January 19th, 2026 | Adam Concar, Executive Creative Director
The right brand doesn’t just shape your story, it shapes your community
Here’s a question for you.
What’s the difference between the galvanizing power of Extinction Rebellion and the futility of traditional protest? Between the devotion of Wrexham AFC fans and the apathy around manufactured teams? Between Patagonia’s credibility in sustainable consumption and the greenwashing that consumers see straight through?
Answer: the relationship between their brand and their community.
When a community is united by a common cause it becomes a movement. A brand builds new connections and strengthens old ones, promoting what unites over what divides and delivering the common cause into the heart of a community – any community.
Three steps to get there:
- Turn your team into believers
Your organisation is your first audience. For any brand creation or rebrand to be successful it starts with members of your organisation. Extinction Rebellion didn’t hire activists, they created them. Every interaction your brand has with your partners, your stakeholders, your suppliers and of course each other, is a reinforcement of shared beliefs, shared ambition and shared purpose.
- Give your ecosystem one voice
Wrexham AFC doesn’t have a fanbase they have evangelists! They spoke as one, united through a common goal. So, paint a picture of how the world will look when you reach that goal, and demonstrate the difference it will make in all your lives.
When communicated clearly and consistently and by people you trust, then belief, ambition and purpose build passion!
- Make your audience feel the urgency
Finally, the brand must address the needs and wants of a wider audience, connecting with them on a more meaningful level to shift perceptions and drive action.
Patagonia has spent decades injecting energy into their community by showing the need and the urgency. Their brand is synonymous with passion and asking a lot of their community. What are we fighting for, fighting against and what happens if we don’t act now?
Passion appeals. Passion aligned with belief compels. But passion in service of urgent need? That drives movements.
We’ve used this approach to shape brands that have driven sporting movements, created a sense of place, transformed perceptions of the issues that matter most, and delivered measurable impact for clients.
If your community isn’t growing, if your brand isn’t driving the change you want to see—maybe it’s time to rediscover your passion too.
