Worldbuilding beats branding
Worldbuilding creates an immersive experience.
Branding is about strategy and vision.
Marketing is about tactics and goals.
Imagine building an immersive multi-sensory experience, a world, in which your branding and your marketing takes place.
Before you tell a story, you describe the world in which that story is set. The world your hero is living in now. This includes the challenges he/she faces and the vision they have of a better life.
In order to build a world, you need to create a map complete with clusters of places that you bring to life by investing gravity, power, and culture in them.
Gravity is an invisible force that attracts people and holds them in your world.
You create it by talking about your values, beliefs, and principles. People either feel aligned with them or repelled by them.
There is a power structure in every world. The one you are living in now has its 1%. Its establishment. The ones who control almost everything.
These folks won’t give up their seats without a struggle.
The fastest way to unseat them is to zag whilst they continue to zig.
Your world has a culture
This is created by the people who live there and is based on the gravity you have created. You help them to feel a part of the local culture by talking about what is meaningful and important to them... As it relates to the value you create for them.
Building a world provides the context and the backstory for every piece of content and every offer you create.
That backstory context for each story you tell.
It provides a path from one story to the next...
From one place to the next.
Never forget that your ideal prospect is on a journey, their journey, over which you have little to no control.
If you are lucky, their route will pass through one or more of the places in your world before moving on.
You make this more likely by making your world memorable. By making it different from others. And by giving your world gravity.
They may come back at another time because your world is fresh, interesting, and different from the world they have constructed for themselves.
They feel drawn to your world.
When you set out to construct your world ask yourself how you can make it a multi-sensory encounter?
If your business had a playlist what would it be?
If it had a philosophy what would that be?
What would the vibe be like?
Your graphics, the font, the design of the page, the style of writing, the theme, and the message you deliver all add character and color to your world.
There's more to building a world than plain vanilla branding...
It's about leaving breadcrumbs for your peeps to follow so they can continue their journey… Find a path to another place in your world.
Places are nouns
Context (vibe) is the adjectives and the motivations that link the places together. Your stories entertain but without context, they do not provide a deeper experience for your audience.
The context is created by building a multi-sensory world into which you invite your reader. There they discover characters and backstories and inside jokes — and your WHY.
It’s where your audience has a specific experience when they encounter you.
That could be described as:
but it’s unique to you.
You build an ecosystem your audience feels at ease in.
The landscape and the tone reflect your major themes and preoccupations as well as the nature of its morality.
Good worldbuilding shows your audience things they see every day in the conventional world in a new light. It pokes at them with distaste.
Great worldbuilding shows your audience things they don't like but are blind to, either because they've trained themselves not to notice or because they believe there is no alternative so they cannot avoid them.
You probably have the makings of a world already so the first thing to do is to survey it.
Map out all the places.
Discover the paths in between.
Think about the playlist.
Notice the vibe.
Then you can start being deliberate about developing it.
Making it feel more substantial.
Giving it an atmosphere.
I am deep in the process of creating a training for clients who have already graduated from the Digital Business Strategy Workshop or the 30-Day Story Driven Workshop and who want to develop their world-building skills.
Ping me a quick DM on Messenger and we’ll chat to see if it’s a fit.
If you do, we can get you started in the program immediately.