At its core, community keeps our humanity alive. Not in a let’s band together to fight off a gigantic mammoth kind of way, but in how it preserves the creativity, uniqueness, and connection that defines us.
For nearly 20 years, we’ve helped brands build and nurture communities. In a world where digital spaces can feel isolating, people are searching for real connections—whether in online forums, brand fandoms, coworking hubs, or local meetups. No matter where they exist, communities provide belonging, purpose, and identity.
But community isn’t just a marketing strategy—we see it as a philosophy; the foundation of how we come together, collaborate, and, ultimately, how we thrive. By understanding what makes communities work, we can forge deeper relationships, create value, and build trust. And in doing so, we all contribute to stronger, more meaningful connections.
That’s why we created this series. We’re not just breaking down the core elements of community-building, we’re bringing them to life through the people closest to us: our Sparks. Each week, we’ll explore a community our Sparks are part of, uncovering what drives it and calling attention to one key element that truly defines it.
So, let’s start with the foundation: What are the key elements of a community?
Members
Who belongs to the community?
Every community begins with its people. Whether it’s a tight-knit group of five or a global network of people, the makeup of a community—age, demographics, interests—shapes its identity. Understanding who is included (and sometimes who is not) helps determine how the community grows, evolves, and stays engaged.
Leaders
Who are the leaders and/or influencers?
Every community has figures who shape its direction—whether they’re elected leaders, thought leaders, or influential members. Some take an active role in guiding discussions, while others can influence from a distance as symbols of shared identity.
Sense of Belonging
How do you know you're in it?
A community is effective when people see themselves as part of it, not just participants. When a sense of belonging is strong, members stay engaged—whether they’re actively involved or simply proud to be associated with it.
Resources
What tools does the community offer?
A thriving community is built with a mutual exchange of resources, where members both give and receive something useful. This can be anything from a network of support to problem-solving or access to valuable tools. This continuous cycle not only meets individual needs but also reinforces trust and long-term participation.
Shared Story/Values
What's the unwritten rule everyone knows?
Every community needs a guiding force—a shared story or set of values that gives it purpose beyond just existing. These values act as a compass, shaping identity, guiding decisions, and keeping the community unified as it grows.
Artifacts
What symbols, language, or traditions signal “membership”?
How do you spot a member of the community? Artifacts—whether symbols, objects, or shared language—reinforce identity and recognition among members. They also serve as signals to those outside the community, making it clear who belongs and what they stand for.
Place(s) of Gathering
Where does this community exist?
The spaces where a community gathers—whether physical, digital, or both—serve as anchors for connection. The structure and accessibility of these places shape community ties, influencing how members interact, the depth of their conversations, and the longevity of their relationships.
Rituals
What traditions keep the community alive?
Rituals give communities rhythm—creating moments that bring members together in, sometimes small, meaningful ways that reinforce connection over time. The repetition builds familiarity, provides stability, and offers moments people genuinely look forward to. Whether simple or deeply rooted in tradition, rituals help shape a community’s identity in a way that feels natural and lasting.
