How to build a world

for your brand

3 min read

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First of all, what is a brand world?

It’s a fictional place your brand can live in to connect & communicate with others.

It’s more than a website or app; think of it like a novel or a video game that transports you to another world.

Think of the brand Vacation & how they built their world in the 80s for those who demand the best from life. They got creative by building an interactive radio that fits their leisurely vibe while also keeping their audience engaged.

Creating a world for your brand helps people connect to the underlying story.

It’s also a way to just get creative with branding & do more high-level marketing.

STEP 01: RESEARCH

The best brand worlds are done by offering something familiar, in a new & exciting way. Look to your own brand history, mission, or niche archives for inspiration to build a world upon.

Look to competitors as well as long-term market trends to find how we can fill those gaps & create a one-of-a-kind concept. (pls no more old-money-90s-sports-inspired brands that feature serifs & forrest green.)

STEP 02: STRATEGY

Narrow down that research & hone in on a unique brand strategy. This includes the personality or archetype, positioning, messaging, themes, etc, that we can play into.

Think about unique offerings outside of your main product or service. How can we communicate that in a way that gets our audience excited?

Ask all the questions & plan some stories & content ideas, collaborations & experiences.

STEP 03: CREATIVE DIRECTION

Doing the groundwork is essential, but the visuals are what bring the world to life.

Think of symbols, eras, textures, patterns, aesthetics, etc, that can represent the brand & put together some mood boards. Good references help get everyone clear on a direction, the nicher the better.

STEP 04: OUTSOURCING

While you’re focusing on the business, you’ll need designers, copywriters, photographers, etc, to bring the world to life.

Build a team of trusted freelance creatives on sites like Contra, Behance, & Instagram that can work with the strategies & direction you’ve put in place.

STEP 05: REPEAT

Continue researching emerging trends & technologies to see how they can interact with our world. We want to stay in our lane, but we also want to stay relevant.

Strategy is also always evolving. We learn from our audience & adjust to their needs.

However, when it comes to creative direction, we want to stay consistent. A little refresh every couple of years is good, but consistency builds trust & recognition.

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Brand worlds are so intriguing to people because they’re intentional in their vision & the world does kind of revolve around them.

Either the product or message resonates with them & the experience, if done right, resonates even more.

Ready to build your brand world? Get in touch & see how we can work together!