The word community is as we say in Spanish: the parsley in all sauces. Events, brands, apps, you name it! My bread flour provider has a community. The word community has been overused for a really long time, a quick Google search and you can find articles that date back to 2013. Then, why brands and products keep using this? What's the charm of the term? And most importantly "what's a community?"
Here's what Cambridge dictionary says:
So if I take this definition and apply it to my experience as a member of the Shipton Mill flour community, I can confidently say that my sourdough business is just between me and my cheap oven. I am a "Shipton Miller" and yet I feel lonely. We're customers, we're fans of your amazing flour (Shipton Mill, please sponsor me!) but we're not a community.
I'll bring up another example: I am a runner (I need to burn all the carbs that yummy bread gives me) and I use Strava. On Strava I can track my runs and be happy just checking how I progress, but I can also follow athletes who inspire me, I can join challenges and give kudos to my mates when they go for a run. Community is where I get value from this app because I feel connected, I feel cared about and rewarded.
The previous definition can be revisited and expanded to "Community is a group of people I care about. We have similar interests and/or we want to achieve something together and in doing so we celebrate each achievement together". The key here is this sense of belonging. Community touches on your identity: the things you like, the things you fight for. It touches on what you want to achieve: running 5k, becoming a better athlete, etc. And make you feel that there are other like-minded people supporting you in this journey: joining a challenge or just congratulating you on your achievements. That's why it is so powerful and attractive for brands because being part of a community feels great.
Do you belong to a community? Do you agree with this definition? Do you use a different one? I'd love to hear about you. You can DM me on twitter or email me.