How to build community around your brand
Building a strong base of support around your idea of change can be daunting, especially if you are starting from scratch. Brand thinking can help you build your community and in turn, community building can help you grow your brand. How do we build strong communities around our brands? Which companies have successfully built strong communities?
In March, Anne hosted an open community hangout with Laurence McCahill. Laurence is the co-founder of The Happy Startup School, which supports entrepreneurs to build businesses that do good, make money, and make them happy.
Together, Laurence and Anne discuss the power of community building for social entrepreneurs.
Watch the full recording 👇 and browse the key takeaways from the chat below 👇👇
lessons on building community brands
10:50 How do you build community around your idea of change?
Share your idea where people you think would hear you - and share it before you are ready. Give people an easy option to take action and join. Use simple platforms to get as many people on board before moving to a more structured platform. Engage and incorporate feedback from members.
[ed: Laurence recently posted six steps on Linkedin that we find super inspiring]
16:11 What role does ‘brand’ play in community building?
Brands represent the people they serve. Laurence thinks that brands play a vital role in community building as it provides a sense of identity, belonging, and pride to members.
21:23 What are some of the practical ways of community building that work?
Make your community feel part of your brand’s journey. Encourage collaboration and create shared experiences. Model the behavior you want your community to uphold. Lead by example.
Create experiences that keep the community engaged; meetup groups, and online events, where people connect.
28:55 How do you balance building an engaged community and building a business?
Most times, community building and business growth go hand in hand.
The business needs to solve a problem for people and create value. The community increases the value of the business. And the community way of doing things will infuse all the other services too.
47:13 How do you filter out and create a community of people with shared values?
Laurence says any community will have lurkers and active members. Leading with a clear vision and values that show through the behavior that you model helps create culture.
50:50 Are there examples of brand communities that do really well?
There are great examples coming out of the craft beer industry: Brewdog is one (until recent scandals). We discuss Patagonia, Hiut Denim, Vivo life, and Tough Mudder. Wikipedia and Harley Davidson are classic textbook examples.
best resources on community building
Tribes by Seth Gordin
“This book will make you think (really think) about the opportunities for leading your fellow employees, customers, investors, believers, hobbyists, readers…. It's not easy, but it's easier than you probably imagine.”
Tough Mudder Case study by Wanjiru Gathanga and Anne Miltenburg for Brand The Change
Because we were so impressed by ‘It Takes a Tribe’, the book by TM founder Will Dean, we created a full brand case study and analysis of the Tough Mudder brand. If you are building a community-driven brand, this case study is an absolute must-read.
Work with source by Tom Nixon
We used this great book to sharpen our community and governance structure at BTC .“This book is aimed squarely at the courageous, creative and vulnerable souls who start social movements and purpose-driven businesses.”
Building brand communities by Carrie Melissa Jones and Charles Vogl
“We have all known the long loneliness and we have learned that the only solution is love, and that love comes with community.”
The Community Canvas is a framework that helps people and organizations build stronger communities.
MORE ABOUT LAURENCE mccahill
Follow Laurence on LinkedIn where he regularly shares his business and community building tips
Learn more about The Happy Startup School
Join the vision 20/20 program to develop a clear business plan that excites you.
