How to Build A Cult-Like Following For Your Brand

Want to build a cult-like following? Just use an adjective in your branding your product or service.

Every business, needs that one special word that will be the single most important thing that your audience will remember you for. The one word that will be your life jacket to keep you from drowning in a pool of competition.

What comes to mind when we think of a brand like car manufacturer Volvo? It’s safety isn’t it? Of Course Volvo hasn’t really spent a lot of advertising dollars on this concept for a very long time, but we still remember it, even after so many years Volvo’s safety ads are long gone.

Volvo cars safety features
Volvo cars safety features

What about Domino’s Pizza? Their multi billion dollar business was built on the simple premise; If it’s late, its free. The word that comes to mind when we think of Dominoes? Speed.

And then there is Disney. Which over the years has associated itself with words like happiness and magic when we think of the brand.

Every business, needs that one special word that will be the single most important thing that your audience will remember you for. The one word that will be your life jacket to keep you from drowning in a pool of competition.

So, how do you create that one adjective for YOUR brand? That one adjective that is powerful enough to differentiate you and your competitors?

But can these adjectives last forever with your brand? A lot of the times, they can, for a very very very long time.

Let’s deconstruct the process.

A big mistake that a lot of founders and marketing teams make is that they sit down in meetings and try to come with with an adjective for their company, and that is something you don’t really want to do.

You want to come up with an adjective for the product or service that your company is providing, instead. Let’s take an example.

You run a company that sells sports bicycles. Now think of attaching an adjective to these bicycles that will make it stand out from the many companies out there that sell the exact same thing. Perhaps you sell what the lightest bike in the Asian continent? Or perhaps the bike with the most durable tires in Asia? Or maybe, you have the best braking technology for your bikes!

What makes you different?
What makes you different?

Carry out a simple exercise where you write 10 different adjectives that best describe your product or service. Take a break for a few hours, come back to this list and  go through them to start canceling them out one by one until you reach that one adjective that does the best job.

After you have got your list and are still unsure of which ones to go with, why not ask past customers or friends who are familiar with your product or service? Ask them why they bought from you. What it is that drew them to your product or service instead of your competitor.  

They might be able to provide valuable insights about that adjective that may have never occurred to you before.

In the case of Volvo, when we look at an adjective on its own, like for example the word safety, it doesn’t really mean anything. But when we put it in context and talk about how we make a car safe, then we can talk about what Volvo has done to achieve this.

From seat belts to crash test dummies to a range of safety devices, these cars are designed for customers who are obsessed with safety. The entirety of Volvo’s unique selling point and marketing grew, from just that one word.

With your own business, once you have YOUR word, suddenly you will notice that everything you do has a meaning, and a direction.

Which adjectives is suitable for Banyan Tree Resort?
Which adjectives is suitable for Banyan Tree Resort?

How about we take another example. What do you think Banyan Tree’s adjective should be? Luxury would be the best fit. Every aspect of your stay there, from the food which is prepared by michelin chefs, to the handmade soaps that are placed in bathrooms the size of villas and their views, everything  revolves around giving their guests the feeling that they are staying in the lap of luxury.

With your own business, once you have YOUR word, suddenly you will notice that everything you do has a meaning, and a direction. With the sports bicycles company we spoke about earlier for instance, if you decided that your word is durability, then you will find yourself, as a business owner, ensuring that your parts are made of the most durable quality materials out there and gear your business towards that.

If you feel that your word is speed, then your direction would be completely different! You might then invest in bikes with the lightest frames that allow the rider to hit amazing speeds without much effort.

But can these adjectives last forever with your brand? A lot of the times, they can, for a very very very long time.

When you are providing a product or service, it’s crucial to have that one special word because even in our everyday lives, that’s what we do.

We love describing things and we do it all the time. People, movies, food, music human being love describing their experiences in various ways.

So why should your business be any different?

About The Contributor

Divya Ginna HeadshotDivya is currently the business development manager at Delilah Creative and loves to geek out on all things branding & web design related to see how these aspects can transform your business into a powerhouse of profit! Please visit www.delilahcreative.com if you would like to see some examples of brands and websites that we have transformed with the simple exercise in this article!

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