Building a cult brand isn’t easy — if it was, all brands would enjoy cult status. But, with an understanding of what your customers want and how your brand can engage with consumers meaningfully (and strong brand identity), you can take the steps towards building a cult foundation. Many people know the story of how Steve Jobs built the Apple empire — after all, there have been numerous books and movies about it. These narratives are one of the ways brands go from being regular to cult status. But while it may seem like the stuff of marketing magic, the success of cult brands is no accident. By examining the strategies and principles behind these brand fandoms, any marketer can learn valuable lessons on how to build deeper, more meaningful connections with their own audience.

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Supreme never explicitly built its brand around the idea of community, yet it fostered one through its culture of exclusivity. The limited runs of its products, paired with its association with skateboarding culture, created a cult following where owning a Supreme product meant inclusion in an exclusive club. People began to identify themselves as part of the “Supreme community,” even though the brand never directly engineered such belonging. Brands that embrace transparency can cultivate a passionate, loyal audience that supports them not just for the products they offer but for the values and authenticity they represent.

Here‘s a data-driven dive into 19 brands with cult followings, and the key takeaways you can apply to your own efforts. While the brand certainly netflix quiz focuses on sustainability, it did not initially set out to create a cult following. However, through its consistent messaging about environmental conservation, its customers began to align their personal identity with the brand’s mission. Patagonia’s transparency about its supply chain, activism efforts, and focus on “buying less” tapped into its customers’ core values. Over time, consumers weren’t just buying Patagonia products; they were buying into a lifestyle and a set of principles. This identity alignment has led to Patagonia’s cult-like status, even among consumers who are not traditionally outdoorsy.

CrossFit, for example, started as a niche fitness movement with a hardcore following. As it grew into a global phenomenon, it faced challenges in maintaining its original appeal while expanding. Some longtime fans felt the brand had become too commercialized, highlighting the delicate balance brands must strike when scaling. Easter eggs create a sense of exclusivity and fun that makes your audience feel deeply connected to your brand. Easter eggs—hidden messages, clues, or subtle references—are a fantastic way to build engagement and loyalty. They turn passive followers into active participants who feel like insiders.

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As the leading activewear choice for a new generation, Lululemon is inclusive, accessible and speaks to a particular lifestyle. Having mastered the art of influencer marketing through its Lululemon ambassadors program, the label has become the go-to choice of activewear for the masses. With a forecast of $8.111 billion in revenue this year, it’s undeniable that Lululemon has earned its place among the most sought-after brands on the planet. Once you know your audience cannot live without your product, your early adopters are priceless. These are the folks that discover you early, and it is their reviews and ratings that build trust and support your impressive status. If your product/service can live up to the hype and break free from a flooded market, you’re halfway there.

Nike has faced numerous controversies over the years, including labor practices and environmental concerns. However, instead of ignoring these issues, the company has consistently been transparent about its efforts to address them. Nike publishes detailed reports about its sustainability practices and labor conditions, and the company openly acknowledges areas for improvement. By being transparent about its challenges and the steps it is taking to improve, Nike has maintained a loyal following that respects the brand’s willingness to evolve and adapt (Nike, 2023). Anime is a multi-genre enterprise, unlike the traditional animation industry in the United States (Halsall, 2010).

The genius of the Peloton subscription model is that the brand multiplies its opportunities for connection through live classes, curated training programs and more, creating a club within a club for different training styles. Some brands transcend traditional customer relationships by cultivating communities of devoted fans who embody the brand’s ethos. Iconic examples like Miu Miu and Crocs demonstrate how building a cult-like following can transform your brand’s influence.

Brands that embrace transparency can stand out from the crowd, build trust with their audience, and attract a loyal following. For many brands, the ‘artifacts’ dimension of developing cult status is actually the most simple — what products are you putting out? In order to make waves in an industry, your offering needs to outshine others both visually and practically to encourage new customers. Here, cult brands like Nike, Supreme, and Starbucks have separated themselves with specific, heavily branded product offerings that are clearly identifiable.

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Due to these differences, this research focused exclusively on the history of anime’s immersion in American culture. Apple Inc is among the tech stocks responsible for a significant portion of the US stock market’s 2023 gains. Starbucks, for example, knows their coffee drinkers can wait in long lines and rack up a sizable bill for a cup of coffee with a misspelled name on it. To show appreciation, Starbucks rewards its customers through a loyalty rewards app. You’ll know when the “club” or “cult” feel has started to grow amongst your customers as your churn rate goes down and repeat buys from customers go up.

Cult followings can be beneficial, but they require careful management to avoid burning out consumers or pushing them away when the brand fails to meet heightened expectations. The key is to build a culture around the brand—one where customers feel like they’re part of something bigger than just a product. Like Peloton, Lululemon connects its brand to the aspirational values of its customers.

The first rule of cult followings is to show a united front, a consistency of messaging across all channels that presents a compelling, highly desirable proposition that is impossible to ignore. In short, anime was not just a children’s genre anymore, and adult anime films immortalized anime in history as an inappropriate, lowbrow medium despite the overabundance of appropriate children’s anime being produced. First, cult followings of people who also happened to watch violent anime porn (hentai) carried out a series of violent actions that gave the entire anime genre a negative stereotype. The first and most notorious of these crimes was called “The Otaku Killer,” Otaku being a slang term for a fanatical anime fan (Bolton, CsicseryRonay Jr., Tatsumi, et al, 2008).

The company’s commitment to sourcing coffee responsibly is detailed in their annual sustainability reports, where they outline the specific measures taken to ensure fair trade practices and reduce environmental impact. Starbucks goes beyond just selling coffee; they engage with their customers by sharing the complexities and successes of their sustainability efforts. This transparency has helped Starbucks build a loyal customer base that values ethical practices, contributing to its status as one of the most trusted brands in the world (Starbucks, 2023). A cult brand is a defined product or service that has a loyal customer base that verges on fanaticism.

Remember, building a cult following takes time, dedication, and an unwavering commitment to your brand’s core values. Stay true to your identity, engage authentically, and provide exceptional experiences, and you’ll be well on your way to cult status. In today’s competitive business landscape, building a cult following can be a game-changer for new companies. Cult followings go beyond traditional customer loyalty; they represent a passionate community of brand advocates who willingly spread the word and engage with your company on multiple levels.