If someone asked me to define a cult brand, I wouldn’t start with logos or marketing campaigns. I’d start with people.
At its core, a cult brand isn’t just a company with loyal customers. It’s a brand that people join.
In our research (Why We Join), we found that people align with brands the same way they join families, tribes, and communities. It’s not about the product alone; it’s about identity. When you wear Vans, drive a MINI, or crack open a can of Liquid Death, you’re signaling something about who you are and who you belong with.
The Fork in the Road
Regular brands succeed by being convenient, safe, and broadly acceptable. Think Camry, Marriott, or even Budweiser. If you swapped them out for an alternative, most customers wouldn’t notice. These brands thrive in the middle, sanding off edges to appeal to the largest number of people possible.
Cult brands take the opposite path. They lean into the edges, not away from them. They speak to something deeper: a customer’s need for self-expression, meaning, and belonging. That’s why a MINI owner waves at another MINI on the road. That’s why Harley riders form lifelong bonds. That’s why Supreme drops sell out in minutes.
Why We Join
Psychologist Erik Erikson described fidelity, the capacity to commit to a cause, as a key marker of identity. Cult brands tap directly into this human drive. They create a shared consciousness, rituals, and even a sense of moral responsibility among their fans. In other words, they create belonging.
When customers say, “This brand gets me,” they’re not just describing a product. They’re describing a relationship that validates who they are. That’s the secret behind cult brands: they don’t chase mass acceptance. They cultivate Brand Lovers.
Characteristics of Cult Brands
From our Cult Branding Workbook, here are the consistent traits you’ll find in every true cult brand:
- Differentiation: They stand apart, sometimes defiantly.
- Cultural Shift: They tap into or create movements larger than themselves.
- Compelling Story: They have origin stories that invite customers into the myth.
- Community: They foster rituals, inside language, and shared experiences.
- Longevity: Unlike fads, they deepen over time because they meet real human needs.
The Truth for Brand Builders
If you want to build for the masses, chase convenience, price, and normalcy. That’s fine, but don’t expect passion.
If you want to build a cult brand, build for the people who care. Invest in meaning, difference, and community. Be willing to say, “This might not be for you.”
Because the truth is simple: people don’t just buy cult brands. They join them.