World Building: A New Era for Founder-Led Brands

In today's marketplace, if you think a cool mission statement, a snazzy logo, and a great product are enough to crush it, you’re sorely mistaken.

Traditional brand building is evolving, and a new, more dynamic approach is taking the lead—World Building.

World Building is a brand strategy that not only incorporates classic brand-building elements but transcends them to create a holistic "world" of messaging around your brand.

However this is not a new phenomenon, who remembers the Bacardi B-Bar ?

2004 V-Festival it was the place to be - it was a physical living / breathing experience of the brand people knew from the adverts and seeing it on a back-bar, it exuded Cuban heritage and brought the up beat carnival vibe when the reality was not many people knew Bacardi was even a rum - it was just Bacardi...

I am loving the energy and a similar approach from Xavier Craine and Mixtons looking forward to seeing this activation myself this weekend at Boardmasters. Liquid on lips - creating emotional bonds with brands by attaching memorable moments = superfans.

This shift moves away from a strictly product-centric focus to one that centres on a powerful and resonant message.

As brand strategist Kyle Studstill succinctly puts it, “The business is the message.”

Brands pioneering the World Building approach are engaging in small acts that communicate their purpose while expanding their ecosystem.

These initiatives are not just about growing revenue through diversification but about adding context and depth to the brand's messaging, building a “world” that consumers can immerse themselves in.

Take Monocle, for instance. While their core product is a magazine, they have expanded into Monocle Radio, a store in London, conferences, film production, and even a cafe. These are not just business ventures; they are distribution hubs for their brand’s message, each adding a layer to the world they are building.

This approach is not reserved for large, established brands. In the digital age, even small businesses can leverage affordable platforms, tools, and marketplaces to start building their world. The key is to increase the distribution hubs of your brand’s messaging, creating a richer, more resonant experience for consumers.

But if World Building is about the message, the next question is simple: what do you want to say?

Great brands are often born out of passion—and dissatisfaction. Apple didn’t emerge because Steve Jobs loved what was happening at IBM, and similarly, many founder-led businesses in the UK didn’t start because they loved the status quo.

Think of BrewDog, which started as a rebellion against bland, mass-produced beer, or Gymshark, which was born out of frustration with the lack of fitness wear designed for serious gym-goers.

Every great brand is battling an adversary. This opposition creates a powerful mission, strengthens marketing, and injects life into the business.

In World Building, it’s not just about knowing what your brand stands for—it’s about knowing what it’s fighting against.

This adversarial focus can galvanise your brand’s mission and create a deeper connection with your audience. For instance, instead of merely promoting sustainability, brands like Patagonia have built their world around fighting against fast fashion, rallying consumers who share their values.

So, as a founder-led business, it’s time to get off the balcony and into the trenches.

What will people learn about your brand when they engage with it on a more intimate level? What adversary are you battling, and how does that shape the world you’re building?

By embracing World Building, you’re not just creating a brand; you’re creating an entire world that consumers can explore, connect with, and ultimately, champion.

The future of branding is here, and it’s time to build your world.

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