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Can a community be successful with low brand...

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Can a community be successful with low brand awareness?
	by phdunay (April 2008) (rank 31st)

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Ok, here is something I’m wrestling with: Can a community be successful with low brand awareness?

If you are a big tech brand like Dell or Microsoft, you have no problem launching a community. In fact, many of these organizations have several communities.

But what if you are a small SaaS vendor? Forget costs for one moment, and resources for another (chuckling) – can you attract enough community members to make it go?

Think about the last great party you went to (technically I have never been to a party – but if I had…) where there were a ton of interesting people, lots of great conversations, etc. Now contrast that with the opposite – the party where only 10 people showed up and there were too few conversations happening in too large room. Can you really blame the partygoers if they feel weird and don’t come to the next party?

So here is my question for you: Are community plays the domain of large brands only? Or can a small brand have a thriving community, too? What’s your view?

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Re: Can a community be successful with low brand awareness?

just-vicky

4.00 (Good) Vote:

April 2008

I think it’s possible for a small brand to have a thriving community.

If you consider a large brand like Dell or Microsoft then the chances are the community members use it most days and so there is an existing market for a community, however, if the brand is small but interests a niche market it may be possible with planning to establish a successful online community as the people who sign up for it will have a keen interest in the brand and will help drive the community forward.