From Product to Community: How Brands Find Their Way into the Communiverse

More Than Marketing: How Communities Build Trust

Today’s customers are more than buyers. They are stakeholders. Observers. Critics. Fans. And sometimes all of these at once. In a world where products are interchangeable and advertising messages bombard us by the second, something else is needed: genuine trust.

Communities are not a marketing channel. They are a relationship system. A platform where brands and people meet as equals - and grow together. That means that it’s not the brand that speaks, but the people who talk about it. It’s not the algorithm that decides, but the emotional momentum.

A look at the numbers shows why this matters: only 30% of consumers still trust traditional advertising - but 65% trust recommendations from communities and peer groups. (Ipsos 2023, “Global Trust Survey”)

Brands that understand this don’t build on clicks - they build on culture.

The Power of the Many: What Communities Truly Make Possible

What happens when a target group turns into a real community?

• It creates loyalty that goes beyond discounts.
• It sparks innovation because users help develop it.
• It drives growth that is not bought, but earned.

Whether in the automotive and mobility sector or consumer business: communities accompany the entire customer journey - from initial contact to the purchase decision to long-term engagement. And they create a space where brands stay alive through their users.

The difference? In a classic funnel, the customer drops out at the end. In a community, they stay - and bring others along.

Pure Inspiration: Communities that Move People

Porsche Club – The Power of Living Brand Culture

What began in 1952 with seven passionate Porsche drivers has grown into a global movement: more than 240,000 members in over 85 countries are part of the Porsche Club - a community that is far more than just a fan club. Here, the brand lives through stories, experiences, and intergenerational connection.
A testament to how powerful brand loyalty becomes when people feel part of something bigger.

NIO – Mobility Meets Lifestyle Community

The Chinese electric car manufacturer NIO has made community-building a core strategy: with its own NIO Houses as meeting spaces, a strong digital platform, and events that go far beyond the vehicle itself, NIO has created a lifestyle community that redefines brand loyalty. Customers become true brand ambassadors here - not just because of the product, but because of the entire experience that surrounds it.

LEGO Ideas – Co-Creation at Its Best

LEGO understands what community means: trust in the creativity of its own customers. On the LEGO Ideas platform, fans can submit their own models. Once they reach 10,000 votes, LEGO considers turning them into official sets. This is how products emerge from the community, for the community — a prime example of authentic engagement and innovative power.

Leloton – Fitness Meets Community

Peloton doesn’t sell fitness equipment. Peloton sells belonging. The brand has built one of the most active digital communities - with live workouts, badges, leaderboards, and a strong sense of togetherness. People aren’t buying the bike; they’re buying the feeling of being part of a movement.

What automotive, consumer, and mobility brands can learn from this

These examples make one thing clear: community is not an add-on - it’s a strategic lever. For brands in the automotive and mobility sectors, this means shifting from after-sales to after-care. From test drives to participation. From product thinking to platform thinking.
Especially in a time when customer experience defines brand loyalty, community is not a nice-to-have - it’s a must.

 

Not an Option, but a Necessity: Why Brands Need to Act Now

Many companies still underestimate the strategic power of communities. Yet they are far more than just a social media phenomenon:

• They drive innovation: through co-creation and direct customer access.
• They reduce acquisition costs: through advocacy-driven word-of-mouth.
• They increase brand value: through emotional connection and identification.

Current market research confirms this: 72% of strategists believe that community building will be the most important source of growth over the next three years. (WARC 2024, “Future of Strategy Report”)

But building a community is not a sprint - it’s a long-term cultural shift. It requires clear values, genuine dialogue, and the courage to let go of control.
 

Think new, act real: How to build a community with substance

The path to a strong community doesn’t start with the platform, but with the mindset. If you think that community-building is just about a LinkedIn group or a Discord server, you’re missing the point. A real community is not created for people - it’s created with them.

1. Start with Why – What Does Your Brand Truly Stand For?

Every strong community has a core: a purpose that connects people. Ask yourself:

• What excites your customers beyond the product?
• What shared values or goals exist?
• What problem can you solve together?

The community’s purpose is the lighthouse. Without it, every platform remains empty.

2. Start Small – But Authentic

Communities don’t emerge in a big bang. They grow organically - from real relationships. The most important success factor: Engagement before scaling.

• Find your first ten to fifty active supporters.
• Listen to them, actively involve them.
• Don’t turn these people into customers, but co-creators.

3. Allow Space for Participation

A community thrives on involvement - not control. This means:

• Co-create content together
• Host events or challenges
• Encourage user-generated content
• Facilitate discussions, not just broadcast them

Ownership is key: People must feel that this is their community.

4. Choose Your Platform Wisely

Not every place is suited for every community. The choice depends on the goal and the target audience:

• Own platform (e.g. Circle, Tribe) for full control and depth
• Social media for reach and entry
• Hybrid models for the best of both worlds

Important: The channel follows the concept—not the other way around.

5. Stay Committed in the Long Run

Community-building is not a project with a deadline, but a process. It requires:

• Patience and long-term commitment
• Resources (e.g., community managers, moderation)
• Openness to feedback and development

What you get back is more than loyalty: it’s a vibrant brand universe - carried by the people you inspire.

Conclusion: From Brand to Movement

Brands that want to stay relevant tomorrow need to take the leap into the Communiverse today. It’s no longer enough to sell products. It’s about creating meaning. Connecting people. Building spaces where real relationships can grow - beyond touchpoints.

Communities aren’t an add-on - they are your competitive advantage.

Now is the time to turn your brand into a community.