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  • Writer's pictureDeonna Lindsay-Lewis

10 Reasons Why You Should Build A WORLD... Not Just A BRAND.

Updated: 6 days ago



Brands are what we buy. Stories are what we share, and Worlds are what we love.

Why settle for being the biggest and baddest on the block when you could own a whole damn planet? Building a brand is where most begin, but let's not confuse a glorious start with the endgame. The difference between the two isn’t just semantics; it is survival in a landscape where customer attention shifts faster than the speed of 10,384 cheetahs. 


World-building is an art; a testament to the depths in which brands can live in the hearts and minds of your customers. And when done right, it becomes a sales ecosystem that allows a brand to exist within a context, a storyline, and a set of values that become a full-blown, immersive experience that leaves visitors insatiated and dreaming for more. A world doesn't just sell a product. It breathes life into it.


So let's explore why you can use a strategy, more often associated with literature and cinema, to shift from being everything to everyone to creating a BOND that transcends simple brand loyalty, and go from pandering to propagating.


I'm dropping 10 Molotov Cocktails as to why you should rethink simply crafting a brand and instead construct a world where people willingly lose themselves. 



1// Worlds Give Your People A Place to Live and Belong

Humans crave identity, and your world provides a place for your customers to find one. By aligning with the values and myths of your world, they feel they belong to something bigger (not just contributing to your customer base). By tapping into the third tier of Maslow's hierarchy of needs, you immediately transform shoppers into insiders. These loyal citizens will now shout your brand from every rooftop- not just because they bought your product, but because they are now participants who play a part in growing a universe that they too can enjoy.


2// Brands Desire. Worlds Inspire

Every great world has history, traditions, values and a future. And when your people find the convergence of their personal world with the one you’ve built-one that surges into their minds and overpowers their senses and emotions, you won’t just have their attention- you’ll have their imaginations.


Consider for a moment what you might do with their imaginations.


3// Worlds Give Brands Gravity

A world can become a microcosm for the values, ethos, and aspirations of an entire generation. Its laws of creation, culture, and history make your world more believable and become a way of life. Great brands do more that just reflect culture, they shape it. By aligning with cultural movements and incorporating them into your world, your brand doesn't just stand beside history-it contributes to it.


4// Worlds Give Brands Flexibility and Adventure

Rather than get stuck in one type of narrative, you may also want to write a heist or love story. So why shouldn't you? Worlds are dynamic-evolving with time and experience. While a brand can become outdated or get cancelled, a world's fluid nature allows it to adapt, learn and continue to inspire.


5// Worlds Offer 10X's More Cohesion and Clarity

When you build a world, you understand why you exist. You craft each element- be it a character, a locale or an artifact with a place and purpose in the grand narrative. Your sales pitch then becomes a tale. It's a nuanced story where your product is more than a mere tool-it's the hero that can help resolve a struggle or reach a desire.


6// Worlds Offer Content Ideas for Days (with Freakish Focus)

When building a world, a critical step is creating an intoxicating storyline and setting that serves as the backdrop for your offer. Get this right, and you’ve built a world that is inexhaustible with the potential for infinite stories. This well of content hijacks and holds hostage attention far longer than a brand steeped in the limitations of its product/service line. With a world you can keep surprise and delight on tap with fresh narratives that reveal different facets of your brand…..Like a delicious trail of breadcrumbs that draw people in, leaving them feenin’ for what’s next.


7// Worlds = Automatic Immersion

A brand might spread like wildfire across various platforms, but worlds anchor themselves in depth (their ability to go deeper). They offer comprehensive experiences, multi-layered stories, and backgrounds so detailed, they demand a replay. Where a brand may sell you a BTS T-shirt, a world would sell a live show experience that involves staying in a BTS-themed hotel, going to a BTS-themed popup, and having a limited-edition BTS beverage at a local cafe. 


Inspired by their number one muses, worlds form a complete customer ecosystem. These immersive experiences are curated as inherently better ways of solving the problems of the world’s inhabitants. Fan-centric strategies drive innovation- offering a fresh edge to experiential design, process enhancement and immersion….Which brings us to our next cocktail……


8// Worlds Have Limitless Income Possibilities

Ever watched a movie that had racks-on-racks-on-racks of merchandise lining cinema shelves? That’s not product placement; that’s world synergy. Worlds build a foundation from which a kaleidoscope of sales opportunities can be spun, far more than a brand alone can conjure. And when those sales opportunities become enticing to other brands, worlds multiply multipliers.


9// Worlds Inspire Limited-Edition Collaboration

By opening your brand to the idea of a world, you invite collaborations that add richness and expansion in ways you might not expect. From artistic partnerships to co-creating with customers, a world is created from the genius of many minds. When Puma dropped a limited-run of “True Crime” RS-100 sneakers, or when Harry Potter fought alongside Frodo at the multiplex, those weren’t just brand alliances. That was world diplomacy.


10// Worlds Allow You To Do All of What You Love and None of What You Don't

Your world, your rules — so why settle for doing anything less than what you love? By building your world around a focused obsession, you curate experiences that aren't-dare I say, less I gag- “authentic"; they're downright contagious AF. Obsession is contagious, and is the ultimate marketing strategy. 


When you’re the architect of your world, not just a builder of a brand, you wield the power to hand-select the elements that keep you drunk-intoxicated by the process. You’re not chained to market trends; instead you fashion a universe so magnetic, so utterly entrancing, it beckons your tribe with the ferocity of a walker to a breather (like in The Walking Dead).


A Brand May POP but A World ECHOES

Branding isn't just about logos and slogans (but you knew that already). It's about creating a space in the consumer's world- about sculpting history, birthing legends, and setting lore that your audience not only believes in but wants to belong to.


If you're willing to turn left when the sheeple turn right, you could build a world instead.


This isn't fill-in-the-blank, look for the magic bullet, find a framework to copy and paste, and it's not for the faint of heart. It's for those who favor the brave, and want to build something that lasts-something people are drawn to, not just because they need it, but because they can't imagine their lives without it.


Crafting a world takes vision, limited-edition ingredients, and above all else, a refusal to blend in with the sheeple. In fact, it demands that you launch these 10 Molotov cocktails and set fire to all things dime-a-dozen, uninspired, and outright boring. It doesn't require that you come to the table with a world-building idea-just a desire to create one.


Welcome to the land of black sheep world-builders!




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