If you've had a manicure lately, chances are it was done at a nail salon run by individuals of Vietnamese heritage.

Last week, I was invited to speak on a panel about ‘Community is More Than a Buzzword.’ While preparing, I realized how deeply personal this topic is to me. One question that stood out was, “When did you decide who you were for?” This made me reflect on my Vietnamese parents who migrated to Germany in the '90s. Their life goals were always clearly communicated to my sister and me: “We’re doing this so you won’t have to go through what I did.” This sentiment captures the mindset of many first-generation Vietnamese immigrants—everything they do is for others. This selflessness is evident in the tight-knit Vietnamese communities worldwide. It’s no surprise that Vietnamese immigrants have built an $8 billion nail tech industry (as of 2019), achieving success by investing time, effort, and resources in others within their community.

When I speak to brands and agencies about incorporating communities into marketing strategies, I often find myself feeling somewhat irritated. These conversations tend to center around targeting specific communities (often minority groups) just to meet benchmarks, KPIs, and maximize ROI. However, if brands genuinely want to connect with communities, they must earn their place and treat it as a long-term investment—whether it’s a weekly book club or a local Black-owned running club. They need to understand that communities existed and thrived long before any brand aimed to capitalize on them… a bit like brands wanting to suddenly become allies to POCs during the peak of the 2020 BLM movement, despite having no people of color in their management positions.

Clients sometimes ask me to reach out to creators from particular communities. I recall an experience with a global beauty brand aiming for a Pride activation. One creator declined an offer worth thousands of Euros, saying, “If I haven’t worked with you before, Pride shouldn’t be the first campaign we do together. I’d only participate in a Pride activation if we had an established relationship.” YOU GO, GIRL! I respected her stance because what she truly meant was that brands can’t just show up when they want to tap into a moment—they need to put in the work long before those key events. Before changing logos to rainbow colors, brands need to show genuine involvement and support within the community.

Here are five steps brands should follow before trying to enter certain communities:

1. Listen and Understand: Take the time to genuinely understand the community's needs, values, and concerns. Engage in conversations, attend events, and conduct research to gain insights into what truly matters to them.
2. Show Up Consistently: Be present and actively involved, even when there’s no immediate business opportunity. Support community initiatives, events, or causes to demonstrate that your commitment extends beyond profit-driven motives.
3. Build Genuine Relationships: Foster authentic connections with community leaders, members, and influencers. Focus on building long-term partnerships rather than one-off transactions, maintaining transparency and respect throughout.
4. Add Real Value: Provide meaningful contributions that address the community’s needs or challenges. This might involve offering resources, knowledge, support, or opportunities that align with your brand’s strengths.
5. Stay Humble and Adaptable: Recognize that you're a guest in the community, not the expert. Be open to feedback, willing to learn, and ready to adapt your approach as the community's needs and expectations evolve.

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