Building Community Through Creative Marketing
Marketing Isn’t Just Selling — It’s Connecting
‘Pandemic’, a board game based on curing virus cubes.
We live in an era of isolation. Algorithms keep us in silos from each other. It’s easier to swipe on a screen to keep yourself “entertained” than going out to an event. Going out takes time. Going out takes effort. Why not just stay in and continue to swipe up to get the next hit of dopamine?
This is what you are up against when you’re in a creative field. An infinite supply of content from the world that wants to keep you separate from those you can help. Those you can connect with. Those you can build with.
So how does an artist combat the never-ending waterfall of content at everyone’s fingertips? How do you find your audience and connect with them? I am here to say it does not mean putting out more and more content, hoping to get found. It’s not about jumping on the latest trend to get the algorithms to push you to the top. It’s about building something more sustainable, more reliable, and more concrete.
It’s about building a community.
Why Community Matters
Community is easier said than done. You have to find your people and connect with them on a deeper level than just likes and follows. The good news? You’re creative. You have ideas and perspectives that set you apart from everyone else. That spark — that little je ne sais quoi — is what helps you find your tribe.
A community jam session with Jonathan.
But here’s the hard truth: being creative isn’t enough on its own. You need to share your creativity. You need to put yourself and your work into the world so people can connect with it. And that means embracing marketing.
For many artists and small business owners, marketing feels dirty, like selling out. I used to feel the same way until I realized that marketing isn’t manipulation or propaganda, it’s simply letting people know you exist. It’s saying, “Here I am, and here’s what I have to share with you.”
If you keep your work hidden, you aren’t just depriving yourself of opportunities; you’re depriving others of the chance to connect, learn, and grow through what you have to offer.
Your band, your event, your hand-crafted goods — they have value simply because they exist. But they have greater value when they’re shared with the world. And when you approach marketing as a way to build community, it stops being about pushing products and starts being about connection.
Six ways to build community through marketing
1 - Collaborations
Collaborations are one of the purest ways to build community because they start with the seed of community: people working together. When you collaborate, you don’t just combine resources, you combine audiences, energy, and creativity.
The filming of a group performance with Katie Jane and Curt Ryan.
A band and a dance troupe put on a show together, creating an experience that’s bigger than either could achieve alone.
A Highland Games festival unites athletes, musicians, artisans, and vendors, weaving together different cultural threads into one shared celebration.
A coffee shop teams up with a local painter to host a gallery night, bringing the café’s regulars into the art world and giving the artist access to a whole new customer base.
Collaborations multiply impact. They also tell your audience, we value relationships more than competition. That message resonates deeply in a world that’s hungry for connection.
2 - Shared Spaces
Shared spaces are fading in our digital-first world. Most of us connect through Zoom calls, text messages, or comment threads more than we do over a meal or a handshake. That’s why shared physical spaces are more valuable than ever.
When you create or participate in shared spaces, you’re giving people something they can’t get online: presence. The energy of being in the same room with others who care about the same thing is irreplaceable.
Pop up shops where local makers can show their crafts.
Open-mic nights for musicians and poets to hone their works.
Co-working spaces for freelancers who crave human contact.
Even if you primarily operate online, consider hosting a physical gathering; a workshop, a small festival, a gallery event. Shared spaces build belonging in a way no livestream ever can.
3 - Clubs
Community thrives when people share more than just admiration for a brand or product — when they share experiences. Clubs and interest groups are a powerful way to make that happen.
Hamish the Highland Cow in the making.
A few examples:
A running shoe company that sponsors weekly running meetups.
A photography studio that hosts monthly photo walks for amateurs and pros alike.
A music shop that opens its doors for instrument “petting zoos,” jam sessions, or beginner classes.
These gatherings may not always generate direct sales, but they create loyalty. People bond over shared activities, and those bonds transfer to the brand that facilitated them.
4 - Fundraising with Purpose
Fundraising doesn’t just raise money — it raises community spirit. When businesses and artists attach their efforts to a cause, they invite people to join something bigger than themselves.
Examples:
A local band throws a benefit concert for wildfire relief.
A small bakery donates a portion of sales to the local food pantry.
An artist auctions a piece to support a local high-school robotics team.
These moments turn customers into allies. They don’t just buy your product or attend your show, they join your mission. That shared sense of purpose creates long-term loyalty and strengthens the community around you.
5 - Volunteering & Service
Sometimes, the best marketing isn’t about spotlighting yourself at all. It’s about showing up for others. Volunteering at events, donating time to local causes, or mentoring younger creatives is a way of saying, we care about this community because we’re part of it.
A running group that helps the people recovering from addition build a new life.
Adopting a highway or trail and picking up litter.
Bringing food and helping serve to a homeless shelter.
When your brand is seen pitching in, not for recognition but for genuine service, people take notice. They remember that you were there when it mattered, and that memory shapes how they engage with you in the future.
Service builds trust. And trust is the bedrock of community.
6 - Storytelling
An audience clapping along to a performance.
Stories are the heartbeat of community. They’re how humans have always made sense of the world and connected with one another. Marketing rooted in storytelling doesn’t just tell people what you do, it makes them feel something.
Instead of posting, “We have a new album out,” tell the story of the late-night writing sessions, the arguments and breakthroughs, the way one lyric came from a conversation overheard in a coffee shop.
Instead of announcing, “Our bakery makes the best bread,” tell the story of how your grandmother’s recipe traveled across an ocean and is still baked in honor of her.
When you tell stories, people don’t just buy your product. They join your journey. And once they’re part of your story, they’ll want to stick around for the next chapter.
Case Example: Bands and Festivals
One of the clearest examples of community-first marketing is in the music and festival scene.
A band doesn’t succeed because its songs magically go viral online. They succeed because they build a community around their shows. The people who come to that first gig tell their friends, bring their families, and eventually travel hours just to be in the room again.
Festivals take it even further. They create temporary villages where different creative tribes come together; dancers, musicians, artisans, athletes, vendors, and audiences. That mix creates bonds that last far beyond the festival grounds.
Marketing for festivals isn’t just about ticket sales. It’s about weaving a story that says, this is more than an event, it’s a place where you belong. When people feel that, they don’t just attend once. They come back year after year and bring others with them.
The Ripple Effect of Community-First Marketing
When you focus on community first, something magical happens. The benefits ripple outward:
Stronger Loyalty: People don’t just buy once; they return because they feel part of something.
Organic Growth: Word of mouth spreads naturally when people feel genuinely connected.
Resilience: Communities are more resilient than algorithms. Even if your online reach dips, your core group sustains you.
Impact Beyond Sales: Your work isn’t just about profit, it becomes part of people’s lives, their stories, and their sense of belonging.
A dancer in motion at the Portland Northwest Highland Games.
Tips for Small Businesses to Build Genuine Connections
You don’t need a massive budget to build community. In fact, smaller businesses often have an advantage because they can connect on a more personal level. Here are a few tips to start:
Be approachable. Reply to comments, emails, and messages with warmth and authenticity.
Host small events. Even a 10-person workshop can spark lasting connections.
Highlight others. Share customer stories, celebrate community wins, and spotlight collaborators.
Be consistent. Community isn’t built overnight. Show up regularly and reliably.
Listen. Ask your audience what they want or need, and adapt accordingly.
Strong Communities = Strong Brands
At the end of the day, marketing isn’t about shouting the loudest or chasing trends. It’s about connection.
In a world where isolation is the norm and endless content competes for attention, building a genuine community is revolutionary. It requires patience, vulnerability, and creativity. But the payoff is enormous: stronger brands, deeper relationships, and a sense of purpose that goes beyond profit.
Whether you’re a band trying to fill a venue, a small business hoping to reach new customers, or an artist wanting to share your vision, the same truth applies: if you build community, success will follow.
Because strong communities don’t just support strong brands.
Strong communities are strong brands.