What are the components of a community, and how can brands build one? Swan Sit, speaker, creator, advisor and investor at Swan Co., explains the framework behind communities in this clip from her keynote session at the 2024 Women in Retail Leadership Summit, held April 29-May 1 in Amelia Island, FL.
Sit details the three components of community as:
- commonality of purpose;
- frequency of touch; and
- self-engagement.
The third step is often the most difficult for brands, says Sit, because it means giving up the reigns to what people say about them. “It’s not just enough as a brand to talk to the community and let them talk back. You have to let them talk to each other because that’s how it propagates.”
Women in Retail Leadership Circle (WIRLC) members can watch Sit’s full keynote presentation — as well other full-length sessions from the Summit — here. Not a member? Apply today!