How Building a Community Could Be Your Startup’s Secret Recipe
There’s a growing conversation around what “community” truly means for businesses, especially among the few startups that recognize its potential. Looking back, this is a conversation I wish I had before starting my own business. I wish someone had told me that treating community-building as an afterthought—or worse, just a checkbox in my marketing plan—wasn’t the best business approach. Because questioning the value of community in your business is like questioning the value of cheese on a pizza—you could skip it, but would you really? I know I wouldn’t! Stick with me for a few minutes, and let’s explore what community means, why it’s important, and how you can build one for your business, whether new or established.
What Does ‘Community’ Mean for Businesses?
The Cambridge Dictionary, doing what it does best, defines "community" as a group of people connected by shared interests or social ties. But let’s be honest—sometimes the best definitions don’t come from a textbook, they come from the real-life connections we make along the way. The concept of community is undeniably central to human existence. As Herman Melville said, “We cannot live only for ourselves, for a thousand fibres connect us with fellow men.” This interconnectedness influences our well-being and sense of stability.
I mean, it’s no coincidence that ‘common’ and ‘unity’ are both part of the word ‘community.’ I like to think of it as that special connection that brings us closer and makes us feel like we’re part of something bigger.
In business, community is the relationship your brand builds with its customers—whether they’re new, loyal, or potential. So, why should you bother with it? Stay with me!
Why Build a Community for Your Brand?
I get it—starting a new business can be insanely demanding. As entrepreneurs, we’re constantly juggling a million things: late nights, early mornings, and, let’s be honest, sometimes we even forget to eat or sleep (not good!!! LOL). We’re basically caffeine- powered zombies.
Between product development, securing funding, and staying sane, it’s easy to lose sight of something that should be at the core of your business: building meaningful connections with the people behind the screens.
By focusing solely on customer acquisition and short-term growth, you risk missing out on the long-term value a strong, engaged community can bring. Without it, you could face challenges like low customer retention, weakening loyalty, and a brand that fails to emotionally connect with its audience.
Here are some reasons you should consider building a community for your brand:
Increased brand awareness
Build brand loyalty
Better understanding of audience needs
Create lasting value and improve customer experience
Without community at the heart of your business, even the most innovative products, and services risk fading into the noise of a crowded market. And let’s be honest—who wants to be just another forgettable brand?
How Do I Connect My Business to a Community?
Glossier is a great example of how connecting with a loyal, engaged community can drive business growth.Founded in 2014 as an extension of the beauty blog Into the Gloss, Glossier disrupted the beauty market by involving its audience in every step of the brand’s journey. Here’s how they did it:
1. Leveraging Content as the Foundation of Community
Glossier started with conversations, not products. Into the Gloss created a space where women shared beauty routines, frustrations, and wish lists. This engagement provided valuable insights into what real women wanted, building a strong foundation before the brand ever sold a single product.
2. Co-Creating Products with Community
Instead of dictating trends, Glossier asked its community what they wanted. The ‘Milky Jelly Cleanser’ was developed based directly on customer feedback, making customers feel like collaborators rather than just buyers. This approach worked miracles in deepening the bond between the brand and its community.
3. Building a Social Media-Driven Brand
Glossier turned social media into a space for engagement, not just marketing. It encouraged user-generated content and showcased real customers instead of relying solely on influencers. This two-way dialogue strengthened its community and made customers feel seen.
How Do I Start Building a Community?
1. Tell Your Story
Transparency builds trust, and trust is essential in business! Sharing your story can be a powerful way to inspire and connect with your audience, as someone in your community might be experiencing something similar and can relate to your journey. Be open about your challenges and successes—authenticity will spark deeper connections. Break the gatekeeping culture and let your brand’s story invite others in.
2. Create Meaningful Content
Start with content that resonates with your audience’s values, interests, and challenges. Engage them in conversations and make them feel heard. Your content should inspire, inform, or entertain—something that leaves a lasting impact. The more your audience relates to your message, the more loyal they’ll become.
3. Encourage User Participation
Create spaces where customers can share their experiences, offer feedback, or even contribute to the direction of your business. Co-creation makes your audience feel invested. Run polls, start challenges, reply comments, and encourage user-generated content (UGC) to spark creativity and interaction. The more they participate, the more your brand becomes a part of their lives.
The Takeaway for Your Business
In today’s world, modern branding is less about selling products and more about building genuine relationships. The most impactful marketing comes not from the brand itself, but from the community it builds.
For your business, focusing on community shows your audience that you care about more than just transactions—you’re committed to improving their lives.
At 601, we're all about nurturing our creative community. That’s why we’re building a platform to showcase the incredible talents within our network—and we’d love for you to be a part of it.
We’re looking to team up with freelancers and creatives to collaborate on projects, bringing even greater value to our clients— because creativity is always more fun when it’s a team effort. As Rick Rubin says, “Nothing begins with us.
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