The Lie Brands Tell About Community
Everyone says they want community. It’s the buzzword of the moment. You hear it in investor decks, on founder podcasts, and across Twitter threads.
But let’s be honest. What most brands are really after is free distribution.
They want an army of loyal followers who share, engage, and evangelize without being paid to do so. That’s not a community. That’s a marketing channel. And there’s a big difference.
Too many brands preach the gospel of community because it sounds noble. It signals alignment with customers, authenticity, and emotional intelligence. But when it comes time to actually build one? Crickets.
Why Most Community Efforts Fall Flat
Because building community is hard. It’s not about launching a Discord server or scheduling a few AMA sessions on Instagram. It’s not about checking a box on your marketing roadmap.
It takes time. It takes consistency. And it takes a deep, almost obsessive understanding of who you’re building for.
Community-Market Fit Is the Real Metric
Just like there’s Product-Market Fit, there’s also Community-Market Fit.
And here’s the harsh truth: if your audience wouldn’t gather without your brand, you don’t have it. If the only thing tethering people together is your logo, then you’re not building a community. You’re hosting a captive audience.
Examples of Brands That Actually Get It
Look at what brands like Harley-Davidson have done. Their community isn’t about motorcycles. It’s about identity. The leather jackets, the cross-country rides, the freedom. It’s a lifestyle.
Or look at LEGO. Their fans don’t just build sets. They build worlds. They collaborate, share, and challenge each other.
YETI has built a tribe around outdoor adventure and rugged individualism. Gymshark has created a fitness-first movement that lives as much in the gym as it does online. Glossier made its mark by turning its customers into co-creators, not just consumers.
BattlBox: A Case Study in Organic Community Growth
And yes, I’ve seen this firsthand at BattlBox.
We never set out to build a community in the traditional sense. What we focused on instead was creating something worth talking about. Gear that fuels adventure. Gear that turns a boring weekend into a survival mission.
Over time, people started talking to each other. They shared unboxings. They compared setups. They helped each other out.
That’s when we realized: we weren’t building a community. We were hosting one that had already emerged.
How to Build a Real Community
Real communities aren’t engineered. They emerge when people feel something real. When they’re united by values, interests, or identity, not just products.
Your job as a brand isn’t to force it. Your job is to create the conditions where it can happen.
So ask yourself the hard question: would this community exist without us?
If the answer is no, then you’ve got an uphill putt ahead of you.
Because no amount of engagement tactics will save you. No “What’s your biggest challenge?” post will create connection. You can’t automate authenticity.
If you’re forcing a community into existence, it will never scale. People don’t want to be converted into superfans. They want to feel seen. They want to belong.
Common Pitfalls to Avoid
Focusing on Channels Over Connection:
A Discord group is not a community. A Facebook page with no heartbeat is just a billboard.
Using Gimmicks:
Giveaways, comment contests, and engagement bait might give you a bump, but they rarely translate into sustainable bonds.
Talking at Instead of With:
Brands that dominate the conversation rarely spark real connection. Communities grow when members talk to each other.
Being Too Brand-Centric:
If everything revolves around you, there’s no room for them. A real community has many voices.
Practical Ways to Build the Right Foundation
Start with Purpose:
Why should people gather? What unites them beyond your product?
Invite Conversation:
Ask meaningful questions. Encourage people to share their own experiences.
Show Up Consistently:
Not just as a brand, but as a person. Be real. Be helpful. Be there.
Empower Leaders:
Find your early adopters and give them tools to lead. Let them shape the space.
Celebrate Contributions:
Feature stories. Share wins. Highlight members doing awesome stuff.
FAQs About Brand Communities
What is Community-Market Fit?
Community-Market Fit means your community has intrinsic value to its members. Even if your brand disappeared, they would still want to connect, engage, and contribute.
How do I know if my brand is ready for a community?
If your audience is already interacting with each other organically, you’re ready. If not, focus first on building that core group of advocates.
What’s the difference between an audience and a community?
An audience listens. A community talks. The value of community comes from peer-to-peer interaction, not just brand-to-fan.
Can any brand build a community?
Not necessarily. If your brand doesn’t inspire shared identity or meaningful connection, forcing a community can feel artificial.
How long does it take to build a community?
There’s no one-size-fits-all. Some take months. Others take years. What matters most is sustained effort and authentic engagement.
Is social media enough to host a community?
It can be a starting point, but long-term, you’ll need a more focused space where members can engage deeply without distractions.
Final Thoughts: Build the Fire, Not the Illusion
Stop pretending you want community. Instead, ask what you’re willing to give to create one.
Are you prepared to show up, even when the metrics don’t move? Are you okay not being the center of attention?
Because the truth is, communities don’t need you to lead. They need you to listen.
And if you get that part right, they’ll follow.
And who knows? One day you might find that your brand is not just surrounded by a community. It’s elevated by one.
Just like we’ve experienced at BattlBox. And like the best brands already understand.
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