Have you ever wondered why some artists explode in popularity even when their talent seems…ordinary? Success may seem less about merit and more about marketing, but whether a brand has been “manufactured” or taken off organically, it’s ultimately the same psychology that leads to fame.

The truth is, people aren’t wired to fall in love with what’s “good.” We fall in love with what makes us feel good—and even more so when we think it makes us look good.

People Care When They Feel Seen

Belonging starts on a personal level when people recognize themselves—their values, traits, or aspirations—in your work. We are wired to curate our identities in this way, and we try to immerse ourselves in communities where the idealized versions of ourselves feel a true sense of belonging.

Psychologists call it “self-expansion.”

Think of your own favorite artists or television personalities. You likely relate to them because they help validate or amplify a part of who you are or who you want to be. Just like how you love your favorite song because it makes you feel understood in a very specific way. Art can feel deeply reciprocal in that sense: Subconsciously, something meaningful feels shared between you and the creator—and that’s where parasocial bonds begin.

Stories Strengthen Attachment

We all sobbed when Artax sank into the Swamp of Sadness because, on a neurological level, the stories we consume can feel extremely real. When we’re absorbed in a compelling narrative, our brains “transport” us into that world, stimulating the areas responsible for our sensory perception, emotions, and self-referencing. Once we’re transported, the stories we experience can even help shape our real-world attitudes and core beliefs.

When it comes to the narratives your fans immerse themselves in, they can be real or fictional or something in between.

Take behind-the-scenes content, which was a key turning point in F1’s revival. They began encouraging teams to candidly show their drivers and the tough, funny, and relatable moments the teams face throughout a season. Fans loved it so much that the ensuing Drive to Survive series on Netflix now gets millions more views than the races themselves.

Letting your audience witness growth, tension, and transformation can help them feel more connected to you, and add depth and nuance to your persona. Of course, your fans also want to learn about the narratives behind your art, your songs, your name, or whatever it is you’re creating.

|| Experiential Marketing F1: Living vicariously

Fans Want Ownership

As our bond with something becomes important to our sense of self, we seek out ways to make our connection with it feel stronger. It’s why we cover our walls with posters of our favorite bands and don merch. Even small tokens of belonging can inspire a sense of ownership, and they don’t necessarily need to be tangible.

When your audience can claim a phrase, symbol, badge, or inside joke as “theirs” collectively, there’s a special sense of exclusivity. Even just witnessing collective moments in a more passive way—like when you watch a live stream but don’t chat—adds to the feeling that we’re a part of something bigger than ourselves.

When a distinction is made between “us” (those who know) and “them” (everybody else), we feel secure. You feel special because you have access others don’t. Historically, belonging meant safety, greater access to resources, and better odds of survival, which is why we are wired to seek out this inclusion.

Of course, public belonging is socially risky.

The Risk of Losing Control

Whether in sports or politics, embracing something in front of others opens us up to prejudice, and it can feel like a very real threat to our sense of self. As in, “You can’t be a real metal fan if you listen to that.” Not only can we suffer judgement from outsiders, but we could feel pushed out of other groups we belong to.

If you don’t fully clarified your identity early on (maybe because you want to hang out in a gray area to appeal to a wider crowd), fans will fill in the gaps for you—and it can end in you being associated with extreme or polarizing opinions.

Like it or not, what your followers signal about your shared identity is ultimately the most powerful marker for outsiders trying to decide if they want to join in. People might love your work, but if your fanbase is seen as smug or immature, they will avoid being affiliated with you.

|| When Toxicity Kills A Fanbase

Next: Cultivating Your Brand Identity

Success comes from polishing your identity, not fabricating one. When the values and interests you project are consistent with both your genuine convictions and your audience’s desired self-image, that’s when the magic happens.

Start With An Archetype

Having a strong sense of your brand identity will help you manage the narratives that form around you and your work. What answer will people find when they ask themselves, “Who am I if I love this?” You can start with one of the 12 core archetypes.

• Patagonia → adventurous, eco-conscious
• The New Yorker → intellectual, witty, cultured
• Billie Eilish → rebellious, introspective, outsider
• F1 → thrill-seeking, competitive, exclusive

|| Are The 12 Core Archetypes Still Relevant?