So You Want to Build a Community?

So you want to build a community.

👉 What does that actually mean?

👉 What is the purpose of a community (hint: it’s not a sales channel)?

👉 How do you build one?

Creating a sense of community could be the difference between a one-time transaction and a lifetime of loyalty.

Gary Vaynerchuk said it best, ‘Too often brands look at building a community as another sales channel. This is the wrong way to think about it.’

What is a community?

💡 A community is a group of people, or tribe, who share a set of values, preferences, beliefs, interests, style, language, etc.

As marketers, there’s so much we can learn from subcultures (e.g. hip hop and skateboarding) when it comes to building brand loyalists and strong communities.

What is the purpose of community?

💡 The purpose of a community is to connect people and give people an identity.

Here are some examples of brand communities:

👉 Harley-Davidson’s HOG (Harley Owners Group)

👉 Apple’s Mac Users

👉 LEGO Ideas

👉 Nike Run Club

👉 Sephora Beauty Insider Community

👉 Tesla Owners Club

👉 Red Bull’s Extreme Sports Community

How to Build a Community

Here are 3 ways brands can build loyal communities:

💡 1. By creating spaces—both online and offline—where people can gather, connect, and share experiences.

💡 2. By embracing a culture (or counterculture), rather than just selling a product – become part of your audience’s lifestyle and identity (e.g. Harley-Davidson)

💡 3. By integrating into your audience’s daily habits, routines, and values – but always in meaningful and authentic ways.