Community Building vs. Community Engagement: Which Strategy Is Right For Your Brand?

A community is a group of people who come together because they care about the same thing. It's about having a shared mission or goal, whether that's living in the same area, being passionate about environmental conservation, or supporting a local sports team. This shared mission acts like glue, keeping everyone connected and driving them to work together, support one another, and share experiences. Communities are powerful because they show us we're not alone in our interests or challenges, and together, we can make a big difference.

Within the arts and entertainment industry, communities come in many forms. For example, there are fan clubs where people unite over their love for a particular band, movie franchise, or video game. These clubs often hold meet-ups, fan conventions, or online forums where members share news, artwork, and theories about their common passion. There are also artist collectives: groups of creatives who collaborate on projects, share resources, and support each other's work. Communities in the arts and entertainment industry are vibrant and dynamic, showing just how creativity can bring people together from all walks of life.

When marketers talk about "community engagement" and "community building," they often use the terms interchangeably; but they're not the same thing. Let's take a closer look...

Community Building

Community building means creating a space where folks with the same mission can gather. It's all about enabling people to form strong relationships that boost everyone towards their common goal. Think of it as building a house where everyone's invited — a place where people feel safe to share, learn from each other, and grow together.

This space can be digital, physical, or a combination of the two. In the digital world, communities come to life in online forums, on social networks, and at virtual events where folks can connect from anywhere. Physical communities might gather in dedicated buildings like churches or schools, or at in-person events, such as conferences or expos. Community builders will want to find the ideal blend of digital and physical spaces for their members.

When a brand steps up to build a community, it's taking on a big responsibility. It's like being the host of a party; the brand must not only invite people in, but also ensure they're having a good time and, most importantly, are safe. This means fostering interactions that are respectful and constructive, and jumping in to mediate when things go off track. It's all about creating a space where people feel free to express themselves without fear of negativity or harm. Ensuring safety could involve setting clear community guidelines, having a team ready to address issues, or even using technology to keep things friendly and inclusive. Bottom line: when a brand builds a community, it's promising to look out for its members, making sure their space is as engaging as it is safe.

Community Engagement

Community engagement and community building appear similar, but they're really two different approaches. Think of community engagement as jumping into a double dutch game that's already going. It's about engaging with an existing community, finding out what makes it tick, and adding your own moves to the mix. You're participating, listening, and contributing to something that's already alive and kicking.

On the flip side, community building is like starting your own double dutch game. You're setting up the ropes, inviting people to join, and deciding on the rhythm. Here, you're creating a new community from scratch. It's all about laying the foundations, setting the vibe, and bringing people together under a shared goal or interest.

Community Is About Creating Connections

Both community engagement and community building revolve around the crucial task of fostering relationships. This is where they stand apart from traditional marketing tactics. In the old-school marketing playbook, it's all about talking at people—a one-way conversation where brands broadcast their message and hope it sticks. Community engagement and building, however, flip the script by emphasizing two-way conversations. It’s not just about getting messages out there; it’s about listening, responding, and connecting. This creates a dynamic, interactive space where relationships between people can flourish, rooted in mutual interests and shared goals. Unlike traditional marketing, which often feels impersonal, community efforts thrive on personal connections and real engagement.

Which Community Strategy Is Right For Your Brand?

When a brand is deciding between engaging with existing communities or building their own brand community, there are several key factors to consider. First, look at your goals. If your aim is to quickly tap into an established audience to spread awareness, joining an existing community might be the way to go. But if you're aiming to create a long-lasting space that reflects your brand's values and brings loyal customers together, then building your own community could be more beneficial.

Second, consider your resources. Engaging with an existing community requires less initial effort and resources than starting from scratch. However, building your own community allows for greater control and can lead to deeper relationships with your audience over time.

Finally, think about your brand’s identity. If your brand's identity aligns closely with that of an existing community, engagement might be seamless and productive. But if your brand offers something unique or seeks to cultivate a specific culture or set of values, creating your own community might be the better option to fully express and nurture these aspects.

It's important to understand that choosing between engaging with existing communities and building a new one isn't an either/or decision. Many successful brands effectively combine both strategies to amplify their impact. Ultimately, the most effective way to build and maintain a connection with your customer is by being flexible and open to integrating multiple approaches to community involvement.