Don’t let your brand die out like the Neanderthals—better-adapted brands will thrive while others are left behind.
Introduction
Homosapiens Thrived by Building Tribes—Brandsapiens Must Do the Same
In humanity’s early days, survival depended on forming tribes—groups bound by shared purpose, collaboration, and connection. Tribes offered safety and resilience in the face of harsh environments. Similarly, in the Emotional Age, “Brandsapiens” (emotionally intelligent brands) must create tribes to thrive. Brands that fail to adapt, like the Neanderthals, risk extinction in a world that values connection and relatability over mere transactions.
Building tribes is about creating a sense of belonging and shared identity with your audience. Let’s explore how brands can foster loyalty and emotional resonance by being relatable, vulnerable, and engaging in two-way communication.
The Art of Relatability: Human-Centric Branding Tactics
What separates thriving tribes from those that fade into history?
For a brand, relatability is the key to building a tribe. It means showing your audience that you understand their challenges, desires, and values. Human-centric branding turns faceless entities into partners in your audience’s lives, making them feel seen and valued.
- Example (Retail): IKEA’s “The Wonderful Everyday” Campaign
IKEA’s relatable storytelling focuses on real-life moments, positioning the brand as part of the audience’s daily lives. This approach creates emotional bonds with homeowners, turning them into loyal advocates. - Example (Tech): Slack’s Friendly Brand Voice
Slack’s conversational tone makes it more than a workplace tool—it feels like a helpful coworker. This relatability has allowed Slack to build a community of dedicated users.
Embracing Vulnerability: Why Brands Need to Show Their Imperfections
Would you rather follow a perfect tribe leader or one who shows they understand your struggles?
Vulnerability is no longer a weakness—it’s an asset. Brands that acknowledge their flaws or challenges build trust and show their human side. Vulnerability fosters authenticity and helps your audience connect on a deeper level.
- Example (Fashion): Aerie’s #AerieREAL Campaign
Aerie embraces body positivity by refusing to retouch photos of models. This openness builds a tribe of consumers who value self-acceptance and authenticity. - Example (Hospitality): Marriott’s CEO Arne Sorenson Addressing COVID-19
In a heartfelt video, Sorenson candidly shared the struggles Marriott faced during the pandemic. This transparency strengthened bonds with employees and customers, reinforcing trust.
From Monologue to Dialogue: Building Two-Way Communication with Audiences
What’s the point of leading a tribe if no one feels heard?
Tribes thrive on collaboration and communication, and the same applies to brands. A successful brand tribe doesn’t just listen—it engages in meaningful, two-way conversations.
- Example (Social Media): Wendy’s Twitter Engagement
Wendy’s witty and responsive Twitter strategy creates a sense of community among followers. The brand actively interacts with its audience, making people feel included and appreciated. Example (Nonprofit): WWF’s “Adopt an Animal” Program
By allowing donors to choose an animal to support and providing updates, WWF fosters a sense of belonging and shared purpose among its contributors.
Key Takeaways with Local Small Business Examples
- Relatability Builds Trust
A neighborhood café shares lighthearted stories about its daily specials and the struggles of perfecting a new recipe, making customers feel part of the journey. - Vulnerability Fosters Connection
A small accounting firm posts about learning from a past client mistake and how they improved their process—showing transparency and building trust. - Two-Way Communication Creates Loyalty
A family-owned bookstore asks its audience to suggest upcoming events or favorite genres, sparking conversations that strengthen community ties.
FAQs for this page
Why is building a tribe important for brands?
Tribes create loyalty and resilience by fostering emotional connections and a sense of belonging.
How does relatability help brands connect with audiences?
Relatable brands make audiences feel seen and understood, fostering trust and long-term loyalty.
What role does vulnerability play in branding?
Vulnerability humanizes brands, making them more trustworthy and relatable to their audiences.
What’s an example of two-way communication in branding?
Wendy’s responsive Twitter presence demonstrates how engaging with audiences builds community and loyalty.
What happens if a brand doesn’t adapt in the Emotional Age?
Brands risk becoming irrelevant and losing their audience if they fail to connect emotionally and build tribes.
Conclusion
In the Emotional Age, building a tribe is more than a strategy—it’s a lifeline. Small businesses that embrace relatability, vulnerability, and two-way communication create lasting bonds with their audiences. Whether you’re serving up cappuccinos at a local café, offering accounting advice to overwhelmed entrepreneurs, or running a family-owned retail shop, your success lies in making people feel seen, valued, and connected.
By showing up as human, sharing your story, and listening to your audience, you’re not just building a brand—you’re building a community that will champion you for years to come.
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Build My Tribe!Sources
- IKEA “The Wonderful Everyday”: https://www.ikea.com/gb/en/this-is-ikea/the-wonderful-everyday/
- Aerie #AerieREAL Campaign: https://www.ae.com/aerie-real-life
- Wendy’s Twitter Strategy: https://blog.hootsuite.com/wendys-social-media-strategy/
- WWF Adopt an Animal: https://support.worldwildlife.org/
- Marriott’s CEO Response to COVID-19: https://www.marriott.com/covid-19/
