Let's talk about world-building.

Let's talk about world-building. And before you say, yeah, like my brand has an aesthetic, I'm building a world, no. This is different and very few brands are actually doing this. And I'll tell you what it is, what sets it apart, who's doing it, maybe how you can do it too. Now, the difference between mood boarding and world-building is that if you're pulling aesthetics from Pinterest for your brand, you are mood boarding. If you are building a world, you're not able to pull from Pinterest because what you're creating doesn't exist yet. So you might be pulling a color from nature that's never been used for a brand before. You're using a vintage linen as inspiration for a packaging detail that you're going to send out. It's pulling together real world, maybe vintage things that don't normally go in the way that you're sorting them, starting to build a world that has every single touchpoint thought of so that your customer is completely immersed in your brand when they make contact with you. For example, if you go to a brand's website and it's kind of pretty, you order something, you get a normal looking brown package, you open it, there's your product. That's great, but that's baseline. If you're in a brand that's world-building, the website won't even feel like it's selling you something. You'll order something, you'll receive a celebrity level PR package. The original person to build a world for their brand was Ralph Lauren. The next person to do it was Emily Weiss with Glossier and she was the first person to really name it and strategize behind it. Right now, two brands that are doing it very clearly are Crown Affair and Dairyboy. I think what these brands have in common is a very, very, very tasteful founder with a really vigilant point of view. They really know how to define what is in their world and what isn't. And that's not something you can really delegate or just like hire a brand person for because this has to come from inception with your brand. Your why, your story, everything has to tie back to this entire world that you're building and it's not something that you can just communicate in an email marketing blast. This is something that we think about all the time with Homebody. What touchpoints we can add to, where we can break the mold further, where we can do something different than other fitness studios. And I think it's really interesting for all brands to really think of, especially as it comes to not just like recycling what's out there and instead, really building something completely different that your customers will feel loyalty to. So, build a world, invite your customers into it, and then give them a reason to stay.