So many brands do so many cool things, and then they are forgotten. With a focus on the future, we often forget to remind people of what’s we’ve accomplished in the past.
Brands that build tribes know better. Jack Johnson is a brand focused on building a tribe, and a big part of building a tribe is about sharing your story and celebrating your accomplishments together.
Jack has a new album and is set to head out on tour this summer in Europe and North America. While it would be easy for Jack Johnson to be focused entirely on the new album, single, and tour, he never forgets to remind people of what he has done in the past.
Being environmentally aware, Jack knows he can never fail to be accountable to his fans. His website includes a link to a report card from his 2008 tour that details all of the great causes that were supported by his tour.
There is a section on his website dedicated to profiling how his record company, Brushfire Records, is a leader in environmental responsibility.
The “offset report” details the efforts taken to minimize the environmental impact of the tour.
And the website also includes a featured community group section that rotates between various non-profit groups that do positive work in their communities.
It is all there, front and center, on his website. It isn’t buried. This stuff takes up every bit as much space as the promotional material for his new album.
Because Jack Johnson realizes that promoting his brand is just as important as promoting his new project. He is building fans for the long-term, people who buy into what he stands for and not just his new hit song. Jack Johnson is building a tribe around his brand.
Tribes engage people and build communities. Brands that build tribes are hard to beat.
How does a brand go about building a tribe… a cult brand?
1. Share stories - Use stories to strengthen the bond between tribe members. Jack Johnson shares stories about his record company and his tour to identify with his tribe members.
2. Be the example – By standing up as an example through reducing his carbon footprint and making the world greener, Jack Johson walks the walk. That builds trust and confidence. Jack offers himself up as a passionate leader who is the real thing.
3. Facilitate introductions – Give people a place to interact and introduce themselves to each other. Jack Johnson does that on his website, offering a place for his fans to have their voice heard. He also offers his fans the chance to volunteer at his concerts to encourage environmental responsibility.
4. Set goals and celebrate accomplishments – Jack Johnson sets tangible goals for carbon emissions and charity donations. His website celebrates the accomplishments as they go. Like Kennedy setting a goal to land a man on the moon and return him to earth, great brands set real goals and party like mad when they reach them.
5. Listen carefully- There are a wealth of ways that a fan can express an opinion. There is no doubt that the people who manage Jack Johnson’s brand are monitoring this feedback carefully. Spend some time on Jack Johnson’s website and you’ll get a sense that you are a part of something special.