A comment in my coaching group this week sparked a conversation: community is one of the primary reasons people love being part of it. That got me thinking - what really makes a strong community? Whether you're leading a Facebook group, a mastermind, or a membership, a thriving community doesn’t happen by accident. It’s cultivated intentionally.
Let’s break it down into four essential community elements: Culture, Common Cause, Communication, and Connection.
Culture: The Heartbeat of Your Community
Culture is the shared language, symbols, and rituals that shape the experience of your members. It’s the “people like us do things like this” mindset that binds a community together.
For example, in the Suite, we believe:
- Spam is bad, and value is good.
- It’s okay to laugh at ourselves.
- We need to get out of our own way.
- Helping people behind us on the line is part of our mission.
Symbols and shared associations—pink Sharpies, arrows, specific fonts, and inside jokes—strengthen this culture. But culture isn’t just built on aesthetics; it’s reinforced by leadership. A leader sets the tone by modeling the values of the community, sharing vulnerabilities, celebrating wins, and amplifying what naturally emerges.
Culture can’t be forced, but it can be nurtured. When a community adopts traditions organically (#teampink-#teampurple, Shenanigans), the leader’s job is to encourage and reinforce them. Want more of something in your community? Water it, nurture it, and watch it grow.
Common Cause: The Glue That Holds Your Community Together
A community needs a purpose—a reason to exist beyond just gathering people in one place. What unites your members? What belief or mission keeps them engaged?
For the Suite, our common cause is simple: to do direct sales better.
For others, it might be:
- “To find humor in the everyday.”
- “To surround ourselves with beautiful things.”
- “To feel amazing in our own skin.”
A strong common cause gives people something to believe in, making them feel part of something bigger than themselves. Leaders should continuously reinforce this purpose through content, conversations, and community traditions.
Communication: The Lifeline of a Thriving Community
There are three types of communication within any community:
- Outgoing – Content and messages from the leader to the members (emails, posts, training).
- Incoming – Engagement from members to the leader (comments, replies, surveys).
- Internal – Conversations between members (peer-to-peer engagement).
The third type—internal communication—is the gold standard. A leader may initiate the conversation, but a true community thrives when members start engaging with each other independently.
At first, leaders do most of the talking. But over time, as trust builds and the culture solidifies, members will drive conversations. This is where the real magic happens—when relationships are formed and members stick around for each other, not just for the leader.
As a leader, listen to what your members are saying. What language do they use? What topics excite them? By mirroring their words and reinforcing their discussions, you create a sense of alignment. Ever had a member say, “Wow, how did you know I needed that today?” That’s the power of listening and responding intentionally.
Connection: The Key to Long-Term Engagement
People connect with people, not just content, products, or services. But before connection can happen, members need to feel safe.
Kindness and acceptance alone don’t create safety. Safety is built when leadership consistently enforces community guidelines, protects members from negativity, and fosters a respectful environment.
Maslow’s Hierarchy of Needs reminds us that before people can feel belonging, they need security. If members know that the community is a protected space, they’ll invest more deeply in relationships.
A great example? In the Suite, I publicly enforce the rules to ensure safety. When someone crosses the line (spamming, negativity, etc.), I take action—not just for the sake of policy, but to protect the experience of every member. This kind of leadership strengthens trust and deepens community bonds.
Trust: The Foundation of It All
When you blend Culture, Common Cause, Communication, and Connection, you create trust. And trust is the bedrock of any thriving community.
Trust = Authenticity + Integrity.
- Walk the talk.
- Do what you say you’ll do.
- Enforce the rules.
- Prioritize your members’ best interests.
For example, I often tell members, “No, don’t buy that course—do this instead.” Why? Because I genuinely want what’s best for them. That builds trust, and trust creates long-term loyalty.
Community First, Business Second
The Suite was built on community first, business second—and it’s proof that when you focus on connection, engagement, and trust, sales naturally follow.
Think of building a community as a long-term content strategy:
- Personality – Reinforced through humor, shared experiences, and leadership presence.
- Purposeful – Aligned with the value your community seeks.
- Promotional – Leading to an outcome, but always rooted in trust and relationships.
Considerations for Direct + Social Sellers
Building a strong community is especially important in direct and social selling. Whether you’re creating a customer community or leading a team, these four elements apply:
- Culture: Create a fun and engaging space where customers and team members feel valued. Recognizable symbols, brand elements, and inside jokes help establish belonging—think about using hashtags, challenges, or exclusive perks.
- Common Cause: Customers may rally around shared interests like a love for clean beauty, handmade crafts, or empowerment. Team members may bond over achieving financial freedom or growing their businesses. Keep reinforcing this shared mission.
- Communication: In customer groups, keep engagement high with interactive posts, product tips, and exclusive content. For your team, establish clear channels for training, Q&A, and celebrating wins. Encourage peer-to-peer discussions.
- Connection: Safety and trust are paramount. For customers, ensure a spam-free and welcoming environment. For teams, provide leadership that supports, uplifts, and protects their interests. Leading with integrity builds long-term loyalty.
Final Thoughts
Strong communities don’t just happen. They are nurtured, refined, and protected. And when you do it right, your community becomes your greatest marketing engine—organically generating referrals, endorsements, and sales.
So, if you’re building a community, ask yourself:
- Are you cultivating a distinct culture?
- Is there a clear common cause that binds your members?
- Are you fostering meaningful communication?
- Does your community feel safe enough for deep connections to form?
Because when you get these right, you won’t just build a following. You’ll create a movement. 💗