Why every brand should embrace “World Building”

Welcome to today's edition! Buckle up because today we're diving into two hot topics 🔥 that'll reshape your brand game: world building and future-proofing your social media strategy.

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^{BRAND MARKETING}

Why every brand should embrace “World Building”

In today's fiercely competitive market, standing out goes beyond offering a great product or service. It requires an engaging and immersive brand experience that connects with consumers on a deeper level. Enter "World Building" – a game-changing strategy that creates a rich, captivating brand universe. Luxury fashion brand Jacquemus is a master of this, crafting a unique, enchanting world that resonates deeply with a high-brow audience.

But here’s the exciting part: you don’t need to be Jacquemus or a luxury brand to dive into world building. Any brand, regardless of budget, can create a memorable and impactful presence. Let's explore how you can start world building today.

1. Craft a desirable and entertaining brand narrative

At the core of world building is a compelling brand narrative. Jacquemus excels by transporting consumers to a dreamy, idyllic Provence filled with warmth, color, and whimsy. This story isn’t just a backdrop; it’s integral to the brand’s identity, infused into every collection and campaign.

How to create your own brand narrative:

• Define your story: Your narrative should evoke emotions, spark curiosity, and offer a sense of belonging.

• Incorporate characters and symbols: Just like a captivating novel, include memorable characters, symbols, and motifs consistently across platforms.

• Set the mood: Establish a mood that aligns with your brand values and appeals to your audience, reflected in your visuals and language.

2. Develop a recognizable aesthetic

A strong, recognizable aesthetic is vital for contextualizing your brand narrative. Jacquemus’s sun-soaked imagery and vibrant colors are unmistakable, making the brand instantly recognizable.

How to create your own brand aesthetic:

• Visual consistency: Ensure your visual elements—color palette, typography, imagery—are consistent across all platforms.

• Align with your narrative: Your aesthetic should enhance and reflect your brand story. For example, a brand focused on sustainability might use earthy tones and natural textures.

• Be unique: Your aesthetic should stand out, making your brand instantly identifiable.

3. Communicate clear brand promises

Translate your narrative into clear, compelling brand promises. This is where you define what your brand stands for and why consumers should care.

How to define and promote your brand promises:

• Identify core values: Pinpoint the fundamental beliefs and values that drive your brand.

• Deliver meaningful messages: Ensure your brand promises are relevant and meaningful to your audience, showing how your brand benefits them.

• Consistent communication: Make sure your promises are clearly communicated across all touchpoints, from your website to social media and customer service.

World building can significantly enhance your brand's appeal and connection with consumers. By crafting an entertaining brand narrative, developing a recognizable aesthetic, and communicating clear brand promises, you can create a captivating brand world that stands out. Jacquemus's success is a testament to the power of world building. Embrace this strategy, and watch your brand flourish in ways you never imagined.

^SOCIALS

TikTok trouble? How CAKES Body is future-proofing its brand

CAKES body, a rising star in the DTC world with its self-adhesive silicone nipple covers, has ridden the wave of TikTok virality to impressive success. But with a potential TikTok ban on the horizon and increasing content moderation woes, CAKES is switching up its strategy to safeguard its future.

Riding the TikTok wave: Since its launch in early 2022, CAKES body has thrived on TikTok, attracting a loyal following and expanding its product line to include bralettes and innovative “boob solutions.” However, co-founders Taylor Capuano and Casey Capuano Sarai aren’t putting all their eggs in one basket. They’re using TikTok as a testing ground to identify the best content for other platforms like YouTube and Meta’s apps.

@cakesbody

Diversifying for stability: In 2023, CAKES built a strong paid media presence on Facebook and Instagram. Now, they're balancing efforts between Meta, YouTube, and YouTube Shorts while using TikTok to boost brand awareness. This multi-channel approach ensures they can keep growing, even if TikTok gets banned.

The TikTok advantage and challenge: TikTok has been a game-changer for CAKES, driving $1 million in revenue during its first year. However, relying on virality isn't sustainable. Plus, content censorship on TikTok has been a significant hurdle, with videos often flagged and taken down despite following guidelines. In contrast, Meta platforms have been less stringent, allowing for smoother marketing.

A strategic shift: Now, CAKES uses TikTok to test content before investing in paid ads on Meta. By tracking which TikTok posts garner views and drive sales, they’ve honed a more efficient ad spend strategy. TikTok remains an organic channel, but only 20% of their paid media budget goes there; the bulk is reserved for Meta.

Exploring new frontiers with YouTube: YouTube is the next big thing for CAKES. With plans to roll out longer-form content and sell products via YouTube livestreams, CAKES aims to reach $50 million in revenue this year. Their YouTube strategy mirrors their TikTok success, focusing on user-generated, shoppable content.

Looking ahead: With around 1 million customers, up from 300,000 last year, CAKES is focused on channel diversification to protect against the unpredictability of any single platform. This proactive approach is setting them up for sustained growth and stability in a volatile digital landscape.

CAKES body’s strategic diversification is a masterclass in future-proofing a brand. By leveraging TikTok for content testing, maximizing Meta’s advertising power, and exploring YouTube’s potential, CAKES is ensuring they stay ahead, no matter what happens to TikTok. This is how you de-risk and dominate in the DTC world.