how to build a CULT LIKE following for your brand

I love marketing and I was talking to my friend today about the difference between getting sales versus building a cult like community. And she was saying how she has no problem getting sales, she's sold out multiple times, her ads rip, she's great, but when it comes to actually building a community, a following, it falls off completely. And it really got me thinking about what makes a cult like brand. How can you make a brand that actually has community? Cause they're two separate things. You can have great ads that convert and you can make a lot of money, or you can have like a brand that people are obsessed about, they post about all the time, they comment all the time, they follow, they're like very engaged in that world. And so I just asked myself the question of, for the brands that I do feel passionate about, what about them has made me feel passionate? Why do I care? For example, a brand like MAJ, I'm obsessed with MAJ. MAJ is like my dream Pinterest board. It is the personification of femininity. They are the things that I fantasize about, they are the part of me that I can't express, they are doing the expressing for me. And by following them, by buying their products, by consuming their content, I can tap into that energy that I crave. Another example is Freaky's bikinis. I'm obsessed with their aesthetic. It's so dreamy, their photo shoots are incredible, they're giving me access to something that I can't express by myself, so I express it through them. Crown Affair is another amazing example. Their hair stands for natural undone hair, or natural beauty coming through that like heals a part of me with my like curly hair when I was like younger, always trying to straighten it, blah blah blah. Still to this day I'm always straightening it. Basically what all these brands are doing is they are expressing a part of me that I can't express on my own. So, if you are a brand, if you can take a polarizing stance and express a quiet desire that people have and really be like the champion for that, having true taste and being a leader is key to having followers. Everything from your photo shoot design to building the brand world to your copy, like your language, the entire brand world should be an expression at an extreme level of a desire that someone has that they can't express on their own. If you guys have thoughts on what makes a cult like community, please let me know. Why do you follow these brands like Crown Affair, like Real Active, like Road? Why do you follow Dairy Boy? Like what makes you so obsessed with them? For me, I think it's being able to access and express a part of myself that I wouldn't be able to without them, and they are kind of like doing the work for me and I just get to like tag along and follow essentially, and that's what makes a cult like following. Just my thoughts, would love to hear yours.