Rob Frankel - Branding Expert

Enter your email address to receive Rob's blog by e-mail:

The Branded Community.

Whether your operation is running offline or on, the next few years are going to rock your business like nothing ever before. The reason it's going to get a good shake up, is because the strategies and tactics have been irreparably tweaked by -- you guessed it -- the web.

And the biggest wave that's about to hit are branded communities.

What is a branded community? It's what people used to call a "consumer database" -- on steroids. It's an organization of end-users that is so loyal (and this is pretty powerful, so sit down for this) that their activity and response rates totally blow normal strategies' results off the map. And I'm not talking about a few points here or there. I'm talking major league cranking:

Typically, for example, a direct response effort through traditional means is expected to generate response rates of 1%. If you do better than that, you're smoking. If you do less than that, you're out of business. If you use a targeted list, hitting anywhere between 3% and 5% is considered pretty good. Either way, you can kiss a minimum of 95% of your budget goodbye.

Branded communities, on the other hand, can expect response rate of 10% to 25%.

Yeah. That's what I thought at first, too. But it's true. And that's why branded communities are going to change the way we do business -- big time.

First, you've got to understand that I call them "branded' communities, because just dumping a bunch of e-mail addresses into a listserv ain't gonna cut it. The whole thing has to be built on a strong branded foundation. That's what creates the interest and involvement from your branded community. Next, you have to care about the people in that community. Give them what you can; help them where you can. Let them know that you're as much a part of that community as they are. Build out programs. Create an environment that furthers everyone's interests, not just your own.

When you combine those factors, you get a more positive, more responsive community. The members of your community are more loyal to your brand, because...well why wouldn't they be? You're doing a whole lot more than the next guy to help them and those who share their interests.

More reasons to establish your brand on the very front end, amigos. Because the brands we develop today have to be stronger than a simple logo or catchy tag line. They have to be click-proof, impervious to that bored user's itchy mouse trigger.

And the branded community is the strongest weapon in your arsenal.

Rob Frankel

The Second Year

Over 160 pages of truth, tips and tactics to build your brand.

Rob Frankel's Video Clips
Various TV and video
on various topics

Rob Frankel's Brand Case Studies

Before & After
Case Studies

Frankel&Anderson Advertising
Print, TV, radio, packaging,
logos and other executions
of Rob's brands.

FrankelCall Consulting by the Hour

Solve your branding issues
over the phone, audio, e-mail
or video chat!

Frankel's Free Clinic
Monday mornings
FREE consultations!
Anyone can drop in

Rob Frankel's Blog

More timely commentary
and useful insights,
updated often.

FrankelBiz - Branded Community
The social medium for entrepreneurs where you build your business for FREE

Rob Frankel's Archives
Hundreds of
FREE articles
and useful items

PeerMailing viral marketing

The proven, secure viral tool that builds a strong user base around your brand.

i-legions: Revenue producing Branded Community

Build an active, revenue generating community of brand loyal users on a turnkey basis.
Rob Frankel's Speaking Info
Speaking engagements
and information
Contact Rob Frankel
Need to contact Rob?
Use this form.
Skype me.
FrankelTapes & CD's
A full day seminar at
a fraction of the rate!
Now available as
downloadable MP3's!
Rob Frankel's Downloads & E-Books
Download the
E-Book series now!