The Power of belonging: why Community > Audience in 2025
Trust isn’t built through ads. It’s built through shared meaning, rituals, and emotional gravity. Here’s how the best brands create true connection — without chasing scale.
Few weeks ago, I shared why “Small is the new scalable.” It resonated more than I expected.
Because deep down, we’re all feeling the shift: the playbook built on mass exposure is breaking. And the brands that are thriving today aren’t the loudest — they’re the ones that make people feel like they belong.
We’ve entered a new phase of branding — one where community beats audience, and depth beats scale.
Audiences are easy. Communities are rare.
Anyone can build an audience in 2025.
Buy ads. Post content. Hit the right algorithm at the right time.
But that doesn’t build trust. It builds visibility. And visibility is temporary.
Communities last.
They don’t just like your products. They live inside your brand story. They advocate. They show up. They stay.
An audience watches. A community participates.
If you’re building a brand that wants to matter — this is the difference that matters most.
What Community-driven Brands do differently
1. They build with people, not just for them.
Think Discord channels, closed WhatsApp groups, UGC, listening tours. Today’s best brands are collaborative, not top-down.
2. They focus on rituals, not just campaigns.
From newsletters to drops to founder notes — rituals give your brand a heartbeat.
3. They speak like humans, not corporations.
Community-first brands sound like insiders. Not overly polished. Real.
4. They reward connection, not just conversion.
Your most loyal fans may not be your biggest spenders — but they spread your story. Smart brands give them recognition, access, and a seat at the table.
Who’s doing it right
Satisfy Running: Not just selling gear — selling a mindset. Their newsletter reads like a manifesto. Drops feel sacred.
Aime Leon Dore: It’s more than merch — it’s meaning. The café, the aesthetic, the cues. You’re not just a customer — you’re in the club.
On Running: From product to local run crews, they’ve built a real, global community.
Glossier (early era): People weren’t just buying products — they were building the brand with the team.
What Legacy Brands can learn
Don’t fake community — earn it.
Stop chasing mass — start cultivating closeness.
Shift from “content calendars” to actual conversation.
Reward your people in public and in private.
Ask more. Sell less. Serve deeply.
Community isn’t built during launch week.
It’s built in the quiet, consistent moments between.
Closing
We’re at a point where scale alone doesn’t impress. Anyone can grow big. But only a few grow close.
The most exciting brands I work with aren’t trying to be for everyone — they’re building with intention, clarity, and care. They don’t chase hype. They create gravity.
If you’re building a brand — large or small — remember: you don’t need millions to matter. You just need to matter deeply to the right people.
More soon,
Marcel
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