Creating brand community is a key way to strength a company's brand. And this is also an important issue for contemporary of companies and marketing researches. Through the Internet questionnaires, 642 were collected from the community to participate in the brand to consumers as samples. According to the results, consumers participate in the brand community, their behavior has positive effect on their actual self-congruence. And consumers participate in the brand community, their behavior also has positive effect on their ideal self-congruence.