Building community seems natural at Greats of Craft

 Building brand community can be the sticky factor in attracting loyal customers who essentially become brand ambassadors, and it can happen organically.A p

In 2009, the Harvard Business Review wrote about “Getting Brand Communities Right”. They said marketers were looking to increase loyalty and brand authenticity by building communities around their brand, though few understood what brand communities require.

In 2017 Retails Seismic Shift (Michael Dart, Robin Lewis, authors) noted there will be a shift towards brands that provide an emotional connection, brands that understand the everyday pressures that people deal with, and in essence they will build a “tribe” around their brand. That’s powerful.

Fast forward to 2022, and it has never been more important to find a way to connect non-digitally, or to be digital in a human environment.

A perfect example of building community is Greats Of Craft. Greats of Craft opened in Midtown East, at 54th st and 1st Ave. in 2019. They attracted a sizable crowd pre-pandemic but have absolutely flourished and remained consistent in their vibe. It is a regular chill spot for individuals, and when applicable, their pets and children.

Why is that? I belive there are some key factors:

·      Quality product- a unique curated offering of beer on tap (as well as branded), accompanied by descriptions that even if you are not a beer aficionado, you want to try one.

·      Focus, but not too focused- their concentration is beer ,though they also have a selection of coffee & tea, with a small selection of food. This basically invites all-day into evening traffic and lays the groundwork for not being pegged as a just a bar or café.

·      Service- they are incredible. All the staff is personable and always acknowledges regulars. It feels like a neighborhood establishment.

·      Community building- weekend evenings there are local musicians that play outside that consistently attract a local crowd.

Oh, and did I mention they have Greats of Crafts trucks that can cater your events as well as space inside the café that can be rented?

“We're devoted to nurturing personal connection through a shared discovery of craft beverage and food.”

Greats of Craft 

 983 1st Ave. @54th Street NYC 10022

All seems to be working quite well. There is a lot to learn from this brand, they have created a great vibe…. definitely worth a visit.