It was a crisp evening at The Merode, where entrepreneurs, brand strategists, and community builders gathered with a shared curiosity—how do successful brands create thriving communities while scaling? As the room buzzed with anticipation, five industry leaders took the stage, each with a story of trial, error, and ultimate success.
The discussion, led by seasoned journalist Veerle Windels, was not just about brand growth; it was about people—how to engage them, connect with them, and turn them into lifelong advocates.
The panel featured five experts who have successfully built thriving communities around their brands:
- Céline Vermeulen (Co-founder of The Dot Society) – A growth strategist who has helped brands like Orta Store, Collectors Club, and Cîme Skincare craft their presence through a blend of performance marketing and storytelling.
- Frank Boschman (Founder of Osaka World) – A visionary who transformed his passion for sports into a global brand rooted in Japanese heritage, extending into sports equipment and apparel.
- Julie Waterplas (Marketing Lead at Harvest Hospitality) – A community-first marketer shaping brands like BAVET and Oats Day Long, bringing people together through food and experience.
- Noëmie Havehals (Founder of The Room Antwerp) – A bold entrepreneur redefining community-driven fashion by co-creating with her audience, making customers an integral part of her brand’s journey.
Their experiences were a testament to the fact that community building is not a formula—it’s an evolving process which takes years.
1. Community Growth Happens in Phases
The journey of community building is much like cultivating a garden—it takes patience, nurturing, and the right environment to flourish.
- Phase 1: Your Internal Team – Céline Vermeulen emphasized that employees are the first brand ambassadors. If they don’t believe in your vision, it’s hard to convince anyone else.
- Phase 2: Engage Your Customers Online – Noëmie shared how The Room Antwerp thrived by involving its audience in decisions, from product drops to pop-up locations. The result? A loyal community that doesn’t just buy but proudly represents the brand.
- Phase 3: Create Offline Experiences – Frank reflected on Osaka World’s journey, where real-world activations, from sports tournaments to meetups, transformed customers into a dedicated tribe.
2. Authenticity & Listening Are Key to Growth
A community isn’t built by broadcasting a message—it’s built by listening. Céline Vermeulen recounted how The Dot Society realized that traditional marketing wouldn’t work unless it resonated with the audience’s values.
People don’t just buy products—they buy into stories. The brands that succeed are those that allow their customers to see themselves within the brand. By listening, engaging, and responding, brands move beyond transactions and into relationships.
For service oriented companies, she advised to embody their company’s mission, vision and services by sharing testimonials from clients, employees, etc.
3. Scaling Requires Smart Activations
Julie Waterplas, who has been instrumental in shaping BAVET, described how their expansion strategy relied on:
- Pop-up activations abroad – Testing new markets through limited-time experiences.
- Collaborations with established communities – Partnering with brands that shared a similar audience to create a seamless integration of communities.
- A strong digital strategy – Using content, humor, and storytelling to make customers feel like they are part of the BAVET family, even before stepping foot in a restaurant.
4. Content & Brand Ambassadors Drive Engagement
Scaling isn’t just about reaching more people; it’s about deepening the connection with the ones already there. Noëmie’s approach with The Room Antwerp revolved around:
- Turning customers into brand advocates – By giving them a voice in the brand’s evolution, they naturally shared their enthusiasm, driving organic growth.
- Leveraging influencers selectively – While many brands rely on paid influencers, Noëmie emphasized the power of authenticity and organic partnerships.
- Consistent storytelling – Behind-the-scenes content, product creation insights, and customer spotlights kept the community engaged.
5. Data-Driven Decision Making & Adaptability Are Crucial
Every brand faces setbacks, but the ones that thrive are those that pivot with agility. Lessons from the panelists included:
- Pivoting when necessary – Julie shared how BAVET had to close two locations, learning that expansion isn’t just about scaling up but about scaling smart.
- Understanding price sensitivity – Even the most engaged community won’t stick around if pricing isn’t aligned with perceived value and each country has a different relation to money.
- Refining merchandise experiences – Frank highlighted how Osaka World continuously tweaked its qualitative merchandise to ensure a pleasing customers and being visible offline.
- Using data to refine strategies – Céline emphasized that insights from customer behavior, engagement patterns, and feedback loops are what fuel long-term success.
Building Long-Term Loyalty
The strongest communities aren’t built overnight; they’re nurtured through intentional steps:
- Start with small engagements – Collecting email addresses and simple interactions are the foundation.
- Gradually deepen the connection – Learning preferences and curating personalized experiences solidifies loyalty.
- Offer exclusivity – Premium access, early product drops, and member-only experiences turn customers into lifelong brand enthusiasts.
Branded merchandise also plays a crucial role—not just as a revenue stream, but as a badge of belonging.
Final Thoughts: The Power of Community in Brand Growth
As the evening wrapped up, one thing was clear—community isn’t an afterthought; it’s the heartbeat of a brand. Growth isn’t just about numbers; it’s about fostering real connections, online and offline. From The Room Antwerp’s customer-led fashion to Osaka World’s sports-driven movement, each brand on the panel demonstrated that the future of marketing is deeply human.
By staying authentic, creating meaningful content, fostering collaborations, and leveraging data, brands can cultivate communities that don’t just scale but sustain long-term success.
Growing a community its’ like compound interests, it takes time but it can grow exponentially. – Celine Vermeulen
Lorena, Founder of Furt’Her
