The word “cult” often conjures images of fanatical followers, brainwashing, and manipulation. We think of cults as dangerous groups with extreme beliefs that can lead to violence or self-destruction. But not all cults are bad - there are positive cults too. In fact, many successful small and medium businesses have built a following of loyal customers who become evangelists for their brand – what we call a “brand cult.”
Throughout my advertising career spanning cities like Barcelona, Manila, Kuala Lumpur, New York, and Boston, I have learned that the best brands behave like religions. They create a strong emotional connection with their customers, who become loyal followers and advocates of the brand. These brands have a clear purpose and mission, which they communicate consistently through their messaging and actions. Like religions, they have rituals and symbols that help reinforce their identity. For example, Apple has its iconic logo and product launches, while Nike has its "Just Do It" slogan and sponsored athletes. These brands also inspire community and belonging, where customers feel part of something bigger than themselves. By cultivating a brand cult following, small and medium businesses can achieve great success and create a lasting impact in their industry.
Have you ever thought your small or medium business could form a cult following as powerful as any religious movement? Well, it’s not as far-fetched an idea as you may think. In today’s digital world of constant connectivity and increased competition, building a connection between your brand and its customers is more important than ever. Therefore, by understanding how great brands can turn their loyal followers into a ‘brand cult’ – the concept of incorporating religious principles into the founding values, beliefs, practices, and behavior of businesses – Small and Medium Businesses (SMBs) will be better equipped to craft out long-term success in their industry. In this blog post, we will discuss: what constitutes a ‘brand cult,’ why SMBs should strive for one, and actionable steps which help them become one!
Being a brand cult is like being a die-hard sports team fan, but instead of rooting for a particular quarterback or pitcher, you're cheering for a logo and a lifestyle. It's about being so devoted to a brand that you're willing to spend money on their products, defend them in debates, and maybe even get a tattoo of their slogan. But being a brand cult isn't just about consumerism but a shared identity and a sense of community. It's like being part of a secret club, except the only secret is that you love Coca-Cola or Apple, or Adidas. So if you've ever obsessed over a certain brand, don't be ashamed – embrace your inner cult member. Personally, I'm obsessed with Apple that I have the Apple logo on my car as a sign to everyone that I'm an Apple fanboy!
One of the most effective ways for small and medium businesses to tap into the power of brand cults is by building communities of their users. Brands can create online or offline spaces where their customers can come together to share their experiences, connect, and provide feedback. Social media platforms like Facebook and Instagram provide great opportunities for brands to create groups where their most loyal customers can engage with each other and the brand.
If you’re interested in getting started on this journey here are three concrete and executable ideas for small brands to create communities:
Small and medium businesses can create a sense of community by hosting events where customers can interact with each other and the brand. These can be in-person events like workshops, product launches, meet-and-greets, or virtual events like webinars and online forums. Events foster brand loyalty and engagement and allow businesses to learn more about their customers' needs and preferences. For example, Lululemon hosts free yoga classes in their stores, promoting their activewear products and building a community of yoga enthusiasts. Can you do the same in your store? What events can you host that build a community? If you're selling customized cheeses, why not host a cheese-tasting session built around famous movies that used signature cheeses?
Small and medium businesses can encourage their customers to create and share content related to the brand through social media. This can include photos, videos, and testimonials showcasing customers' experiences with the brand and its products. User-generated content helps promote the brand and creates a sense of community among customers with similar interests and values. For example, Glossier encourages its customers to share photos and reviews of its beauty products on social media, creating a community of "Glossier girls" who love its minimalist aesthetic. St. Peter Funeral Homes created a Halloween campaign in the Philippines that deployed thousands of actual pink casket selfie booths and asked customers to pose and post them online. The result? They became the only funeral home brand to ever trend in social media. Is there a space in your store to ask customers to pose? Is there something that you can ask your customers to do with your clothes that they can upload online?
Small and medium businesses can offer exclusive benefits to their loyal customers, such as discounts, early access to new products, and personalized recommendations. These benefits incentivize customers to stay loyal to the brand and make them feel appreciated and valued. For example, Sephora offers a loyalty program called Beauty Insider, where members can earn points for purchases that can be redeemed for rewards like free products and access to exclusive events. This program has created a community of beauty enthusiasts passionate about the brand and its products. What special gifts can you give to your loyal customers? During the recent 420 Cannabis holiday, The Joint, a fast-growing dispensary in upstate New York, gave away care kits to their loyal patrons that helped them enjoy the holiday in an elevated way.
Entrepreneurs, don't underestimate the power of community in building a cult brand. Start thinking of simple and creative ways to tap into the natural human desire for connection and belonging and build a brand cult that will thrive for years. Are there events you can host or exclusive benefits you can offer? How can user-generated content be encouraged and leveraged for maximum impact on social media? What unites your customer around your brand, and how can you turn these into community activities? Ask yourself these questions as you develop strategies to create communities around your products and services – ultimately, this will drive loyalty and engagement with your most passionate fans.