Six Rules of Brand Utopia
Josh Spear and Aaron Dignan believe that a good community has a brand with which its members want to be identified. They call this Brand Utopia and they have six rules.
- Know what you care about. It helps to be passionate. This will rub off on your community members.
- Do something worth talking about. If nobody cares, then why bother?
- Be authentic. Put values before revenue, or your community call you out as a fake… or worse, just leave.
- Let the community create you. Continual feedback is key. Integrate with the community, don’t infiltrate.
- Operate within the rules of your universe. Your community makes those rules, so gather deep knowledge of your area.
- Change the world. Consumer are hungry for purpose.
(This is part of the CommunityNext Week in Lists. Photo credit: Scott Beale / Laughing Squid)