From Transactions to Tribes: Brands need to build Brand Universes
Constructing brand universes has become imperative in a landscape where consumers seek more than products; they crave a sense of belonging and shared values.
This shift in consumer behavior mirrors a deeper psychological need for affiliation, particularly evident among Millennials and Gen Z. As they are inundated with choices, and products have become more than just functional items; they are expressions of one’s identity. Psychology suggests that this need for affiliation is deeply rooted in the human psyche. Brands that cultivate communities provide exclusivity and connection beyond transactions.
A brand universe, defined as a holistic ecosystem encapsulating values, experiences, and lifestyle, forms the narrative that extends across touchpoints for a cohesive consumer experience.
A case in point is Goop, founded by Gwyneth Paltrow, evolving from a lifestyle newsletter to a holistic lifestyle and wellness brand. Goop’s universe extends beyond products with diverse brand extensions like Goop Sex, Goop Men, and Goop Health. Through a content-driven strategy, diverse product offerings, wellness experiences, and digital community engagement, Goop has positioned itself as a lifestyle authority. Innovative collaborations amplify its reach, embracing controversial topics authentically.
Brands with Successful Universes:
Nike: Beyond athletic wear, Nike’s universe includes digital communities (Nike+), experimental retail (House of Nike), events, and collaborations.
Chanel: Renowned for timeless elegance, Chanel’s universe extends to collaborations in art and literature, iconic beauty products, consistent design elements, and immersive fashion shows.
Lululemon: Transitioning beyond activewear, Lululemon’s universe is marked by community engagement, exclusive events, and a holistic focus on health and mindfulness.
Brand Universe for Personal Brands
This concept of brand universes is equally applicable to personal branding. Beyond a mere collection of skills or accomplishments, a personal brand universe involves the deliberate curation of a comprehensive narrative that encapsulates one’s values, experiences, and aspirations.
Marie Forleo, a renowned entrepreneur and motivational speaker, serves as an exemplar in the creation of a dynamic personal brand universe. Her multifaceted approach includes the production of motivational content across various platforms, the establishment of B-School as a hub for aspiring entrepreneurs, and active engagement in live events, fostering a sense of community. With a bestselling book, “Everything is Figureoutable,” Forleo not only reinforces her personal brand but also establishes herself as a thought leader in the realm of personal development.
Impact that Brands can have through Brand Universe
These brand universes play a pivotal role in shaping societies and cultures, becoming cultural influencers that set trends and contribute positively to societal norms. The impact extends beyond commerce, fostering an interconnected and values-driven world, akin to Nike’s establishment of the culture of running. In conclusion, the evolution from product-centric to community-centric brand relationships signifies a deeper understanding of human needs, contributing to a more interconnected and values-driven global landscape.
