5 Tips for Reaching Cult Status

Let's talk about startups and cult status! ??

Start-ups are a part of the growing cult brand ecosystem – and it's a priority for founders to understand how PR can be leveraged to grow a cult following that stands the test of time.

Rewinding to the Covid-19 pandemic, it triggered an unexpected surge in entrepreneurship and we're still seeing the continued rise of new founders every day. For example, the Harvard Business Review reported, "In October 2023, the IRS received 473,000 applications to start a new business"; further emphasizing the important role that startups play in driving net job creation economy-wide.

There's a problem however with this rapid growth for startups – it can be difficult to stand out and find a voice in the industry that people remember.

When looking at tech, we're constantly being flooded with news of the latest AI start-up; or in beauty with the latest skincare products that's a must-have. Across various industries, the start-up markets are oversaturated, and to directly support PR efforts that impact audience growth; it's time to embrace Cult Communications!

My professional network The Kill Kollective , specializes in creating cult followings for startups and counseling on the best strategies to move beyond traditional models of PR. On the journey of developing and sustaining a cult following for a startup, here are a few strategic cult communications tips to consider:

1. Set the intention of cultivating a cult following for your brand – the sooner the better.

It may seem simple but, own the fact that you want or have a cult following for your start-up.

A brand that has a cult following has cultivated a group of fans who are highly dedicated and have an emotional attachment that contributes to the brand in a meaningful way. As a startup, aiming for cult status adds more value for investors and offers an unmatched competitive edge. Whether you're a new or established startup, your communications plan should integrate thinking that recognizes growth toward cult status – with strategies in place that mindfully create this dynamic.

Something that I often see as a cult communicator is startups that haven't yet claimed their fanbase or cult following. Start with the people who have supported you since the launch of your startup – and don't forget those people as you grow.

2. Embrace the role of a Cult CEO/Founder to Showcase Brand Purpose and Values

PR professionals working with startup founders to enhance visibility efforts isn't something new. PR is a great tool to develop a reputation for founders and further amplify a startup through the media, award recognitions, podcasts, conference stages, and more.

However, Cult Communications offers an elevated opportunity to inspire through acknowledging the emergence of the Cult CEO – but, what does that mean?

Compared to traditional executive visibility tactics, stepping into the concept of a Cult CEO turns thought leadership into the necessary fuel to reaching cult status and the ultimate recognition as a household name in your field. I celebrate those founders who have a special star power and a larger-than-life personality, and it's time that we recognize that these types of founders require specialized PR counsel compared to others. AJ Kumar , founder of The Limitless Company , shared one of my favorite perspectives that aligns with my ideas of a Cult CEO, "guru is more than just an expert in their field. True gurus attract almost cult-like followings of devoted students who cling to their every word. Their teachings, frameworks and philosophies are embraced as absolute truth. Their followers don't just casually admire them, they feel an almost spiritual connection and loyalty" – full article . CEO's with a cult following have increased revenue potential tied to thought leadership – and further capabilities of lifting up others in the startup at a higher level as well through visibility.

Additionally, startup founders have a unique opportunity to cultivate a cult following through storytelling – and creating the space for people to rally around the brand. For example, elevating the founder's unique origin story or distinct vision for the future is a great place to start. In most cases, these stories serve as a powerful PR weapon! Cult Communications turns a simple origin story into an inspirational testimony to spread like a gospel – knowing that the media and other amplification channels embrace humble beginnings that give hope. Never forget how you started, whether that be in your garage or even if you decided to leave the Corporate 9-5 world behind to launch a startup. There is a place for every startup story – and it begins with pulling the emotional and compelling pieces out to show people how you got from A to B. Make the world feel your story.

3. Your start-up vision, mission, and values should collectively make people believe and take action – not just follow.

When you're building a cult following, you need to take your messaging up a notch.

Even if your startup is super complicated and technical, there should still be messaging available specifically for growing your cult following. How are you creating an opportunity for your followers to see the bigger picture around your startup to support a better future most importantly? ???

It's not enough for people to simply see your vision statement – but, how are you going to get people to believe which comes to life through sharing values. For the long haul, people buy into what a brand clearly stands for in their vision and not just flashy products. Let's look at a few high-level statements from successful startups with compelling messaging that help their audiences believe in their mission:

• Patreon : "At Patreon, we spend every day building toward a future where creators are in control and real community thrives. It’s a future where creators can make what excites them most without having to worry about feeding an unpredictable, ever-changing algorithm. And it’s a future where fans and creators have a direct line of access to one another, with nothing standing in between." – Patreon
• Kickstarter : "Our mission is to help bring creative projects to life. We believe that art and creative expression are essential to a healthy and vibrant society, and the space to create requires protection. We don’t want art world elites and entertainment executives to define our culture; we want creative people—even those who’ve never made anything before—to take the wheel. We help creators connect directly with their communities, putting power where it belongs." – Kickstarter
• beehiiv : "This page is adorned with a colorful collection of icons from some of our favorite newsletters on beehiiv because the truth is — it’s not really about us, it’s about you. Our mission is to pave the way for the next million creators, publishers, and companies to scale and monetize their audiences. There are too many talented and creative people in the world to make sharing ideas so difficult. Gate-keepers and algorithms preserve power for the few, not for the many ... so we started beehiiv to change that." – beehiiv

4. Think about how your products will connect uniquely with your audience – strategize how community efforts will be built around offerings.

As products and offerings are being launched, it's important to think of how it translates back to building community for the start-up.

Products naturally drive revenue, however, they also serve as tools to help build a cult following through opportunities like VIP experiences, events, newsletters, loyalty programs, and even brand merchandise. Ask yourself as early as possible, what is the community-building component to the startup? – which could start as early as the prelaunch phase. Startups that have a built-in community offer a unique selling proposition for investors. A few examples of startups that have successfully created a community-first framework that supports product growth:

• Canva has a created a variety of different communities to help fuel their product offerings to include – The Canva Design Community and other communities for educators and creators. They've also introduced their Canva Community Fund to support enthusiastic Canvassadors & Experts in hosting events that inspire people to design with Canva.
• OpenAI has developed a Discord server for developers and enthusiasts to collaborate and share creations built with OpenAI's powerful models. Furthermore, the OpenAI Discord community is a place for both developers and enthusiasts to meet, share their work, and learn about the newest AI updates from OpenAI.
• Liquid Death one of my favorites! ??They're leading the creative charge in building community through merchandise and their "The Liquid Death Country Club " which offers a variety of exclusive perks and experiences with the brand. Liquid Death is playfully bold about building its cult following, asking others to "join the 225,000+ members who have legally sold their soul to a beverage company."

5. Own your one-of-a-kind strategy for brand awareness through a personal brand voice. If your startup was a person, what would they sound like?

When building a startup's cult following, don't shy away from creating a unique brand voice to help drive visibility – and even consider giving your fanbase a name if appropriate.

At a foundational level, startup founders are fearless innovators. It's critical for founders to leverage Cult Communications to create a distinctive voice in their industry – to eloquently amplify the tone and personality of the startup to reach cult status. A strong brand voice sets startups apart from their competitors and makes the brand more relatable and human. Duolingo has one of my favorite brand voices as a startup

Duolingo : The Duolingo brand voice has four key qualities that they follow to help them stand out below.

I've noticed a trend with various startups of embracing humor and playfulness in different ways to build a cult following for their products – and when it makes sense, this is a great strategy to connect in a more lighthearted way. I think we can all agree that Duolingo and Liquid Death are masters at this.

For more cult communications tips, follow The Kill Kollective –?excited to see more startups reach cult status. Are you next? ????