CHARLES H. VOGL is an award-winning author, speaker, and executive adviser. He draws from a wealth of spiritual traditions to understand how individuals build loyalty, strengthen identity, and live out shared values.

CARRIE MELISSA JONES is a community leader, entrepreneur, and community consultant who has been creating community online since the early 2000s. As the founder of Gather Community Consulting, she consults with brands to help build, audit, and lead communities.

Building Brand Communities is about bringing people together in a new or more powerful way under a company’s brand.



Jones and Vogle is a no-nonsense instructional book. The authors get directly to the point with little fanfare and a lot of coaching on how to build brand communities. The book itself is written in an instructional format that is simple to use as a how-to book. Each chapter begins with a summary of what that chapter will includes so referencing and finding one’s way around the book is easy and clearly written. Jones and Vogle give examples of how certain companies include their customers in their organization so that they become loyal clients.

Jones and Vogl have organized the book Building Brand Communities to define the terms used in a clear and concise way. The book is professionally organized. The text is not, however dry text without soul. They encourage leaders of the organization in question to give to the community as well as organize it.


“This is to say that if you’re reading this book to bring people together, your community will only work because there is some generosity built into all the structure, vision, planning, and rules.” – Building Brand Communities pg. 191 


Building Brand Communities is divided in three parts so that it can be easily used as a guide.

Part 1 Introduces the reader to the concept of brand community, what the term means, and with case studies that help demonstrate how beneficial a brand community is to an organization. It also explains how brand communities can support organizational goals. Part 2 is a how-to guide to building the community from the beginning. This chapter explains the steps that need to be taken to raise a community by distinguishing your target audience, selecting your team that will multiply themselves, and a chapter on growth principles such as expectations, growth plans and recognizing leaders.  Part 3 explains deeper concepts such as strategy, the leader’s roles and the overall creation of the community.

It’s been proven again and again that the stronger customers feel about your product, your organization, your service, they will not only enjoy the experience of being a client of an organization or brand but become connected to that organization, and to other clients by way of community. Businesses that created these communities thrive.

I found Building Brand Communities an informative and essential tool for any business or non-profit organization working on building their establishment. It is definitely a must read if you are in the market to build a brand community.

Dianne Gardner