Building a Cult Brand with Video

01 Nov Building a Cult Brand with Video

We join clubs, root for sports teams, even get tattoos to show our allegiance to something bigger than ourselves. That’s the kind of passionate loyalty businesses dream of, the kind that makes customers not just like your product but consider it an integral part of their identity.

But what we’re really talking about here is community… a hidden engine driving the success of these so-called “Cult Brands.” It’s more than just customers liking a product; it’s about creating a shared world, a sense of belonging that goes beyond the transaction itself.

We all want to be part a group that feels distinct and when a brand actively contributes to that community, whether through events, online platforms, or supporting causes their customers care about, it deepens that sense of loyalty. It’s like saying, “We’re not just a company, we’re in this together.”

Video is a super extension of this “community invitation”.

The “7-11-4” framework comes from research done by Google and Ipsos in partnership with The CEB Marketing Leadership Council (now part of Gartner). This research focused on understanding how digital marketing impacts buyer trust and decision-making, especially in a B2B context.

It states on average, people need to:

1. See a brand’s message 7 times before they’ll even consider it.

2. Encounter the brand in 11 different places to build a sense of familiarity and credibility.

3. Experience 4 positive touchpoints to feel enough trust to take action (like making a purchase or commitment).

And here’s the kicker, our brains cannot tell the difference between experiencing these touch points digitally or in the real world… so, with engaging video, trust can be built very quickly.

This is why YouTubers have the most influence as it compares to the other social media influencers.

I can hear you saying: “you’re preaching to the choir, I already WANT to build a cult brand with video… that’s why we’re hiring a director!”

I’ll cut to the punchline. Unless you are willing to shell out a fortune for top director/producer talent, you won’t be able to build an effective internal “video” department.

Top talent requires variety in their creative diet. I’ve seen in many times, they come onboard excited and with good ideas… one year later, they are considering freelance again, or entertaining offers from your competitors.

So you either:

• Spend a lot to keep them motivated (hopefully they don’t quiet quit)

• Spend a lot to replace them (highly disruptive)

Or

You make your investment count by leveraging an outside firm (like Votary Films) who is incentivized to perform and build momentum for years. This is counterintuitive, but it’s the best ROI.

Another pro tip: your internal team has to be on board. Everyone from the CEO to the customer service reps can become entertaining characters in in your videos, but they need to be living and breathing the brand. You can’t just slap a catchy slogan on a video and expect it to work magic. Your employees are your most powerful brand ambassadors, and if they don’t believe in what you’re selling (and enjoy the process), neither will your customers.

So, get your team excited. Show them how they’re part of something special, something that’s making a real difference in people’s lives, and find a strong video growth partner.

I hear the fine people at Votary Films do a bang up job. 😉