Build a brand based on devotion, not loyalty.

Your biggest priority is to get clear on your polarising message. Better to have 1,000 true followers who absolutely love you than 100,000 who are ambivalent. What do you stand for? What do you promise? What are your values, mission, and purpose? If you stand for something and some people don't like it — that's fine. You want to be LOVED by someone, not liked by everyone.

Ask: What is your polarising position? What do you refuse to stand for?

Every cult following forms around a shared position defined as much by what it's against as what it's for. Your enemy gives people a way to identify whether they're in or out, and gives insiders something to rally around together. Think emotional: what does your customer hate? What annoys them? Are you on their side? Apple vs conformity. Netflix vs late fees.

Ask: What does your audience hate? What are you colluding with your followers against?

It's not enough to have a different position. You have to make that difference visible and celebrate it loudly. Look different. Sound different. Act different. And actually be different. By shouting about your difference you build stronger connection to those already in your tribe.

Ask: How are you visibly, audibly, actually different? Are you celebrating that loudly enough?

Once you have your polarising message, take it on the road and broadcast it again, and again, and again. This is the unsexy part — but it's the key to success. Choose a medium you'll actually stick to. Regularity builds habit and belonging. Steps 1–3 must be complete before this becomes powerful.

Ask: What is your broadcast medium? Are you showing up with the same message, consistently, relentlessly?

Grow your following by specifically targeting the underserved, the alienated, and those who don't have a home in the current market. People who feel marginalised become passionate when given a chance to belong. Find who existing communities ignore or leave behind. Those people become your most devoted early followers.

Ask: Who is underserved in your market? Who has no community that truly speaks to them?

Building belonging is what cults do. Help followers feel good about themselves, celebrate their differences, and feel genuinely part of something. Use social proof. Indoctrinate new members quickly into the mission, values and community. Persistently reward participation and loyalty. Identify and promote true believers. Tell your followers' stories.

Ask: How are you making followers feel seen, celebrated and rewarded for being part of the community?

Give followers simple, frequent, low-threshold ways to show they belong. Use language to promote inclusivity and contrast. Let members contribute and take the brand further than you would yourself. If your mission is strong enough, you don't need to hold anyone back. Cults don't sell dogma. They sell belonging. And so should you.

Ask: How easy is it for your community to contribute, demonstrate belonging, and recruit others?