for future cult leaders (aka brand builders)

psst… this is for folks starting a brand. or a movement. or a mild personality crisis. same thing.
(read this out loud in your weird little voice.)

#1 name the vibe before you name the brand

skip the mood board. skip the name. start with a feeling.
what’s the emotional aftermath of meeting your brand?
– a whispered myth? the kind of brand that feels like a secret — think aesop before it went mainstream.
– a punch in the face? like glossier’s evil twin that bites.
– an inside joke? like that one meme account that always gets you.
your turn:
write 3 words your brand should vibe like in a dark alley or a dinner party.
example: sultry. offbeat. magnetic.

#2 pick your enemy

you don’t need a full target audience persona named “marketing molly.”
you need a villain.
your brand isn’t for everyone. good. decide what you’re not. – bland? like that website
you closed in 2 seconds.

– corporate-speak? “leveraging innovative synergies”… yeah, no.
– beige boxes? the kind of content that feels like waiting in line at the DMV.
– fake-deep wellness fluff? like slapping “self-care” on a $90 candle.
defining what you reject = defining who you attract.
example:
panikoza is anti-beige, antiboring, anti-buzzword.
your turn:
what makes you eye-roll so hard you see your past life? write it down.
your brand’s flavor gets sharper when you know what you’re not.

#3 speak like a human (or a goat)

your brand voice isn’t a “tone guide.” it’s your personality turned up to
11.
– snarky? gentle? feral with a soft center?
– would your best friend get it?
– would your ex cry reading it? (bonus points).
start writing like you’re texting the cleverest person you know.
instead of: “our product offers premium solutions…”
say: “this thing slaps. your skin will thank you. your ex might call.”
your turn:
write one sentence introducing your brand like you would to your smartest, messiest friend.

#4 look the part

you’re not choosing a palette. you’re choosing your brand’s outfit for its cult meeting.
match the visuals to your energy. – not just colors—emotions. – serif or scribbles? – chaos
or calm? – black and white like a manifesto? or neon like a fever dream?
design with intention. you want to be recognizable at 3am. example: grainy textures + bold
type + tiny goat in the corner = unmistakably you.
your turn:
scroll your camera roll. which 3 photos look like your brand already exists? that’s your start.

#5 start showing up

don’t wait until your grid is perfect.
don’t wait until you have a full website.
just start being a vibe in public.
post the rant.
drop the blurry pic.
say the thing you’ve been afraid to say.
repost the dm where someone said “this is so you.”
example:
that half-draft caption in your notes app? post it.
the comment you left on a meme? turn it into your brand manifesto.
your turn:
pick one weird thing about your process, story, or obsession — and post it like it’s gospel.

your brand = a feeling + a voice + a vibe

it’s not about consistency. it’s about recognizability.
it’s not about reach. it’s about residue — the kind that lingers at 3am.

you made it this far…
maybe you’re one of us.

JOIN THE BRAND CULT

complete your initiation.