Three Brands, One Thread

I'm not a branding expert. In fact, far from it.

Rather than being someone that is out there as a “name” – most of my work takes place behind the scenes. Working one-to-one with leaders, or in the room with their teams.

But as I was scrolling through my iPhone photos this morning, this one popped up. And it made me pause for a second.

It’s not going to win any awards for composition or lighting, but there was something about it that caught attention.

What I can see in the picture are three very distinctive brands:

One that I know and love,

One that represents a community I'm part of,

One that, before last week, I'd only vaguely heard of.

But now, a week on from the big networking event that Tullio put on at Bremont (at their amazing facility just outside Henley), I'm starting to see the connection.

Each brand stands for something and knows exactly who they're targeting.

Rapha – selling a feeling

Over 20 years ago, Rapha created a whole new segment in cycling sportswear. They believed that there was a growing community of cyclists that wanted quality kit but didn't want to look like they were wearing castoffs from a professional team. Plastered with lurid colours and logos. Looking like everyone else.

Cyclists that wanted to feel like they were part of a secret society.

Over the next two decades Rapha grew into a market leader. Even in the headwinds they are facing in 2026, they know their way back is to focus on what made them – the people that want to be part of something special.

And it’s taken real leadership and vision from their current CEO, Fran Millar, to start to turn it around and get back there.

Tullio – harnessing the momentum of connection

Then there’s Tullio: a simple premise but an incredibly powerful one. Business networking for cyclists. They are clear on who they're targeting and manage to do that authentically, whilst remaining inclusive.

Tullio makes you feel like you really are part of something – a chance to connect in a meaningful way to people just like you.

And as someone new to Tullio this year, it struck me that it’s not just about leadership – it’s also the power of the team. As a ride captain for Tullio I feel part of something and want to spread the word around Bedfordshire. Proud to be part of something.

Bremont – standing out from the crowd

Finally, Bremont. I'm not a watch guy so the name wasn’t that familiar to me. But having spent a couple of hours listening to the passion behind the brand - the story, the focus on absolute quality and craftsmanship - I'm totally blown away by what they offer.

I may be some way off being able to afford a high-end mechanical timepiece, but I know one thing: if I ever do want one, I'll be making a beeline for this brand.

They make you want to be part of something different. Something uniquely British.

Creating that feeling doesn’t come easy, and it’s woven throughout everything they do.

What this means for leaders

Branding may draw us towards organisations that mean something to us – community, status, quality, etc. And equally that’s the same for people.

There's power in having a clear idea of what you stand for – and who benefits from that. And then letting others know about it.

When you look around you at the people you lead – are you clear on why they would follow you?