Why People, Not Pixels
After eight years of running studios, building Nin Yoga and Kaya Academy, and juggling a million micro-decisions every single day, I’ve learned one thing for sure:
Marketing trends come and go. Social media algorithms change overnight.
So instead, let’s focus on something you actually have a little control over — and something that has never failed me: community is the strongest brand strategy you’ll ever have.
I’ve watched so many brilliant, hardworking business owners stress over Instagram feed aesthetics, spend hours curating captions, and obsess over logos or website colour schemes.
I get it. That part is fun. I love it too. It feels creative and exciting, and you think it’s all you need to have people lining up at the door. (My heart broke when I realised it’s not. It’s far from it.)
When I launched Kaya Academy, I spent at least a week going back and forth with whoever would listen before I landed on the name. (Kaya means “physical form” in Sanskrit, “resting place” in Japanese… and mostly, it was one of the only domains left that resonated.)
Nin Yoga, on the other hand? That name came quickly, and I figured I’d “change it later to something better.” HAH.
But eight years on, none of that branding matters as much as I thought it would. What makes Nin Yoga what it is today has nothing to do with the logo, colour palette, or layout.
It’s people.
Real humans. The ones who come back because they feel seen, safe, and welcomed. The ones who tag us on Instagram because they’re proud to be part of something. The ones who bring their friends, not because of a discount, but because they love the vibe and want to share it.
Community is what carried us through lockdowns, burnout seasons, and all the moments I wasn’t sure we’d make it.
Because here’s the truth: you can’t out-market a lack of connection.
Community isn’t built by clever captions or Canva templates — it’s built by showing up consistently as yourself.
You don’t have to tell everyone what you had for breakfast (unless your audience is into that), but you do need to show up in ways that feel true to you. People who resonate with you will naturally find you.
And here’s the part that’s hard for any people-pleaser, including me, to accept: you won’t be for everyone.
Take Nin Yoga, for example. If you love neutral aesthetics, high-quality lighting, and perfectly predictable classes (which, by the way, is an exceptional business model), you probably won’t vibe with our studio.
But if you’re into finding another reason to wear your adult flip-out grip socks, teachers cracking jokes mid-class, and random art that doesn’t match anything sitting on the windowsill… oh haaaaay, have you heard of our 30-day trial? 😉
So, how do you Build Your Own Community?
Start With One Digital Platform and Master It
Don’t try to be everywhere at once. Pick where your ideal people already hang out.
Instagram for a visually-driven, story-based brand.
Private or public Facebook Groups for a deeper connection.
LinkedIn if you’re B2B (I’m new there, but I’m sharing my blog weekly and calling it a lazy start).
A simple website (this Squarespace one costs me about $144/year plus $20 for the domain).
Email newsletters for consistent, owned communication (no algorithms involved). This is my favourite, and it can be done through your website host or free platforms.
Be Human, Not Perfect
Share behind-the-scenes moments, lessons learned, and even your failures (but pair them with solutions — nobody loves a never-ending sob story). People trust you when they see the person behind the brand.
Show Up Consistently
Connection compounds over time. Pick a realistic rhythm (post 3x/week, send a newsletter weekly) and stick with it. Don’t feel like it? Ask yourself if you want a business people trust. Then show up anyway.
Give People a Reason to Engage
Ask questions, encourage feedback, and highlight your community’s stories. Make your people feel seen and valued.
Host Small In-Person or Virtual Events
Coffee catch-ups, Q&A sessions, or live classes work wonders. Loyal communities are often built one genuine conversation at a time.
Celebrate Your People
Shout them out, celebrate milestones, and make them the heroes of your brand story.
The easiest business to run (not easy, just easiest) is the one that feels natural to you.
Yes, you’ll still have awkward conversations and endless learning curves — you can’t avoid those. But when your business reflects who you are, every decision will lead you closer to the lifestyle you’ve been dreaming of.
Community isn’t just good branding. It’s the reason people stay. It’s the reason you keep showing up. And in a world obsessed with trends, connection will always be your most powerful strategy.
I am in no way, shape or form an expert on the subject, but I DO live this every single day.
Thanks for your time, reader. That's really nice! I hope you feel nice (or at least inspired) too.
See you around?
Annika xx
