How innovative communication builds community not just customers

Traditionally companies use communication to project an image of perfection. However a growing number of organizations have begun to use their platforms to openly discuss about different social topics. This transparency helps to connect the audience to the brand’s

As someone who has experience managing a growing a diverse community, I’ve learned that the most innovative way a company can community is through a “bridge”. In an era where brands just stop looking to stand out and start trying to connect. When a company uses it’s voice to build a space where people feel seen and heard, the brand became a home and a feeling of belongingness and turns into a long term loyalty.

The core of our success was that our communication was 100% interactive. We showed the POVs of our community members. Instead of centering the conversation in what we offer, we decided to focus on their experiences and feelings. This approach allowed the company to secure a higher number of leads of people who see themselves reflected in our culture.

I’ve worked translating a free open community into sales. Instead of using social media or email marketing to remind customers of a services, product we decided to use “free trial” of our culture. We gave free access (one time only) to our events because it allows to the future customers to try the experience our organization’s values. We stopped seeing our communications as a way to sell and we use it to motivate through a shared purpose. We focused on genuine interaction.