Whether online or offline — in our communities we rely on recommendations, share experiences, and are inspired by opinion leaders. The trust we give to our friends, acquaintances, or like-minded individuals is stronger than any brand could build with classic advertising. At its core, communities function like a chosen family: connected by common interests, shared goals, or similar values. Some members are closely involved, others observe. Some set the tone, others prefer to listen. Brands, employees, influencers, and customers — all can become part of this family.

Different definitions make it clear: communities arise from interaction, not market segmentation. They are not target groups defined from a company perspective. Communities are formed by their members. A community thrives on people, its dynamics, and genuine exchange. Brands that become a strategic part of it are right in the middle — on equal footing.

Brands do well to seek dialogue in communities — honest, open, and on all levels. Conversations arise equally between brand ambassadors, corporate influencers, opinion leaders, customers, and everyone who wishes to engage. Purely passive listening is not enough: brands should contribute, inspire, participate, and capture impulses. Successful community management is never one-dimensional but networked.

The next step: co-creation. Those who take communities seriously open themselves up to inspiration, product development, and feedback directly from the core of the target audience. Here, relevant innovations are created — together with those who later talk about, recommend, and buy them. BREITETIEFE strategically accompanies brands exactly at this interface: We encourage the creation of spaces for exchange, initiate co-creation, and build genuine relationships. We support brands in contacting and staying in touch with relevant communities.

People trust other people more than brands — and relevant word-of-mouth is more valuable than any advertising message. Recommendations within communities influence not only purchasing decisions, but also attitudes, loyalty, and the brand image. A strong community strengthens consumer retention, encourages positive feedback, and makes brands future-proof. Brands that listen, co-create, and are authentic benefit from the credibility and network effect of their communities. When people feel understood and heard by brands, it strengthens trust and brand loyalty.

The benefits for members: exchange, belonging, inspiration, exclusive insights, or relevant benefits such as co-creation, access to fresh insights, participation, or special offers. A vibrant, agile community always places people’s needs at the center — and brands must adapt to these expectations rather than control them.

Never has it been easier to find and become part of communities: social media creates new spaces, new roles, and new dynamics. Platforms like TikTok, Instagram, or LinkedIn host highly specialized groups, form new types of exchange, and accelerate trends. Influencers, corporate voices, and engaged consumers shape communication — quickly, directly, authentically. Examples like the Swifties demonstrate the power that interaction and opinion leadership can unleash.

Strategic community management is the key to brand relevance — today and tomorrow. BREITETIEFE acts as a sparring partner, advisor, and enabler: We help our customers find, co-create, or build relevant communities and sustainably activate the exchange. We identify opinion leaders, accompany corporate influencer initiatives, effectively use social listening and sentiment analysis, and develop social media strategies where interaction, co-creation, and mutual value are central.

We bring everyone to the table and create awareness for a relationship culture based on (mutual) engagement and transparency. We are convinced: communities are not a short-term hype, but the foundation for strong brand identities and genuine effectiveness.

Strong communities are the strategic asset for brands that want to remain relevant tomorrow. BREITETIEFE accompanies this path with experience, interactivity, and genuine involvement — as a partner for sustainable brand success.

Would you like to know more about communities? Tanja Kostner and Lisa Kapeller are happy to assist you.