Brands like Apple, Oprah, Harley-Davidson, Ikea and Southwest Airlines have made their competition irrelevant through brand communities they have helped nurture over the years. But why do brand communities form? And what can we learn about them?

Psychologist Jenny Lee, a brand consultant at The Cult Branding Company, explores the social and psychological motivators that fuel the development of brand communities in a compelling new white paper.

The white paper titled, “Why We Join: A Sociological and Psychological Analysis of Brand Communities,” along with an illustrative presentation can be downloaded freely here.

Here are seven steps to take in order to create a cult brand:

1. Determine how customers are emotionally connected with your brand
2. Determine what your brand symbolizes in the minds of your best customers
3. Support the community so that it reinforces psychological attraction customers have towards your brand
4. Whenever possible create a space where your customers can meet and interact with one another – either in person or online
5. Sponsor social events that reflect your brand’s mission
6. Set up conditions for a fun, playful environment where friendships can be made
7. Don’t control community. Instead participate as a co-creator

Related posts:

1. Create a Brand that Sticks Most people, when they hear the word branding, think logos...
2. Brand Value – 10 Ways To Create It Consumers love brands because they offer an extra value—that is,...