Be a cult-favorite:

“Is that a Chevrolet logo?”

I peered in closer, trying to sound neutral.

It was summertime at the lake, and I was meeting my cousin's boyfriend for the first time (let's call him “Ace”). 

We were sprawled out in the sun (ah, our carefree 20s, before wrinkles crossed our minds), when Ace peeled off his t-shirt, revealing his tattoo: a red-ink Chevvy cross covering his upper left shoulder. 

“Yep," he confirmed, “I got it last summer.”

I had only just learned about the die-hard rivalry between many Chevrolet & Ford truck owners, with their brand-loyalty often passing down through generations. 

I hadn't expected something like this, though.

Honestly, I cringed at the thought of permanently imprinting a commercial logo into one's body (though I realize I'm uptight about these kinds of things; I've never even double-pierced my ears). 

I tried to strike a nonjudgmental, even downright cheerful, tone:

“Oh Wow, that's something. You must really like Chevrolets!” 

I then chuckled, “But if I was going to permanently put a brand on my body, I'd ask them to pay me first, haha..."

Ace didn't laugh. In fact, he barely spoke to me the rest of the day. 

Perhaps I came across the teeeeeeniest bit condescending. Maybe he thought I just didn't “get" it. (And to be fair, I didn't). Or (gasp!) he may have suspected I was a Ford fan.  

This moment points to a larger principle, though: Never underestimate the power of Belonging. 

We are tribal creatures, a truth that can be used in marketing (for either good or bad). 

There are countless examples of brands being infused with identity:

*People who've been buried in NASCAR-themed coffins (or the man who was buried sitting on his Harley Davidson in an airtight glass case!). 

*A company called “Red Ants Pants” makes clothes for women working in rugged settings. They have such a cult following that their pants-wearers call themselves “The Anthill", host a music festival, and donate to a foundation supporting women in agriculture. 

*Red Bull is synonymous with adventure-seeking and an extreme sports lifestyle. They host events, races, and shows drawing people committed to athleticism and pushing boundaries. The community & identity keeps people connected to the energy drink.

*Think about the brands you're loyal to. Even if you don't have their logo tattooed on your body, there's something that keeps you coming back... 

It's the concept that marketing expert Seth Godin calls “People like us do things like this." 

Or, as I like to jokingly ask the Soulful Solopreneurs I business-coach,

“If you were starting a cult, what would it be?”

The question, while tongue-in-cheek, is designed to get you more clear & specific in your marketing. (Or if you’re a leader in a work setting, it could help form the culture of your team/workplace).

Think about it: 

*How can give your potential clients a taste of Belonging by showing them that you “get” them, that there are others who are different or even weird in the same ways they are?

*How can you –and your work–invite them into a Story that elicits their best self?

*What are the specific symbols, metaphors, or phrases that keep coming up? (Some of my coachees joked that I should have a pancake in my logo, since I am constantly talking about how imperfect action is “making first pancakes”). 

*What's the "Villain" you and “your people” are fighting?

*Do you have an origin-story, or other key stories you can tell over & over, that illustrate what you and your business stand for? 

*Are there rituals that point to your values? (Ex. I start every single coaching session and group by having people celebrate their “wins”-- which points to the deeper value of balance & self-care while facing business challenges). 

*Are you specific enough in your marketing that there are plenty of people who “don't get it”? Who are the “outsiders”?

What's your (hypothetical) cult? Comment below and tell me about it. You can even send a (temporary) tattoo ;)

To your success,

-Jane

p.s. Want help getting clear on your what you stand for (without having to actually found an actual cult)? Schedule a complementary Clarity Call today, and we'll discuss how to grow your loyal following.