People are social animals - they seek to belong. To belong to a country, a family, to a team, to a tribe - and yes, to a brand.
Belonging to a brand does not revolve around a logo or a specific product - belonging to a brand revolves around ideas and purpose, it revolves around what the brand stands for, how it feeds it’s tribe.
If you want consumers to feel like they belong, the approach becomes different. It’s not about selling - it’s about storytelling and giving back. It’s about creating and communicating ideas, letting your customers belong and share that which you’ve created. In the end, a brand can be like a family - bringing people together around a specific purpose. What’s yours?
Dmitry N. Rusakov
This series of content is a small experiment. I pledged to create a piece of content on my site for the next 365 days. You can read the opening post here. The posts aren’t limited to thoughts or ideas, they’re really just a way for me to create original content. If you got any feedback/questions, please reach out. Thanks for looking.