Firstly, what is a Brand Community? Well it is fairly self explanatory and basically it is a bunch of people who are fans of a brand, very similar dynamics to those of a band. The web and specifically social media has allowed these communities to be global and communicate with each other around any brand related subject, ranging from new products, customer service, personnel etc. There are many such brand communities and the web is a key central component to help these communities, in the true sense of the word, exist and thrive. Maybe you're a member of one or two?

But...how do these communities manifest themselves? What brings them together to become a united group? Specifically in the online environment. There has been a lot of research about crowds and tribes in a more generic manner and some really interesting research on "Consumer Tribes" by Cova, Kozinets and Shankar. However, there is limited research specifically about online communities.

Interestingly, many, many organisations are looking at the social web and scratching their heads about how they can create such online communities around their own brand. Surely, with all the available platforms attracting millions of people who are already actively interacting with each other, there must be a way to create something which will attract interest?

Well, we at Somatica Digital think that it is very difficult for a brand to achieve any success in the social web if it is treated as a separate channel. In fact, the key elements of building up a brand community outside of the Internet, still apply...the web then becomes the main way for the brand community to communicate..not the other way round.

So what are the key ingredients for building a brand community?

- Common Interest. A common element that everyone in the community is passionate about. Passionate enough to spend time talking about it and listening to others talk about it. Your brand may not have reached such dizzy heights and have the required attraction. Does this mean your brand cannot be the common element of a community? No brand community for you?! Well, not strictly true. Your brand will be/can become part of a wider community. You will be operating in a market or area where there is passion around something; maybe a specific technology; eco friendly product; specific fashion type or genre etc. There will be something your brand can be associated.

- Common Enemy. Something that directly opposes the beliefs and values of the community (for whatever reason) can build a stronger cohesive community. A common interest is one thing, but when it is "fighting" against something passion increases. Local opposing football teams is a strong example of tribalism, with a softer one being Apple and Microsoft..extreme passion is demonstrated in both examples.

- Status & Recognition. As well as being part of a community, there is always a pecking order in such groups. The communities need organising and leading so that they can stay focused on a common cause and be updated with the latest news and developments. Community members are motivated by being recognised for contribution (Maslow stuff) made and are energised by seeing their contribution recognised by others. If their contribution isn't recognised it won't be long until individuals become disenchanted. It is important to ensure community leaders are continually aware of this. Back to the first point; if your brand is part of a community, then good contribution will help you improve your pecking order and become noticed.

Without these three things it is very difficult to see how a community can be created or exist. Geography plays a big part in "real-life" communities of course, but this pull diminishes online. (Although we (Somatica Digital) do see this changing in the future.)

So when you, as a brand, create a Facebook Group, a twitter Channel, a blog etc. and they aren't as popular as you'd like, please consider the three points listed above. Maybe a re-think is required...remembering the basics could help you onto the right track.