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The importance of communities

We are all part of at least one community – communities. The fact of sharing a common interest with a group of people – but also an association or an activity – makes us part of a community, creating a strong sense of belonging. If we consider this sense of belonging also from a brand perspective, we become then an integral part of a tribe, which is reflected in the values and identity of the brand.

As human beings, we have always created connections with other people: to survive, to share jobs, efforts and responsibilities; but also, to help, to exchange information or goods. Our life has always been based on the sharing of values and experiences within a community, pushing us to grow together in a constantly evolving society.

A personal and technological evolution related to the exchange of information and interests, the sharing of a passion and the increasingly tight link between people with common goals: the community allows us to expand our knowledge, to experiment with others and communicate our ideals strengthened and supported by a cohesive and varied group of individuals, connected by invisible but resistant wires.

Thinking about the past, the present and in particular about the situation experienced during this pandemic, Covid-19 divided us, imposing social distancing. Suddenly we found ourselves alone, far from colleagues and from the personal and professional routine.

During this year we spent an incredible number of hours in front of the screens to attend meetings and on the net to follow training and self-training, listening or interacting with pixels and not with people in the flesh. Even in hard times, we have never promoted internal communication at our workplace, sharing what we do and the challenges to be met. Therefore, nowadays we need to belong to a community where we can freely discuss and interact, receive and give back.

Our children have set up study groups to ask for questions (we may have done the same when in high school) just to realize that they weren’t just studying another chapter of philosophy, but rather a cultural concept that has always existed and announced the foundation for the communities of our century.

We are all looking for a group of belonging, a passion to share, a second family where we can reveal our opinions.

A community is a common good/place that over the years has been transformed according to the needs of people, always starting from a physical (or commercial) connection to land on social and on the web, for an increasingly active and updated connection. For this reason, it is a place where a single story gathers around anyone who sees himself in his path.

The value of a community

We have always been accustomed to hearing stories and, more or less, to get carried away in the adventures of the various characters by identifying with them. The stories have tied us for a long time to our favorite characters: they did it in books, as in cartoons.

How not to mention Walt Disney that for years has been synonymous for magic, fantasy and emotions. Thanks to its protagonists and the vicissitudes they faced – who taught us the importance of the family – the colossus of animations has managed to creep into our hearts. And he did it mostly because of his stories.

Today the magic continues in the TV series on Netflix.

Our life is based on emotions and we team up with those people who share our same interests, pleasures, hobbies and values.

The brands and companies where we work today have understood the importance of history, of their own journey, and of how it is necessary to share its values and the sense of aggregation.. This is how we continue to look for ourselves, to form bonds and to interact with those who share our vision. These bonds, which previously held us together through invisible threads in the squares and markets, have also been revived in the world of social media with the same imprint. Or intranets and internal communication channels

Therefore, nowadays communication and internal relations become priorities, and can be found at the basis of the sense of belonging of communities: we need to create a dialogue in the family, a relationship of trust, by bringing out the sense that binds intentions (code of conduct) and daily actions.

Community making is just that: use all the tools possible to push e  each of us to open our eyes from our own range of action, share our knowledge and the desire to perform at our best by putting people at the center.

After BtoB and BtoC it is time now to talk about Human to human: relationships and emotions, no more about transactions.

Communities are born around values, ideals, projects, and people.

How many successful communities can we count? Each of us is part of a professional community or related to passions and interests.

Some can be verticalized for interest and each one has its own language, but all have a great value in common: to bring value , inspiration, ideas, empowerment. Therefore, it is fundamental to coming out of loneliness, to think about the future, and be ready to change.

Advantages and community values

  • Dialogue between people (sharing ideas and projects)
  • More internal communication: communication is a common task, that enhances improvement
  • Training: by investing in training and mentoring, productivity and revenue are implemented
  • Encouraging team play (team building). If you do not involve all players in a collective challenge, there is no future.
  • Promoting social welfare (More satisfaction means more productivity and less turnover). The most important thing is “feeling well”
  • Creating respect and shared values: daily training for positivity and sharing values as a common factor
  • Sustainability: if the present is sustainable the future is guaranteed.

This will get more importance in the future for example when thinking of the different generations coexisting and collaborating, gender equality, etc…

Communities and social media

Instead of going out (even from home since in Italy, for example, 70% of companies still work in smart working) you are on the groups and intranet; very recently you find yourself listening and interacting on Clubhouse as well. Groups are a meeting point for anyone looking for their community.

The usefulness of the groups is social recognized: from the groups where discuss common passions are discussed, to those where the latest news are shared, such as in the field of technology, design, marketing or any profession, up to the groups created to bring together the working groups. Social networks give space and voice to everyone, both in their private profiles and within groups.

It’s not that easy to communicate our values without sounding boring, repetitive and un-original. And if we talk about brands, we realize that their uniqueness lies precisely in their history and identity. In a word, in their being community.

As Anthony Robbins says:

“20% of every change is in knowing, the remaining 80% is in knowing why ” and communities help us to make sense of our many WHY.

This is why “Together is better”.  Let’s get connected

Autor: Vania Alessi

This article first appeared in Executive Support Magazine, a global training publication and must read for any administrative professional. You can get a 30% discount when you subscribe through us. Visit the website at to find out more or to get your 30% discount email and tell them we sent you.