Have you ever stopped to think about what makes your favorite brand so addicting? In the past, simply owning merchandise or products with a brand’s logo was enough to keep customers coming back for more. However, chances are just the logo isn’t what makes you loyal to a brand. Living in an increasingly social world, brands have had to adapt to the way people think and interact with them. Brand communities now play a significant role in customer loyalty, and very few businesses have successfully built these communities.

Soul Cycle is one of the few. In the fitness business, making people want to continue to come back to a high intensity environment is challenging. This is where building a brand community comes in. Soul Cycle created a community for its clients that gives a passionate vibe to a team like atmosphere. It offers more than just the clean and modern logo. Each studio boasts yellow bikes, walls and apparel that vibrates optimistic and energetic thoughts into every person that walks through the door. Alongside this energy, the classes are nearly pitch black and include thunderous music creating an atmosphere similar to a dance club. The instructors are the ringleaders of this cycle circus, yelling out encouragement and positivity to keep the class going. Every class creates an addicting community that keeps people coming back for more.

Soul Cycle is what successful, modern marketing looks like. Understanding that consumers today need more than just a brand is everything. People need a deeper emotional attachment to businesses, and they want to feel like they are a part of a greater community. Create this environment for your customers, and they will repay you with their loyalty.