How to Evaluate Your Brand Community

In order to evaluate your Community, you have to look at its overall health. Based on the social psychology of communities, our Community Marketing Tribe Lab has identified seven key factors to develop a healthy community: passion, vision, tribesman, leader, platform, content and trust.

What does a healthy community look like?

We’ve outlined a number of benefits in our Introduction article that talk about the importance of community.

Unlike advertising, investing in your community is never just a drop in the bucket. We’ve spent years working with clients and we’ve realized the campaigns that contribute to building a community have the best ROI and long-term payoff. Community is priceless and the more you invest, the more it gives back.

It’s unbelievable how loyal and giving your community can be. They become a source of market research (which is costly in itself) and also be the first to spread the word about your latest product and/or service.

The goal isn’t the size of your membership overall, it is the depth of the relationship you have with your Tribesmen, and how many Tribesmen you have in your community. Fostering those relationships is more important than the number of Tribesmen you have. Regardless of the number of members you have in your group, your Tribesmen are the key members you need to nurture.

Note that the healthier your community, the more Tribesmen will come into the mix. Focus on building a healthy foundation and the members will come.

Community Marketing Tribe Lab Test: Test How Healthy Is Your Community?

Take our Tribe Lab Test so we can see where your community can do better. The more honest your answer, the more likely we are able to rate it. It’s helpful to get a trusted Tribesman to answer these questions so that it’s not so biased. We can also do a more in-depth test for you if you like, just contact us if you have any questions.

Check all that apply:


  • Has to be positioned well with your brand, can’t feel forced. No hard fast rule, but must not be more than one degree of separation from your brand’s passion.

  • Representative of the values your product holds

  • Timeless passion – cannot be a trend or a temporary fad

  • Passion is integrated in the way your company is run – production, customer service and product/service

  • It is one, very clear passion


  • Can’t be far-fetched (i.e. A pet food company with the vision to save the world)

  • Vision contributes to society beyond product/service

  • Isn’t a destination that can be reached or ever be completed

  • Aligns with your company values

  • Has to relate to the passion


  • A Tribesman that has the respect of the community

  • Wants the community to take ownership of the passion and vision

  • Respects opposing opinions but stands up for what they believe in

  • Ensures every member inquiry is responded to immediately

  • Role models the values, rules, regulations of the community


  • Actively indulges in their passion during personal time

  • Loves talking about the topic online and offline with everyone

  • Loves sharing what they have found with others on the platform

  • Buys into the vision and is on board for any initiative to help achieve it

  • Recognizes and voices roadblocks to achieving the vision


  • Useful content that appeals to those who are truly addicted to your passion

  • Fits the native voice and tone of the community

  • Entertaining content that helps your members indulge in their passion

  • Regularly shared content by the company or by the organization

  • The content is engaging and producing conversation with Tribesmen


  • Allows for member conversation with each other and without the need of admin

  • Allows for people to discover the group through useful content

  • Members can customize their settings or experience

  • Admin is able to respond immediately to member inquiries through the platform

  • Is a combination of online and offline conversations with members


  • Members are transparent with their identity (real name and profile pic)

  • Admin responds within minutes to member questions

  • Freedom to customize their experience

  • Members are freely conversing and can openly disagree with each other and the admin

  • Admin admits to mistakes and actively integrates feedback from the community


Each checkbox is a point. If you have an overall score of:

  • 28 and above = you have a healthy community and may need only minor refinements to get it going. You probably have Tribesmen in your community. Depending on which categories you scored best on, you can be lacking in an area that could really boost your community engagement.

  • 24.5 – 27= you have a generally healthy community but need a few changes to help it grow. You’re lacking in a few areas, or you’re not doing stellar in any of them. You’ll need to invest some time and effort on getting more of the checkboxes ticked off.

  • 21-25 = you have a good community that needs quite a bit of work. There’s something there, but it’s not quite coming to fruition. You’re looking to build something more substantial because your community is not making any impact.

  • >20 means you have a lot of work to do to get it up and running. Doesn’t sound like you have much of a community. There’s a lot of work to do, so better get crackin’!

The goal is to score at least four out of five in each category above. The ideal scenario is a perfect score, which is what all communities should work towards.

These scores are generalizations to give a sense of your community’s stage. Results can vary and we have to take a closer look at your specific case to draw more confident conclusions. If you want to learn more, it might be valuable to read our community marketing strategy posts

Header Image:

Related Articles

Case Study: Urban Bella

TALK TO US Case Study: Urban Bella Christy, founder of Urban Bella Marketing, arrived in our Community Marketing Tribe Lab to discuss her community with Tammy. Urban Bella believes that “the stories we weave must entice our audience to engage and take action.” And they deliver services tailored to experiential

Case Study: 505-JUNK

TALK TO US Case Study: 505-JUNK Previously we rated Girl Gang and Inner Fire on their communities. For more info on our rating system, click here. If there’s something we all have in common — aside from our need for food, water, and sleep — we all have junk. Humans

Case Study: Inner Fire Apparel

TALK TO US Case Study: Inner Fire Apparel We sat down with Leah, founder of Inner Fire to take a closer look at the community she built around their eco yoga apparel brand. Based right here in Vancouver, Leah had a mission to create clothing that is both eco-friendly and

Start The Conversation.

"The greatness of a community is most accurately measured by the compassionate actions of its members."

Carol Scott King

We will never sell your information. Promise!