Building Brand Communities That Actually Connect

In a world where OpenAI is looking to build AI-powered social feeds and bots can churn out content in seconds, the only thing that feels real is… well, realness.

Community has fast become the buzzword of 2025, because when done right, consumers evolve into vocal advocates who don’t just engage with your content, they champion your brand.

So how can you build a social community?  

1) Show what’s real: why transparency wins every time

People buy into people. Whether it's behind-the-scenes hiccups or honest reflections, showing up with transparency builds long-term trust.  

Take Glossier, for example who built a business model from listening first and launching second. The beauty brand regularly pulls back the curtain, sharing product development updates and sourcing feedback directly from their community. It’s no surprise their followers feel part of something bigger than just a transaction.

Audiences now want the real story, not just a polished press release.

‍

2) Human > Branded: the content consumers truly care about

We’ve said it before, and we’ll keep saying it, consumers don’t connect with logos, they connect with people.

Take Strawberry Milk Mob, the epitome of a brand who turn their content into a lifestyle aesthetic. The tone is cheeky, the visuals are full of personality, and the team. They don’t feel like a brand talking at you but a group of friends bringing you along for the ride.

Show your team, use your founder’s voice, or even post lo-fi day-in-the-life content. Be someone your consumer actually wants to hang out with online.

3) One brand, many audiences

Not all platforms are created equal, and neither are audiences. What resonates on TikTok might fall flat on LinkedIn. That’s why it’s crucial to listen, learn, and adapt.

A/B testing can tell you what format or tone sparks the most engagement. And simply watching your comments section? That’s gold.

4) Don’t just post, talk back

Community management is not customer service; it’s culture building. If you’re still using social as a broadcast tool, you’re doing it wrong. Comments aren’t just feedback but they’re conversation starters. True community-building happens when brands ask thoughtful questions, join trending conversations (with authenticity), and respond in meaningful ways.  

Gymshark gets this. They don’t wait to be tagged, they jump into the comments, join the conversation, and celebrate their community like it’s a sport, keeping their audiences engaged with a sense of belonging.

5) More than owned channel influence

Long-term partnerships with ambassadors are about building trust through consistency and familiarity. The best partnerships are not about reach but relevance. When you find an ambassador who reflects your ethos and connects with your audience on a genuine level, they become an extension of your brand voice, a trusted face audiences are excited to see.

Looking to build your brand community? Get in touch.

‍