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~ Column Carola ~

see exactly how much each part of the production For companies that rely heavily on consumer trust, it is
process costs. crucial to focus on authenticity, visibility, community building
and storytelling. At a time when consumers more than ever
• Community building - Brands will place more expect brands to play a meaningful role in their lives, these
emphasis on building communities around their elements are no longer an option, but an essential part of
products or services. Facilitating online platforms successful business.
for customer interaction and listening to feedback
becomes essential. A striking example of community Make sure you do not see AI as a threat but start
building is LEGO. They have successfully built a investigating the possibilities. Use it to your advantage. Use
strong community around its products. Think for the creativity and efficiency of this and remember robots can
example; LEGO’s own platform called LEGO Ideas be programmed, but we humans add feeling and love. And
where fans can submit their own set of concepts. still nothing can beat that! Continue to make that human
If a concept gains 10,000 supporters, LEGO will connection, share your values and stay authentic. ••
seriously consider releasing it as an official LEGO
set. This involves the community directly in the
creative process.

• Micro influencers - Micro influencers are individuals
active on social media platforms with a smaller
following, usually ranging from 500 to 100,000
followers. What distinguishes micro-influencers
is that their audience often shows much more
engagement than that of mega influencers.
Partnering with micro or nano influencers can be a
powerful strategy to promote your brand within a
specific niche. So, look for smaller, successful, strong
brands that have a high degree of connection with
their audience and enter a partnership with them.

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Or check out www.carolarodrigues.nl

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