The importance of community-building in business

In this week’s episode of ‘Now, that’s what I call business’, Ethique and Incrediballs founder Brianne West delves into the importance of community-building in the business world. 

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Here’s a ChatGPT precis of her podcast transcript for this episode or listen here. 

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This week, seasoned entrepreneur Brianne West opens her podcast by sharing exhilarating updates about her latest venture, Incrediballs, which she aptly describes as "fizzing with activity." From the start, she underscores the pivotal role that the community plays in the company’s success, emphasising that it transcends the actual number of her followers.

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Brianne draws upon her experience, highlighting how community-building has been a cornerstone of her previous venture, Ethique, and now continues to be instrumental in her latest endeavour. She engages her audience by actively seeking their input on various aspects of her product, from the nuanced details of naming to the intricacies of product development. Through this interaction, she fosters a sense of ownership and involvement among her dedicated community members.

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She passionately contends that transparency forms the bedrock of trust, nurturing these vibrant communities. West firmly asserts that community-building surpasses the effectiveness of paid advertising, presenting compelling evidence that businesses fortified by robust communities are more likely to secure investments, experience accelerated growth, and cultivate unwavering customer loyalty.

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To illustrate her point, West shines a spotlight on notable businesses that have masterfully cultivated strong communities, citing successful examples like Girls That Invest, MECCA, and Gymshark. She underscores that genuine community-building hinges on treating customers and followers as friends, fostering two-way communication, providing valuable free resources, and always keeping an unwavering long-term vision.

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West concludes the episode by outlining her strategy for Incrediballs, which includes an inventive loyalty program, immediate feedback loops on flavours and slogans, and the nurturing of a tightly-knit social media community. Her commitment to celebrating achievements and openly addressing challenges underscores her mission to build trust and camaraderie among her community members. 

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In conclusion, West passionately underscores that community-building stands as a formidable asset for any business. It goes beyond mere numbers and transactions, focusing on genuine interactions, trust, and deep engagement. By actively involving their communities and embracing transparency, she believes businesses can harness the potent force of loyalty, drive transformative change, and ultimately fulfil their mission of making a positive impact on the world.

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