---
title: "INBOUND 2018: Branding and Community Building- Inbound Marketing Agency | Niswey"
description: Co-founder of SoulCycle, Julie Rice, on how branding and community building can lead to happy employees and better customer experience
---

[Blog - Digital Marketing Agency, Niswey ](https://www.niswey.com/blog)

# [INBOUND 2018: Branding and Community Building- Inbound Marketing Agency | Niswey](https://www.niswey.com/blog/branding-and-community-building)

 Written by [Simran Sakshi](https://www.niswey.com/blog/author/simran-sakshi) | Sep 7, 2018 12:31:10 PM

Day 2 of  Inbound 2018 ended with the final session by Julie Rice, Co-founder of SoulCycle and Chief Brand Officer of We Work.

An inspiring lady, Julie Rice, talked about her philosophy of branding and how she was building a community within her companies.

> “There is a lot of comfort and empowerment in community.” Julie Rice [@soulcycle](https://twitter.com/soulcycle?ref_src=twsrc%5Etfw) [@WeWork](https://twitter.com/WeWork?ref_src=twsrc%5Etfw) [#INBOUND18](https://twitter.com/hashtag/INBOUND18?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/s6aF1pwX5S](https://t.co/s6aF1pwX5S)
> 
> — Cassie Lee (@cassan_druh) [September 6, 2018](https://twitter.com/cassan_druh/status/1037814640489705472?ref_src=twsrc%5Etfw)

As we become digital creatures, we will die of loneliness without community. So building a community of people who bring comfort and empowerment is important.

 However, you can’t build a community in office. You need to go beyond. Beyond knowing customers only on the basis of data. And beyond hiring employees and paying them. You need to keep them happy. Because happy employees lead to better customer experiences.

Talking about her company SoulCycle, she mentioned how they realized early on that they could create a brand around dynamic PEOPLE — with an ability to connect — and then worry about their training. They focused on having happy employees who knew how to communicate with each other.

As this would ultimately lead to happier customers with a better experience. 

> When Soul Cycle started, [#inboundmarketing](https://twitter.com/hashtag/inboundmarketing?src=hash&ref_src=twsrc%5Etfw) wasn’t really around. “Creating an experience was our only way to really market, and create retention and evangelists.” – Julie Rice [#INBOUND18](https://twitter.com/hashtag/INBOUND18?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/ypQA967TvM](https://t.co/ypQA967TvM)
> 
> — Salted Stone (@saltedstone) [September 6, 2018](https://twitter.com/saltedstone/status/1037810593636536323?ref_src=twsrc%5Etfw)

“There was never anything transactional about SoulCycle. Never any discounts.”

Their customers knew SoulCycle staff will deliver on the experience.

Moving further, she talked about how the word “No” could help you grow your business brand. After all, “No is just the beginning.”

> "No is just the beginning." Julie Rice, SoulCycle Co-Founder. She shared the power of moving forward when being told no and using the word no to grow your business brand. Love the fresh perspective on saying no yourself to grow and achieve your dreams! [#INBOUND18](https://twitter.com/hashtag/INBOUND18?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/BhdePELj7m](https://t.co/BhdePELj7m)
> 
> — Meaghan Corson (@MeaghanCorson) [September 6, 2018](https://twitter.com/MeaghanCorson/status/1037813028278988800?ref_src=twsrc%5Etfw)

So on the path to your growth, you need to remember that when being told no, take it as a challenge, move further and achieve your dreams. And as she rightly puts it, “You never make mistakes. You either win, or you learn.”

> “I never make mistakes. I either win, or I learn.”
> 
> Julie Rice, [#INBOUND18](https://twitter.com/hashtag/INBOUND18?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/PEpBzo3UVr](https://t.co/PEpBzo3UVr)
> 
> — Robyn Showers (@Robyn_says) [September 6, 2018](https://twitter.com/Robyn_says/status/1037816654812598272?ref_src=twsrc%5Etfw)

With her philosophy and stories on branding, Julie Rice inspired those present there and out who couldn’t stop appreciating Inbound 2018 for bringing her in!

> Amazing to listen to [#SoulCycle](https://twitter.com/hashtag/SoulCycle?src=hash&ref_src=twsrc%5Etfw) founder Julie Rice tell her personal and brand stories. [#INBOUND18](https://twitter.com/hashtag/INBOUND18?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/PF9SHyVVDz](https://t.co/PF9SHyVVDz)
> 
> — Danielle McNally (@Dmariemc) [September 6, 2018](https://twitter.com/Dmariemc/status/1037814369818738688?ref_src=twsrc%5Etfw)

> Great final session with [@soulcycle](https://twitter.com/soulcycle?ref_src=twsrc%5Etfw) founder, Julie Rice, at [#INBOUND18](https://twitter.com/hashtag/INBOUND18?src=hash&ref_src=twsrc%5Etfw)! [@Capterra](https://twitter.com/Capterra?ref_src=twsrc%5Etfw) [#Capterragram](https://twitter.com/hashtag/Capterragram?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/xkyr8V9OBQ](https://t.co/xkyr8V9OBQ)
> 
> — Meghan Kennelly (@mkennelly22) [September 6, 2018](https://twitter.com/mkennelly22/status/1037814716641566721?ref_src=twsrc%5Etfw)

We are excited to bring you everything that’s on at INBOUND18 – sessions, videos, tweets and more. Follow the event from anywhere in the world with our remote coverage of INBOUND2018.

[View full post](https://www.niswey.com/blog/branding-and-community-building)

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