Today, the owner not only builds a team and charges it with his energy. He also communicates his values to employees and clients. As a result, small companies, especially those in B2C services, are building a community of like-minded people around them. Thus, the children's school is no longer just a swimming section, which children attend twice a week, but a community of interested parents, coaches and managers.
Parents not only want to take their child to the section, but also receive useful information, full-fledged communication of interests, participate in joint "parties" and make friends with families. It is important to consider that in this situation there are always those clients who become yours for a long time, and there are those with whom the views are so different that you can and should part (clients can also be toxic and have a bad effect on you and your community) ... The same is true for other areas of business.
If you manage to gather people around you in this way, you don't have to worry about brand power (and sales). Community is about brand love, shared values, support and exchange of experience. For a community to emerge, it is important to create an environment where people feel comfortable speaking out, where they feel that their opinion is important. How can this be achieved? Define project values. It is the foundation on which the brand image and community are built.
More info here - https://en.wikipedia.org/wiki/Community
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