Better business decisions happen after uncovering the power of your company’s organic community. In this episode, I am joined by community professional and consultant Jake McKee to explore the importance of customer connectivity and its role in fostering brand fandom.

Now truth be told, I had penciled Jake into my list of "guests whom I'd want to eventually have on Brand to Fan, after proving my mettle." But he got wind of what I was working on and offered to join the show at its beginnings--and I'm so glad he did!

Jake draws on his extensive experience in community management to share insights into what makes a community thrive and the common misconceptions that businesses have about their audiences. He explains that community management is all about creating a deeper connection with your audience and translating their needs to business operators.

Throughout the episode, Jake shares his perspective on what businesses can do to regain their customers' trust, maintain customer loyalty, and build a purposeful brand. As an example of how to regain customer trust, Jake recalls how Southwest Airlines leveraged community principles to regain its tarnished reputation.

We also discuss what it takes to build an engaged customer base, drawing on Jake’s experience working with brands like the LEGO Group and Apple, and Lauren’s experience at the PGA TOUR and as a startup founder. Brands that leverage the phenomenon of fandom to build affinity with their customers transform by creating long-lasting relationships that go beyond mere transactions.

With its mix of practical insights and personal anecdotes, this episode of the Brand to Fan Show is a must-listen for anyone looking to create a deeper connection with their audience and build a brand that leverages its fandom.

WHAT ARE YOU A FAN OF?

"I am a scale modeler, that's one of my many hobbies. I have been absolutely fascinated with a Facebook group called the Scale Modelers Critique Group, (SMCG) and have really had a good time in that group in a way that I haven't had in online communities for a long time, because of the way, the vibe it creates. The support I've been able to get, at a rapid-fire nature. The questions get answered, and the way that's being moderated. All the pieces have really been a lot of fun.

I’m less of a fan of a specific product and more of a fan of really rejuvenating my interest and my passion for the hobby. In this year, that's been really busy…I feel like I've been connected to the hobby even when I'm away from the bench."

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About the Brand to Fan Show:

On the Brand to Fan Show, I interview experts and influencers to explore how brands can cultivate fandom and why that's important.

Weekly episodes deconstruct how to create experiences that lead to an exchange of the currency of loyalty and advocacy -- and how your business or brand can connect with audiences on a personal, emotional, and transactional level that ensures loyalty and longevity.

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Cheers,
Lauren

1073 NE 10th Ave, Canby, OR 97013
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