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Building a community for a brand goes beyond having a group of people who are deriving a tangible benefit from using the product. It is a continuously revolving cycle that involves-
1. User to product interactions (Engaged userbase)- Having a product that fulfills the user's desires.
2. User to brand interactions (Engaged audience) - An emotional connect with the brand. This can happen with a great product as well as continuously talking with your audience through various channels.
3. User to User interactions (Engaged community) - By creating an emotional connection between users, they no longer perceive themselves as just a customer.
This should flow back into product roadmaps.