How Do You Build Culture Around Your Brand?

It’s one thing to have customers. It’s another to have a community; people who feel connected to your brand beyond the transaction. People who engage, advocate, and belong. That’s the power of culture.

So how do you actually build it?

1. Create Rituals

People love rhythm and familiarity. It could be your signature way you announce new products, a recurring theme in your content, or how you welcome new followers, rituals give your audience something to look forward to and participate in.

Think of rituals as your brand’s heartbeat.

Example: A monthly “Behind-the-Brand” video, or starting every Monday with a pep talk from your founder.

2. Develop Your Own Language

Strong communities often have their own way of speaking. When your brand creates phrases, names, or shorthand your audience adopts, it becomes more than branding. It becomes identity.

Example: Calling your customers a unique name (like “Glow Gang” for a skincare brand), or using inside phrases that reflect your values.

This shared language makes people feel like they’re in on something.

3. Design Inside Moments

These are the small, special things only your community understands — memes, easter eggs, call-backs, or traditions that create a sense of intimacy.

Example: A running joke in your comments section, a yearly “reunion” sale, or a custom emoji sequence your fans use.

Inside moments = belonging.

And belonging is how brands become movements.

Culture doesn’t just happen. It’s built with intention, consistency, and heart.
The brands that create culture aren’t just seen. They’re felt.

Want to start building your brand’s culture?