Oh, absolutely! Start with a core vibe that feels authentic and reliable—think signature color, a clear mission, a tone that people can trust. Then keep the buzz alive by dropping limited edition collaborations, surprise pop‑ups, and exclusive content for your inner circle. Use your network to create buzz before the launch, and make sure every touchpoint feels fresh but stays true to that core. That way people feel they’re part of something lasting, but still can’t wait to see what’s next.