What makes some brands feel more like a movement than a business? You know the kind—the ones with customers who aren’t just buying products, but wearing the logo like a badge of identity.
It’s not just about great marketing or flashy design. There’s something deeper going on—something emotional, tribal, and a little hard to explain.
In my years of studying brand psychology and working with founders, I’ve noticed a pattern. The most magnetic brands—the ones people rally around like a cause—tend to break a few conventional rules.
In fact, they often do the opposite of what traditional business advice would suggest.
Let’s unpack the seven unconventional strategies these entrepreneurs use to build cult-like followings.
1. Dare to polarize your audience
One of the first things I’ve noticed about cult-like brands is that they don’t shy away from strong viewpoints. They aren’t designed to please everyone.
Instead, they choose a specific audience and speak directly to that group’s values and aspirations, often knowing full well that others will disagree or feel alienated.
I used to think this was a risky move, but over time I realized that when you try to appeal to everyone, you risk watering down your message. By being daring enough to take a stance, you attract like-minded individuals who resonate deeply with your philosophy.
Now, that doesn’t mean you have to be controversial just for the sake of it. Cult-like brands understand their niche so intimately that they can afford to be bold.
When you assert strong viewpoints, you give people a chance to self-select into your community—or opt out. That sense of belonging (or not belonging) sets the tone for a loyal, almost tribal, connection.
From my perspective, the real power in polarization is clarity: your true fans know exactly where you stand, and they find a sense of identity in standing alongside you.
2. Infuse a strong personality into everything
Brands that cultivate devoted followings often personify a distinct voice or character. It’s as if the brand were a person with quirks, beliefs, and a particular way of speaking.
I’ve seen entrepreneurs who show up on social media with unfiltered honesty, revealing both the messy and the triumphant parts of their journey.
That authenticity hooks people because it reminds us there’s a human being behind the product or service, someone we can root for or relate to on a deeper level.
When you infuse your brand with personality, every touchpoint—from emails to product packaging—feels like a conversation. People start to trust you the way they would a friend, which is extremely powerful in building loyalty.
Some brands achieve this by sharing day-to-day behind-the-scenes content or even weaving their personal stories into the company narrative. However it’s done, the outcome is the same: a sense of real connection that makes your audience want to stick around.
3. Prioritize shared values over features
I used to get really excited about impressive product features, thinking they were the ultimate selling point. But time and again, cult-like brands have shown me that while features matter, they aren’t the primary reason people become emotionally attached.
Customers need to feel they’re buying into a philosophy, not just a product.
Think about the brands that have communities who gather for events, chat on forums, and spread the word tirelessly. They do it because something about the brand’s values resonates with them on a personal level.
Fostering strong shared values starts with clarity. If you don’t articulate your mission and your core beliefs, it’s impossible to attract people who will champion your cause.
Whether those values revolve around environmental sustainability, bold creativity, or radical inclusivity, they form a foundation for genuine engagement.
Once customers connect with your brand’s “why,” they become advocates almost automatically. Features and specs become secondary to the sense of belonging that people feel when they align with your core principles.
4. Encourage meaningful rituals and traditions
From recurring community events to simple handshake-like gestures, cult-like brands know how to make rituals a cornerstone of their culture.
I’ve attended a few events where devotees showed up wearing brand merchandise, recited mantras, and even performed special ceremonies to welcome newcomers. While it might sound a bit over-the-top, these shared experiences create a bond that goes beyond the typical buyer-seller relationship.
Establishing rituals can be as simple as encouraging customers to share their achievements in a monthly forum or introducing a consistent opening chant before every virtual webinar.
The idea is to create something people look forward to—something that reinforces their identity as part of your brand community.
These traditions can be fun, goofy, solemn, or creative. What matters is that they’re distinct enough to make participants feel like they’re part of a group that “gets it.”
5. Empower the audience to contribute
One of the key differences between a casual customer base and a fervent following is the level of co-creation that happens.
Cult-like brands invite their communities to shape the future of the brand, whether that means voting on product features, contributing stories, or even designing limited-edition items.
When people feel like their voice genuinely matters, they invest not only their money but also their time and emotional energy into helping the brand thrive.
I remember being part of an online challenge run by a small fitness brand. Each member got to suggest new workout routines, and the best ones were showcased in the brand’s official app. It wasn’t just a marketing ploy; you could feel that they truly valued our ideas.
When people see their suggestions come to life, it builds an even stronger attachment.
In my opinion, that’s where the magic happens. The brand stops being “theirs” and starts being “ours,” creating a level of commitment that’s nearly unbreakable.
6. Build a sense of exclusivity—carefully
Exclusivity is a tricky element. On one hand, it can generate buzz and intrigue. On the other, it risks alienating potential customers if taken too far.
Cult-like brands know how to walk that fine line by offering limited-edition drops, early access to new releases, or invitation-only communities. People get excited when they’re part of a select group that gets the “inside scoop.”
However, the real key to exclusivity lies in maintaining accessibility for those who genuinely connect with your vision. There’s no point in making things so exclusive that you become unapproachable.
This balance ensures that membership feels earned yet still attainable. If you offer exclusive perks to loyal fans while keeping the gates open for genuinely interested newcomers, you can foster an environment of aspiration without tipping into elitism. That delicate interplay often cements a deeper level of loyalty.
7. Reinvent the rules when necessary
The final trait I’ve observed in cult-like brands is their willingness to break their own mold.
Just when everyone thinks they’ve got the brand figured out, these entrepreneurs pivot or introduce an unexpected element that challenges the status quo.
It might be a radical product idea or a marketing campaign that flips conventional wisdom on its head.
Some people might be thrown off at first, but the core community often finds this boldness invigorating.
Don’t get me wrong, consistency is indeed the hallmark of a successful brand. But there’s consistency in values, and then there’s consistency in execution. Cult-like brands stay true to their core values while surprising us with new directions.
This approach keeps things fresh and exciting. It also sends a strong message that they aren’t just following trends—they’re shaping them.
By taking calculated risks and continuing to redefine themselves, they invite their audience to evolve alongside them, making the journey feel dynamic and forward-thinking.
Conclusion
When I reflect on these seven rules, I see a pattern. Cult-like brands thrive on authentic connection and a willingness to push boundaries. They’re not built overnight, and they certainly aren’t cookie-cutter business models.
Yet the entrepreneurs who follow these principles often find themselves leading not just a company, but a movement.
If you’re looking to create a lasting impact, take a page from their playbook. Know your audience intimately, dare to stand for something, and keep listening so you can keep growing.
Over time, you’ll find your true believers—folks who aren’t just customers, but passionate co-creators on the journey ahead.
