In today's fast-paced world, people are looking for a sense of belonging and identity. They want to be part of something bigger than themselves.
As Marty Neumeier writes in "The Brand Gap," "The faster globalism removes barriers, the faster people erect new ones. They create intimate worlds they can understand and where they can be somebody and feel as if they belong: They create tribes."
In this blog post, we will discuss the importance of understanding your audience or tribe and how to grow it.
📝 Table of Contents:
1. What is tribalism?
2. Why is it important to know your audience?
3. What do you need to know about your audience?
4. How to understand your audience.
5. How to grow your tribe?
6. How to develop a distinct brand voice.
1. What is Tribalism?
Tribalism is the concept of belonging to a unique group of people who want to stand out in a tribe. As Neumeier explains, "If you stretch the concept of tribe just a little, you can see that a brand creates a kind of tribe." Your brand should support, grow, partner, and organize the tribe.
When creating a product and a brand, one of the most important parts is knowing your audience or tribe. You need to make it easy for your audience to grow into your tribe. As Neumeier writes, "A tribe is any group of people who share not only interests but information. They talk to each other. They identify with their tribes." By understanding your tribe, you can create a sense of community and belonging.
To understand your audience, you need to know what energy you are already putting out into the world and what type of person would be attracted to that. As Neumeier advises, "You can feel part of something bigger than yourself." It's important to understand who is naturally attracted to your business and brand. Genuinely show interest in your ideal client. This genuine interest creates a two-way bond.
Once you start to learn more about your ideal clients' hobbies, interests, and struggles, you can meet their needs in unique ways. You have insider information from following them directly - use it! As Neumeier suggests, "In the age of easy group-forming, the basic unit of measurement is not the segment, but the tribe." Social tools now allow for easy group-forming, so you can create and grow your tribe organically.
Research shows that customers who interact socially with other customers in a brand community often develop an intense sense of loyalty, both to the brand and to each other. As Neumeier notes, "A tribe is not just another type of segment. You don't target a tribe. You support it. Grow it. Partner with it. Organize it." Make it easy for your tribe to interact with each other and with your brand. Foster a sense of community and belonging.
To develop a distinct brand voice, you need to understand your tribe's language and values. As Neumeier writes in "The Brand Flip," "In the age of easy group-forming, the basic unit of measurement is not the segment, but the tribe." Your brand voice should reflect your tribe's language and values while still being authentic to your brand. Be consistent in your messaging and create a sense of community and belonging.
In conclusion, tribalism plays a vital role in building a brand's audience. Understanding your audience's interests, needs, and desires, and connecting with them on a personal level can go a long way in building a loyal tribe. By creating a tribe around your brand, you're not just selling a product or service, but you're also building a community that shares values and experiences. As Marty Neumeier suggests, you don't target a tribe, you support it, grow it, partner with it, and organize it. In doing so, you can create a powerful brand that fosters a sense of belonging and loyalty.
Remember, tribalism is not about creating an exclusive group, but rather about creating a welcoming community where people feel comfortable and supported. By developing a distinct brand voice and connecting with your audience on a personal level, you can create a tribe that is passionate about your brand and is eager to spread the word. So, take the time to understand your audience and connect with them on a deeper level. By doing so, you'll not only build a loyal following but also create a brand that truly resonates with its audience.
Art & Design curious? Sign up for the newsletter.