There is no denying that everyone is talking about communities these days.

Many brands have started dabbling in community projects to attempt to supercharge their marketing efforts. It sounds pretty simple: you pick a platform, you email your customers and BAM! you have a community… right?

Well, not exactly.

Building a community isn’t all that different from starting a business. You need to plan it out. You can’t just create one and expect people to show up out of nowhere. It takes time and effort to build something meaningful and long-lasting.

So here are six important steps you should go through before you start the process of creating your community.

Six Steps To Designing An Intentional Community

Step 1: Establish Your Purpose

Most communities fail because they lack a sense of purpose.

Your task is to create something that people will genuinely care about.

In order to do that, it’s crucial to have a clear purpose that engages your community members and sets you apart from the rest.

That’s why the first step in building a purposeful community is identifying your purpose:

• Why should people care?
• What void in their lives will your community fill?
• What do you stand for?

Without answers to these questions, everything else is irrelevant.

To get people to become dedicated members, your community must have a compelling reason to bring them together. It’s a tall order, but one that’s necessary to keep them returning time and time again.

Step 2: Choose Your Path

Once you have defined your “why,” the next step is to determine the tactics you need to employ to achieve your goals.

This is where the “How” comes into play.

To achieve this, you need to answer the following questions with confidence:

• How do people gather? (Forums, chat, IRL, workshops)
• How do you facilitate conversations, interactions & engagements?
• How do you set the tone/encourage quality engagement?

By answering these questions, you will be able to create a community that people will love and want to return to time and time again.

Without these two steps in place, members may not find what they are looking for and leave your community. So, it’s important to have a clear purpose, a path and a sense of confidence in your approach to achieve your goals.

Step 3: Establish a Code of Conduct

People often don’t think about writing a code of conduct until after they’ve had their first community crisis. Don’t be that guy.

Establishing a code of conduct is vital when starting a community. It sets clear boundaries for members and creates a safe space where everyone can thrive. Having a well-defined code of conduct also helps in dispute resolution among members.

It’s important to make it accessible to everyone, so they can read it before and after applying and again when welcomed into the community.

Ensure that everyone has easy access to report breaches or violations of the rules and make it optional for them to remain anonymous.

If you’re not entirely sure how to make the code of conduct inclusive for all members, try co-creating it with your early members. This is a great opportunity for everyone to contribute their ideas and perspectives. You don’t have to do it on your own!

Step 4: Define Your Objectives

Consider the community you wish to create.

Would you enjoy a community where you can share your knowledge and make industry connections?

Do you want to bring together members to form sports teams or gaming squads?

Is it a space for inspiring artists to create and share their work?

This step entails reflecting on what you want your community to DO and the results that will arise from being a member.

Your business objective may be to market your product, which is the whole point in investing!

However, your business goals are just a part of the bigger picture. It’s important to strike a balance between business objectives and community member objectives. These objectives may not always align. Therefore, it’s important to take a step back and consider the viewpoints of your members.

Ensure that your community objectives are mutually beneficial. Consider what benefits your members will receive in addition to yourself.

Step 5: Plan Your Recurring Events

One of the most effective ways to design an intentional community is by organizing recurring events that bring members together in both virtual and physical spaces.

These events don’t have to be complex. They can be as simple as a monthly virtual book club or an annual summer picnic.

At a previous brand I worked with, we held quarterly photoshoot events that allowed community members to connect and take photos in exciting locations.

These events are powerful because they give members milestones to look forward to and collaborate around. They create a sense of FOMO and generate excitement around your brand.

The stronger the sense of anticipation, the more involved and active the community will be, especially leading up to these events. This makes it more likely that people will remain active members.

Step 6: Establish Your Community Vibe

The atmosphere, the vibe of your community is a crucial (albeit intangible) component of your success.

Creating and maintaining a consistent vibe from the outset means that it becomes familiar to people, helping them associate a particular positive feeling with that virtual space.

It’s perfectly fine to experiment and do some research on the atmosphere people associate with your brand. If you’re unsure, go with what feels natural. If a formal writing style comes naturally to you, embrace it. If you tend towards using GIFs and memes, go with that.

Having a strong voice that feels natural to you will help your community feel more authentic and purposeful. So if there’s a specific vibe that sets your community apart from others, lean into it!

If you’re thinking about starting a community, it’s important to have these six aspects nailed down before you get to work.

Obviously these may change and evolve over time as your brand and audience grows. It’s important to stay flexible and be open to new ideas and approaches. Keep your finger on the pulse of your community and ensure that you’re meeting their needs and expectations; make adjustments as necessary. By doing so, you’ll be able to build a strong and vibrant community that will stand the test of time.