Ever wondered why certain brands just click with people? It’s not just because they make great products; it’s because of the world they’ve created for their audience.
Whether intentional or not, this process is called brand worldbuilding. It’s when a brand creates an immersive universe that exists for more than selling their products—it’s about selling a lifestyle, experiences, and stories that are true to your brand idea and inspire a genuine connection with your customers.
What’s the Difference Between Brand Building and Brand Worldbuilding?
At first glance, brand building and brand worldbuilding might seem like the same thing. But as a strategist, I love the phrase worldbuilding because of the magic it evokes. It’s provocative, ever-expanding, and limitless. It brings something inanimate to life. And it makes you question your own brand, doesn’t it? “Ummm, Jane, are we doing brand worldbuilding?”
For Planit, the term challenges us to dig deeper, exploring the rewarding ways your brand can connect with a larger audience—beyond just the products and services it sells.
What are Examples of Brands Doing Great Brand Worldbuilding?
Brands like Red Bull and Liquid Death have mastered the art of worldbuilding, creating entire universes that go far beyond product features. Whether it’s Red Bull’s adrenaline-fueled extreme sports athletes or Liquid Death’s offbeat heavy metal horror aesthetic, these brands immerse themselves in the attitudes and lifestyles of their loyal audiences. Now, imagine if Red Bull only talked about its flavor—yuck. Or if Liquid Death just focused on water purity—snooze.
Their respective brand worlds are explored through immersive campaigns, vibrant social and content strategies, their unique collaborations, and the way they surprise and delight their customers.
@shwinnabego Heres an example of great social content for a small business — love what @elly – candy connoisseur is doing for her candy store. #marketing #branding #socialmediamarketing ♬ original sound – Ashwinn 💡 brand, biz, mkting
But worldbuilding isn’t just for big or established brands—small businesses can harness its power too. In a TikTok by @shwinnabego, the creator highlights Ellie, the owner of Lil’ Sweet Treat, a candy shop opening in New York’s West Village. Through unique and consistent storytelling, Ellie has been building her brand’s presence even before the doors open.
By documenting the day-to-day process of setting up her shop, Ellie isn’t just building anticipation; she’s building an immersive world where engaged viewers feel connected to her journey and invested in her future success, ensuring they’ll continue to follow along.
How Ellie is Building Her Lil’ Sweet Treat Brand Through Worldbuilding:
- Behind-the-scenes setup: Sharing videos of tasks like flooring replacements and merchandise design.
- Real-time problem-solving: Documenting manufacturing issues and how they’re being resolved.
- Audience engagement: Inviting followers to provide feedback on loyalty programs and store designs.
- Daily documentation: Offering a raw, unfiltered look at the everyday realities of launching a business.
Why is it Called Brand Worldbuilding?
Just like in great fiction, worldbuilding is purposeful. It creates a vivid setting where the protagonist (your brand) exists. It’s rich, immersive, and not always linear, with origin stories that reveal themselves over time. Where is he or she from? What’s their purpose and aspirations? Alongside them, other rich characters influence their journey. Who are those characters?
Now, think about your brand. What’s your company’s origin story? Where are you located, and does that location impact your work in any way? Who are the characters within your company? Where do they get coffee? What motivates them? What are their roles, and how do they influence the direction of your company? What behind-the-scenes journey did these characters embark on to create something extraordinary for your business?
Make these richer stories part of your brand strategy. There’s a whole new world of brand building out there and it’s worth exploring.
Are you ready to get started with Brand Worldbuilding?