The Starbucks secret your community needs
Build trust through every community interaction
I love discovering local coffee gems. But sometimes, especially when I'm in a new city or pressed for time, Starbucks is my safe bet.
Whether Des Moines or Dubai, the experience is the same. My tall, half-caff oat milk cappuccino is delivered in a paper cup with the familiar green logo every time. And, I can pretty much bet it’s going to taste just the way I expect.
There’s comfort in consistency. And I don’t just mean coffee.
Consistency creates the perfect environment for trust. I don’t have to spend a lot of energy studying the menu, second-guessing my choices, or crossing my fingers and hoping for the best.
Because Starbucks has consistently delivered the same experience with every coffee I’ve ordered, I trust them to keep delivering.
Knowing what to expect makes people feel secure. And that feeling of safety is just as crucial for an online community as it is for a global coffee chain.
To build trust with the people in your community, tell them what to expect, and consistently deliver.
In marketing speak, this is called “building a brand.” At its core, good branding is just showing people who you are and what they can expect from you, over and over. An article in the Harvard Business Review earlier this year put it like this:
"When one person makes a promise to another, it creates a relationship between the two. If the pledge is fulfilled, it builds trust, resulting in a valuable connection."
It’s easy to get caught up in the outward trappings of branding our communities. Just this year, I’ve seen founders invest tons of energy, time, and worry over creating the right logo or picking the right name.
It’s not wrong to worry about those things. Logos, color schemes, and slogans are important for becoming recognizable.
But they’re like the outfit your community wears to make a great first impression. The real magic comes from inside.
Your members want more than a pretty face. To build trust, they want to know what to expect – not just on the first date, but on every date after.
A logo and a clever name might catch their eye. But a sense of purpose, of connection, of shared experiences – that’s what makes them fall in love.
As you build your community’s brand, keep these things in mind:
Start with your values. The things your community stands for are the backbone of your brand. Bring them through clearly and consistently so visitors and members know what to expect.
Your community’s voice should feel natural. The easiest way to do that is to start with your own voice. When speaking for your community, is your tone lighthearted? Passionate? Empathetic? Lean into the aspects of your voice that represent the values and people of the community. Keep a list of phrases you use often and those you would never use.
People instinctively know if you rely on a bot to write your copy. If they suspect you’re not being genuine, they’ll never trust you. Write your own words or trust a professional writer who understands your community’s voice and values.
Your brand isn’t just what you say it is; it’s co-created with your members. Every interaction, from the landing page to how you handle tough conversations, shapes their perception of who you are and what they can expect from you.
As your community grows and evolves, your brand might evolve, too. That’s not just OK – it’s great! Just be mindful to grow with intention, remaining true to your values throughout.
At the end of the day, your brand is the promise you make. It sets the parameters of what members can expect, and you promise the community will uphold those parameters.
When you consistently deliver on the promise, members learn to trust in your community for the sense of belonging, shared experiences and value they seek.
Stay true,
I learnt a lot from this. Thank you so much Laura!