When a brand manages to build a community around its products or services, you may call it successful.

MAC Cosmetics, for example, has a thriving community on Facebook. Over 19 million people follow the brand on that platform. But it's not just about the number of followers. It's about their activity. You'll see them posting videos and photos of the products. You'll see them asking questions and getting into discussions. You'll see them sharing impressions and supporting each other to choose the right product.

If we stick to the world of cosmetics, we'll find another brilliant example: Sephora's Beauty Insider Community. It's a special section of the official website, where the real beauty talks happen. The members can ask questions, post answers, and simply become part of the conversations.

That's what a true community is all about. That's what true branding is all about, too.

So how do you do it?