There are lots of definitions for what “brand” means. Some say it’s the relationship between a company and its customers. Others say it’s the trust built around what people can expect from a company. Or it’s what the company represents in the public mind.

All that is true.

I’ll offer up another dimension to this: brand is the signal that tells people whether they belong.

When we shop for products, or we walk into a voting booth, we subconsciously ask ourselves, “Does my choice right now fit who I am?” We take quiet inventory of our values, our hopes, and our beliefs about ourselves, and we make the choice that best fits the picture.

Throw out everything you’ve heard about rational choices. Humans are complex emotional creatures, and the best marketers understand how that influences our behavior under the radar.

As these considerations run in the background, what we are often looking for is a sense of connection. It is not only about our identity, but how that identity is expressed and shared with others. Our shopping choices become signals to others about who we are. We wear the T-shirt of our favorite musician so others who like them as well can see that we’re in the same tribe.

Organizing into groups is what humans do. It’s instinctive. When we find people who share our interests, values, background, or any other familiarity, we inherently trust them more—everything comes back around to trust in the end. And that trust makes us want to draw closer.

Creating what I call a Community of Purpose is about inviting people of like minds and hearts into a kind of relationship with the brand and with each other. We know what we stand for, and we effectively show it. Brands who do this well naturally attract the right people and become unstoppable.