The design field is a service-based industry; when professional designers create brands, those brands service the consumer. The ideal brand creates a unique experience for the customer. In short, branding for human connection creates a sense of belonging for the consumer. The theme for the Las Vegas Enforcers connects to the communities of Las Vegas by promoting positivity, allowing all fans to see themselves through the brand as the heroes of their community. Weber (2019) stresses that a brand should project a persona that enables customers to create a connection with your company as they would with another person. This concept is made aware in Millman's (2015) lecture, as she describes how brands become connectors and use the human need to be part of a group, pack, or family to influence consumers.
Similarly, Walter (2020) examples Harley- Davidson brand as a brand connector. Harley-Davidson has a devout following of bold rule-breakers that see and express themselves in the brand loudly. This "tribe" has created a loyal customer base for the company. The expectation of Las Vegas Enforcers does not make a person feel better about themself. Instead, the brand facilitates a sense of belonging that results in a person's increased self-esteem. The Las Vegas Enforcers help foster a community that helps bring individuals to other like-minded individuals, locally or globally.