What Exactly is a Brand Universe?
Brand Escapism:
- Glossier isn’t just selling skincare and makeup; they're selling an attitude, a vibe, an energy - A WAY OF LIFE. It’s that feeling of treating yourself to a little luxury every day, whether it’s a swipe of Boy Brow or a spritz of their fragrance. Their social strategy is bomb.com - always bringing aspirational vibes that make you w... See more
- Glossier isn’t just selling skincare and makeup; they're selling an attitude, a vibe, an energy - A WAY OF LIFE. It’s that feeling of treating yourself to a little luxury every day, whether it’s a swipe of Boy Brow or a spritz of their fragrance. Their social strategy is bomb.com - always bringing aspirational vibes that make you w... See more
Grace Garrick • What Exactly is a Brand Universe?
way of life, way of life, way of life.
Collabs:
- Teamwork makes the dreamwork and Glossier very much heroes this in their brand universe strategy. Glossier isn’t afraid to mix it up. They’ve worked up collabs with artists and brands that are as fresh and fun as their products. Do you remember their limited edition sets with cool artists or the hype around their pop-up shops? It’s all ab... See more
- Teamwork makes the dreamwork and Glossier very much heroes this in their brand universe strategy. Glossier isn’t afraid to mix it up. They’ve worked up collabs with artists and brands that are as fresh and fun as their products. Do you remember their limited edition sets with cool artists or the hype around their pop-up shops? It’s all ab... See more
Grace Garrick • What Exactly is a Brand Universe?
Collaboration over competition (coopetition) - make other similar brands and creators feel a part of your same world.
How to Build Your Brand Universe
So with all of this in mind, are you ready to create and amplify your brand's universe?
Here are a few of my tips to get you started:
Define Your Brand Story: What's your mission? What values do you stand for? Your brand story should resonate with your audience and set the stage for your universe.
Consistency is Key: Ke... See more
So with all of this in mind, are you ready to create and amplify your brand's universe?
Here are a few of my tips to get you started:
Define Your Brand Story: What's your mission? What values do you stand for? Your brand story should resonate with your audience and set the stage for your universe.
Consistency is Key: Ke... See more
Grace Garrick • What Exactly is a Brand Universe?
Your product could be the most effective or highest quality offering on the market but if your vibe is kind of ratchet, then who is even going to pay attention? The typical process to purchase has been completely flipped on its head with advocacy becoming one of the first things that draws consumers to a brand... so what is your vibe and personalit... See more
Grace Garrick • What Exactly is a Brand Universe?
People remember how you made them feel more than anything. Your unique vibe, vision, and values, those are the very things that connect people together.
Ever wondered how some brands manage to sweep you off your feet and into their own little universe? It’s not just about selling products anymore - it’s about creating a world you can’t help but dive into, get lost in, and totally fall for and the best brands do it so well; Glossier, Heinz, Rhode, Gisou and Erewhon to name a few…
Grace Garrick • What Exactly is a Brand Universe?
Take a look at brands like Glossier, Disney, Jacquemus or even our favourite coffee joint, Starbucks. They've mastered the art of creating a world that extends beyond their products. Glossier isn't just about skincare and makeup - it's about self-expression and natural beauty. Disney isn't just about movies - it's about magic and wonder. Jacquemus ... See more
Grace Garrick • What Exactly is a Brand Universe?
Don’t just build a service, product, or offer, build an immersive experience that people want to come back to over and over again.
This is world-building.
Tone of Voice & witty copy:
- Glossier speaks your language, literally. Their tone is more BFF than brand. More that you are talking to your bestie than being sold too. They nail that sweet spot between playful and empowering, making you feel like you're in on a beauty secret with your coolest friend. Like IYKYK (that means: if you know you know). I... See more
- Glossier speaks your language, literally. Their tone is more BFF than brand. More that you are talking to your bestie than being sold too. They nail that sweet spot between playful and empowering, making you feel like you're in on a beauty secret with your coolest friend. Like IYKYK (that means: if you know you know). I... See more
Grace Garrick • What Exactly is a Brand Universe?
know your customer so good that you know how to write and speak to them in such a way that resonates and impacts them - precise, clear and empowering copy is everything.
When we build an epic brand universe, it's not just about pushing products, it's about getting people talking and spreading the word. Everyone loves to share their experiences, whether we are recommending our finds to friends or sharing their cool campaigns online. It's like being part of a cool club where we all vibe with what we stand for and why... See more
Grace Garrick • What Exactly is a Brand Universe?
World-building is an act of participation, whether you are participating or your audience/customers is participating, there is a unified vision or aspiration that you both are sharing and pursuing.
It isn’t just about creating content that just “delivers,” but content that INCLUDES - inclusiveness is everything when creating a space, a community, a world that people feel good in being in and buying from.
Think about it like this: when you hear the name of your favourite brand, what comes to mind? It's not just the product - it's a feeling, a story, a whole vibe that you connect with on a personal level.
Look at Jacquemus…. I mean. Enough said. The product isn’t the best. It’s the comms, the branding and personality are what draw you in to even consi... See more
Look at Jacquemus…. I mean. Enough said. The product isn’t the best. It’s the comms, the branding and personality are what draw you in to even consi... See more