The Power of Social Proof:

6 Ways to Build Brand Community

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Humans are wired for community. Whether it’s sports fans, book clubs, or die-hard lovers of pineapple on pizza (controversial, we know), people naturally form groups around shared interests. Smart brands have caught onto this instinct and realized they can leverage it to build their own loyal communities—not just for their benefit, but for the customers who find a sense of belonging in these spaces.

Warren Buffett once said, “Any business with delighted customers has a sales force they won’t have to pay; You don’t see them, but they are talking to people all the time.” That’s the power of social proof. Your customers, when truly delighted, become your best marketers. The goal isn’t just to make a sale—it’s to create such a great experience that your customers willingly spread the word for you.
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How to Build a Loyal Brand Community

1. Deliver a Great Experience (Every Single Time)

This is number one on the list because it truly is the easiest way to build trust and loyalty. Before you do anything else, make sure every interaction someone has with your brand is positive. This includes everything from your website and social media presence to customer service and the actual buying process. If a customer knows they’ll always have a great experience with your brand, they’ll keep coming back—and more importantly, they’ll tell others.

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2. Align with Shared Values

Chances are whatever it is that makes your brand special is what makes your customers special too. A strong brand community is built on shared values. Customers want to support brands that align with their interests and beliefs. Take Subaru, for example. They’ve partnered with the National Ski Patrol for over 25 years, offering discounts on Subaru vehicles and equipment for certified ski patrol members. Subaru ski patrol ambassador Julie Stone put it best: “Many friends and family have become Subaru owners over the years; I like to think it is at least partly because I have been such a fan.”

Think about those core values that drive your brand’s story. If you’re a dog food company, target other dog lovers by sponsoring construction of new dog parks or building volunteer groups for local shelters. If you're a sustainable fashion brand, collaborate with environmental nonprofits to host clothing recycling programs or tree-planting initiatives. 

Find those shared values within your customer base and create opportunities to support and engage them. It’s not just good marketing—it’s impactful community building.

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3. Encourage Reviews (and Make It Worth Their While)

One thing will always be true, regardless of how great your brand is—people will always trust other people more than they trust brands. That’s why positive online reviews are one of the best ways to grow your brand. Send out requests for Google reviews and make it easy for customers to leave feedback. Want to boost participation? Offer incentives like discounts, exclusive content, or rewards. More positive reviews mean more social proof, which means more trust from potential customers.

Take this one step further and gather testimonials from happy customers that you can feature on your website, socials, and in other marketing materials. Hearing a real person vouch for your brand creates an emotional connection that’s hard to beat. Go the extra mile to record video testimonials or develop other media content that features customer stories for even more impact.
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4. Work with the Social Influencers

The word “influencer” tends to spark mixed reactions. Some people may picture mega-celebrities promoting overpriced skincare or gym bros shaking up their seventh protein shake of the day for the ‘gram, but influencer marketing is much more than that. The key is finding the right influencers, the people whose audience truly aligns with your brand.

So how do you find the right influencer? Social listening tools can help you discover who’s already talking about your brand. Social listening is the process of tracking online conversations to see who’s talking about your brand and industry. Tools like Sprout Social or Meltwater can help you discover potential influencers who already have an engaged audience that trusts their recommendations. If someone is organically hyping up your brand, that’s a ready-made marketing opportunity.

Just make sure to vet influencers carefully—look at their past content, brand partnerships, and how successful those collaborations have been. Remember, the most important thing is that your brand should align with their values, not just their follower count. If you need a little extra help finding the right influencer, there are also agencies that specialize in connecting brands with the right influencers.
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5. Create an Ambassador Program

Brand ambassadors are basically influencers of the real world. People already naturally form communities around the things they love, including brands, so it’s natural for brands to leverage that enthusiasm with ambassador programs. Simply identify your most passionate customers and give them opportunities to spread the word.

For example, LEGO has embraced this strategy by sponsoring fan-run events and clubs and creating programs like the LEGO Ambassador Network, which connects LEGO lovers worldwide. Bubble is another brand killing the ambassador game. This skincare retailer targets college students for their Campus Ambassador program. The program helps students participate in events, network, and build marketing experience, as well as receive free products, product discounts, commission on sales, and more. 
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6. Turn Employees into Brand Advocates

Your employees can be some of your best brand ambassadors—if they have positive experiences at every touchpoint, just like your customers. Happy, engaged employees naturally promote their workplace, whether through word-of-mouth, social media, or simply providing excellent service.

To make this happen, ensure employees feel valued, heard, and connected to your brand’s mission. Provide opportunities for professional growth, recognize their contributions, and create a company culture they’re proud to be part of. Some brands even develop employee advocacy programs, equipping their team with tools and incentives to share company news, job postings, or behind-the-scenes content. When employees genuinely love where they work, their enthusiasm becomes contagious.

One brand that exemplifies this approach is Starbucks. The company invests significantly in employee satisfaction, offering competitive benefits, career development programs, and a supportive culture. This commitment not only boosts employee morale and loyalty but also turns its staff into passionate brand advocates. By treating their “partners” as critical stakeholders in the company’s success, Starbucks demonstrates the power of fostering a workforce that proudly represents, and promotes, the brand.
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Ready to Build Your Brand Community?

If you want to create a brand that people don’t just buy from but rally around, don’t ignore the strategy of social proof. Need help getting there? The Quill team knows a thing or two about building brands that people love (and love to talk about).

Talk with one of our creative branding experts today. Let’s chat!