Move over “authenticity,” step aside “disruption”—2025 belongs to community.

If you’re building a brand this year, chances are you’ve heard the word thrown around in boardrooms, brainstorms, and LinkedIn posts alike. But here’s the rub: while everyone is talking about community, few know how to actually build one.

As Grace Andrews, Brand Director at FlightStory (home of The Diary of a CEO) so sharply put it:

“Community building isn’t a content strategy—it’s a listening strategy. And most of us aren’t very good listeners.”

She’s right. Most brands are busy posting, shouting into the void, chasing engagement with polls and questions that feel more like a checklist than a conversation. The result? Shallow engagement and a disconnected audience.

Why Community Is No Longer Optional

Let’s be clear: community isn’t a “nice to have” anymore—it’s the backbone of brand longevity in a trust-starved digital world. Here’s why it’s dominating the marketing agenda in 2025:

From a business perspective:

• Stronger retention: Communities create stickiness. People stay where they feel seen.

• Higher lifetime value: Community members are more likely to become repeat customers and brand advocates.

• Cost-efficient growth: When your audience becomes your sales team (through referrals and word-of-mouth), your CAC goes down, fast.

From a consumer perspective:

• Connection and recognition: Today’s customers don’t just want products—they want belonging. And they want brands that listen.

So, how do you stop talking about community and actually build one?

Community Building: What the Experts Say

Here’s the top-tier advice from leading brand thinkers and doers who are actually getting it right:

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1. “Listen first, post second.” — Grace Andrews, FlightStory

Grace is adamant that the future of community starts with listening, not broadcasting.

Instead of guessing what your audience cares about, use tools like OwlyGPT (powered by Hootsuite) that tap into real-time social conversations. It’s about understanding what your audience is discussing—today—and tailoring your content and interactions around those topics.

Don’t ask, “What should I post this week?”
Ask, “What are they already talking about—and how can I join in meaningfully?”

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2. “Build rituals, not just campaigns.” — Emily Heyward, Red Antler (Branding agency behind Allbirds & Hims)

True community isn’t built on a launch calendar. It’s built on rhythms.

Whether it’s a weekly Q&A, a behind-the-scenes “build in public” thread, or a monthly founder voice note—give your people something to look forward to. Consistency creates trust, and trust fuels community.

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3. “Give people a role in your story.” — Marcus Collins, Author of For the Culture

Marcus teaches that people don’t join communities to watch—they join to contribute. Let your audience shape the brand narrative.

Feature them. Let them co-create. Invite feedback that actually shifts direction. When people feel like they matter to your brand, they’ll stay and bring others with them.

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4. “Own your platform—but meet people where they already are.” — Rachel Karten, Social Media Consultant & Author of Link in Bio

You don’t need to build your own forum from scratch. Start where your audience already hangs out—Reddit, Discord, Instagram DMs, or WhatsApp groups. Create micro-moments of connection before scaling.

Own your platform (email lists, private channels) for long-term resilience—but build community bridges on platforms people are already using.

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5. “Let community inform product—not the other way around.” — Andy Ayim, Angel Investing School

Your best product ideas, features, or experiences? They’re already being discussed in your community.

Use community insights as your R&D lab. Ask. Test. Build with them, not just for them.

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TL;DR: How to Actually Build a Brand Community in 2025

Here’s your cheat sheet:

✅ Listen before you post – Use social listening tools to tap into their language, not yours.
✅ Create shared rituals – Weekly moments, not just launch spikes.
✅ Highlight your people – Make your community the heroes of your brand story.
✅ Be present in their spaces – Show up where they already are, before pulling them into yours.
✅ Let them influence the roadmap – Invite contribution that actually matters.

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Community is no longer a marketing trend. It’s a survival strategy.
And the brands that build real ones? They’re not louder. They’re closer.

So: Are you building a brand with followers… or a brand with believers?