Since I’ve recently been on one of my Tom Sawyer rants again about the lack of humility I see in many community efforts, I thought I’d share a story that might help you visualize the role your organization could play in the communities it belongs to.
A few months ago, two of my business partners, David Burney and Matt Muñoz, were sitting in a meeting with a client of ours (The Redwoods Group, a very cool B Corporation), discussing the unique relationship that organization has with its customers, employees, and other communities. The conversation turned to the ideas of service and humility, which are so often ignored by big organizations attempting to engage with communities.
All of the sudden, Kevin Trapani, CEO of The Redwoods Group, encapsulated the entire conversation in a few short words:
“We should be of it, not above it,” he said.
So many organizations, intentionally or not, approach things as if they are above a community. Sometimes this means taking the Tom Sawyer approach of using community strategies to get others to paint your fence for free. Sometimes this means creating a new community with your organization at the center rather than joining an existing community effort. Sometimes it simply means a lack of humility or selflessness shines through in the organization’s community interactions.
In my day job at New Kind, I spend quite a bit of my time working on brand-related assignments, particularly for organizations interested in community-based approaches to building their brands.
When marrying the art of community building to the art of brand building, it’s hard not to talk about building “brand communities.” It’s a convenient term, and brand experts love to trot out examples like Harley Davidson and Apple as examples of thriving communities built around brands.
The term “brand community” even has its own Wikipedia page (definition: “a community formed on the basis of attachment to a product or marque”). Harvard Business Review writes about brand communities. Guy Kawasaki writes about brand communities.
Yet almost every article I’ve read about building “brand communities” shares a common trait:
They are all written by brand people for brand people.
The result? Articles focusing on what’s in it for the brands (and the companies behind them), not what’s in it for the communities. Learn how to build a brand community so your company will succeed, not so a community will succeed.
Typical corporate thinking.
What if we turned things on their heads for a second and changed the words around? What if, instead of “brand community,” the phrase du jour was “community brand?”
[Read the rest of this post on opensource.com]