Personal Brand as Infrastructure: The “Group Chat Queen”’s Approach to Community Building
We had the opportunity to speak with Natalie Neptune, the founder of GenZtea: a New York–based community connecting post-grad Gen Z founders, creators, and investors – especially those from underrepresented backgrounds. In just a few months, she’s grown GenZtea from a small co-working meetup into a fast-rising IRL ecosystem that draws 1000+ attendees at brand-hosted events and spans cultures, languages, and industries.
But long before GenZtea had a name, Natalie had a presence. Dubbed the “Group Chat Queen” after creating over 300 niche group chats for startups, universities, and global networks, she built a personal brand so trusted that people felt like they knew her before ever attending an event. GenZtea illustrates how a clearly defined personal brand can function as a foundational distribution and trust layer long before any formal community infrastructure is in place.
“Before you even think about starting a group chat or building a community, you need to build your personal brand. You have to ask yourself: What do I stand for? Why would someone want to join my community over someone else’s? At the end of the day, people join communities because they resonate with the person behind them. I don’t focus on group chats as much anymore - I really believe IRL is the future. But even if chats are your starting point, your brand is what gives them meaning. That’s the differentiator.”
Personal Branding as the First Community Strategy
Natalie’s brand didn’t just attract blind followers – it created familiarity at scale. Her online presence, anchored by a consistent voice on LinkedIn, and a more personal, behind-the-scenes look on Instagram, became a filter that did two things: it signaled values and pre-qualified community members.
“It really just comes down to having a solid personal brand—being active on social media, sharing your takes, showing people what you stand for. It helps people feel like they already know you. I went to this VC event recently, and this investor came up to me and literally hugged me. I was like, wait—what? She told me she’d been following my posts on LinkedIn and just felt comfortable, like we already had a connection. That’s the power of putting yourself out there consistently.”
In practice, this made community growth easier. People were joining GenZtea cold because they were opting into something they already felt part of. Natalie’s personal brand became a shortcut to trust, allowing her to accelerate partnerships, event collaborations, and co-branded opportunities with organizations like Chief and Columbia Healthcare Ventures.
Community as a Mirror of Multicultural Identity
Natalie’s community is also globally representative by design. Her events regularly bring together attendees from across continents, cultures, and languages and this is what she has described as “a mini version of the UN.” But this level of diversity doesn’t happen by accident. It’s the result of a personal brand that signals inclusion from the start.
“Even though I’m African American, I’ve always connected with people from all kinds of backgrounds - Chinese, Norwegian, international students. I think people see that in how I show up online, and they feel welcome.”
Natalie’s brand doesn’t just resonate – it invites. Her use of multilingual event flyers and platform-specific communication channels (WeChat, WhatsApp, Slack, GroupMe) sends a clear message: this space is built for you too.
“I’d post about using WeChat, or mention having friends in different countries - and people would just gravitate toward that. They see someone like them already here.”
Because Natalie built a brand rooted in cultural fluency and relational authenticity, her events naturally draw a mix of founders, creators, and community builders who might not otherwise be in the same room. That trust is pre-established because her content already reflects the people she wants to serve.
Here’s what community builders can take away:
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Brand before infrastructure.
A well-defined personal brand builds resonance, not just reach. It sets expectations and creates a shared ethos before your first event goes live.
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Start with identity, not format.
Community builders often fixate on platforms – Slack, Discord, Circle – before understanding who they’re serving. Natalie did the reverse. Her identity and values shaped how and where her people gathered.
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Curate for cultural fluency.
In a globalized space, diversity is foundational to her build. GenZtea’s cross-cultural composition reflects intentional messaging and inclusive onboarding.
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IRL is the future.
As digital spaces become increasingly automated, Natalie sees curated physical experiences as the next competitive edge. Her focus now? High-signal, values-aligned in-person gatherings that foster long-term trust.
Your brand is often the first signal people get about what kind of community you’re building. Natalie proves that when that signal is clear, trust follows.
What’s Next?
We’re fired up for what’s ahead and looking forward to seeing our Dot Connector community grow over the coming year. Our vision is to get sharper and closer to building something that truly works and transforms the work of community leaders/builders across the board.
Create a Dot Connector profile with us to stay updated with our launches.
Even better, Schedule a Dot Connector Convo with our team;
we want to hear from you if you’re a community leader/organizer.
Our content rollout is coming! Stay tuned for more in-depth content, including interviews, insights from our recent events, and upcoming opportunities to collaborate directly. Follow us, keep an eye on our newsletter, and join us at future events where we’ll continue these conversations. Your stories and involvement is what makes this all possible.
Onward and Upward,
The Pollen8 Team
