COMMUNITY-BASED BUSINESS. How to build a Community around your brand?

My product is Deep Work Studio. My brand is based off the need of people for Deep Work – which is the ability to focus without distraction on a cognitively demanding task.

My questions are:

  • How to make deep work hot?
  • How to make it cool, so people will want to become a part of it? How can I make it mainstream?
  • Will it be a platform where people can share deep work spots? Places around the city, which are not their home, where they were able to work uninterrupted and get a lot done?
  • It used to be cool to take photos of your food and post on Insta. Folks can be sharing photos of their work setups? Unique workspots, saying like: “Hey! I’ve been working from this cool place”

In today’s turbulent world, people are hungry for a sense of connection. People participate in communities for a wide variety of reasons—to find emotional support and encouragement, to explore ways to contribute to the greater good, and to cultivate interests and skills, to name a few.

People are more interested in the social links that come from brand affiliations than in the brands themselves.