirit riding strong between meetups. These platforms aren’t just for updates, they’re spaces for storytelling, sharing adventures, and building a digital bond that mirrors the real-life camaraderie of the open road.

Conclusion

Upon examining a variety of brand community examples, a consistent trend becomes evident. These successful communities are not just about the brands themselves; they are about the people who love and use these brands. What each of these exceptional brand communities has in common is their customer-centric approach, along with a keen understanding of what their customers want. This focus on customer needs and desires is what sets these communities apart and drives their success. By placing the customer at the heart of everything they do, these brands create not just a customer base, but a loyal, engaged community.