The best brands have die-hard supporters who have formed a community. Take Starbucks, for example. They built their brand around the actual concept of community, and specialize in creating spaces for conversation within their stores and around their beverages.
Product-based companies can also do a powerful job in uniting their customer base by creating an online community. One such example is Gymshark, a fitness apparel brand that uses a how-to blog as an online hub for their customers, which are attracted to the brand because of the social media influencers.