Nobody sets out to build a bad franchise. Warner Bros didn’t wake up one morning and say, “Hey, let’s run the DC universe into the ground!” But man, did they manage it anyway. Compare that to how Marvel built their universe, piece by piece, story by story, each part adding to the whole instead of diluting it.
That’s what we’re talking about today – how to expand your brand universe without losing its soul in the process.
The Art of Expansion
Most brands approach expansion like they’re playing Monopoly – just buy up more properties and slap your logo on them. But real expansion isn’t about territory; it’s about depth. Each new addition should make your universe richer, not just bigger.
Look at how Apple expanded from computers to music to phones to watches. Each move made sense within their universe of beautiful, user-friendly technology that just works. They didn’t just add products; they added dimensions to their story.
But then look at how Coca-Cola tried to expand into clothing in the ’80s. Sure, they had the brand recognition. Sure, they had the cash. But clothing didn’t make their universe richer – it just made it more confusing. Not every expansion makes your universe better.
The Laws of Sub-World Physics
When you build sub-worlds, they need to follow the same fundamental laws as your main universe, but with their own local variations. Think about how each Marvel character has their own distinct world, but they all feel undeniably Marvel.
Virgin figured this out. Whether it’s airlines, records, or hotels, each Virgin business has its own flavor while maintaining that core Virgin DNA of cheeky disruption. The gravity might feel different in each sub-world, but it’s still gravity.
The tricky part? Knowing what to keep consistent and what to let vary. Too much consistency and your sub-worlds feel like cheap copies. Too much variation and they feel disconnected. You’re looking for that sweet spot where each sub-world feels distinct but related.
Building Without Diluting
Ever notice how some brands get weaker with each expansion while others get stronger? The difference isn’t in the speed of expansion – it’s in the integrity of each addition.
Nike’s expansion into different sports categories worked because each one added authentic value to their universe. Each sub-world – running, basketball, soccer – has its own culture, its own heroes, its own stories. But they all serve the core Nike mission of pushing human potential.
And then there’s Pierre Cardin, who licensed their name to everything from perfume to baseball caps until the brand meant nothing at all. They expanded their reach but destroyed their meaning in the process.
The Connection Points
Here’s where most brands screw up expansion: they focus on the new worlds they’re building without thinking enough about how these worlds connect. Good sub-worlds shouldn’t just connect to the main brand – they should connect to each other in ways that make sense.
Disney+ nails this. Their Marvel shows connect to their movies, which connect to their theme park experiences, which connect to their merchandise. Each piece makes the others more valuable. Each sub-world adds context to the others.
When to Expand, When to Focus
Not every brand needs sub-worlds. Sometimes the most powerful thing you can do is go deeper instead of wider. Rolex doesn’t need to make phones. They don’t need a clothing line. They don’t need branded hotels. They need to keep making the best damn watches in the world.
The question isn’t “Can we expand?” It’s “Should we expand?” And more importantly, “Will this expansion make our universe richer or just bigger?”
The Reality Check
Before you build any sub-world, ask yourself:
- Does this make our story richer?
- Does this serve our core purpose?
- Can we do this authentically?
- Will this strengthen or weaken our universe?
If you’re hesitating on any of these, stop. Weak sub-worlds don’t just fail on their own – they damage your entire universe.
The Time Factor
Good sub-worlds need time to develop. You can’t rush them any more than you can rush a good story. Each one needs to find its own rhythm, its own voice, its own place in your universe.
Look at how Amazon expanded. They didn’t try to do everything at once. They mastered books before moving to general retail. Mastered retail before moving to cloud services. Each expansion had time to root properly before the next one began.
Growing Pains
When you build sub-worlds, things will go wrong. Count on it. The question isn’t whether you’ll hit problems – it’s how you handle them. Do you cut and run? Double down? Pivot?
The best brands treat expansion problems like plot twists, not failures. They learn, adapt, and keep building. Because that’s what good world-builders do.
Here’s the truth about creating sub-worlds: it’s not about how many you can build. It’s about how many you can build well. How many can truly add to your story instead of just extending your reach.
Build sub-worlds that make your universe richer.
Build sub-worlds that your core audience wants to explore.
Build sub-worlds that make sense not just on a spreadsheet, but in the heart of your brand.
Because in the end, the goal isn’t to build an empire. It’s to build a universe where each piece makes every other piece more meaningful.
That’s how you expand without exploding.
