3 Principles to Build a Brand Community

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Its the story of an entrepreneur who is looking to build the largest interior design community in North America, where belonging isn’t just about beautiful spaces, but about creating connections that make people feel truly seen and understood.  Her journey is still underway, but she already know that real community in today’s digital-first, increasingly AI-driven world doesn’t start with networking or amassing followers. It begins with being authentic about who you are. From there, you form the genuine connections that transform your business and your life.  Three suggestions on how to build an online community.

1. Embrace vulnerability by sharing stories.  The best leaders “create the space for true vulnerability,” as a Harvard Business Review article puts it, because this enables “psychologically safe work environments in which people feel welcome to be themselves.” According to the author she starts each interaction, whether online or in person, with a personal story that exposes her vulnerable side. It usually proves super relatable, setting the tone for the rest of her time with the people or clients.  When you share your most vulnerable self with those around you, others feel permission to do the same.
2. Show up authentically online and in person.  The foundation of any strong community is trust, and trust is bred when we show up as our authentic selves. According to a study by a global research and advisory firm Forrester, as many as 71 percent of consumers report being able to relate to authentic brands and therefore wanting to back them. In today’s world, people can immediately sniff out inauthenticity—especially the new generation on social media.  The way we build community in a post-COVID era has fundamentally changed, and this evolution is only upping the demand for authenticity. Digital platforms let us communicate in real-time with people anywhere in the world, but authentic connection happens human to human. This is why it is important to host online community events with industry leaders, interactive roundtables, and breakout rooms alongside crucial in-person meetups.  This balance becomes even more important as AI generates more content noise. True, authentic connection driven by human beings is more important than ever. Your community needs to feel the human touch in every interaction, from live chat messages to in-person gatherings.  If you’re only focused on driving sales or increasing your bottom line, you’re missing the true potential of community building. Lead with authenticity, and the business results will follow naturally.
3. Add value beyond transactions.  The No. 1 priority in community building is value. You can onboard as many people as you want, but if they don’t find exceptional value when they land, they won’t stay. The key is solving a deeper problem your community faces.  Building a value-driven community requires consistent attention to several key areas. Start by identifying and solving a specific problem your community faces—this gives people a reason to stay beyond the initial connection. Create compelling content that sparks real interaction and conversation among members. Make sure you’re facilitating meaningful connections through both online and offline events, giving people multiple ways to engage and connect. Most importantly, ensure that every touchpoint with your community provides exceptional value, creating an environment where members naturally become your ambassadors.

When we design a space offering people something valuable, authentic, and vulnerably human, it becomes so much more than a business network. It becomes another place to call home