Let’s be honest—community building is the new black. But while everyone’s talking about it, not everyone’s doing it right. So we hosted a sold-out panel talk at TheMerode with some of the boldest brand builders in the game—The Room Antwerp, Osaka, Bavet—and turned their insights into your new playbook. Let’s go.

The do’s of community building (AKA what smart brands do daily)

1. Be human, not a logo.
   People follow people, not polished feeds. Show your team, your messy behind-the-scenes, your not-so-perfect journey. Authenticity builds trust. Trust builds fans.
2. Stay consistent.
   Community isn’t built in one campaign, it’s built in compound interest. Show up daily, even when the likes are low. The payoff is exponential.
3. Tell stories that serve.
   Entertain. Educate. Don’t scream “BUY NOW!” like a used car salesman.
   Think TikTok: value first, sales second
4. Let your people speak.
   User-generated content is gold. Not only does it boost engagement, it tells your brand story through the voices that matter most—your customers.
5. Listen up.
   Feedback isn’t scary. It’s strategy. Your community holds the roadmap if you dare to read it.

And the don’ts (AKA how to lose your crowd in 10 posts or less)

1. Only focus on sales
   Spoiler: People aren’t buying from shouty brands anymore. If your content screams, your audience scrolls.
2. Treat everyone the same
   Mass messaging is out. Scalable personalization is in. Make people feel seen—or they’re gone.
3. Ignore feedback
   See above. Also: ghosting your community’s opinions? Major ick.
4. Inconsistency
   A dead feed = a dead brand presence. Harsh, but true.

Online vs offline: spoiler—they’re married now

The smartest brands don’t split online and offline. They blend them into one seamless experience:

The Room Antwerp drives online buzz for physical pop-ups: 

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A post shared by BAVET – Spaghetti for Friends (@bavet_spaghetti

Bavet invited a select group of clients to experience a new collab with Tout Va Bien Beer from Average Rob for a private launch party.

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A post shared by BAVET – Spaghetti for Friends (@bavet_spaghetti)

In short: if your customer journey isn’t omnichannel, you’re missing half the magic.

How social media has evolved (and why your strategy should too)

• Video is king.
  Short, snappy, scroll-stopping. Think TikTok hooks, Reels realness, and lo-fi vibes over polish.
• Social commerce is here to stay.
  From scroll to checkout in seconds. If you’re not leveraging this, you’re leaving money on the table.
• Raw > perfect.
  Polished campaigns are losing ground to behind-the-scenes chaos. Show the mess, show the mission.
• Be about something.
  Social platforms are the new protest grounds. Your audience expects you to stand for something. Silence isn’t neutral—it’s loud.

How much does community building cost?

Not as much as you think. But here’s what you do need:

1. A strong brand story/b> (ideally with values people actually care about).
2. Content that’s professional but still human.
3. Budget to scale (especially on Insta—TikTok might gift you virality, but you’ll still pay in time and effort).
4. First-party data—email is still queen.

Data: your secret weapon (if you use it right)

Data isn’t creepy, it’s considerate. People expect personalized experiences. They want brands to know them—what they like, when they shop, and yes, if they expect free shipping.

What we do at The Dot Society is turn that data into smart moves:

1. We don’t just gather numbers—we read between the lines.
   • Are buying behaviors different across regions?
   • Do customer expectations vary—like free shipping, next-day delivery, or support tone?
   • We dig into those insights and use them to fine-tune digital strategies that actually resonate.
2. First-party data is our goldmine. It goes beyond the clicks and shows us what your audience truly wants. But here’s the trick: you don’t collect it all at once.

Think of it like a first date—don’t ask for their life story upfront. Build trust, stay curious, and update customer profiles as the relationship evolves. That’s how you go from “nice to meet you” to “can’t live without you.”

Can you build a community anywhere?

Short answer: do NOT copy-paste.

Look at the following variables: 

1. Culture: What works in NYC might bomb in Brussels.
2. Law: GDPR is real and watching you.
3. Language: English is not always the vibe.
4. Spending power: Know your audience’s wallet before pitching luxury.

Context is everything.

Influencers or nah?

Yes—but think ambassadors, not billboards.
The best brand advocates aren’t just posting, they’re participating. Mutual value. Long-term love. That’s community.

OSAKA’s red lions ambassadors turn the brand into a reallity: 

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A post shared by OSAKA HOCKEY (@osakahockey)

Best-in-class community builders

1. Glossier – Built by customers, shaped by their feedback, and powered by UGC.
2. Nike Training Club – Fitness community > fitness products.
3. Lululemon – Yoga classes and run clubs = brand lifestyle IRL.
4. Patagonia – Their activism is the brand. Their customers live it too.

Worst-in-Class?

1. Djerf Avenue – Preached body positivity, but reports of toxic leadership said otherwise.
2. Dolce & Gabbana’s “China” campaign – A case study in what not to do with cultural representation. Oof.

Final takeaway: community is not a tactic. It’s your brand’s heartbeat.

It’s not just about followers, it’s about belonging. And when done right, it’s the most powerful growth engine you’ll ever build.

Want to create a movement, not just a marketing plan?

Let’s talk.
We’re The Dot Society—your strategic growth partner for digital that actually connects.