Why “Community” Isn’t Just a Marketing Buzzword — And How to Build One That Works
Every brand claims to have a “community” these days. In reality, most have a mailing list and a social feed. A real community isn’t something you say you have — it’s something you build, brick by brick, over time.
Insights
May 2, 2025
“Community” gets thrown around in marketing decks like shaved truffle on cheap pasta there for show, not for substance. The problem is, most brands treat it as a campaign tactic, not a living, breathing ecosystem.
When it works, a brand community isn’t a gimmick it’s a moat. It’s what keeps customers from drifting to competitors, even when there’s a cheaper option. But building one that actually delivers takes more than a Instagram broadcast channel group and a mailing list.
1. Stop mistaking an audience for a community
Followers, subscribers, and “reach” are not the same as connection. An audience listens to you; a community talks to each other. That’s a huge difference and the second one is much harder to build.
The fix: Give people a reason to interact with each other without you in the middle. The less it relies on your direct input to function, the stronger it becomes.
2. It’s not about your brand
If your “community” exists solely to sing your praises, it’s going to feel fake fast. People join communities to get something for themselves knowledge, access, belonging not to help you hit sales targets.
The fix: Make it about their shared identity or passion, with your brand as the host, not the main character. You’re setting the table, not being the meal.
3. Avoid chasing vanity numbers
A small, deeply engaged group will outsell a massive, passive one every time. The urge to boast about member counts is strong, but it’s a dangerous distraction.
The fix: Measure success in depth, not width repeat purchases, referrals, event attendance, member-to-member interaction.
4. Be consistent forever
Communities aren’t “launched” like products; they’re grown like gardens. That means they require consistent care, not a burst of hype followed by radio silence.
The fix: Commit to the long game. If you can’t show up regularly in person, online, wherever your members gather don’t start.
5. Make it human, not corporate
Nothing kills connection faster than corporate-speak and over-polished comms. People connect to people, not marketing copy.
The fix: Put real humans front and centre founders, team members, even passionate customers. Show the messy edges. Let people know there’s an actual heartbeat behind the logo.
Bottom line:
If you’re just using “community” because it looks good in a pitch deck, save yourself the trouble. But if you’re willing to invest in making it real with actual value for the people in it you’ll have something your competitors can’t buy, copy, or steal.
More to Discover
Why “Community” Isn’t Just a Marketing Buzzword — And How to Build One That Works
Every brand claims to have a “community” these days. In reality, most have a mailing list and a social feed. A real community isn’t something you say you have — it’s something you build, brick by brick, over time.
Insights
May 2, 2025
“Community” gets thrown around in marketing decks like shaved truffle on cheap pasta there for show, not for substance. The problem is, most brands treat it as a campaign tactic, not a living, breathing ecosystem.
When it works, a brand community isn’t a gimmick it’s a moat. It’s what keeps customers from drifting to competitors, even when there’s a cheaper option. But building one that actually delivers takes more than a Instagram broadcast channel group and a mailing list.
1. Stop mistaking an audience for a community
Followers, subscribers, and “reach” are not the same as connection. An audience listens to you; a community talks to each other. That’s a huge difference and the second one is much harder to build.
The fix: Give people a reason to interact with each other without you in the middle. The less it relies on your direct input to function, the stronger it becomes.
2. It’s not about your brand
If your “community” exists solely to sing your praises, it’s going to feel fake fast. People join communities to get something for themselves knowledge, access, belonging not to help you hit sales targets.
The fix: Make it about their shared identity or passion, with your brand as the host, not the main character. You’re setting the table, not being the meal.
3. Avoid chasing vanity numbers
A small, deeply engaged group will outsell a massive, passive one every time. The urge to boast about member counts is strong, but it’s a dangerous distraction.
The fix: Measure success in depth, not width repeat purchases, referrals, event attendance, member-to-member interaction.
4. Be consistent forever
Communities aren’t “launched” like products; they’re grown like gardens. That means they require consistent care, not a burst of hype followed by radio silence.
The fix: Commit to the long game. If you can’t show up regularly in person, online, wherever your members gather don’t start.
5. Make it human, not corporate
Nothing kills connection faster than corporate-speak and over-polished comms. People connect to people, not marketing copy.
The fix: Put real humans front and centre founders, team members, even passionate customers. Show the messy edges. Let people know there’s an actual heartbeat behind the logo.
Bottom line:
If you’re just using “community” because it looks good in a pitch deck, save yourself the trouble. But if you’re willing to invest in making it real with actual value for the people in it you’ll have something your competitors can’t buy, copy, or steal.
More to Discover
Why “Community” Isn’t Just a Marketing Buzzword — And How to Build One That Works
Every brand claims to have a “community” these days. In reality, most have a mailing list and a social feed. A real community isn’t something you say you have — it’s something you build, brick by brick, over time.
Insights
May 2, 2025
“Community” gets thrown around in marketing decks like shaved truffle on cheap pasta there for show, not for substance. The problem is, most brands treat it as a campaign tactic, not a living, breathing ecosystem.
When it works, a brand community isn’t a gimmick it’s a moat. It’s what keeps customers from drifting to competitors, even when there’s a cheaper option. But building one that actually delivers takes more than a Instagram broadcast channel group and a mailing list.
1. Stop mistaking an audience for a community
Followers, subscribers, and “reach” are not the same as connection. An audience listens to you; a community talks to each other. That’s a huge difference and the second one is much harder to build.
The fix: Give people a reason to interact with each other without you in the middle. The less it relies on your direct input to function, the stronger it becomes.
2. It’s not about your brand
If your “community” exists solely to sing your praises, it’s going to feel fake fast. People join communities to get something for themselves knowledge, access, belonging not to help you hit sales targets.
The fix: Make it about their shared identity or passion, with your brand as the host, not the main character. You’re setting the table, not being the meal.
3. Avoid chasing vanity numbers
A small, deeply engaged group will outsell a massive, passive one every time. The urge to boast about member counts is strong, but it’s a dangerous distraction.
The fix: Measure success in depth, not width repeat purchases, referrals, event attendance, member-to-member interaction.
4. Be consistent forever
Communities aren’t “launched” like products; they’re grown like gardens. That means they require consistent care, not a burst of hype followed by radio silence.
The fix: Commit to the long game. If you can’t show up regularly in person, online, wherever your members gather don’t start.
5. Make it human, not corporate
Nothing kills connection faster than corporate-speak and over-polished comms. People connect to people, not marketing copy.
The fix: Put real humans front and centre founders, team members, even passionate customers. Show the messy edges. Let people know there’s an actual heartbeat behind the logo.
Bottom line:
If you’re just using “community” because it looks good in a pitch deck, save yourself the trouble. But if you’re willing to invest in making it real with actual value for the people in it you’ll have something your competitors can’t buy, copy, or steal.