It Keeps Coming Back To Me

Hello dear reader 👋,

Pfieuw, the last newsletter before the holidays.
I’m putting all my remaining energy into this one!

I don’t know about you, but I am so ready for a break. It’s not that I have writer’s block, but finding the motivation to sit behind my desk and write has been hard this week. (Yes, I procrastinated yesterday, and now I’m writing this in the morning!)

So, I decided to escape to the seaside. I’m working (and relaxing) far away from my kids, who already started their holidays. 🙃 Sometimes, a little distance helps with creativity… and sanity.

➡️ Do you speak Linkedinese?

Just to get in the mood, a little joke. There’s a lot of hate about LinkedIn recently (mostly on LinkedIn itself) and how everyone is trying to build a personal brand. I get it—sometimes, I even annoy myself. 😂 But then again, I’m okay with it. It’s marketing, it’s showing what you know… and, let’s be honest, it works.

So, sorry to the haters. LinkedIn is not just my learning platform, it’s my endless source of inspiration. Every month, I discover interesting new people here, which often leads to valuable offline connections. (Are we already connected?!)

But, also, I do love the jokes about LinkedIn that are going around. Like how everyday conversations can be hilariously translated into "Linkedinese."

julianachanphd

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➡️ Is it a community?

Enough silliness—finally, the topic I really want to discuss, because it keeps coming back to me (Do I hear some Céline Dion in my head? 🎶) every single day. With every client. I’m talking about Communities. 

“I want a membership” — That’s not a community.
“I want engagement from my readers” — Also not a community.

A community is…

• A group of people brought together by shared values, interests, or goals.

• A space where members interact not just with you, but with each other.

• A place where they feel a sense of belonging, where they grow together, and where their contributions matter.

Online communities are one of the big “trends” for 2025.
Users are looking for real connections and a sense of belonging, and brands are starting to see the value of strong online communities to build loyalty and engagement. By creating spaces where people can connect, share, and give feedback, companies can build a loyal and emotionally connected audience.
(Am I talking about emotional connections with brands in a time of Human Renaissance again? Yes. I am.)

I know what it takes to build a strong community. As a co-founder of Maison Slash, a vibrant community of Belgian parents, I’ve seen how powerful connection can be. It took time and effort to build, but even now, it’s a lively space where parents share advice on all kinds of topics.

But!
Building a community sounds great on paper, but let’s get real: it’s not easy, and it’s definitely not a quick way to make money.

• Communities take a lot of time. It’s not just about launching a platform or creating a group. It’s about nurturing it daily, interacting with members, and constantly adding value. It can feel like a full-time job.

• Many brands think people will just show up and start interacting. Wrong. You have to give them a reason to engage—whether that’s through events, content, or meaningful conversations.

• The "Silent Majority": Most community members don’t actively participate. A small percentage will engage regularly, so you need to figure out how to activate the rest without pushing too hard.

• Managing Expectations: Both yours and theirs. Building trust and loyalty takes time, and ROI is not immediate.

But!
It’s still a smart idea.
Why?

• A community creates a deeper, emotional bond between your brand and your audience. Members feel like they belong, which builds loyalty that’s hard to buy.

• Your community becomes a constant source of feedback, ideas, and trends. You’ll know what your audience needs before they even ask.

• Communities can be monetized in smart ways (Never forget: first the community, then the membership—not the other way around.)

• Your community members become your biggest advocates. Word-of-mouth is powerful, and when it comes from an active member, it’s even more effective.
  
  
  So, ask yourself: do you really want a community,
  or are you just looking for followers, feedback, or customers?
  The answer changes everything.
  (And if you decide to build one, give me a call. 👋😃 I can help you! 👇)

➡️ BrandLove : Volvo

I planned to keep this newsletter short.
Failed.

That’s why I’m switching to this brandlove video : a brilliant 4-minute (!!) ad from Volvo. Perfect for a coffee break—or for those reading my newsletter on the toilet (yes, I’ve had confessions). Take your time.

Volvo shows how a strong narrative and an emotional connection to their core value—safety—can be the basis for great marketing.

The end!

I wish you all fantastic holidays—and always keep your personal branding in mind . 😄

See you next year!

X Ingrid