I'm Building a Cult. You Should Too

Yes, you read that correctly.

I’m building a cult. And if I’m being completely honest, I didn’t even mean to. It just… well, it just happened.

But you want to know the worst part?

I know for a fact that you and I are already part of one. Okay, scratch that. You’re probably part of manyyyy different cults.

Or at least, cult-like followings (I had you scared for a second, didn’t I?).

Don’t worry, don’t worry. I’m not building one of those stereotypical cults with creepy rituals and all that jazz.

I’m trying to build a cult just like some of the biggest brands out there:

Apple, Starbucks, Nike, Disney.

Now, before you object and tell me “But Connor, those aren’t cults, those are the coolest and best brands out there,” buckle up because you’re in for a good read.

Here’s what you’ll learn today:

• What a cult-like following is

• Why it works so well in branding

• How to build a cult-like following for your own brand

So sit back, get comfy, and let me teach you a lesson on how some of the biggest brands will forever hold you in the palm of their hand and why I’m trying to build a cult-like following of my own. #SpookySzn 👻

🤷🏼‍♂️ What the Heck is a Cult-Like Following?

Even if you’ve never heard the phrase, I can almost guarantee you’re part of a cult-like following without realizing it.

Think about some of the biggest, most loved brands out there:

You’ve got Nike and their exceptional athletic wear. You’ve got Starbucks and their enormous coffee empire. You’ve got Apple and their simplistic, yet powerful, tech products (I’m typing on one as we speak).

Sure, they’re all different companies in different industries. But what do they all have in common?

They all have a raving fanbase and loyal customers who will stand with them until the day they die.

And that, my friend, is what a cult-like following is.

If you look up the phrase “cult following” in a dictionary (or on good ole’ Google), you’ll find that it refers to:

“A group of fans who are highly dedicated to some person, idea, object, movement, or work.”

Now, I don’t know about you, but that sounds prettyyy accurate when I think of the customers of some of the biggest brands in the world.

To many, Starbucks has the best coffee out there and it’s no debate, Nike has the best apparel ever made, and Apple has the best tech products to exist.

They all have a dedicated fanbase who are willing to die on that hill. And their customers are part of a community who think the same exact thing.

If you can integrate a brand into a person’s everyday life. If you can successfully turn your brand into someone’s entire personality. If you can create a product that encompasses not only an idea, but an entire lifestyle…

Then congratulations, you’ve create a loyal customer for life!

And my goodness, do the greats pull it off incredibly well.

So is it a coincidence that all the biggest, most successful brands in the world have a cult-like following that won’t stop talking about them? Absolutely not.

In fact, that cult-like following is one of the reasons why all the biggest brands grew to the size they are today.

But that begs the question:

Why does building a cult-like following work so well?

🤔 Why It Works So Well

Look, there’s a few reasons why having a cult-like following works so well when building a brand. But the main reason? It's a mentality.

Us vs. Them

Think about it…

• Nike vs. Adidas

• Apple vs. Samsung

• Starbucks vs. literally every other coffee company

All the biggest brands have built up a loyal following that will buy from them no matter what. It doesn't matter what wild products they release or which direction they take the company in.

They’ve positioned themselves as the biggest and best through world-class marketing and storytelling.

And all they had to do was sell an idea.

Nike doesn’t sell shoes, they sell an athletic lifestyle. Disney doesn’t sell tickets to an amusement park, they sell feelings of happiness and nostalgia. Apple doesn’t sell computers, they sell simplicity.

Let’s be honest, Starbucks doesn’t sell the tastiest coffee out there. And Apple’s biggest competitor sells arguably better and more powerful technology than they do.

So why are they so popular if they don’t even sell the greatest products?

Because they understand that the biggest brands don’t sell the best products. The biggest brands sell the best ideas.

And if you can convince your fanbase that you not only have the the greatest products to exist, but also the greatest brand to exist?

Then your raving fanbase of customers will do all the marketing and selling for you.

📝 How to Use It

Now that you know what a cult-like following is and why it works so well, all that’s left is to build one for your own brand!

I know, I know, it’s easier said than done. But there are a few things that will undoubtably lead you in the right direction:

• Exceptional storytelling:

As mentioned above, you don’t always have to sell the best products. You just have to sell the best story. So how exactly do you do that?

Make your customer feel like the hero of the story. Agitate their problems, take them on a journey. Share the ins and outs of your brand, the highest of highs and the lowest of lows.

Simply share your story as a brand. Where did you start? Why did you start? How did you get to where you are today? Learn to tell an incredible brand story and your audience will resonate with what you’re sharing. And if they resonate with what you’re sharing, they’re much more likely to become a loyal customer for life.

• Exceptional products: 

Now, now, I know I said you don’t have to sell the best products. But if you sell exceptional products and your customers know it, that makes it a heck of a lot easier to gain customers who will share how much they love your brand.

So focus on creating and selling high-quality products you would buy yourself. What makes yours different from everyone else in your industry? Why should people buy yours over another brand’s?

If you can answer those two questions and create a product you’re proud of, odds are that your customers will love what you’re selling, too.

• Exceptional customer service: 

Last but certainly not least, if you want to build a cult-like following for your own brand, having exceptional customer service is a non-negotiable.

Make your customers feel special. Make them feel like they’re not just an ordinary customer, but part of something bigger than themselves and the brand. Leave them with an experience they’ll never forget (Disney is by far the best in the game when it comes to this).

If you’re able to make your customers feel like they’re part of something truly special. If you treat them with the utmost respect and gratitude for being part of your brand, it’s just a matter of time before the good word spreads like wildfire and you have a cult-like following of your own.

Alright, alright, like I mentioned at the very beginning of this email, I’m trying to build a cult-like following of my own. For both my personal brand here and my e-commerce brand (I’ll admit, progress is pretty slow over there).

Now you have the blueprint. Now you know the secret ingredient to turning your brand into one others can’t help but notice. Just like Disney and Nike and Starbucks and all the other giants.

Sure, it’s easier said than done. In fact, it’s incredibly hard to pull off. But if you’re able to build a loyal fanbase that loves you for you?

Well, it’s just a matter of time before word catches on and your brand sees exponential growth and support like (dare I say) a cult ;)

Your pal,

Connor “#BuildaCult” Flynn