Why Every Startup Needs Its Own Brand World
Even the most staunch pragmatists yearn for an escape from reality from time to time. Ever since we were kids, things like: cartoons, television shows, video games, fictional books, movies, and bedtime stories allowed us to escape the state of things how they truly are; and let our imaginations take us to another place.
Our yearning for escapism is what also what continously renders us to be so susceptible to giving our undivided attention towards receiving a great story.
From a consumer standpoint, perhaps that yearning could explain why brands that do not create and offer their own world for their customers to enter and let their imaginations run wild—will always be at an incredible disadvantage to their competitors that do.
What is a brand world?
A brand world could best be described as a complete environment that a brand itself creates consisting of the visual identity, language, emotions, experiences, behaviors, and culture that help make a brand more relatable and recognizable beyond its logo.
Why creating a brand world is so important for your startup
What’s the first thing that you think of whenever you think of the brand Mountain Dew? Personally, whenever I think of the Mountain Dew brand, one of the first things that come to mind (besides the taste of the beverage and its green flavor) are: action sports, youthfulness, excitement, risk-taking, and a thrill-seeking lifestyle.
If you were to ask the brand strategists in charge of Mountain Dew’s image, those sentiments would be congruent with how they’d also want the public to perceive their brand.
The reason why myself, as well as millions of others around the world, share the same sentiments towards the Mountain Dew brand is because through years of strategic brand advertising campaigns—the folks at Pepsico (Mountain Dew’s parent company) meticulously crafted an image of their ideal brand world in our minds.
By creating your own brand world, it allows your startup the opportunity to offer customers something much more than the tangible products you provide.
With consumers’ natural need to use their imaginations to escape their daily realities, a brand world allows consumers opportunity to emotionally connect with your brand on a deeper level by becoming part of, and therefore having—a vested interest in its success.
The dangers of not creating a brand world for your startup
Besides sheer size, what separates Disneyworld and Disneyland from your ordinary state fair or amusement park? The answer is simple; the difference is that for visitors, Disney's theme parks aren’t just a place to get on rides, play games, and eat deliciously unhealthy foods.
Disney's theme parks provide an escape from reality. A wonderfully majestic fantasy world where all things are innocent and just. A dream world that visitors can enter simply for the price of admission.
The reason why Disney does not have a single direct competitor that matches its entire empire is because the Disney brand world is one of one.
By not having a brand world, the only thing that separates your startup from its competitors in the minds of consumers is its name, logo, and quality of products or services that it provides.
Which could render your offerings as being labeled generic in the marketplace.
Need help creating a brand world for your startup?
I understand that the concept of creating a brand world for your startup could seem quite a bit overwhelming. Where do I begin? What would my target customers want? And How do I get my entire team onboard to execute this? Are probably questions you’ve asked yourself a time or two by now.
Worry not, at Decryption, we specialize in helping startups like yours create their unique brand world that'll attract and entice target customers to enter. If you’d like for us to help create your startup’s ideal brand world, all you have to do is contact us and schedule a complimentary client consultation today!
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