How to Start a Cult (Wait, We Mean Brand)

Priya Baxter

December 5, 2025

In the hustle and bustle of today, it’s estimated that an adult in a metropolitan area encounters anywhere from 50 to a whopping 400 advertisements every day. We’re talking TV, online, billboards, social media, you name it, ads are everywhere. So, in this sprawling marketplace of services and products, how do you attract a devoted following that not only finds you but sticks around?

The siren call of cult-like devotion isn’t limited to robe-wearing and chanting because to be honest, brands are really like cults (if you do it right). Their tactics are part of everyday life, influencing our beliefs, behaviours, and yes, even our snack preferences. So, how do we tap into that feeling and how do good brands get inside our heads to create die-hard enthusiasts?

So What Do We Mean by Cult?

There are a few different “definitions” of a cult with no real right answer but they all have one thing in common, they kinda sound like brands. Religious scholars say it’s a group led by a charismatic leader that messes with your habits – but doesn’t that sound like what a brand does?

The general public tosses it around for groups with wild beliefs, often tied to a product or service – but hey, that could describe Apple or Tesla fans. In pop culture, “cult” often hangs out with small but die-hard fan groups, like those “cult classic” films or “cult-following” bands. So, in a wide sense, cults are basically everywhere, infiltrating our lives in all sorts of sneaky ways.

The line between cult and brand is incredibly blurry. Every day, we’re bombarded with words and pictures that tweak our beliefs, whether it’s the promise of spiritual enlightenment or the lure of the latest fitness fad.

They’re a Religion…No Really

In a truly incredible study, branding expert Martin Lindstrom collaborated with neuroscientist Dr. Calvert and found that these mega “cult” brands light up your brain exactly the same way that organised religion does. They used Apple as the example and it hit all the areas of activating memory, emotion, decision-making, and even a touch of religious zeal.

They’re Even Changing How You Speak

Both cults and great brands are cunning linguists. Cults love changing the way their followers talk to create the feeling of being an “insider” making outsiders want to know what’s going on and be in on the act. In Scientology, there is famously a concept of “going clear”, and people who are into cults will know that followers of Heaven’s Gate called their bodies “vehicles”. But guess what, brands are doing the same. They’re busy coining phrases and acronyms, just think of “Googling”, “Ubering”, “tweeting” (though that might change) even the idea of “Venmo me.” We’re using branded cult language every day.

Cult-ivating Your Brand

So, why do we pledge our allegiance to the likes of Apple, Harley-Davidson, Nike, Starbucks, or Ferrari? Lindstrom identified ten common pillars shared by major religions that, incredibly, also form the basis for cult-like brand loyalty: 

1. Sense of Belonging: Let’s start with the basics of brand cult-dom: Belonging. It’s the bread and butter of cults and brands, tapping into our innate desire to be part of the “it-crowd”. Both groups make you feel great about yourself and like you’re part of the crowd. The motto? “Be more you, with us”

Apple strategically positioned itself as the go-to brand for rebel creatives. If you consider yourself a rebel creative, having an Apple device is practically a badge of honour. And, if you aspire to join the rebel creative ranks, well, using Apple is almost a prerequisite.

Forget the dogma, it’s in our DNA to fit in. So, how can you empower your customers to be their “best selves”? How can you foster a sense of belonging? How can you embrace and appreciate the unique differences of your customers?

2. A Clear Vision: Brands like Apple excel in building an identity that encourages individuals to “think different.” Another great example is Harley-Davidson. While they might technically sell motorcycles, but that’s almost beside the point. Their brand stands for rebellion, freedom, and independence. Even if you don’t own a Harley, if you resonate with those values, you’re part of the Harley crew. That’s why you spot so many Harley-Davidson logos on T-shirts, but not as many Harley-Davidson bikes on the road.

When it comes to recruiting your brand cult followers, it’s all about having a laser-focused mission, a rock-solid purpose, and a compelling “why.” Start by defining what you offer and why it trumps everything else in the market. Then, dig into the heart of why you do what you do. What makes your offering unique? What’s the driving force behind your mission? And what kind of lifestyle does your brand embody?

3. Power over Enemies: Who is famous for playing the “Us vs. Them” game? Cults! They’re masters at making the ‘others’ seem like the devil incarnate. They roast outside ideas, shun non-believers, and label anything beyond their bubble as pure evil. But brands do it too. A key part of building a great brand is the “you’re either with us or against us” mentality.

Apple’s marketing campaigns famously pitched Apple users against PC users, leaving Microsoft scrambling to find its way back into the game. Nowadays, Samsung’s throwing some shade Apple’s way, just like Apple once did with Microsoft.

So, do you have a cause to champion or an adversary to tackle? Do you have a nemesis? it doesn’t even have to be another brand; it can be an idea. We’re against cheap service, we’re against overfishing, etc, etc. What’s your battle cry?

4. Sensory Appeal: Brands and cults both love to take up your senses and immerse you in their world. Take the Apple Store, for instance – stepping in there, you’d swear you’ve entered the holy shrine of tech but with cooler gadgets instead of hymn books.

Sensory marketing makes a brand stick in your head. Coca-Cola’s been doing it forever. And who can forget Abercrombie’s signature scent that they used to pump out? They had their cult moment, no doubt!

So, here’s the thing: How are you creating a show-stopping experience for your customers? Even if you’re not selling stuff they can touch, taste, or smell, you can still work your magic with consistency. Cult brands do it by going the extra mile, surprising customers with innovative differences, white-glove service, or unforgettable moments. The goal is to leave a mark they won’t forget. So, ask yourself: What kind of footprint are you leaving on your fans?

5. Storytelling: Exceptional storytelling is a superpower of cults. How else could you get someone to believe that you’re going to be beamed onto a spaceship that was hiding behind the comet Hale-Bopp (trust us, this was a thing). But cult brands are also all about storytelling.

Let’s talk about Ellie Dinh and her hubby, Quang. They couldn’t find eco-friendly sportswear, so they said, “Screw it, let’s make our own brand!” Thus, Girlfriend Collective was born in 2017. They found a factory in Vietnam that rocked the SA8000 certification (it’s like the fair-trade gold star for garment manufacturing) and they turned recycled bottles into leggings. How do we know this? They told that story.

Girlfriend Collective communicated their values of quality, eco-friendliness, and treating workers right, and it won them a cult-like fan club, especially among the millennials and Gen Z customers who shout their love from the rooftops. So, how is your brand changing the game? What’s your story, and how are you getting your fans to become part of it?

6. Grandeur: So this one’s a bit tough because when we talk about “grandeur, we think it means expense or luxury, but that’s not necessarily what we mean here. It’s actually about a sense of significance, a commanding presence, and an overall superior quality. You need to make your brand an aspirational icon that has a starring role in your customers’ lives. You do this by thinking about when they use and interact with your brand.

BMW are fantastic at doing this. When you buy one of their cars, you also get access to an exclusive directory that assists you in finding places to eat, stay and garages if your car breaks down on the road. It’s like having a personal concierge right in your car.

By keeping those interactions consistent and free from distractions, especially in the early stages, you’re saying, “We totally get you, and we’re in this together.”

So, here’s the grand finale: How can your brand seamlessly sneak into your customers’ daily lives? Where else can your brand sprinkle its magic? And how can you supercharge customer interactions and really connect with them on a deeper level?

7. Evangelism: Cults and brands both want deep dedication, a full-blown emotional love affair. The kind of followers that become your supercharged marketers, spreading the word far and wide.

It might surprise you (because the popular view is that cults are full of weirdos and people on the fringes), but cults are mostly made up of friendly, educated, extroverts. The exact kind of people that you want for your beans.

If we use the Girlfriend Collective as an example again. Instead of blowing their budget on ads, they went all-in on word-of-mouth. How? They dished out leggings for free, but there was a catch. People had to share the offer on Facebook or email and all they had to pay for was shipping. They got over 10,000 orders on day one and crashed on day two. Of course, some of that was the price incentive, but think of Tesla fanatics preaching the electric gospel or Apple devotees gushing about their Macs. In fact, the most popular Apple is actually called “Cult of Mac.”

So, the big question: How do you woo the chatterboxes? How do you turn your extroverted customers into your brand’s biggest cheerleaders? What’s your plan to make people rave about your brand?

8. Symbols: We all know that brands are built on symbols (or as we normally call them logos) they’re the visual elements that represent a brand’s personality and recognisability. Their colours, fonts and more communicate their core values and style. But it’s not just about the looks; symbols go deeper. Cults and brands use special behaviours, secret lingo and more to stand out from the crowd.

We’ve already touched on this, but it’s all about “demarcation”. Scientology employs numerous specialised words and acronyms that only fellow Scientologists can understand. Similarly, the brand Livestrong created a distinct identity with its yellow bracelets; if you saw someone out and about with one, you knew they were part of something. 

So, what makes your brand stand out? How do your members spot each other in a crowd? Do you have a specialised lexicon that reinforces your brand’s distinct identity?

9. Mystery: Can you name a successful cult that’s all haphazard and disorganised, with no clear membership structure? Not a chance! Membership is the key ingredient for creating a strong sense of belonging and unity. It needs to be substantial, real, and come with perks that make people feel like they’re part of an exclusive club. 

Who could forget the early days of Facebook, where only the college email elite could join? Exclusivity was their secret sauce, turning users into believers, not just bystanders.

How are you crafting that sense of membership within your brand? Do you have special, behind-the-velvet-rope content or experiences for your followers? Is your onboarding process seamlessly integrating your customers into the community, making them feel like they’re part of something exceptional right from the start?

10. Rituals: Rituals aren’t just for ancient civilisations or secret cults; they’re right in the mix of modern branding. Brands use them to make you feel all warm and fuzzy, tapping into our human desire for stability and simplicity. It’s like our comfort food.

Picture this: “Corona and lime.” It’s not just a drink; it’s a mini vacation in a bottle. That zesty lime scent? It’s a one-way ticket to a beachside paradise. Sliding that lime into the golden brew? It’s sunshine in a bottle.

This ritual is like a universal language. It’s the unspoken rule of how to enjoy a Corona. And it’s the secret handshake that makes everyone feel like part of the club.

So, let’s get down to it: How can you sprinkle some ritual magic into your brand experience? What’s your secret sauce for turning customers into insiders? And most importantly, how are you using these rituals to get people talking about your brand?

Extra Tips From The Cult Playbook

So, you’ve got the seeds in the ground, and you’ve seen those initial sprouts of your cult or brand. But we’re not here to stop at sprouts; we want fully flourishing superfans with deep roots. Beyond the fundamental pillars of cult-building, there are additional strategies that cults employ to encourage further growth. Let’s take a look:  

Prioritise the Individual: Your brand doesn’t revolve solely around the products it offers; it centres on the individuals who engage with it. In crafting your business strategy, think of it as a party, and your customers are the guests of honour. Place a premium on understanding and satisfying your customers’ needs and preferences. 
Double Down on Dedication: In the world of cults or brands, if you’ve got a head honcho leading the charge, whether it’s you or the office plant (hey, we don’t judge), that leader needs to show a personal investment. Cult followers and brand enthusiasts seek a profound sense of unity with both their fellow members and their leader. Consequently, when you request commitment from your followers, it’s imperative that you are prepared to contribute in kind, often at a magnified scale. 
The Priest Model: Think of it like empowering your very own squad of brand ambassadors. Cults and brands have two distinct hierarchies – one where power clings to a single person or a small elite group at the tippy-top, and the other where power is spread among the “priests” or inner leaders. It’s kind of like your brand’s very own team of cheerleaders, only they’re way more enthusiastic. By granting increased responsibilities to your most devoted members, you enhance your brand’s connection with its community.

Get Ready to Mix Your Brand Cult Recipe

Reza Aslan, the religious scholar, once joked that the formula for cult evolution was simple: “cult + time = religion.” But in today’s fast-paced world, we might need to update that equation to “cult + time = brand.” With the market getting more crowded than a Black Friday sale, building a cult brand has become the secret sauce for winning customer loyalty and creating die-hard brand advocates.

So, how do you whip up this brand cult recipe? Well, it starts with strong ideologies, nurturing brand communities, delivering experiences that make customers go “wow,” and cultivating brand advocates who shout your praises from the rooftops. Just mix these in, and you’ll be well on your way to achieving a following that’s as devoted as cult members.

So, if you’re ready to construct the solid foundation required to create a cult brand, whether by extending an existing one or launching a new venture, don’t hesitate to reach out to Engage Convert. We’re here to take your brand to new heights.

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