Here’s the discussion in a nutshell – people don’t want to be sold to, they want to belong.
Back in the day businesses could get good exposure just by having the loudest billboard. But times have changed. Consumers are savvier, attention spans are shorter, and that billboard is essentially visual wallpaper now.
If your brand still feels like a megaphone yelling, “buy my thing!” it’s time for a rebrand – not for your business (although maybe you need that too), but your mindset. Because the brands winning right now aren’t just billboards, they’re communities.
From ads to atmosphere.
Traditional advertising is about grabbing attention. Community building is about holding it. When you build a brand that people want to be part of, you’re not chasing customers, you’re creating supporters. You’re giving them something to identify with, talk about, and come back to again and again (even when they’re not in the mood to spend money).
Think about it. Do you feel more loyal to a company that bombards you with sales every second day, or one that makes you feel like you’re in on something special?
How to turn your brand into a community people want to join.
Now, this doesn’t mean you need to start handing out velvet wristbands or host secret meetings (unless that’s your vibe). But there are simple ways to build a sense of community around your business:
- Create shared rituals. Think weekly Q&As, behind-the-scenes content, or even a recurring email feature your audience looks forward to. Familiarity = connection.
- Show up consistently. Not just when you have something to sell. Comment, respond, repost, and be human.
- Let your customers see themselves in your brand. Share their stories, feature their content and invite their ideas.
- Make your values known. What do you stand for? What do you care about? Values bring like minded people together and let them know they’ve found their tribe.
Talk with them, not at them.
You’re not a town crier. You’re more like an MC, and if you want people to stick around, they need to feel seen, heard, and valued.
Ditch the sales pitch (at least some of the time) and open up a conversation. Ask questions, run polls, share your struggles, and be real with your audience. The more relatable you are, the more engaging your brand becomes. Community starts where conversation does.
