Engineering our community…
Although organizing in a community is something that occurs quite spontaneously and naturally among people, since it is the format of coexistence based on which human civilizations have managed to prosper throughout history, we find that giving substance and relevance to a community-driven brand in today’s digital ecosystem isn’t as intuitive nor immediately reveals its desirability. On the contrary, it is a challenge that requires the generation of an asset that is capable of fostering identity among its investors and subscribers.
In the digital ecosystem, communities are not essentially oriented to satisfying basic social needs but go further by striving to offer a sense of belonging through a message and a core of values capable of garnering loyalty.
Achieving such a goal may not be as simple as dazzling a casual visitor with bright colors, mainstream symbols, and clever puns, but it is well worth the investment of resources and effort on the part of the brand, especially if it is for-profit, as they end up generating an incentive that results in an outbreak of brand loyalty.
The importance of belonging.
Today, thanks to technology, we have a vast selection of resources and instruments to connect. Still, paradoxically, we are experiencing a crisis of belonging and many people feel lonelier than ever. Their connections in social media are proving to be increasingly trifling and they yearn to establish and nurture more significant bonds.
According to the hierarchy of human needs proposed by Abraham Maslow, the sense of belonging is among the needs whose satisfaction lead to the development of potential and the achievement of happiness. At The Fruitful Life we are consistent with this premise and our initiatives are based on it when paving the way to foster deep and genuine brand loyalty.
Far from proposing trends of vain consumerism, we intend to offer a structure that encourages creative, healthy lifestyles for the whole family, from which each of its members is able to find a beacon that guides them toward discovering their own interests and passions, contributing in turn with an initiative designed for the sustainability of a sound and productive digital cooperation.
If we manage to convey a level of commitment that goes beyond brands or products and focuses on a practical assumption of our philosophy, we will have been able to successfully communicate our purpose. A brand community is, after all, a group of customers who have invested in something that is above and beyond what is being sold. It is not a new notion, but we are committed to the goal of massifying it and ensuring that many people find value in it for their life.
Your family, our priority.
We are fully convinced that the robustness of a community is built not based on the reputation of a brand, or even the quality of a product, but rather on a clear and precise understanding of the life of its members.
One of our main areas of attention is to contribute to the emergence of a healthy, enjoyable, enriching, and constructive dynamic at the family level in the lives of the members of our community. To do this, we are permanently building bridges between the concerns of parents and the needs and curiosity of children, so that the learning and leisure environment provides satisfaction and tranquility to the older ones, and educational fun to the younger ones.
Our desire is not to serve our business, but to serve the people who make up our brand community, since each person is not a means to an end, but an end, and the brand is the means through which we want to help you find your space of fulfillment and self-discovery.
Follow The Fruitful Life publications channel on Medium.
Twitter: dafruitfullife
Author: Fruitful Crew Member, Jose Arturo. I’m a learning enthusiast. Humanist. Free thinker.
