Even before there was civilisation, there were tribes

Tribes
- noun: any aggregate of people united by ties of descent from a common ancestor, community of customs and traditions, adherence to the same leaders, etc.
Even before there was civilisation, there were tribes. And when you think tribes, the above imagery comes to mind - naked men and women hunting for food together, and moving around in groups looking smyckenfor shelter, water, and even fire.
More tribes exist today than at any point in the history of mankind. There are tribes who believe that 'You'll never walk alone' or those that think you can simply 'Just do it!' Yes, I'm talking about brand tribes and the best thing is, tribes are not exclusive properties of big brands alone. They are out there... just waiting for you to take the first step in rounding them up.
'My tribe is the database that I send emails out to every week and spam them till kingdom comes.' Think again...
The key difference between a database and a tribe is that the latter, though likely to be a lot smaller in numbers, works harder (and more effectively) for you. These are the groups of guys who will tell everyone about your latest sale or your new product launch, both online and offline. To build a sustainable business in this age, the size of your tribe is more important than ever and the main challenge here would be to identify and leverage on it.
Unlike brands like Apple and replica rolex watches and Sony, tribes are unlikely to form naturally around your brand. You have to reel them in from a wider perspective. Here's my take on how you could possibly do that.
1. Set yourself as the expert in your field, not just the products you sell
A tribe is never without a leader. The leader guides his tribe to places which he thinks is best for his tribe, and his tribe in turn, trusts the leader. If you happen to be selling costume jewellery, you could position yourself as the expert in fashion, providing consultation on the lastest fashion trends and which jewelery is in vogue.
2. Set boundaries to your target audience
As a small business owner, you may be tempted to shout out that you provide the best plumbing service in Singapore. From a numbers perspective, casting wider nets bring in more fish. This may not be necessarily so from a marketing perspective. Instead, try building (and devoting more resources) your reputation (and tribe) as the best plumbing service in Sengkang. It's very much what real estate agents do these days, to a good effect I must add.
3. Always make your tribe feel like a million dollars
Everyone wants to feel special... more so for a group that could potentially be the mouthpiece for your brand right? Identify your tribe, and serve them goodies they can't resist. This could be exclusive sales, special free gifts, or exclusive access to information. Incentivise your tribe and the rewards could be ten-fold. [Note: I'm not saying running a promo and blasting it to your entire database]
4. Take every opportunity to cross sell your products
Tribes take to your brand faster if you have a wider offering. I run a forum that teaches Vietnamese through music. But in that forum, we also discuss travel to Vietnam, living in Vietnam, marrying a Vietnamese spouse, etc.handväskor My tribe is not one that loves learning Vietnamese, it's one that loves Vietnam.
5. Never hard sell to your tribe
After all, they are already evangelists of your brand. The biggest mistake that a business could make would be to allow your tribe to feel that they are always the first victims of your hard sell tactics. Instead, work around it by providing special information or by offer incentives for referrals.
Big brands grow their tribes from within. Small businesses grow their tribes from the outside. The most important consideration would be how your business can further engage consumers to entice them to join your tribe. In today's world where everyone is digitally connected, growing tribes have become easier and a lot faster.