How To Get A Cult-Following For Your Business

How To Get A Cult-Following For Your Business
Money
Like Us On Facebook
Like Us On Facebook

One of the most effective ways to attain success and establis yourself in any industry is to secure a cult following for your brand, as companies such as Apple and Starbucks have done masterfully. In order to gain a cult following, however, a company must distinguish itself in a way that is bold, unique, and head-turning.  

Intense customer loyalty provides great job security, increases customer spending, reduces price pressure (other than in the rare situations where the following is built mainly around cheap prices) and promotes an extraordinary word-of-mouth that’s more valuable than any advertising. To exploit these benefits, these are the aspects of your business you need to improve:

Product

Perhaps ironically, a product doesn’t have to be the best to transfix customers; it only needs to strike a chord. There aren’t many objective arguments to be made that the Mazda Miata or Volkswagen Beetle are the best cars on the road, but both vehicles’ fun factor, affordability and nostalgic appeal (warts and all) have endeared them to drivers for decades.

Service

If your company’s service is fantastic – not good, not great, but over-the-top, beyond-compare fantastic – customers will stick to you like glue. One of the best go-to customer service company, shoe and clothing retailer Zappos, is pretty much writing the book on that these days.

In a consumer environment where there are almost always loads of choices, trouncing the competition in service is often the key to winning customers’ enduring devotion.

Community

Harley Davidson is the prototypical community brand. Sports apparel company Lululemon, with a very different demographic, is another one of more recent note. But many other companies and products you probably have never heard of have enormously passionate communities built around them.

The Lomo Camera, another case where the quality of the product isn’t key to the cult – the cameras are in fact loved for their flaws – has attracted as obsessive a user community as you can get. If your business or brand brings people together in some way, whether by common interest, status or cool factor, or even scarcity, you’ve got the makings of a community and perhaps even a cult following.

Experience

This can often be a combination of any or all of the first three elements, but it doesn’t have to be. It can be a less definable quality. Take IKEA: although the products have a certain appeal, especially at their value-oriented prices, the brand’s real magnetism is the singular experience of walking through the company’s labyrinthine stores and taking it all in.

That experience makes it very difficult to not buy something – even if you thought you were just going to browse, you’re likely to leave with a Swedish meatball in your belly and a “Kvarnvik” storage box or “Hylkje” mirror in your trunk.

The catch, unfortunately, is that it is very difficult to build a cult following by intention or plan; there’s no “cult-building” business strategy that will guarantee elevation into this rarefied atmosphere. And throwing money at it can often have the opposite effect. But there are controllable factors that can greatly improve your odds of making it to marketing nirvana.

Brand

If you make something and have the option, make it unique, interesting, quirky, or immediately recognizable, even if only in small but attention-getting ways. This is always good business practice, but it’s downright critical if you want a shot at the cult club – lack of differentiation is guaranteed to keep you out.

Provide outrageously great customer service no matter what your business. If you think your service is already great, try to make it twice as great. This is probably the one area where you can methodically build an evangelical following. We all know the standard-bearers in this area: Zappos, Nordstrom, Southwest if people have unfailingly extraordinary interactions with your company, that can be enough to cultify you.

Interaction

Engage with enthusiasm. Let your customers into your world and participate in theirs, whether via social media, community events, or prominent support of a lifestyle or activity – Red Bull and extreme sports are now inseparable, for example. Don’t be the arm’s-length company that just takes their money.

Many businesses sell good stuff, provide good service, and have loyal customers, and that can be enough to do well. But taking it to the next level – creating emotional attachment and rabid obsession – is transcendent. It may take luck, it may happen by accident, but you can definitely put the right pieces in place to help it along.

Elite. 

Share Tweet
React
Like Us On Facebook
Like Us On Facebook

Ryan Babikian

Elite Daily is a medium for people tired of disingenuous content; we have sought to create a space where stimulating, applicable content can reach a like-minded audience.

More In Money

Also On Elite

Wellness

Hungover? Why Your DNA Might Be More Guilty Than That Bottle Of Jack

Most college students have one of two realizations when they wake up in the morning: 1) They wake up in a frenzy, screaming, “What year is it?!” after oversleeping and missing an 8 am class; 2) they wake up thinking someone is knocking on their skulls, when in reality, it’s just an unanticipated hangover courtesy of […]

Humor

Drunk Bride Orders Taco Bell Drive-Thru On Foot In Her Wedding Dress (Photo)

No matter how extravagant and majestic their wedding night was, this bride still found time to pick up some tacos. A photo posted to Reddit with the words “My drunk wife trying to order Taco Bell after the reception,” depicts a woman in a full wedding gown standing in front of the Taco Bell drive-thru […]

Sports

No Hair… LeBron Cares: LeBron And His Charming Struggle With His Hairline

In a news conference yesterday, LeBron James unveiled his newest shoe, the LeBron 12s. The shoes have more technology than the ones that left footprints on the moon. The 12s comes in a variety of fashions, like Instinct and Trillion Dollar Man, but all versions feature six hexagons, located on specific pressure points to improve […]

World

Vice President Joe Biden Offered His Thoughts On Ray Rice And Domestic Violence

Vice President Joe Biden made a very profound statement on domestic violence when he gave his thoughts about the Ray Rice termination earlier today. Biden, who will speak at the 20th anniversary event for the Violence Against Women Act on September 20, told “Today’s” Tamron Hall that the Baltimore Ravens and NFL made the right […]