What is a Cult Brand?

What is a Cult Brand?

A cult brand has an incredibly loyal customer base. Customers have a vested interest in the brand. They relate more to what the brand says, does, and sells than they do to a traditional brand.

When we refer to traditional brands we can think of banks, service providers, restaurants etc. This customer base has an interest in, and a desire for, the brand to succeed and grow in popularity.

Brand Relationships

When brands connect with their customers, it makes them want a link to the brand’s image and idea. Those with vested interests in the brand are willing to buy the products and services provided. This behaviour allows customers to ‘fit in’ with the brand’s culture aligning with the individual’s image. This not only has a direct effect on the customer, but they are more willing to encourage others to follow their actions.

When Does a Cult Brand End?

Typically the brand has a history and is unlikely to be a short-lived fad. However, what happens if the brand becomes too popular?

Many considered Apple to be a cult brand for many years. Becoming even-more of an aspirational brand after the release of their first iPhone. However, does it still hold its cult-like status?

Yes, it is very popular. About 55% of Americans use an iPhones, with a a smaller group that only buys Apple products.

Brand Community

Brands can stand for a cause that their core customer base supports and works to grow. Creating content that connects with a key customer group can help build community. This can also boost popularity on social media.

Communities around a brand grow through its image, shared values, and transparency. The brand shows this on social media, in marketing, and through brand campaigns. It also includes timeless content.

What Makes a Cult Brand So Popular

If a brand can create a cult following, they will have a loyal customer base. These customers are willing to buy their products and share the brand with people around them. As we’ve mentioned before, this cult following wants others to love the brand as much as them, giving it powerful marketing value.

Word of Mouth

As we’ve mentioned, a cult brand has a fan base willing to share and inform others of the products the brand provides. Word of mouth is a powerful tool and an extremely encouraging marketing method building greater brand awareness. However, this can be over-marketed to others and seem over-hyped.

Pricing & Profits

Typically a brand’s customer base is price sensitive, meaning if prices increase, they may see a fall in demand for their products. However, a cult brand can often charge almost anything while maintaining and growing its loyal customer base.

A prime example of this is Supreme. Supreme has a cult following, with customers willing to invest large sums for an association with the brand.

How to Create a Cult Brand?

In order for your brand to achieve cult status, you need to create a consumer culture. This should be a long-term strategy that gives your customers a sense of belonging. Here are some of here are some ideas to help create a cult brand:

A Leader

Every brand has a founder, or someone who embodies the brand’s ideology. Elon Musk is a leader for several brands, from Tesla to Space X. He gains publicity, positive or negative, for everything he does. This may be divisive, but it can create a cult-like following for those it resonates with.

Make a Difference

Successful brands stand out for several reasons, one of which is the story and difference they make. Simple acts of kindness can create customer loyalty and help brands sell more. Brands like Patagonia have mass appeal for many reasons, but they’ve recently gained a cult-like following. This has come from their goal of being environmentally sustainable and giving back..

This act has created a consumer culture that people are willing to stand behind. These brands create a unique connection through their image that consumers want to align with.

Be Different

Regular brands we see daily don’t have a cult-like following because they stay within what is expected of them. The UFC has gained a strong following by moving away from traditional boxing and embracing MMA. They were not the first to create an MMA fighting championship, but they broke the mould by being different.

Community Spirit

For your brand to gain a cult audience, it needs to have a unique connection with its customers. Harley Davidson supports community bike clubs where members share insight into their motorbikes. They develop a community spirit that reflects the image the brand wants to project. In turn, those who belong to the club want others to see them in this same way.

Rounding Up What a Cult Brand is?

A cult brand has a strong base of fans. These consumers love the brand’s products. They want to connect with the brand’s image.

They have power over this consumer base which helps market their products and services leading to more sales. Consumers gain a feeling of belonging and association and feel a sense of success through their brands’ achievements.

Cult brands are hard to create and even harder to maintain. If you’re looking to grow your brand’s image and reach a wider customer base, view our brand identity page.