Branding, Marketing And Worldbuilding, What’s The Difference?

Branding is who you are.

It is what people say about you when you are not in the room. It is the gut feeling people get when they see one of your outposts. They could smile or frown. Feel supportive or be ready to criticise. Invariably, these emotional reactions are tied to one of your products or services. 

Marketing is how you build connections.

It focuses on creating new customers by finding out what people want and then giving it to them in a better and more pleasing way by removing the friction in the marketplace.

Worldbuilding is where the brand lives.

Good worldbuilding identifies things in the conventional world that your audience used to see all the time then puts a finger on why they made them feel uncomfortable before reassuring them that your world is more aligned with the values and principles, they aspire to live with.

In so doing, they begin to feel at home in your world as the feeling of being an outsider drops away.

Great worldbuilding goes further. It puts its finger on things people don’t like in their existing world but never realised existed   until you identified them and shows them that life does not have to be like that. That there is a better way. That that way is more open and based in integrity.

This gives them hope and  encourages new people to your world to explore the various paths that are immediately apparent to them.

It is then that they begin to notice the other people in your world and what they are saying and doing which offers further confirmation that they have finally found a world in which they would like to hang out in because it is significantly different to the world they have emigrated from.

They are ready to freely give you their email address
And incidentally, are ready to open every email they receive from you.

Note: No need for an ethical bribe (lead magnet).

The first thing you should do is confirm the principles, values and beliefs that are the gravity that hold your world together.

Let’s be clear…

We are talking about the outer world you have created. The one that everyone who wants to gets to see. There is another hidden one which is only seen and experienced by the clients/customers you have. 

The point here is that to attract high quality customers, you have to first attract high quality prospects which means you have to sort the wheat from the chaff BEFORE any one opts in.

This is not about quantity of leads. It is about quality.
It's not about creating a greased shute in your funnel.
It's about creating friction. it's about making your peeps work.

This could be by reading a 2000 word article.
Or watching a series of videos.
Whichever you prefer.

The first is the outer world for your prospects.
The second is the inner world for your clients / customers.

The inner world your clients or customers see contains courses, books and consulting offers but only for those who have put their hands up to say they want to hear about them.

So an outer world is an ecosystem in which your peeps can get to know you, start to feel comfortable and eventually be sufficiently at ease to buy from you.

And the inner world is where they can continue the conversation and extend their journey deeper and deeper.


Your marketing is the signal you send out to your audience so they know you understand their problem and can help them.
Your brand is the lighthouse that shines out over the stormy sea so sailors can set course to a safe haven.
Your world is the port they arrive at and become so happy there they never want to leave.

Your world is based on three concepts.

  • The Gravity to hold your peeps is powered by your beliefs, values and principles and is pulled forward by a common vision. These are your north star by which every decision you ever make, is guided. They are your rules of engagement. They set the tone. Establish the environment. And create the atmosphere in your world. Google gravity 🙂
  • The Power to stand against the things you dislike about the ordinary world that you have all escaped from. You express this power by pointing at specific examples of those things and explaining why they are not for you. The ordinary world is populated by those who do conventional things. They follow the crowd and do what the gurus tell them to without question. This gives you the opportunity to compare and contrast. To zig while the old world zags and to zag where the old world zigs. 
  • The Culture is expressed by what is most meaningful and important to your audience as it relates to the value you create for them. It shows up in the language you use. In the stories you tell. In the examples you give of people/things that inspire you. The common cause you have in the struggle to achieve their vision they have of a better life.

Your marketing helps the people who you want to attract to your world to self identify?

These are the 5 questions you need to ask yourself ...

  • What’s important to them?
    You need to go beyond the superficial to find answers to this. Some are unspoken first principles.

    For example, integrity, authenticity and serving people are primary principles in my world. They come way before any thought of money. I believe small is beautiful so there is no need to 'scale' your business to seven figures and beyond if you are happy being a solopreneur in the same way that I have been for my entire life.

    The natural extension to this is that quality matters more than quantity so optimising your business for this one thing influences many downstream decisions.
  • How can you infuse your personality into your world in ways that pull the right people toward you?
    Your personality comes through in the personal stories you tell. Your lifestyle. Your language and your voice. It's about what's important to you outside your business and letting your people glimpse what goes on in your down time.

    I live in the south west of France near Bordeaux. I love the cafe lifestyle. The food. The wine and just taking the time to watch the world go by. I am a confirmed European so could not see myself living on any other continent although I love south America and Asia.
  • Who are the people you don’t want as customers?
    Just like when you use a negative keyword in your Google Ads campaign to help the algorithm focus in on the people you really want to talk to, it's important to be specific about the people who do not get results using your method.

    For example, there's no point in hanging around in my world if do not have a lot of experience serving clients in your area of expertise (ideally years or decades), and already have a pretty clear idea of what problem you solve and who you enjoy helping the most. 

    It goes without saying you must love writing and sharing your thoughts about the topics you’re an expert in.
  • How can you engineer insights and create 'Easter Eggs' to be discovered that builds a ‘sense of wonder’ within the world you’re creating that pulls and tugs at them emotionally?

    An Easter Egg creates an inside joke between your and your peeps. It's a nod and a wink between those in the know. It's unexpected.  Finding one means they are insiders. Part of an exclusive club. This encourages engagement. It shows you don’t take yourself too seriously. That you’re not above a little joke between “friends”. 

    They build connection. Create community. 

    Google the word “askew” and your'll find the entire page is tilted to the right. Who knew?
  • In what ways can you engage meaningfully with your audience (email, video, in-person, etc.)?
    We live in a multi channel world so the best advice is always - Start on the platform where 80% of your audience is most likely to hang out - testing others may bring surprisingly good results. After all, you assume that your peeps are on Facebook but they could also be on Twitter and Pinterest too.

    One sure way of deepening the connection and building community is email so it's a fundamental part of your marketing arsenal. Then it's a question of deciding the mediums you are most comfortable with. Getting outside your comfort zone on video works. It is a conventional marketing tool. if you believe you have a face made for radio, podcasting is for you.

    The Youtube (video), Buzzsprout (podcasts) and Medium (text) could all be part of the world you create together with your email autoresponder (ActiveCampaign/Ontraport/Convertkit).

    Establish one place in your world before creating another.

Here is the 5 step process required to structure your world

Step 1 - Divide a sheet of paper into 3 columns with titles Gravity, Politics & Culture.

Step 2 - Gravity: List of 3-5 values that guide your business decision-making and put those in the Gravity column.

Step 3 - Power: Answer the following questions for the Power column

  • Which are the dominant businesses in your market?
  • Who are the most well-known personalities?
  • What are their most common marketing methods?

Step 4 - Culture: Answer the following questions for your Culture column:

  • What are the significant problems you can help your audience solve?
  • What are the meaningful desires you can help your audience achieve?
  • What emotions are driving your audience’s decisions?

Step 5 - Continuously evolve: Expand (and refine) these lists over time. Ask questions, solicit feedback, and listen very carefully to what your audience tells you.

The world you create provides the context and the backstory for every piece of content and every offer you create.

It is the fundamental reason your business is the way it is.
It is the foundation on which everything you do is based.

Being intentional about worldbuilding and putting your content in context provides a deeper experience to the people who read, watch or listen to your output.

It gives them insights that were not there before.
Those spark ideas that move their business forward.
You become the go-to authority in your market.

A virtuous circle ensues…

Greater engagement, higher open rates and ultimately new clients showing up on your doorstep unannounced.


Rory is a savvy marketer who can help you build your digital funnel. What a lot of people underestimate in marketing is establishing the basis. If you don't know what you stand for and who you're talking to, your marketing is a shot in the dark. Rory can help you fix this problem and get you going with clarity.

Hannes Kuehn

Rory is currently helping build my Life Coaching business, and that includes identifying a target market that I connect with, learning how to speak their language, creating products and services catered to my target market, and creating a minimal viable funnel that will help me market.

My journey with Rory has been really great. He understands me and what I want to deliver, he is a great mentor by seeing the answers within me, and works with me to bring those answers out. If you are feeling stuck in terms of marketing yourself or product/service, Rory is the go to man!

Lana Maher

What I like working with Rory, is his excellent sense for what is important, step by step. He gives me the structure to do the work I need to do, he is giving excellent feedback and at the same time he honors, that in the end I have to decide how the content of my campaign should look like. He is an excellent sparring - partner and a pragmatic coach, who always points to the simple but effective solutions.

Daniela Bomatter

I strongly recommend Rory as a strategy and marketing coach for his candid and skilful approach. He’s currently helping me to set up my business and I am finally making good progress with it. Methodology is clear and straightforward and every conversation with Rory represents a major step forward in my journey as he helps me focus, make informed decisions, and move closer to my goal.

Valeria Rosignoli - VR Coaching

As a presentation professional, part of my core proposition is that I take a client’s idea and transform it into a compelling story and presentation. This is exactly what Rory did for my marketing messaging. He understood immediately what I wanted to communicate. Rory has a wide breadth of knowledge in all aspects of online marketing. I wouldn’t hesitate to recommend him.

Jan Pochop - Founder/CEO, Pochop Presentations

Rory has a great marketing insight, offers constructive feedback and also helps you better understand your customer so you can more effectively speak to them. His approach helps you focus on what's important and not get caught up in the unnecessary details so you can get your product launched quickly.

Amber Briggs

Rory is a great marketer and coach. He’s really helped me refine my marketing message so it resonates with my target market in a powerful way.

Myrna E Arroyo

I chose to work with Rory for his great personality, clarity and expertise. Still, I got way more than I expected. He coached me through a deep marketing process and my outcome was way beyond what I had expected. It had to do a lot with Rory's strong focus and his ability to understand me and my customers. Rory became a good friend that I will always come back to when I need advice about online marketing and how to build better customer relationships.

Paal Christian Buntz - The Wildman Programme

Boomer Digital is unique because it breaks mindsets that tell us in an older generation that " normal " for me is time to finish . But I am loaded with ideas and inspiration. Boomer Digital is a coach of my generation roaring to me to finish the race with glory not rust out before the starting gun fires.

Just yesterday I became positively irritated about starting out a business. The only available resources were outside my dreams and interests. Here if I don't find the resources I need I see something close enough.

Alan Bowman

I have been learning the art of marketing with Rory for a couple months now. I have been impressed with how deeply he knows his subject and his ability to make it understandable.

Aman Berry

Rory is an extremely patient and very expert. He is helping me with my sales funnel and I am learning so much from him. He has a way of keeping things simple and profound. I would highly recommend him!

Chengi Tobun - Black Swan Management Group


You don't need another secret tactic or hack that promises much but delivers little -- You need a clear people-focused digital marketing strategy which gives you the mindset and vision you need to succeed. Let's get started.

About Rory

Rory Ramsden is a retiree living in south west France. A lifelong entrepreneur and traveller, he loves to cook and challenge his boundaries by helping others grow their businesses online.

Related Post

Humans Have a Visceral Need to Belong
We need to feel accepted and valued. We need to feel understood. Acknowledged. It’s in our DNA. Your success is based on your ability to create and nurture a community. The community is your brand. The community is where your customers will germinate. The community is where they start their journey to explore your world. So how do you build a community?
Every Blockbuster Movie Ever Made Has This 5 Piece Story Structure
When you analyse them, you'll find this 5 piece story structure in every blockbuster movie ever made in Hollywood. It is tried and tested in the world of fiction too. That does not mean that you cannot use it when you tell stories to connect with your audience... You can. Find out how now
Psychology of Persuasion: Belief Shifting Stories
There are 2 persuasion technique you can use. One works but is temporary. The other also works but lasts indefinitely. Before we can do this, we should take a deep dive into what we're really doing here when it comes to the psychology of persuasion. Our goal is to awaken 'possibility' in others. If they don't believe that they can really do it, nothing we do or say really matters. Until they believe — deep inside — that they can create real value for an audience...
Your Marketing is The Connection Volume Control
Making Connections allows us to turn the 'volume dial' for our business. Once you understand how, you have the superpower required to create stability, predictability, and (if you want it), growth on demand. To begin developing this superpower, there are three things to understand about Connection.
What’s The Difference Between Branding And Worldbuilding
Brands need to be attached to products. Worlds are brands live. They give context and invite the audience to explore many different paths. There, they discover characters and backstories and inside jokes — and your WHY. Your world is where the stories you tell take place. It’s an ecosystem in which your audience feels at ease. It’s where they can explore and find their own path.
What’s The Difference Between Branding And Marketing
Branding and Marketing are not the same thing. In order to determine what your brand stands for, you need to ask yourself 5 questions... Branding is about building emotional bridges so that your people can Connect with you on a deeper level and eventually become Super Fans of your product.