Gotta create communities of value, and you're lost ? Gatcha ! 

Here's the briefing : one of your most important client asked you to build an on line community of costumers, a.k.a. a community of value. The idea is to increase brand loyalty, products innovations and of course brand awareness over the Internet.

Here are five tips to help you formulate a winning strategy for your business:

• Release control. Branding online isn't about controlling the customer message; it's about listening to what customers have to share. Give them the tools to provide their voice; be creative; and share with others, and you'll be amazed by what they do.
  
  
• Entertain. We're all inundated with marketing messages. One of the few ways to successfully stand out from all the noise is to give your customers original content that entertains and supports your brand. In other words, give them a reason to interact with your brand beyond what you sell.
  
  
• Connect. The community is always connected. The relationships members have with each other and your organization don't end at your site. They communicate through multiple channels and wield tremendous influence over other members (friends) within the community. Think about how the community integrates with your other business channels.
  
  
• Be authentic. If there is one rule I see violated too often in marketing, it's this one. Whatever messaging you have that can be perceived as sales-y or fluffy, it will be dismissed immediately and can backfire on you. Be honest. Be authentic. Remember the goals of a community are to build trust and create a deeper connection between your customers' lives and your brand. Leave the marketing-speak and overt persuasive selling behind.
  
  
• Innovate. You have to keep on finding things that haven't been done yet. Being aware of what other agencies do is one condition to that, but also have to learn to think out of the box in order to find the idea that noboby has ever had before.