Because so much business is now done online, companies need to find ways to reach out to their customers in a more personal way. Customers already know they can go to their favorite store’s website to browse products, compare items, and ask questions.
But many businesses are going a step further. They’re creating entire environments that foster brand recognition and loyalty. They’re creating networks.

A great example of a business taking advantage of online business networking tools is American Airlines. Sure, you can compare flight schedules, check prices, and speak to an actual person all by clicking a button on their website. But now you can also go to their Facebook page where you can discuss your favorite restaurant or museum. You can also share your travel stories and pictures and even search for things to do in a new city.

The only thing you can’t do in their online social network is buy airplane tickets. But that’s ok with American Airlines.  If you share a network with people passionate about travel, and you see the American Airlines logo everywhere, perhaps you’ll think of them when booking your next trip.

Online branding through social networks is quite powerful, but there are other effective ways to foster brand loyalty. Life is good® is a clothing company that takes a different approach: Every year they hold festivals in different cities throughout the country for people to gather together, play games, eat food, and help kids in need. They donate 100% of the festivals’ proceeds to their Life is good Kids Foundation®, which aids disadvantaged children. Life is good® built a loyal customer base by promoting messages of generosity and a healthy, outdoor lifestyle.

Whole Foods and Stonyfield Farm extend their business networks in yet another way.  Not only do they email coupons and specials to their customers, but they also send content their customers find relevant. For example, they both send out e-newsletters filled with tips for healthy living.  These newsletters don’t blatantly sell specific products but rather add value to a customer’s experience with the brand.

Besides maintaining profiles on social networking sites, hosting enormous national festivals, and writing useful newsletters, companies have limitless other opportunities to build their brands. Blogs, forums, online articles, top-ten lists, advice columns, contests – the possibilities are endless.  The point is to avoid overtly selling anything, but provide important and useful information to customers at no extra charge.

These are not hard sell tactics, but softer approaches that create networks and build brands.  And they work, too. Just ask American Air.