Some brands communicate to their customers via e-mail, or traditionally through direct mail. Some opt for online message boards or social media. Still, some brands like Harpoon (Mass. Bay Brewing Company) take it all a step further.

“Doyle [Rich Doyle, founder] wanted to ship a European tradition here to New England: the communal spirit that he and his friends saw at local breweries on the other side of the Atlantic. The concept of the brewery as a local meeting place, while popular in countries such as Germany, had yet to be embraced here.”

With their tireless charitable involvement in the community (Boston, MA and Windsor, VT- respectively), Harpoon not only brews an excellent assortment of beers and sodas, but they bring people together. Several times a year, Harpoon organizes community-centric charity events throughout New England and hosts festivals at their two breweries to celebrate their seasonal brews. The folks at Harpoon hit on something back in 1990 (when they had downsized to five employees) that continues to bring their customers together and show them that brands can be (are comprised of) people, too.

“Perhaps no one event has played a bigger role in that effort than Harpoon’s Octoberfest. Doyle, the company’s CEO, recalls planning the first Octoberfest party in 1990, calling it a “Hail Mary pass” because of the risk involved…

Fortunately, Doyle’s growing customer base provided the response he needed – and the first event was a success. The festival, which is expected to draw as many as 14,000 people for its 20th anniversary on Oct. 2 and 3, helped generate some extra attention for the company at the time. Eventually, Harpoon added several other festivals to its annual lineup.”

So how can Harpoon’s success translate to your brand? Easy:

1. Make sure your brand is cohesive. Know what your company/brand stands for, and stick by it. Live your mission statement, and abide by your company’s values.
2. Identify your customers. Use tools like surveys, coupons, social media (ie. twitter, Facebook, MySpace, etc.), and customer database mining to see who is buying your product.
3. Make it personal. Invite your customers for tours of your place of business/factory and show them how your product is assembled/cooked/brewed/produced. Introduce your staff; let your customers see who it is that makes your brand tick.
4. Create a culture. Involve your customers in new product decisions/trials/samples, parties to celebrate your brand’s success, and charity events that bring your staff, your customers, and your community together.
5. Keep your customers engaged in your brand. Create a buzz and keep your customers talking about your brand. If treated properly, they’ll do a better job advertising your brand than any planned campaign.

Via Mass. Market/ EnterpriseNews.com.