Most mornings, I wake up early to train—either with my CrossFit community or at the YMCA. When I go out to eat, I look for foods that fuel my body and support my training (or at least don’t set me back too far). When I travel, I seek out local gyms, dropping in to meet like-minded people. It’s a great way to feel connected, even when I’m far from home.
I’ve realized I feel most at ease around fitness-heads. Workouts are grueling. Discipline is demanding—you have to watch what you eat, prioritize sleep, and commit to recovery practices that aren’t always fun. But it’s more than just the routine. Gym-goers, like other communities in my life, share a deeper connection. When you dedicate time to something that shapes you, you start filtering out what doesn’t align. You lean into the lifestyle, reinforcing the habits and choices that define you.
And with that comes something even more powerful—a sense of belonging, of pride, of distinction.
But I’ve started to wonder: Is it just about being healthy? Or is there something deeper driving this commitment?
This lifestyle isn’t just about exercise—it’s identity-forming.
And I’m not alone.
People naturally gravitate toward communities that reflect their values—whether cultural, athletic, artistic, or professional. But it’s more than shared beliefs. People seek belonging—a connection to something bigger than themselves.
We don’t just buy products or services—we buy identities, emotions, and a sense of belonging.
How Brands Sell Identity
Brands that understand this don’t just sell products; they sell alignment with a way of life.
Something & Nothing doesn’t just sell seltzer—it sells creativity and curiosity. By framing its beverages as an exploration of “beauty in the everyday,” it positions itself at the intersection of art, design, music, and flavor.
Patagonia isn’t just an outdoor apparel company—it’s a movement. With a brand purpose of “We’re in business to save our home planet,” Patagonia aligns itself with environmental activism, turning customers into advocates for sustainability.
CoreNorth isn’t just about investment management—it’s about purposeful wealth. Recognizing that customers don’t just want to grow their assets but use them to create meaning and legacy, CoreNorth positions itself as a guide for values-driven financial planning.
Costco isn’t just a warehouse club—it’s a community-driven retail model. By prioritizing member-first policies and publicly supporting progressive social movements—even pushing back against presidential executive orders—Costco cultivates loyalty that extends beyond bulk savings.
When brands align with their customers’ values, they become more than products or services—they become extensions of identity.
The Lesson?
Success isn’t just about quality or price—it’s about alignment. Brands that tap into identity don’t just sell products; they sell belonging. And that’s what people are really buying.
Meet Brian.
He’s the brains behind Brain Sinew. Brian has worked as a design leader for more than fifteen years, working with national brands and local mom and pop shops. His wild passion for brand building and design is driven by simple storytelling and tried-and-true strategy. He believes that when your brand clicks with your tribe, the connection brings an energy — a movement — that propels your business forward.
