Customer service reps and social media managers are often called “Community Managers.” If the individuals don’t feel like part of a community, the customers they serve and the followers they manage won’t feel like part of a community. There is one trait that most successful business owners share: they have learned how to build a real sense of community around their businesses. This leadership model brings not only financial rewards through strengthening their teams and their brands but also personal rewards with the impact they have that extends beyond their organization’s financial success.
Examples of Business Owners Who Have Built a Sense of Community Around Their Businesses
Examples of business owners like this are Amie and Juan Gonzales of Hunt Companies, Inc. and Bert and Christian Weber of Common Roots Brewing Company. The Gonzales and Webers are people focused in their businesses and the local communities they serve. They take this “service” seriously, providing financial and hands-on support to many local charities and leading others within their organizations and local communities to do the same. To bring your business to the next level, you must transcend the purely commercial meaning of community and learn how to build a real sense of community around your business.
Hunt Companies, Inc.
What is Community?
Few words have as many variations on their meaning as “community:”
Com·mu·ni·ty /kəˈmyo͞onədē/ noun
a group of people living in the same place or having a particular characteristic in common.
“the scientific community”a group of people living together in one place, especially one practicing common ownership.
“a community of nuns”a particular area or place considered together with its inhabitants.
“a rural community”a body of nations or states unified by common interests.
“the European Community”the people of a district or country considered collectively, especially in the context of social values and responsibilities; society.
“preparing prisoners for life back in the community”denoting a worker or resource designed to serve the people of a particular area.
“community health services”a feeling of fellowship with others, as a result of sharing common attitudes, interests, and goals.
“the sense of community that organized religion can provide”a similarity or identity.
“writers who shared a community of interests”joint ownership or liability.
“a commitment to the community of goods”
Source: Oxford Languages
Successful business owners build a sense of community that encompasses multiple meanings of the word, from “having common characteristics” to “joint ownership or liability,” and involves their organization and includes others in their industry and locality. They participate in the local community, often in leadership roles, and encourage their employees to do the same.
Are you interested in building a real sense of community around your business? First, look at the benefits and challenges and a few ways to get started.
Benefits of Building a Real Sense of Community
- More easily instill your values and policies.
- A sense of purpose and security brings a more positive atmosphere.
- A stronger feeling of belonging and loyalty creates a desire to “show up” at a high level.
- Gain support during tough times (probably without asking).
- Likely to generate more innovative ideas.
- Build resilience and the ability to pivot and adapt as needed.
- Increase your influence and reach as a leader.
- Attract higher quality staff, partnerships, suppliers, and more of your ideal customers.
- Members of a community are more likely to be evangelists for your business.
From a marketing perspective:
- A community-centered business model can generate engaging stories that others are likelier to share.
- Content generation can come from more community members who have new levels of ownership and participation.
- Content from and about a community-centered business is more likely to build the levels of E-E-A-T (experience, expertise, authoritativeness, and trustworthiness) that Google (and potential customers) considers valuable.
How to Build a Real Sense of Community
- First, you must look at your core values and ensure that they are in line with a community-centered business model. This sense of community must be instilled from the top down, from the owners and C-level down through the management levels to the entry-level staff. As much as possible, select suppliers and other organizations you work with that are community-centered.
- Determine the central core values of your organization and clearly communicate them internally and externally.
- Create an atmosphere of open communication and show that you are listening.
- Ensure fairness, clarity, and transparency in all policies. Include that there is no tolerance for anti-social behavior, with a specific definition of what this is for your community.
- Make an effort to take on board ideas from the community. If you get ideas you do not want to act on, communicate why.
- Attitude is contagious. Staff are more likely to treat your customers and business with a sense of respect if you have shown them respect.
- Encourage and provide a forum for connection between community members.
- Hold community-building events and activities, including activities of service to your industry and local community that involve you and your staff.
- Make continuous improvement a part of doing business. Include ways to develop the skill to give and take constructive feedback.
- Supply a suitable standard of training, equipment, systems, and support.
- Empower individuals when and how appropriate for the business and the community.
- Help others develop and work toward their goals.
- Safeguard consistency and stability for an overall feeling of security.
- Model desired attitudes and behaviors consistently.
From a marketing perspective, use your marketing channels to:
- Increase and improve communication.
- Obtain feedback and other valuable information.
- Promote community-building events and activities.
- Identify potential suppliers and other partnerships that are community-centered.
- Give empowered community members a voice.
Challenges You May Face in Building a Sense of Community
- In an established business, existing employees may need help with change, so you must carefully consider how you adopt these new practices and ensure clear communication throughout.
- Empowered community members may take actions or communicate information unaligned with the organization and its community. Ensure that there are clear guidelines to follow to avoid this occurrence and what to do if this should happen.
- Additional training, systems, and support may involve an increased budget in these areas. Carefully consider how you will handle the shift to ensure that these changes are sustainable for the long term.
You can get started by adopting a few of these suggestions and see how it fits with your leadership style and your organization. Adoption of just a few of these actions can improve performance while you consider if you want to make a more complete change. Ensure you carefully monitor the results and the impact on your organization as you progress.
Another trait that these next-level leaders share is that they are happy to share their stories and techniques with other business owners, especially those starting up and interested in building a real sense of community around their businesses. Look at others running community-centered businesses and contact the owners or key individuals to have an honest conversation to see if you can commit to what it takes to build and lead a community-centered business.
Some may feel that consumers’ need for a sense of community drives establishing a community-based business model. Still, to successfully build a sense of community around your business, it must align with your core values and the values of your organization.
Read more:
