Enjo CEO Barb de Corti on how to achieve cult status for your business

For many businesses becoming a cult brand is a coveted milestone as it is the first step towards brand longevity and long-term customer loyalty. Reaching cult status is a testament to a brand’s ability to resonate deeply with its customers and is a true indicator that the strategies in place are working.

In the course of founding and growing my company over a period of 30 years, I have found that the more a brand is in tune with its customers, the higher the likelihood of success. It takes a patient and deliberate approach to build a loyal following — authenticity, innovation, and community building are what’s needed to put brands on track towards cult status. 

Brands that want to reach greater heights of success must nail all the following elements: 

Put innovation at the core of the business

Real innovation is embracing a sense of open-minded curiosity and fearlessness to deliver something that is truly original. When I first founded Enjo there was no such thing as sustainable cleaning products on the Australian market. Even the concept of chemical-free cleaning was entirely alien. It took a huge leap of faith to stay the course despite years of struggle and hard work — this was fuelled by my belief that the market was ripe for innovation.

Today we are a market leader in eco and chemical-free cleaning in no small part because of our commitment to offering products that are genuinely new and meet the needs of customers in a way other brands don’t. In the same way, Apple’s introduction of the iPhone transformed the smartphone industry and Tesla realised the standard of what an electric car should be, innovative companies are audacious in their vision and deeply values-led. They make a point of being discernibly different from their competitors through their brand aesthetics, drive to innovate, and fearless pursuit of excellence. 

Forge a strong identity

If innovation is at the heart of a brand, a strong, distinct brand identity is its embodiment. Brand identity should encompass the brand’s ethos, voice, and values. The consistency of Enjo’s brand personality is what empowers our partners to build their own businesses. We have always put the environment, human health, and sustainability at the centre — goals that have remained the same over decades and are easily communicated over and over.

Every brand needs to find its why to discover its unique identity. Outside of making a profit, it must strive to solve a problem and hopefully make the world a better place. Beyond logos and taglines, ideology is what connects customers to cult brands. When brands have an understanding of their identity, they are able to align with the tribe of people who share common values with them whether it’s environmental sustainability, luxury, or innovation. They are also able to attract new audiences more easily because their conviction helps them stand out.

Examples of brands with a strong identity and cult following include Patagonia, known for its commitment to environmental conservation and Lululemon which needs no introduction as the premier aspirational lifestyle activewear brand. 

Build a community, not a customer base

Cult brands excel at creating communities around their products or services. They are masters at fostering a space where like-minded individuals can connect, share, and feel a part of something bigger. Enjo has built itself up through personal connections from countless business partners demonstrating to their friends and family the power of chemical-free cleaning. 

These days social media is also a powerful tool for fostering a relationship with audiences. Enjo enjoys a flourishing social media presence where micro communities including Facebook groups trade tips and tricks, ask questions, and connect with each other over their shared passion for a healthier lifestyle. To encourage customers to interact with the brand and each other, brands should focus on building platforms for engagement, whether through social media, events, or forums. 

Increasing the frequency of interaction

Cult status brands are thought of and discussed a lot more frequently than other brands simply because they represent a certain aspirational lifestyle. Once brands have nailed the brand innovation, brand identity, and community-building aspects of establishing a cult brand it’s time to ensure the brand stays top-of-mind to customers as much as possible.

In our case, selling products via business consultants is one way to ensure that customers benefit from relevant, useful and inspirational encounters with the brand. Demonstrations allow customers to see the product in action, ask questions, and receive immediate answers while online content, exclusive social media groups, and PR presence keeps them in the loop.

Every interaction a customer has with your brand, from the initial discovery phase through to purchase and post-purchase support should come with a commitment to go above and beyond the ordinary business-as-usual approach to selling. 

On a side note, direct selling has worked very well for Enjo because it allows for personalised interactions between the seller and the customer via one-on-one engagement which ensures the customer always feels valued, understood and more emotionally connected to the brand. This in turn encourages them to become loyal brand advocates.

Cult brands know that they can amplify the effect of positive interactions by making use of every single line of communication with the customer to stay top-of-mind. 

Pulling it all together

Brands with cult status excel at creating an identity, experience, and community that customers want to be a part of. Businesses that want to earn the moniker must be willing to innovate, stand for something meaningful, and engage with them in a way that turns them into passionate advocates. These qualities are what sets the world’s most successful brands apart from the rest. 

When I started Enjo in Australia I could not have predicted that I would end up selling my house and car to work out of my garage, experience endless rejection when going door to door, or end up with a million-dollar business. In the end, it is the ability to tap into consumers’ core values and having the courage to be different that will build the loyal following brands desire. All it takes is a bit of self-confidence and a big, bold vision to chase.

Barb de Corti is the CEO of ENJO. 

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