I saw it clearly in the few months I lived in Africa. The way that people came together to take care of their neighbors. How small businesses survived by the support of friends and families. How the whole town survived off support of each other.
Community. It’s the purpose behind everything. It’s the whole point of life.
When it comes to your brand, you might be here to make some money, to live out your dreams and take care of your family, but you wouldn’t be here without your community. The people who supported the dream and invested in you. The same people who spread the word and helped you grow into what you are now.
When it comes to creating a successful business, it isn’t just about hitting our financial goals, but about making something bigger than ourselves. Serving others, putting a smile on someone’s face, making life better.
Your business can be about more than selling. It can be about fostering community. It’s as simple as gathering some like minded people and creating a monthly get together to chat, enjoy a sale, or just have a place that everyone can meet and be together, think Cheers, where everyone knows your name.
Even the larger brands you know and love like TOMS or Patagonia, have found ways to bring people together and foster community. Whether that’s TOMS decorating parties put on by colleges and high schools, or Patagonia’s film screenings or repair van that travels the country inviting people to come and get their gear fixed instead of buying new.
Both these brands and more have thought of ways that they can bring people together for something bigger, to connect. It might not serve their bottom line, but it serves their community and there’s power in that.
Think about how you as a brand can foster community. Whether that’s in-person or digital events, you have the power to bring people together. It will serve your brand and the greater good.