How to Start a Cult

Hola!

Ever wonder why some brands have customers that will literally tattoo their logo on themselves? It’s not because of their product features or pricing. It’s because they’ve built a cult around their brand.

Here's the truth: People crave belonging. If you can give them a sense of identity, you’ll create a community that will rally around your brand no matter what.

So, if you want to build a loyal following that buys everything you offer, here’s how to get started:

1. Create an Identity, Not Just a Product.

If you’re just selling features, you’re already losing. People don’t buy products—they buy into identities. Think of Harley-Davidson. They’re not just selling motorcycles; they’re selling the idea of freedom and rebellion. When you buy a Harley, you’re not just getting a bike—you’re joining a brotherhood of road warriors. That’s the power of creating an identity people want to align with.

2. Build a Language.

Every cult has its own language. Ironman does this perfectly. If you've ever talked to a triathlete (guilty as charged—I’m obsessed!), you know they’ve got their own vocabulary: T1, T2, negative splits, cadence. It makes participants feel like they’re part of an exclusive club. And when people start using your brand’s language, they start seeing themselves as part of the group. That’s when the obsession kicks in.

3. Cultivate a 'Us vs. Them' Mentality.

The fastest way to unite people is to create a common enemy. Apple did this from the get-go. They positioned themselves as the rebellious creatives standing against the “boring” PC world. If you owned a Mac, you weren’t just buying a computer—you were rejecting conformity. It gave their customers a mission: “Think Different.” Find the common enemy your brand can rally against, and watch your audience come together.

4. Recognize and Reward Your Superfans.

Your most loyal customers are the lifeblood of your brand. Look at Nike. They celebrate athletes of all levels, highlighting stories from everyday people just as much as they do professional athletes. (And hey, I’m running the Chicago Marathon this Sunday, so maybe I’ll get a shout-out?!) When people feel seen and valued, they become your loudest advocates. Superfans don’t just buy your product—they recruit others.

5. Consistently Show Up.

Cult brands don’t pop in and out of people’s lives. They show up daily. Gymshark does this with their massive social media presence. By constantly delivering value and engaging with their audience, they’ve created a movement of fitness enthusiasts who live and breathe their brand. The more consistently you show up, the deeper the connection with your audience.

So, What’s Next?

If you’re serious about starting a cult around your brand, stop thinking like a business and start thinking like a movement. The products are secondary; the beliefs and community you build are what make people stick around.

And once you’ve built that? Your brand will scale without limits.

Want to Dive Deeper?

I’ve helped brands go from bland to cult status, and I can help you do the same. If you’re ready to get serious about building a brand people obsess over, book a call with me here. Let’s turn your brand into something they can’t stop talking about.

Until next time,
- José