How to Build a Fandom, Brand or Faith in 7 Easy Steps




People crave belonging.They want stories to believe in, symbols to rally around, and enemies to fight. Whether you’re starting a fandom, a brand to sell, or a full-blown belief system, the rules are the same.

A well-crafted movement isn’t built overnight, it’s engineered through a mix of storytelling, identity, and mystery.  



This guide will show you how to create something people don’t just follow, but completely devote themselves to. Follow these steps, and soon they’ll be wearing your colors, speaking your language, and spreading your message, whatever it may be.





(( 01 ))






Every movement needs a creation story - an event, an insight, or a revelation that serves as its foundation. Was it a divine vision? A secret truth unearthed? A moment of rebellion against the old ways? This myth must be memorable and powerful enough to be retold by your followers, passed down like scripture. If it feels ancient, inevitable, or larger-than-life, you’re on the right track.




Heaven’s Gate
Cult/Religion

Belief that members would ascend to a
higher existence via a spaceship behind a comet.

Wu-Tang Clan
Music

Created the mythology of Shaolin and the 36 Chambers,
blending kung-fu aesthetics with hip-hop.




Bitcoin
Brand

Mysterious origin with Satoshi Nakamoto, a figure 
who disappeared after introducing the system.




(( 02 ))






A movement needs a figurehead, even if they are never seen. Charismatic leaders, mysterious prophets, or decentralized collectives all serve the same function: they create identity and direction. Is your leader a messiah-like visionary? A recluse who left behind cryptic teachings? A faceless entity that lets the movement speak for itself? The less accessible they are, the more powerful they become.


L . Ron Hubbard & Scientology
Cult/Religion

A sci-fi writer turned religious leader
whose teachings became doctrine.





MF DOOM
Music

A masked rapper with a villainous persona, keeping his identity a mystery.




Elon Musk & Tesla
Brand

Musk’s persona as a visionary genius fuels Tesla’s cult-like following.


(( 03 ))





What will your followers memorize, analyze, and obsess over? It could be a manifesto, an album, a video series, or a series of cryptic posts. The key is to make your sacred text ambiguous enough to allow interpretation while being firm enough to act as doctrine. Whether it’s an underground zine, an AI-generated poem, or a redacted government document, the more mystique, the better.


Apple’s Keynote Presentations
Brand

Treated like sacred events where the future is revealed.



QAnon Drops
Cult/Religion

Cryptic messages that followers believe hold hidden truth





The Beatles’ “Paul Is Dead” Theory
Music

Fans analyzed albums and lyrics for hidden meanings.




(( 04 ))





A good movement is instantly recognizable. A striking logo, an identifiable uniform, a color scheme that feels both exclusive and inevitable—these visual cues will mark your followers and their allegiance. Think about iconic imagery: Guy Fawkes masks, band patches, military uniforms, corporate branding. If they can’t tattoo it, graffiti it, or wear it, you need to rethink your approach.






KISS
Music

Black-and-white face paint, armor-like costumes, and fire-breathing theatrics.



Supreme
Brand

The red box logo turned into a cultural currency.


The Church of Satan
Cult/Religion

The Baphomet symbol became a recognizable sigil.




(( 05 ))





Language sets insiders apart from outsiders. Your movement should develop a lexicon of words, phrases, or coded language that only the initiated fully understand. Whether it’s memes, acronyms, chants, or secret handshakes, this specialized vocabulary reinforces loyalty and creates an unspoken hierarchy of understanding. The deeper they go, the more fluent they become.




Starbucks' Naming Conventions
Brand

“Grande” and “Venti” create an exclusive coffee dialect.





Deadheads & Phish Fans
Music

Unique slang and symbols in the jam-band community.



Scientology’s Terminology
Cult/Religion

“Thetan,” “Clear,” and other insider terms.




(( 06 ))





Belonging requires proof. How do your followers show their commitment? Whether it’s a concert pilgrimage, a whispered oath, or an initiation challenge, rituals forge deep loyalty. These moments should feel significant—an entry into something sacred. The harder it is to get in, the more valuable it feels to stay.


BTS Army
Music

Fans learn specific chants, attend concerts, and spread the group's ideology.


CrossFit
Brand

A fitness culture that requires intense initiation workouts and strict lifestyle adherence.



Freemasonry
Cult/Religion

Secret initiation rites for new members.





(( 07 ))





Every great movement has an antagonist. Who or what opposes your world? A corrupt institution? A rival faction? A faceless conspiracy? Define your villain, give them a name, and make them the reason your movement must fight. The stronger your enemy, the stronger your movement’s sense of unity.






Westboro Baptist Church
Cult/Religion

Frames all outsiders as enemies.



Occupy Movement vs. Capitalism
Movement

Occupy protestors in Guy Fawkes masks at a protest.




Punk vs. The Mainstream
Music

Anti-corporate, anti-establishment ethos fuels punk culture.






Now it’s your turn.
Go build something they’ll believe in.

Here are some tips for building your movement.




Give your story a moment of origin. Bonus points for mystery.

Make your founder feel half-legend, half-real.

Release content in “phases” or “eras” to create chapters.

Don’t explain everything. Let them argue about meaning.

Hide clues. Let discovery feel like a reward.

Create imagery people want to represent and wear without irony.

Choose one or two colors and stick to them obsessively.

Develop a unique dialect, and let followers finish each other’s sentences.

Invent acronyms. Speak in code. 

Meme it relentlessly.

Build in levels of access. Outer ring, inner sanctum.

Make an initiation process that feels special.

Keep some things offline.

Give your followers an enemy. It gives them purpose.

Frame your mission as world-saving, even if it’s silly.

Control the vibe of your space. Visuals, tone, music.

Use repetition. 

Ritual builds belief.

Make participation feel like performance.


Include tasks, challenges, or missions. 

Let fans create and remix.

Accept (and fuel) conspiracy theories about your origins.

Leave room for betrayal, forgiveness, and mythic comebacks.

Create scarcity. People chase what they can’t easily get.

Obsess over names. 

Your words should feel magical.

Never fully define success, it keeps the story going.

Make followers feel like they’ve joined something ancient.





LORECORE concept, editing and design by Adam R Garcia.
Approach inspired by the book Primal Branding, by Pat Hanlon,
flipped for a new era.
All imagery sourced from Wikimedia and Brittanica.
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