HONG KONG, May 31st 2016 – Razer, while unknown to many, is one of the biggest brands in the global gaming industry. Razer’s following has been compared to a cult, as some gamers around the world even have a tattoo of their logo on their body.
How does your business create this type of loyalty? At this year’s RISE Conference in Hong Kong, Razer Co-founder and CEO Min-Liang Tan explained the three critical traits your company should embody to develop this type cult following amongst your users.
1. Be a part of the community
To lead a community, one must understand how it’s members think. This includes everything from buying habits, favourite TV shows and typical personality types. From the outside, this level of intimate detail may be impossible to collect, but as a community insider, you can simply analyze your own thoughts and relate them to others.
This principle is embodied in Razer’s mantra “For gamers, by gamers”. Tan and everyone at Razer, proudly game regularly and as such act on behalf of both their interests and their community’s interests at the same time. For example, when considering sponsoring large eSporting events, Tan asks his team whether this is something they would enjoy as gamers. He tosses the idea of return on investment “out the window” and makes his decision on based on the community’s benefit alone, rather than the company’s bottom line.
2. Always communicate
With consumers becoming more conscious about the brands they follow, it is necessary to communicate regularly with your community in a human way. Tan suggests leaving the ivory tower behind in favour of more open, transparent conversations with your followers. Opening a dialogue with your followers allows them to both feel more connected to the brand and provide useful insights for the company.
Razer has a massive social following where they encourage questions and human conversations. Be it answering questions through Twitter, sharing product updates on their forum or talking with fans in person, Razer makes sure to stay connected to their community members.
Tan goes a step further and advises companies “don’t treat customers like customers, treat them like other members of the community.” This means that rather than speaking to people as a business, engage with them as a peer in a familiar setting.
3. Never Compromise
“A man is only as good as his word” applies 1 for 1 with brands. Upholding your standards, value and culture is paramount in being respected and welcomed into the community you hope to lead.
When a code for “90% Off Razer Products” leaked in the UK, Razer inventory was completely depleted at a significant loss. Tan, knowing his companies core values, took to Facebook to explain that while the leak was a mistake, Razer would honour the products purchased at the time. Even while undergoing huge losses, Razer did not plan on compromising its values of benefitting gamers in any way necessary. Trust is a necessary part of leadership and maintaining integrity is paramount in community leadership.
In summary, creating a community around your brand requires an understanding of your community and continually acting as an insider to cultivate trust.