You need friends who believe in your work. Everyone says “just show up”—but that’s not how you build a real brand community. That’s part of it, but you need to go deeper. Because scaling doesn’t start with systems. It starts with conversations. Ones that build genuine, authentic community.
You’ve likely heard things like, “Just show up consistently” or “Engage with your audience!” But if that advice hasn’t helped you build a thriving brand community that of fans that love you and your work…this episode is for you.
The truth is: It’s not about paid ads or complicated launches. And you don’t need a massive following or a huge team to build a powerful, profitable, heart-centered brand community.
If your audience isn’t buying, they may not feel like a community—yet.
In this conversation with Kristina Bartold—co-founder of the Social Snippet and someone who truly walks the walk (I mean, have you seen her High Vibe Women events?!)—we break down exactly how brand community has helped her grow (and scale quickly) across two brands, online and offline.
This isn’t just theory. This is what’s working. Let’s dig in.
The Myth of Scaling Without Community
When we hear the word “scale,” many entrepreneurs immediately think: online courses, group programs, automation.
But Kristina offers a fresh perspective: her business scaled quickly not because of a shiny funnel or a viral post—but because of relationships.
She didn’t build her brand in a vacuum. She built it in community.
Kristina and her business partner joined a mastermind early on in their journey. It was a stretch financially. They were nervous. But she decided to show up fully.
She posted in the group and offered free social media audits—just to be helpful. No pitch. No expectation.
The result? A pipeline of dream clients and referrals that still pour in years later.
Why? Because she led with value and listened intentionally. People trusted her. They wanted to work with her—or knew someone who did.
That’s the power of a well-nurtured brand community.
Followers ≠ Community
We’ve all seen it—someone with 50,000 followers who can’t sell a $15 product.
Kristina’s worked with those clients. And the missing link? It’s not more content. It’s not better graphics.
It’s community.
Your brand community is built on relationships. It’s people who trust you, root for you, and buy from you—because they feel connected to your mission and values.
If you’ve hit a plateau or noticed a dip in conversions, ask yourself this: Am I nurturing community, or am I just broadcasting?
Marketing isn’t a megaphone. It’s a conversation.
The 3 Secrets To Grow Your Brand Community
1. Start With The Brand Community You Already Have
One of Kristina’s most underrated tips? Start with who you already know.
Your first customers likely aren’t strangers on the internet. They’re already in your network.
Not sure how to reach out? Here’s what she recommends:
Ask for referrals. Don’t be afraid to say, “Hey, do you know anyone who might benefit from this?”
Invite conversations. Offer a Starbucks gift card in exchange for 20 minutes of honest feedback.
You’ll walk away with invaluable insight—and probably a few new customers too.
It’s easy to overcomplicate marketing. But the simplest things (like having real conversations) are often the most effective.
2. Form Power Partnerships
Kristina also swears by “power partnerships”—strategic relationships with people who serve a similar audience, but aren’t direct competitors.
Think: a brand strategist partnering with a website designer. Or a podcast editor partnering with a launch coach.
These partnerships can look like:
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- Podcast guest swaps
- Instagram Lives
- Freebie exchanges
- Co-hosted community calls
One email swap Kristina did brought in a bunch of new subscribers—with hardly any effort.
Here’s the key: Lead with generosity. Don’t overthink it. Just focus on adding value to their people, and the ripple effect will follow.
3. Have Conversations (They Are Copywriting Gold!)
Let’s talk about messaging. Kristina’s approach to community building doesn’t just grow her network—it makes her copywriting stronger too. Every DM, every feedback call, every real-life conversation becomes data.
She takes the actual words her audience says and uses them in her marketing—emails, sales pages, social posts. This is how you write copy that connects. You don’t guess. You listen.
And when you write it down in your messaging guide (not just hope you’ll remember it), you’re creating a system that continues to serve you over and over again.
Avoid Flopped Offers with This One Shift
Ever poured hours into an offer… only to hear crickets?
You’re not alone. But Kristina offers a different way forward: use your community to validate your ideas before you build them.
She tells the story of her winter retreat idea—a dreamy, snow-dusted getaway she kept trying to launch. And every time she asked her audience if they wanted it?
They said no.
So instead of pushing forward, she waited. Listened more. Refined her offer.
Three years later, she finally launched it—with immediate sales.
This isn’t about doing less. It’s about doing the right things. And you’ll only know what those are by talking to your people.
Build Community on the Platform You Actually Like
Hot take: You don’t have to be on every platform.
Kristina has a team and still chooses not to show up on TikTok. Why? She doesn’t like it. And she knows she won’t engage with people there authentically.
So here’s her advice: Pick one platform. The one you enjoy. The one where your audience already hangs out.
Then go all in.
One of her clients grew fast on LinkedIn—but hated logging in. So they pivoted.
Because energy matters. People can feel when you’re showing up because you want to—not because you feel like you have to.
The Best Brand Community Growth Hack
Want to supercharge your community? Kristina’s biggest growth hack is simple: Get in the room.
She says her strongest relationships—the ones that led to the biggest referrals and long-term collaborations—came from in-person events.
Not flashy $10k masterminds. Simple things like Chamber of Commerce meetups or community dinners.
One dinner led to a referral the next week. Just because someone liked her vibe.
You don’t need to wait for the perfect invite. You can create your own in-person moments. Host a coffee chat. Start a local meetup. Invite three business friends over for wine and strategy.
Small circles lead to big opportunities.
Podcasting as the Ultimate Brand Community Builder
Kristina calls podcasting “the ultimate networking hack.” And honestly? She’s right.
As a host, you connect with people you may have never reached otherwise. And those relationships often lead to collaborations, client work, and speaking invites.
As a guest, you get in front of new audiences who are already warmed up—because someone they trust introduced them to you.
Even if no one listened, Kristina says she’d still keep podcasting. The conversations are that valuable.
But let’s not forget your listeners. They’re your community too. You can nurture them by:
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- Offering lead magnets
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- Running giveaways
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- Creating listener-only perks
Kristina even buys five copies of every guest author’s book and gifts them to her listeners. That small gesture builds loyalty and makes her brand community feel seen and appreciated.
Be Human First, Business Second
Kristina shares openly—her pregnancy updates, her wins, even her mistakes.
“We love the humanness of others,” said Bartold.
That’s what makes your brand memorable. People buy from people, not polished personas.
She’s had people send baby advice, well wishes, and referrals in the same breath. That’s real connection. So don’t be afraid to show more of yourself. Share your journey. Invite people in.
While viral content gets attention, brand community gets results.
What to Do Today to Start Building Your Brand Community
If you take one thing from this episode, let it be this:
Start conversations.
Comment on stories. Reply to emails. Share something personal. Show up in a way that makes people feel like they know you.
Community isn’t built from a logo or a slogan. It’s built through connection. And that starts with you being willing to engage, to listen, and to lead with heart. Whether you’re just getting started or already scaling to the next level, your brand community is the foundation that will carry you forward.
And it’s worth investing in.
Funnels are great—but brand community creates loyal buyers.
Connect with our Guest, Kristina Bartold
Kristina Bartold-Sorgota is the co-founder and CEO of The Social Snippet. She loves helping entrepreneurs and small businesses grow their communities online using social media and podcasting.
Kristina has been working in social media almost 10 years as a side hustle, and finally realized it was her passion and calling to pair her extensive experience coaching with her love for social strategy. The Social Snippet was born with her co-founder, Maria, and the rest is history!
Kristina spends most of her days recording podcast episodes for her Community with Kristina Bartold podcast, coaching business owners on how to grow their businesses, or hosting events for local female entrepreneurs to grow.
She’s the real deal when it comes to building a brand community that lasts! As a thank you for listening, you can join Kristina’s Social Business Club to make building a community on Instagram easy using the code PODCAST for your first month for $1.
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Or want to make sure your messaging actually reflects what your audience wants? I’d love to support you.
Let’s build your brand community—the kind that doesn’t just follow, but buys, refers, and sticks around.
