TL;DR:
Retention Beats Reach. Here’s Why...
You can spend a fortune trying to get more eyeballs on your brand. But without loyalty, it’s like filling a leaky bucket. Startups that last know the secret isn’t just getting attention—it’s earning trust. And the most powerful way to do that? Build a community.
In a crowded market, the brands that win aren’t just selling. They’re creating something people want to be part of. That’s where loyalty lives.
From Brand Awareness to Brand Belonging
Brand awareness is important. But brand belonging? That’s next-level. Today’s most successful companies don’t just market to people. They invite them in.
Think about how the best subscription-based services operate. It’s not just about delivering a product or design on time. It’s about creating a space where clients feel understood, seen, and part of something bigger. That shift—from transactional to relational—is what separates the forgettable from the unforgettable.
Proof It Works
Look at brands like Figma, Notion, or even Design Pickle. Each has built a passionate, almost cult-like following—not because of flashy ads, but because they created community.
- Figma built open forums, live events, and shared design files.
- Notion tapped into creators and built a global “ambassador” movement.
- Design Pickle leaned into brand voice and consistent value with a tribe of happy users.
These brands didn’t just sell tools. They built tribes.
Why People Stay Loyal
When customers feel part of your brand’s story, they’ll stick around longer, buy more often, and recommend you without being asked.
Here’s why:
- Belonging is sticky. Humans are wired to seek connection.
- Trust is emotional. If your brand consistently shows up and delivers, customers stop shopping around.
- Community adds value. A space to share, learn, or feel heard is worth more than a discount.
Most importantly, it makes your brand feel human. And people buy from people they trust.
Where Most Startups Miss the Mark
Many brands spend all their energy on visibility; running ads, pushing content, chasing clicks. But visibility without intimacy doesn’t convert.
Common mistakes:
- Focusing only on features, not shared values
- Treating customers like leads, not people
- Skipping community-building because it “doesn’t scale”
The truth? Community does scale. But you need to start small and mean it.
How to Start Building Community
You don’t need a massive budget or team. Start here:
- Give your clients a voice. Feature their stories. Invite feedback. Make them feel like partners.
- Create shared spaces. A Slack channel, private Facebook group, or client-only newsletter goes a long way.
- Be consistent. Show up with value/tips, behind-the-scenes, or just a human face behind the service.
- Celebrate wins. Shout out your clients’ successes. Make them feel like heroes.
- Speak like a human. Drop the robotic tone. Be real, bold, and clear.
Even something simple like a quarterly Zoom catch-up or custom onboarding video can turn a one-time buyer into a lifelong fan.
Final Thought: You Don’t Need Thousands, You Need Believers
The future of branding isn’t about mass appeal. It’s about creating meaning for the right people. When you build a sense of belonging, customers stick around. And when they stick around, they tell others.
So stop chasing the algorithm. Start creating connection.
Anton Devenish
Founder & CEO - BrandWork Digital