The most successful brands today are those that create a sense of “belonging.” These companies understand the immense opportunity presented by fostering a community that reshapes the social fabric around their products and services. One such brand is Rapha, a cycling lifestyle brand focused on road bicycle racing and mountain biking clothing and accessories that has seamlessly integrated a sense of community into its business model.
A recent gathering in Santa Monica of the Rapha Cycle Club (RCC), a membership organization grown around Rapha’s cycle apparel business, illustrated the power of brand-fostered belonging. Members met for a sunrise cycle ride, sporting their Rapha gear, sharing coffee and conversations. This gathering wasn’t just about cycling – it was a community with rituals, shared identity, and social activities.
Why do brands like Rapha invest in building this sense of belonging? The answer lies in the deep brand loyalty it engenders and the commercial opportunities it creates. The need for belonging is fundamental, and brands that tap into this inherent human need are stepping into a void created by increasing social isolation in our digital age.
While we’re more “connected” than ever, many feel “alone.” MIT social studies professor Sherry Turkle has coined the term “Alone Together” to describe this phenomenon, and the data supports this. Research indicates rising levels of loneliness and a decline in empathy, alongside a dramatic rise in suicide rates and a significant drop in our trust in our neighbors.
Interestingly, technology has often contributed to this sense of isolation while connecting us globally. It has replaced the depth and emotion of in-person relationships with superficial online interactions. As we return human connections with digital ones, brands can provide platforms for people to reconnect on a more personal level.
Many successful brands are already leveraging this approach. Beyond the Rapha Cycle Club, brands such as Crossfit, SoulCycle, Starbucks, and Summit are building their tribes. They’re not treating their customers as “fans” or “followers” but creating real-world, person-to-person connections.
Moreover, this sense of belonging should not just be fostered amongst customers but also with employees. With a significant proportion of workers globally reported as disengaged in their work, brands that create a sense of community and belonging amongst their staff stand to gain significantly.
A prime example of this is Nando’s, the global restaurant chain. One of their five values reads “and most of all, family.” Employees gather for dinner on Sundays and holidays to live this value, often inviting their families to participate.
Building a brand community should be about enhancing belonging rather than simply aggregating a fandom around a brand. In-person interaction in real life is vital for authentic connection. Physical spaces, experiences, products, and services should be consciously designed to foster the conditions for diverse people to come together in respectful environments for shared experiences.
The future of branding lies in community building and a sense of belonging. In an era where we are simultaneously more connected and more isolated than ever, the brands that can successfully foster a sense of community and belonging amongst their customers and employees will be the ones to lead the way.