Building brand loyalty was once as straightforward as a loyalty punch card or rewards program. But those days are gone. Today, brand loyalty extends beyond points and perks to deep connections that encourage customers to feel pride in their choice and a sense of belonging to a community with each use. The significance of this shift is highlighted by the fact that most retail business, about 65%, comes from loyal customers, who spend 67% more per purchase than newcomers. 

For brands like Harley-Davidson and Red Bull, loyalty isn't just a program—it's an emotional bond. They flourish by connecting with consumers who believe in their values, much like the 89% of US consumers who favour brands sharing their values. As businesses strive to emulate this, the challenge lies in nurturing a passionate community that authentically connects to the brand image. Let's explore how Harley-Davidson and Red Bull have evolved into cult phenomena with highly loyal followings.

Gives you wiings- RedBull

Picture this: a cliff diver in mid-plunge, energy drink in hand. What brand comes to mind? If you thought of Red Bull, you're not alone. The brand has become synonymous with thrill-seekers and adventure enthusiasts worldwide, achieving a loyal customer base and a strong community following. Here's how its community is crafted and sustained: 

Content-first strategy

Central to Red Bull's success is its ‘content-first strategy’, prioritising engaging content over direct product marketing to create experiences that resonate deeply. Consider the Red Bull X-Fighters—a global freestyle motocross event that captivates extreme sports fans and cascades into digital viewership. This positions Red Bull at the forefront of thrilling visual spectacles, aligning with those who defy human and physical potential.

Red Bull effectively broadens its strategy by engaging in a wide range of events and activities, thereby boosting its visibility and audience interaction. The brand sponsors high-profile athletes such as Lindsey Vonn, Shaun White, and F1 champion Max Verstappen. Additionally, Red Bull introduces media initiatives and forms athletic teams, skillfully building an athletic community and brand identity that resonates with its adventure-loving audience.

Community engagement through ‘story-performing’

Red Bull defies traditional storytelling with an approach that lies in "story-performing"—creating rather than advertising. Red Bull captures imaginations through unique narratives without overtly showcasing its beverage. Events like the Red Bull Rampage embody this by displaying fearless athleticism and reinforcing a brand message that organically resonates with audiences who appreciate subtlety in brand storytelling.

Other inventive engagements include Red Bull-branded Volkswagen Beetles appearing at youth hotspots and Red Bull parties hosted by student brand managers—tactics that embed the brand into the vibrant fabric of youthful culture. The interwoven presence of the Red Bull logo across cans, F1 cars, and extreme sports gear allows customers to embrace the brand ethos without direct sales pitches.

Using vehicles like Volkswagen Beetles with oversized Red Bull cans at colleges or brand managers hosting energetic Red Bull parties helped embed the brand into the culture of energetic youth. Additionally, by intertwining its iconic logo with everything from cans to F1 cars and extreme sports gear, Red Bull allows customers to partake in its thrill-seeking ethos without direct product pitches, maintaining authenticity across all interactions.

Brand recognition, ‘not brand advertisement’

In 2019, Red Bull achieved remarkable global reach by selling nearly one can per person worldwide, reflecting not only the appeal of its flavour but also the strength of its brand presence. Beyond selling 7.5 billion cans, Red Bull strategically invests in owning F1 teams and organising signature events such as the Red Bull Flugtag. These initiatives aim to enhance brand recognition by fostering strong community connections and creating diverse cultural touchpoints. In doing so, Red Bull embeds itself into the fabric of popular culture without solely focusing on product sales.

In 2012, Felix Baumgartner's jump from the edge of space, during which he broke the speed of sound without the protection or propulsion of a vehicle, garnered millions of views and exemplified Red Bull's bold strategy. Through ventures like these, Red Bull subtly maintains its brand presence without overtly promoting the product.

Baumgartner's record-breaking freefall (Source: RedBull YouTube)

With Baumgartner's record-breaking freefall, most companies would likely have ensured he was seen drinking a can of Red Bull upon landing—but there was no mention of the drink. That’s because Red Bull’s advertising often doesn’t feel like advertising. They aim for brand recognition rather than actively selling their product, allowing the spectacle to speak volumes and sustainably resonate with audiences.

United We Ride- Harley Davidson

Imagine a group of bikers clad in leather jackets, adorned with tattoos, and sporting long beards; most of the motorcycles in your mind are probably Harleys.

Harley-Davidson bikes are often noted for being slow, heavy, and expensive, with competitors offering quicker, faster, and more affordable alternatives. Yet, many still choose Harley-Davidson, illustrating the power of a strong community and identity tailored to a specific ideal customer avatar.

‍Creating a movement: The H.O.G. community

According to Motorcycle Community Engagement Insights, members of the Harley Owners Group (H.O.G.) report feeling a deeper emotional connection with Harley-Davidson, thanks in large part to their involvement in the community. Camaraderie plays a significant role in maintaining their loyalty.

To strengthen connections, engage audiences, motivate riders, and nurture customer relationships, Harley-Davidson organises major events like the Sturgis Motorcycle Rally, which attracts 1.25 million Harley enthusiasts annually, and Daytona Bike Week, a gathering that unites thousands in celebrating the brand and their shared motorcycle passion. These events not only serve as marketing opportunities but also as experiences that build customer loyalty.

Exclusive benefits for members include:

• Access to special events, rallies, and the long-standing Harley-Davidson lifestyle magazine, published since 1916.

• Admission to the unique Harley-Davidson Museum, offering a glimpse into the brand's storied history and culture.

• Discounts on merchandise, accessories, and motorcycle services.

For those looking to join this vibrant community, Harley owners can subscribe to a full membership for just USD 60 per year.

Customization and self-expression

Harley-Davidson stands out by embracing self-expression through customisation. With options ranging from chrome accessories to bespoke paint jobs, each Harley transforms into a personal reflection of its owner’s identity. This tailored approach sparks community conversations and champions individuality, making every ride a distinct display of creativity and pride.

The dealership provides an extensive selection of certified parts and accessories, covering everything from exhaust systems to handlebars, seats, custom paint jobs, and even fine details like micro cosmetics. This wide array of options enables riders to personalise their bikes, transforming them into symbols of personal pride.

In addition, the company organises numerous custom bike-building competitions, such as the Battle of the Kings and the Bangkok Hot Rod Custom Show. These events see Harley-Davidson dealers from Europe, the Middle East, and Africa vying to create the ultimate custom bike, making these gatherings a veritable paradise for biking enthusiasts.

Solid standalone genre & consistent storytelling

Harley-Davidson’s branding excels through storytelling. The brand's influence runs so deep that many of its most dedicated fans go beyond just riding or sporting the merchandise—they actually tattoo the brand onto their skin. Harley-Davidson seamlessly weaves its motorcycles with themes of rebellion, adventure, and self-expression. By embracing its rich history, from the motorcycles utilised during WWII to Hollywood’s enduring fascination, Harley-Davidson firmly establishes itself as an aspirational icon.

Harley-Davidson doesn't market motorcycles in the traditional sense; instead, it sells freedom and identity. Its marketing campaigns often highlight open roads, raw power, and the profound emotional bonds between riders and their bikes. Similar to Red Bull, this strategy prioritises building an emotional connection over merely highlighting features and specifications.

Key takeaways for building a loyal community:

In conclusion, these brands demonstrate that the heart of loyalty lies not merely in transactional programs, but in fostering deep emotional connections and a strong sense of identity.

• Embrace Emotional Connections: Focus on creating experiences and narratives that resonate deeply with your audience, fostering emotional bonds that go beyond the product itself. For instance, Red Bull utilises a content-first strategy by showcasing captivating events like the Red Bull X-Fighters, which generate strong emotional connections through thrilling imagery and experiences, without directly promoting the product.

• Celebrate Individuality: Allow for self-expression and personalisation. Like Harley-Davidson's customisation options, let your customers make your brand their own, reflecting their unique identities.

• Consistent Storytelling Aligned with Values: Maintain a unified brand narrative that faithfully reflects your core values. Red Bull, for instance, emphasizes adventure and boundary-pushing in its storytelling, while Harley-Davidson focuses on themes of rebellion and freedom. By aligning stories with values, brands can build trust and foster deep, lasting connections with their audience.

References

1. Renascence: Harley-Davidson Builds Customer Experience

2. CapitolOne research- Brand Loyalty Statistics