What Exactly is a Brand Universe?
The power of branding and why it's so addictive to consumers...
Brand Universe and Why Is It So Important:
Ever wondered how some brands manage to sweep you off your feet and into their own little universe? It’s not just about selling products anymore - it’s about creating a world you can’t help but dive into, get lost in, and totally fall for and the best brands do it so well; Glossier, Heinz, Rhode, Gisou and Erewhon to name a few…
Why Branding Matters
Let’s start by unpacking why branding is far more than a logo or a catchy tagline. It's the heart and soul of your business, your personality. Your product could be the most effective or highest quality offering on the market but if your vibe is kind of ratchet, then who is even going to pay attention? The typical process to purchase has been completely flipped on its head with advocacy becoming one of the first things that draws consumers to a brand... so what is your vibe and personality like? We hope it's good because that's what people remember.
Think about it like this: when you hear the name of your favourite brand, what comes to mind? It's not just the product - it's a feeling, a story, a whole vibe that you connect with on a personal level.
Look at Jacquemus…. I mean. Enough said. The product isn’t the best. It’s the comms, the branding and personality are what draw you in to even consider their products.
Creating Your Brand Universe
When we build an epic brand universe, it's not just about pushing products, it's about getting people talking and spreading the word. Everyone loves to share their experiences, whether we are recommending our finds to friends or sharing their cool campaigns online. It's like being part of a cool club where we all vibe with what we stand for and why we do what we do.
Take a look at brands like Glossier, Disney, Jacquemus or even our favourite coffee joint, Starbucks. They've mastered the art of creating a world that extends beyond their products. Glossier isn't just about skincare and makeup - it's about self-expression and natural beauty. Disney isn't just about movies - it's about magic and wonder. Jacquemus isn’t just about luxury clothing and accessories, it brings a fresh take on premium fashion with its playful elegance, creative campaigns and activations. And Starbucks isn't just about coffee - it's about community and comfort.
How to Build Your Brand Universe
So with all of this in mind, are you ready to create and amplify your brand's universe?
Here are a few of my tips to get you started:
Define Your Brand Story: What's your mission? What values do you stand for? Your brand story should resonate with your audience and set the stage for your universe.
Consistency is Key: Keep it real across the board. From your website design to your customer service to your social feeds, keep everything aligned with your brand's personality and values.
Engage and Delight: Go beyond the basics. Whether it's through wicked events, rad collabs, or mind-blowing content, make every moment with your brand unforgettable.
Listen and Adapt: Pay attention to feedback from your customers and evolve your brand universe based on their preferences and needs. It's a journey of continuous improvement.
Now, let's take a closer look at a brand I truly admire, especially for its brand universe.
Packaging Design:
- Glossier’s packaging is like that effortlessly cool friend who always looks put together without trying too hard. It’s clean, minimalistic, and makes-you-want-to-instagram-the-shit-out-of-it! Think of their pink bubble-wrap pouches and #millennialgirly pink tubes, simple yet striking enough to make you want to take a pic of it to announce to your friends that you are part of the cool-girl Glossier community too. It’s about belonging. That is how the Brand universe works - it drives connection and fosters a sense of belonging.
Tone of Voice & witty copy:
- Glossier speaks your language, literally. Their tone is more BFF than brand. More that you are talking to your bestie than being sold too. They nail that sweet spot between playful and empowering, making you feel like you're in on a beauty secret with your coolest friend. Like IYKYK (that means: if you know you know). It's not just about selling products; it’s about building a community of confident, savvy individuals who #slay their skincare and makeup routines.
Key Opinion Leaders (KOLs):
- Glossier knows the power of influencers. They’ve teamed up with everyone from beauty gurus to everyday trendsetters, turning their fans into brand ambassadors. Their to competitors who engage in more pay-to-play-based talent alignments which is so very transparent now (and a bit of an ick when not done in a strategic manner) it works backwards… Whether it’s a makeup tutorial from a YouTube star or a glowing review on IG or Tickity Tock, Glossier’s KOLs help spread the gospel of dewy, natural beauty to the masses.
Collabs:
- Teamwork makes the dreamwork and Glossier very much heroes this in their brand universe strategy. Glossier isn’t afraid to mix it up. They’ve worked up collabs with artists and brands that are as fresh and fun as their products. Do you remember their limited edition sets with cool artists or the hype around their pop-up shops? It’s all about creating unique experiences and giving your customers something unique they can obsess over and make them feel like they aren’t just customers, but rather your valued community.
Brand Escapism:
- Glossier isn’t just selling skincare and makeup; they're selling an attitude, a vibe, an energy - A WAY OF LIFE. It’s that feeling of treating yourself to a little luxury every day, whether it’s a swipe of Boy Brow or a spritz of their fragrance. Their social strategy is bomb.com - always bringing aspirational vibes that make you want to live your best, glowy life.
So, something important to note is building a brand universe isn't just a trend - it's a strategic approach to building long-term relationships with your customers. Your secret sauce for making lasting connections. It's about creating a world that people want to be a part of, where every interaction feels like a meaningful connection. So, go ahead and dream big! Your brand universe is waiting to be discovered.
What's your favourite brand universe?