How Brands Use Gifts to Build Communities?

Published: August 12, 2025

In a time when consumers are no longer just buyers but active participants in the world of brands, the importance of community is growing day by day. Brands that succeed in building a community around them not only create loyal customers but also ambassadors who spread their story further. One of the most effective, yet often overlooked, ways to strengthen these bonds is through gifts. Not those classic, generic promotional gifts, but thoughtful, symbolic, and targeted ones.

In this article, we will look at how brands use gifts to strengthen communities and the tangible effects these gestures have – both in the digital and physical worlds. We have also collected some successful examples that show that gifting goes beyond marketing goals when done with a sense of authenticity.

Gifts as a Tool for Connection

Every gift, even a small one, carries a message. When a brand gives something to someone, it sends a clear signal: "We see you. We value you. We are here for you." In a community where emotions, identity, and values are an important part of connection, such an act has tremendous power.

Instead of serving as a tool to promote a product, the gift becomes a means to strengthen the feeling of belonging. This is evident in numerous successful examples where brands reward not just purchases but participation, creativity, or loyalty to the community.

It is also important how the gift is given. Authenticity, a personal message, or a surprise often has more impact than the item's actual value. In an age of automation, the human touch has become the greatest gift.

Examples of Brands Building Communities with Gifts

The most successful brands have shown that gifts are not just a marketing expense. They are an investment in long-term relationships. Examples stand out where gifts are thoughtful and targeted.

• Lego – through their Lego Ideas platform, they allow fans to suggest new sets. When an idea gains community support and becomes an official product, the author receives a share of the profits and special recognition. This is a gift that combines creativity and recognition.
• Instant Pot – their online community counts millions of members who share recipes and tips. Occasional contests and small gifts encourage activity and maintain a lively atmosphere.
• Vita Coco – on special occasions such as Valentine’s Day, they set up vending machines with free products in public places, evoking positive emotions and building a connection with the community.
• Starbucks – their Starbucks Rewards program includes discounts, free drinks, and exclusive offers, creating a sense of belonging among loyal customers.

These examples show that success lies in the gift exceeding its material value and becoming part of the community’s story and experience.

Slovenian Examples

Although companies often implement their gifting strategies internally and rarely report them publicly, we can infer from various actions how Slovenian brands use gifts to strengthen ties with employees, partners, and the wider community.

• Petrol – as part of campaigns to promote sustainable mobility and energy saving, they gave away practical energy-saving kits, reusable bottles and thermal mugs. Such gifts had a dual role – practical value and strengthening shared sustainability goals.
• Telekom Slovenije – on the occasion of its 30th anniversary, they prepared gift packages for employees that included personalized items with historical company motifs. The aim was to evoke pride in the shared journey and strengthen the sense of belonging.
• Krka – on anniversaries, they give employees gifts from Slovenian producers, often with a local cultural or natural touch, and organize celebratory events where the gift is part of the overall experience. This creates a strong connection between the company and its employees.
• Akrapovič – in collaboration with motorsport teams and partners, they give away high-quality technical products (e.g., tools or accessories) branded with the company logo. These gifts are both a symbol of excellence and a shared passion for motorsport.

These examples show that even in the Slovenian market, gifts can go beyond just a marketing function and become a tool for connecting people around shared values, history, and goals.

Strategies for Incorporating Gifts into Community Building

Gifts can be a powerful tool for creating connection and positive energy within a company or among partners if used thoughtfully. The key is for gifts to be part of a broader story, not just randomly chosen items without a connection to shared goals.

• Integration into Events and Anniversaries – gifts that accompany important milestones, such as company anniversaries, the completion of a major project, or reaching a sales target, have greater emotional value and remain memorable longer.
• Connection with the Brand – thoughtfully designed gifts that reflect the company’s identity are an extension of the brand and carry its message into the daily lives of recipients.
• Personalization – adding the employee’s name, a personal message, or a design that matches the recipient’s interests greatly increases the perceived value of the gift and builds a personal bond.
• Local and Cultural Touch – including products from local producers or elements of domestic culture not only supports the economy but also creates a sense of pride and community belonging.
• Functionality and Usefulness – gifts that have real practical value (e.g., tech gadgets, quality clothing, home products) are more appreciated and used, ensuring the brand remains present in the recipient’s daily life.

The combination of these approaches allows companies to make gifts more than a one-time gesture, instead making them part of a lasting community-building strategy, where the brand connects with people on a personal and emotional level.

Gifts as a Bond Between Brand and Community

Gifts are much more than just material items – they are an opportunity to strengthen relationships, express gratitude, and build a community around the brand. Success stories from abroad and Slovenia prove that a thoughtful choice of gifts can connect people with the same values, strengthen the sense of belonging, and encourage long-term loyalty.

When a company incorporates gifts into its broader communication strategy, links them to events, personalizes them, and adds a local and cultural touch, they become a powerful carrier of the brand’s message. In a world where people are exposed to countless messages every day, the right gift can stand out and be remembered.

In the end, the goal is clear – to create genuine bonds that go beyond business transactions and build a community that will grow with the brand for many years to come.