Building and nurturing a thriving online community is no longer optional for businesses – it’s essential. Customers crave connection, and brands that foster genuine community engagement often see increased loyalty and growth. But what does it really take to cultivate a thriving community? We spoke with five successful small businesses to learn how they’re building strong communities and creating authentic connections.
Extending Company Culture Beyond the Office Walls
A brand’s community should be an extension of its values and culture, resonating with the people who benefit from its products or services.
Holly Howard, who runs Ask Holly How, a consultancy empowering entrepreneurs, emphasizes the importance of a culture-first approach. She compares company culture to fertile soil, providing nourishment, stability, and a solid foundation for everything else to grow.
Holly Howard of Ask Holly How emphasizes the importance of a culture-first approach to business
This outward expression of values relies heavily on a clear internal understanding. “[Values] have to come from our own personal internal motivations,” Holly asserts. “They can’t be something that we [outsource to a] focus group.”
Ari Weinzweig, co-founder and CEO of Zingerman’s, a thriving deli company, highlights the interconnected nature of community: “We’re all products of a community…The healthier the community, the healthier we are.”
Engaging Your Team in Community Building
Extending your culture requires active employee involvement.
“The internal company culture and the external community should mirror each other,” says Holly Howard. “Employees can’t deliver an experience they don’t receive.”
Kelly Phillips, co-founder of the restaurant collective Destination Unknown, transformed her restaurants’ service culture by implementing a professional wage model. Full-time workers receive a salary plus bonus incentives based on positive reviews. This shift fosters teamwork, improves employee well-being, and leads to exceptional customer experiences.
Kelly Phillips at a Destination Unknown location. The restaurant group has created a thriving company culture.
“The company has noticed a better quality of life for people and better teamwork. Servers are helping each other because they want to get good reviews because that’s what their bonus is based on. And because they’re not as concerned with tipping, they can focus on providing guests with outstanding service that keeps them coming back.” — Kelly Phillips, Co-founder, Destination Unknown.
Weaving Community into Your Company’s DNA
In industries where collaboration is key, community should be integral to a company’s identity from the outset.
Samantha Anderl and Andrea Wildt, founders of Harlow, a freelance management tool, understood this well. They cultivated their community before even building their product.
“The best way to understand [customers’ problems], for any organization, is to be deeply connected to your community…So it just made sense for us to start connecting with freelancers early on in order to get that feedback to ensure that we’re building what they needed,” — Andrea Wildt, Co-founder, Harlow.
Harlow’s Twitter presence shows their commitment to community building
This community-centric approach resonates with Huw Thomas, co-founder of Paynter Jacket, a clothing brand that embraces limited-release collections. Huw emphasizes the importance of starting early: “Start with family and friends, get them signed up, and then get their family and friends signed up and build it on Instagram, or whatever social media platform that you’re comfortable with.”
Building trust and authority within a community makes customers more receptive to engaging with a brand and its offerings.
Cultivating a Fanbase by Building in Public
Transparency and authenticity are highly valued in today’s digital landscape. Building a business in public can foster trust and attract a loyal following.
Paynter Jacket exemplifies this approach. Becky Okell, co-founder of Paynter, shares, “It’s really easy to mix up having an audience with having a community, but we think that they are two really different things…you can have a community and feel so part of something. And I think it’s all about how engaged you are with that brand or that business.”
Paynter Jacket embraces community by featuring customers wearing their products
Paynter’s commitment to transparency extends to sharing their journey openly with their audience, creating a sense of shared ownership and excitement. This approach has resulted in a highly engaged community and consistent sell-out collections.
Forging Authentic Connections with Personality
Small businesses, especially solopreneurs, can leverage their unique personalities to forge strong connections.
Azikiwee “Z” Anderson, owner of Rize Up bakery in San Francisco, embodies this philosophy. He infuses his passion and personality into every aspect of his business, creating a relatable and engaging brand experience.
“The purpose behind my business is the same purpose that is behind me, which is trying to make the world a better place. This is one of the first things I’ve ever done where I really feel seen, like my individuality resonates with people and that they’re excited to follow my story – it’s very freeing.” — Azikiwee “Z” Anderson, Owner, Rize Up Bakery
Azikiwee “Z” Anderson of Rize Up Bakery shares his passion and personality with his community
By showcasing the real people behind a brand, businesses can establish deeper connections and build trust with their audience.
Moving Beyond Online Spaces
While online platforms are essential for community building, in-person interactions are invaluable for deepening connections.
Sheena Russell, founder of Made with Local, a Canadian snack foods company, credits the early days of connecting with customers at farmers’ markets for her brand’s strong customer relationships.
“The market research that we could do with all those customers that came by was invaluable. I think we [now] have a clear view of exactly who our customers are at Made with Local. I don’t think we’d be where we are today without having that foundation built of deep community connection.” — Sheena Russell, Founder and CEO, Made with Local.
Made with Local products are featured at a local market
Z, Becky, and Huw also champion the power of face-to-face interaction. They organize meetups and events that allow them to connect with their communities on a more personal level, further solidifying brand loyalty and fostering genuine relationships.
Prioritizing People Over Profits
Ultimately, a thriving community is built on a foundation of genuine care and connection.
Samantha, co-founder of Harlow, emphasizes the importance of listening and giving back: “We’ve really learned how important it is to start by listening…and to start by advocating and by honestly just being selfless. So you have to give to get when you’re first building your community.”
Building a strong community requires an authentic desire to connect, listen, and provide value. When businesses prioritize the needs and interests of their audience, they create a space where genuine relationships can flourish, leading to brand loyalty, advocacy, and lasting success.