Let’s talk about building community—and no, this isn’t about a kumbaya circle where everyone shares snacks and feelings (though snacks are always welcome). It’s about the professional and personal spaces where people come together to connect, collaborate, and grow.
Here’s the truth: being part of a community isn’t about you. It’s about us.
Recently, I had a front-row seat to a lesson in how not to build community. As an admin of a group (because apparently I enjoy overcommitting my time), I welcomed a new member who introduced herself and immediately offered a discount on her services.
Now, I love a good discount as much as anyone—but this isn’t QVC.
I deleted the post and explained that this community isn’t about self-promotion; it’s about building relationships. I even directed her to a space where promotion was appropriate. You’d think that would solve it.
The next day? Another post. Same pitch. Slightly different wording.
Delete. Another explanation. And then she left the group.
Honestly? That was probably the right move for her. She realized this wasn’t aligned with how she wanted to show up. And I respect the hustle—we’re all building something. But hustling doesn’t mean using people.
Community building—whether in business or life—requires authenticity. People can spot insincerity instantly. In a world that feels increasingly transactional, authenticity becomes your competitive advantage.
Related article: AI is gossiping about your brand
What Does This Have to Do with Marketing?
Everything.
Communities are the lifeblood of marketing. Whether it’s a Facebook group, a Slack channel, or your local coffee shop chat, these are places where brands are built, ideas are shared, and trust is earned. But the key word here is earned.
When you engage with a community—be it your customers, your peers, or even your team—you’re not there to “sell” or “take.” You’re there to show up, give value, and listen. It’s the same reason why your marketing shouldn’t scream “BUY NOW!” every five seconds. Instead, it should say, “Here’s how I can genuinely help you.”
Authenticity isn’t just a marketing buzzword. It’s the foundation of everything you do, from how you write an email to how you engage in a room full of strangers. And trust me, if you’re fake, people will see through it faster than a cheap knockoff handbag.
What This Has to Do with Marketing
Everything.
Communities are the lifeblood of marketing. Whether it’s a Facebook group, a Slack channel, a networking event, or even casual conversations at your local coffee shop—this is where brands are shaped and trust is earned.
And trust is earned.
When you engage with your audience—customers, peers, or team members—you’re not there just to sell or extract value. You’re there to contribute. To listen. To add something meaningful.
The same principle applies to your marketing. If every message screams “BUY NOW!” you’re missing the point. Effective marketing says, “Here’s how I can genuinely help.”
Authenticity isn’t a buzzword. It’s the foundation of sustainable brand growth. From the way you write your emails to how you show up in a room, people can feel when you’re real—and when you’re not.
Final Thoughts (With a Dash of Humor)
Even if you’re singing in the shower, be authentic. Don’t force a Mariah Carey note if you’re naturally more of a Shakira. Own your voice.
Because whether you’re building a community, growing a business, or sharing your ideas online, people connect with what’s real.
Let’s build communities—and brands—that are not just transactional, but transformational.
And if you’re ever tempted to drop a “special offer” into a group before contributing anything of value, remember this story.
You don’t want to be that person. 😉
Read more: marketing leadership
