Top 17 'Category-Defining' Growth Hacks to master for Entrepreneurs Building a Cult Brand from Scratch
Building a business is one thing. Building a movement is another. We all know the brands that feel like more than just a product or service—they have an identity, a tribe, a cult-like following. Think Apple, Tesla, Peloton, or even a newer player like Liquid Death. These brands don't just sell; they inspire devotion. They've cracked the code on becoming part of their customers' identity.
So, how do you go from a brand-new startup to a brand that people tattoo on their bodies? It’s not about having the biggest marketing budget. In fact, most category-defining brands started with very little. It's about being smarter, more creative, and more connected to your audience than anyone else. It's about using strategic "growth hacks" that build a fiercely loyal community from day one.
In my work with entrepreneurs, a common theme I see with breakout success stories, something I, Goh Ling Yong, am passionate about, is their masterful use of unconventional strategies. They don't just follow the marketing playbook; they write a new one. This post isn't about running better Facebook ads. It's about the 17 category-defining growth hacks that will help you build a cult brand from scratch. Let's dive in.
1. The "Us vs. Them" Narrative
Every great story needs a villain. By positioning your brand against a common enemy—be it a legacy industry, an outdated mindset, or a "big, boring" competitor—you instantly create a rallying cry. This isn't about being negative; it's about giving your audience a banner to march under. It transforms customers into believers who are part of a shared mission.
This narrative gives your brand a clear purpose beyond just making a profit. You're not just selling a product; you're leading a rebellion against the status quo. This taps into a powerful human desire to belong to a group with a shared identity and purpose, creating an emotional bond that logic-based marketing can never replicate.
- Example: Liquid Death didn't just sell water; they declared war on boring, corporate water brands and single-use plastics. Their tagline, "Murder Your Thirst," and heavy-metal aesthetic created a clear "us" (the rebels) versus "them" (the bland, corporate world).
2. The Founder-Led Content Engine
In the early days, you, the founder, are the brand's most powerful asset. People connect with people, not logos. By putting yourself out there—sharing your story, your struggles, your vision, and your expertise—you build a level of trust and authenticity that a faceless corporation can't touch.
Turn your journey into a content engine. Document the process of building your company on LinkedIn, Twitter, a blog, or a podcast. This isn't about being an "influencer"; it's about being a transparent and passionate leader. Your personal brand becomes a magnet for your ideal customers, employees, and investors.
- Tip: You don't need a film crew. Start with your smartphone. Share one behind-the-scenes photo, one lesson learned, or one industry insight every day. Consistency beats production value every time.
3. The Velvet Rope Strategy (Exclusivity)
Humans are wired to want what they can't have. By creating an element of scarcity or exclusivity, you can transform mild interest into intense desire. Waitlists, invite-only access, or limited edition "drops" can make your product feel like a coveted prize rather than a simple commodity.
This strategy does more than just drive hype. It allows you to control growth, ensuring that your early users are a perfect fit and receive an incredible experience. It also provides you with a list of highly motivated potential customers who have already raised their hands and said, "I want this."
- Example: In its early days, the email client Superhuman had a legendary waitlist. To get access, you had to go through a personalized 30-minute onboarding call. This created immense buzz and ensured that every user was perfectly set up for success, leading to rave reviews.
4. Weaponize Your Superfans
Your first 100 true fans are your most powerful marketing department. Instead of just appreciating them, give them a formal role. Create an ambassador program that gives your most passionate customers official status, exclusive perks, early access to new products, and a direct line to your team.
Make them feel like insiders and co-creators of the brand. This not only encourages them to spread the word but also gives you an invaluable feedback loop. These superfans will defend your brand, evangelize your products, and provide you with the most honest insights because they are deeply invested in your success.
- Example: Lululemon's ambassador program is a masterclass. They partner with local yoga instructors and athletes, giving them free gear and exposure. In return, these influential community leaders become authentic, grassroots advocates for the brand.
5. The Trojan Horse Content
Stop trying to sell. Start trying to help. Create a piece of content or a free tool that is so incredibly valuable to your target audience that they can't ignore it. This is your "Trojan Horse"—it gets your brand inside their walls by solving a problem for them, with no strings attached.
This approach builds massive trust and authority. When it comes time for them to buy a solution in your category, your brand is the only one they'll think of. You've already proven your value and expertise. The content acts as a top-of-funnel magnet, attracting your ideal customer profile long before they're even thinking about making a purchase.
- Example: HubSpot offers a massive library of free marketing templates, guides, and tools, including their famous "Website Grader." Marketers come for the free value and stay for the powerful (paid) CRM and marketing software that puts it all into action.
6. Manufacture a "Memeable" Moment
In a world dominated by social media, shareability is a superpower. Intentionally design a part of your product, packaging, or marketing to be inherently "memeable" or shareable. Think about what would make someone stop scrolling, laugh, and hit the "share" button.
This could be a quirky unboxing experience, a witty line of copy, a surprising product feature, or a mascot with a wild personality. This isn't about hoping for virality; it's about engineering it. You're giving your customers a social token they can use to express their own identity and humor.
- Example: Duolingo's TikTok account, featuring its unhinged green owl mascot, is a perfect example. The content is barely about learning a language; it's about entertainment. But it has made the brand a cultural icon and kept it top-of-mind for millions of potential users.
7. The Single, Obsessive Focus
Don't try to be everything to everyone. The fastest way to become a category-defining brand is to own one thing completely. Pick a single, specific problem and become the undisputed best solution for it. All your messaging, product development, and content should revolve around this obsessive focus.
This clarity is magnetic. It makes it incredibly easy for customers to understand what you do and why you're different. Once you have dominated your niche and built a loyal following, you can then earn the right to expand into adjacent areas.
- Example: Canva didn't try to compete with Adobe Photoshop. They focused obsessively on one thing: making graphic design simple for non-designers. This singular focus made them the default choice for millions.
8. The "Side-Project" Flywheel
What if your best marketing channel was actually a separate product? Build and launch small, free tools or resources that are useful to your target audience. These "side projects" can attract a massive user base and act as a flywheel, feeding qualified leads directly to your core, paid product.
This strategy works because it leads with value. You're not asking for anything in return. You're simply solving a small, related problem. It's a fantastic way to build your email list, generate goodwill, and establish your brand as a helpful authority in your space.
- Example: The stock photo site Unsplash was originally a side project by a creative agency called Crew. They gave away high-quality photos for free, it exploded in popularity, and became a more valuable business than the agency that created it.
9. Engineer Word-of-Mouth with a Referral Loop
The best marketing is a happy customer telling a friend. But you can't just hope it happens. You need to engineer it. Build a referral program directly into your product that is simple to use and offers a compelling, double-sided incentive (both the referrer and the new user get a reward).
The key is to make the referral valuable within the context of your product. Instead of a small cash reward, offer more features, more storage, or a free month of service. This not only encourages sharing but also deepens the user's engagement with your product.
- Example: Dropbox's early growth was famously fueled by its referral program. They offered free storage space to both the person who referred and the person who signed up. It was a perfect, self-perpetuating loop that turned users into evangelists.
10. Community-as-the-Product
For many cult brands, the community is the product. The actual product—be it a bike, a piece of software, or a drink—is just the ticket to access the community. Focus on building a space where your customers can connect with each other, share their successes, and learn together.
This could be a Slack group, a Discord server, a private forum, or a series of local meetups. When you facilitate meaningful connections between your customers, your brand becomes the glue that holds them together. This creates an incredibly high switching cost—leaving your product means leaving their friends and support system.
- Example: Peloton doesn't just sell exercise bikes; it sells access to a global community of riders who cheer each other on, compete on leaderboards, and share their fitness journeys. The bike is the hardware; the community is the motivation.
11. The "Unscalable" Onboarding Experience
In the beginning, do things that don't scale. To create your first 100 superfans, you need to deliver a "wow" experience they will never forget. This means going above and beyond in your onboarding process.
Send a handwritten thank you note. Record a personalized welcome video with Loom. Hop on a 1-on-1 call to help them get set up. These personal touches are what people remember and tell their friends about. They show that you genuinely care about their success, not just their credit card number.
- Tip: When a new customer signs up, a co-founder should personally email them and ask, "Why did you sign up?" Their answers will be marketing gold, and the personal outreach will create a fan for life.
12. Master the Art of the "Piggyback"
Where do your target customers already hang out online? Instead of trying to build an audience from scratch, go to where they are and leverage existing platforms. This is the art of piggybacking.
This could mean building an integration with a larger, complementary platform, scraping a public platform for your first users, or becoming the most helpful person in a relevant online community. You're essentially building a bridge from their audience to yours.
- Example: In their early days, Airbnb famously created a tool that allowed hosts to cross-post their listings to Craigslist with one click. This gave them instant access to a massive audience of people looking for short-term rentals.
13. Create a Proprietary Language
Cults have their own language, and so do great brands. Developing a unique vocabulary of terms, acronyms, and inside jokes makes your community feel like an exclusive club. When customers learn and use your language, they are signaling their membership in the tribe.
This language reinforces your brand's unique methodology or point of view. It makes your ideas stickier and more shareable. It creates a small barrier to entry that makes belonging feel more meaningful and transforms passive users into active participants.
- Example: CrossFit has a whole lexicon: WOD (Workout of the Day), AMRAP (As Many Reps As Possible), The Box (a CrossFit gym). Using this language signifies you're part of the community.
14. The "Give Away the Crown Jewels" Strategy
The most counterintuitive way to sell something is to give away your best stuff for free. Share your most valuable knowledge, your best templates, your secret frameworks—the "crown jewels" of your expertise.
This builds an incredible amount of trust and reciprocity. Your audience thinks, "If their free stuff is this good, imagine how amazing their paid product must be." It positions you as the undisputed authority and makes your paid offering the logical next step for those who want to implement your ideas more efficiently.
- Example: The venture capital firm First Round Capital publishes First Round Review, a blog with incredibly detailed, tactical advice on building startups. By giving away "billion-dollar" advice, they attract the best founders to their firm.
15. The Polarizing Point of View
The opposite of a cult brand isn't a hated brand; it's a boring one. If you try to please everyone, you'll resonate with no one. The bravest thing you can do is take a strong, opinionated stance on something in your industry.
Have a clear philosophy on how things should be done, even if it's controversial. This strong point of view will act as a filter. It will attract your ideal customers who share your beliefs and repel those who don't. You're not just selling a product; you're selling a worldview.
- Example: Basecamp (now 37signals) built its entire brand on a polarizing philosophy about work: no crazy hours, fewer meetings, and a focus on calm productivity. This resonated deeply with a segment of the market that was burned out by traditional hustle culture.
16. The Experiential Marketing Shockwave
Sometimes, the best way to make a splash online is to do something unforgettable offline. Create a real-world event or experience that is so unique, entertaining, or audacious that it generates its own media coverage and social media buzz.
This isn't about renting a booth at a trade show. It's about creating a moment of "brand magic" that people feel compelled to capture and share. The goal is to create a shockwave that reverberates far beyond the people who were physically present.
- Example: Red Bull is the king of this. Events like the Flugtag (a homemade flying machine contest) or the Stratos space jump are extreme, spectacular, and perfectly aligned with their brand image of "giving you wings." These events become cultural moments.
17. Reverse-Engineer Virality
Don't just hope your product goes viral; build virality into its DNA. From the very beginning, ask yourself: "How and why will a user share this?" The best products have built-in loops that encourage and reward sharing as a core part of the user experience.
This means the output of your product should be shareable and make the user look good. Think of "share your results" from a quiz, a beautiful design created in your tool, or a personalized report. The act of using your product should naturally lead to the act of sharing it.
- Example: Spotify Wrapped is the ultimate example. Every year, Spotify packages each user's listening data into a beautifully designed, personalized, and highly shareable story. It's an annual marketing event that their users willingly—and enthusiastically—promote for them across every social platform.
Your Movement Starts Now
Building a category-defining, cult-like brand is not a happy accident. It’s the result of deliberate, often counterintuitive, strategic choices. It’s about creating a story, fostering a community, and having a polarizing point of view. It’s about building a brand so compelling that people don’t just buy from you—they join you.
As a fellow entrepreneur, Goh Ling Yong knows this journey is a marathon, not a sprint. You don't need to implement all 17 of these hacks tomorrow. Pick one or two that resonate most with your brand's DNA and go all-in. Start with your "Us vs. Them" narrative. Weaponize your first ten superfans. Create one piece of Trojan Horse content.
The goal is to build momentum, one loyal fan at a time. Because that's how movements are born.
Which of these growth hacks are you most excited to try for your brand? Share your thoughts in the comments below—I'd love to hear them!
About the Author
Goh Ling Yong is a content creator and digital strategist sharing insights across various topics. Connect and follow for more content:
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