How to Build a Community Around Your Brand’s Purpose
Branding is more than logos, fonts and a cleverly placed TM. It’s about building something meaningful — a movement, even — that your people can belong to. And at the heart of that? Purpose.
But here’s the kicker: purpose on its own isn’t enough. If it lives on a slide deck or gets wheeled out for Earth Day then quietly tucked away again, it won’t do much.
Purpose needs people.
In this article, we’ll show you how to build a thriving community around your brand’s purpose, with plenty of real-world brand examples, stats that make your heart beat faster (and your pitch deck stronger), and practical ideas to bring it all to life.
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Why Purpose Matters More Than Ever
Let’s start with some context. In a world where 81% of consumers say they must be able to trust a brand to do what is right (Edelman, 2023), having a purpose isn’t a “nice to have” — it’s your brand’s north star.
Not only that, but brand communities drive serious value:
Consumers who feel connected to brands are 76% more likely to buy from them over a competitor (Sprout Social).
Brands with purpose grow twice as fast as those without (Kantar Purpose 2020).
So, yes. Purpose is powerful. But purpose with community? That’s where the real magic happens.
Step One: Start With Something Worth Rallying Around
Before you even think about building a community, be clear on what your brand stands for. Not what you sell. But why you sell it.
💡 Example: Patagonia
You knew it was coming. But they’ve earned it. Patagonia doesn’t just sell jackets, they fight for the planet.
Their “Don’t Buy This Jacket” campaign encouraged consumers to think twice about consumption. Radical transparency, climate action, activism — that’s the purpose their community rallies around.
Want to see purpose in action? Scroll through Patagonia’s Instagram. You’ll see climate protests, repair tutorials, stories of environmental changemakers — and hundreds of comments from people who genuinely care. That’s community.
Step Two: Make Your Community the Hero
People want to be part of something, not just talked at. Great brand communities don’t revolve around the brand — they spotlight the people living the purpose.
💡 Example: Glossier
Glossier started by listening. Literally. They built their product line based on the feedback of beauty lovers on Into the Gloss. Their community isn’t an afterthought — it is the brand. Glossier reps, customer stories, UGC (user-generated content) — they empower their audience to lead the conversation.
🧠 Virtue Tip: Create space for co-creation. That might mean:
Sharing user-generated stories on your platforms
Letting your community shape new products or services
Creating meet-ups or digital spaces where purpose-driven conversations can thrive
Step Three: Show Up With Consistency (Not Campaigns)
If your purpose only shows up during key dates or in brand campaigns, you’re missing the point. Community isn’t built in a one-off, it’s nurtured in the everyday interactions.
💡 Example: Who Gives a Crap
They sell toilet paper. But what they really do is help provide access to clean toilets for billions who don’t have one. And they don’t just say it — they show it. From their delightfully honest packaging, to founder letters, to reinvesting 50% of profits into sanitation projects, everything reflects their mission.
Their brand voice? Human, cheeky, and heart-led. Their community? Engaged, loyal, and ready to tag them in bathroom shelfies. (Yep. It’s a thing.)
🧠 Virtue Tip: Make your values loud and proud — in your language, design, content, hiring, partnerships, and even product packaging. Consistency is the key to trust.
Step Four: Create Shared Experiences
Communities are built through shared moments. Think of how concerts bond strangers. Or book clubs turn neighbours into friends. Your brand can do the same.
💡 Example: LEGO Ideas
LEGO invited fans to submit their own ideas for LEGO sets. If an idea gets 10,000 supporters, it goes to a review board. Sets like the “Women of NASA” and “The Office” were born this way. That’s serious community empowerment.
Or take Nike Run Club. They don’t just sell shoes — they fuel movement. With a mix of local running groups, digital tracking, motivational audio, and even personalised coaching, they make people feel part of a global movement.
🧠 Virtue Tip: Ask:
What experiences could your brand create to bring people together — online or offline?
Can you run a virtual event, campaign challenge, or membership group that reflects your values?
Step Five: Let Go of Control
You’re not the gatekeeper. You’re the facilitator. The best brand communities evolve because brands aren’t afraid to let their people take the lead.
💡 Example: TOMS
TOMS’ early “One for One” model gave them a clear social purpose, and they built a community of changemakers around it. Over time, they’ve shifted that model — but their core mission to create a better tomorrow remains. And they’re open about that evolution.
Community = trust + transparency + listening.
🧠 Virtue Tip: Ask your audience what matters to them. Make them feel heard. Use polls, Q&As, and feedback loops to let the community co-write the brand story.
A Few Quickfire Ideas to Try
If you’re just getting started, here are a few community-building actions you can take right now:
Create a branded hashtag that celebrates your purpose (#ShowYourVirtue, anyone?)
Share behind-the-scenes content that shows the humans behind the brand
Launch a purpose-led campaign with a clear call for community action
Spotlight a community member every week
Start a newsletter that acts like a movement, not just a mail-out
Collaborate with other purpose-driven brands to expand your reach
The truth is, people are craving connection. They want to spend time, energy, and money on things that matter.
So when your brand shows up with clarity, consistency, and heart, you’ll do more than sell products, you’ll build belonging.
At Virtue Studios, we help brands tell meaningful stories, live their values, and grow communities that feel like home. If you’re ready to turn your purpose into a movement, we’re your people.
Want help building a purpose-led brand community?
Let’s talk. Whether it’s refining your story, crafting a content plan, or turning passive followers into active advocates — we’ve got you!
