Building a Brand Universe: How to Build a Social Media Strategy for “Boring” Brands.

If you’re in the custom car business, the luxury watch business, or the fashion / sneaker business, then it’s not hard to create social media content that people want to watch. Show off the cool car, or expensive watch, and the latest fashion trends and watch people flock to your channel.

But for so many of us (me included), we’re in “boring categories”. How do we sell our products and services where people aren’t necessarily gravitated toward them?

For this, I like to build a brand universe. It’s essentially creating adjacent lanes that run alongside your brand, but not entirely on your brand.

What is a Brand Universe?

There’s a concept I like to use when advising clients on how to approach their social media, especially if those clients are in “boring” categories such as law, dentistry, software, etc.

I call it building a 𝐁𝐫𝐚𝐧𝐝 𝐔𝐧𝐢𝐯𝐞𝐫𝐬𝐞.

Think of your product as the sun.

Now, what are all the adjacent topics that orbit your product?

The idea is that you don’t want to just make videos directly promoting your product. Nobody wants to watch that.

Instead, you want to find those related themes that will be of interest and add value to your target consumer.

For instance:

👉 If you have a supplement business, you could make videos on health, diet, working out, running, etc.

👉 If you have a hair care brand, you can talk about fashion, watches, hair styles and trends.

👉 If you have a law firm, you could talk about business tips for entrepreneurs, negotiation hacks, breaking down pop culture legal cases, “Know your rights” guides (landlords, employees, consumers).

👉 If you are selling B2B software, you can talk about industry trends (AI, automation, remote work), productivity hacks, time management frameworks, business philosophy, or startup advice…

You could have a successful channel without ever directly selling your product or service.

Once you have established enough trust with your audience, then you can find ways to monetize or convert them.