your competition isn't using this
Brought to you by The Art Of Positioning Podcast
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Some TikTokers are convinced that if you play a certain frequency of whale sounds during your shower, you could astral project into another dimension.
Some claim to see stars. Others claim to see steam.
We’re not here to debate whether intergalactic travel is possible from your bathroom, but it is proof of one thing:
People are desperate to escape.
Whether it’s via bath bombs or bizarre soundtracks, we’re all looking for a portal out of the ordinary.
Think about why you binge-watch Netflix, get hooked on fantasy series like Game of Thrones, or games like Dungeons & Dragons.
It's not just entertainment; it's a way to break free from boring routines.
But escapism isn't just for the fun of it.
Smart brands are tapping into this deep-seated human desire to craft immersive experiences, making their products and services feel like an entrance to a new world rather than just another business transaction.
Today, we’ll dive into how you can build a brand around your service business that clients don’t just buy from but actively escape into.
We’ll break down:
✔️ Why escapism works in marketing and brand building
✔️ How to create a “world” around your brand that extends beyond a logo or tagline
✔️ How each department (marketing, sales, customer service, and HR) can infuse escapism into their strategy
Keep reading to learn how your brand can be that portal—and why escapism might just be your most underrated tactic.
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We all crave escape.
Life is stressful. The economy is a mess, we're one matchstick away from war, our inboxes are more unmanageable by the day, and somehow, we’re all expected to hydrate, exercise, and keep up with 37 different streaming services. This is not the adulting I signed up for - long sigh.
📸: GIPHY
People aren’t just buying your product. They could be buying relief from the monotony of life - an escape.
But you don’t have to sell a fantasy world to leverage escapism in your brand strategy.
You can make it a way of life just like you don’t just consume your favorite book or TV show; you live in it.
You speak their language, reference their inside jokes, and feel a sense of belonging.
Now, imagine if your business could create that same feeling.
Big brands already do this.
Duolingo’s green owl doesn't just teach languages; it bullies you into practicing.
Red Bull doesn’t just sell an energy drink; it sells an adrenaline-fueled lifestyle.
Harley-Davidson isn’t just motorcycles; it’s rebellion on two wheels.
The best brands, whether in entertainment, fashion, or high-ticket services, win by giving their audience something to escape into, even if it is just momentary.
All through crafting a brand experience that makes clients feel like they’re entering a new reality where their problems are solved and their future self already exists.
If your service business feels forgettable, transactional, or just another option in a sea of competitors, you’re not giving clients anything to latch onto emotionally. They need to see themselves in your brand’s world, but where do you even start?
Badass Tip
🦘 Marketing
Create narratives and cliffhangers in your content to draw the audience into the brand's world (yep, you’re going to want to build out a world from start to finish of your buyer journey even before they meet cha) and foster anticipation for future interactions. Think about how Duolingo turns language learning into a game or how brands like Liquid Death build a cult-like community around their product.
What this looks like in practice:
Stick with your unique brand voice and personality. Is it sleek and sophisticated like George Clooney’s Nespresso or intense and in your face like Duolingo. This will give your content direction.
Launch a series (video, podcast, or written) dramatizing real-life cases, leaving each “episode” on a cliffhanger to keep viewers coming back. Where in the next episode, it closes that off or part of that off and continues with this same style.
Develop a clear enemy—something your brand stands against. (Example: HubSpot leans into memes that mock outdated marketing tactics.)
🦘 Sales and customer service
Identify and address the specific, day-to-day frustrations ("the enemy") of potential clients during their interactions to build rapport and position the brand as the solution.
Instead of directly pitching, ask open-ended questions early in client conversations.
Develop easily accessible and searchable documentation (FAQs, tutorials, troubleshooting guides) that directly addresses common pain points and give the tools to users to resolve issues themselves.
Don’t always wait on clients to come to you (reactive support). Be proactive. Consistently send support materials, including actionable tips and best practices, to help them avoid common pitfalls related to the "enemy".
🦘 HR
As boring as it may sound, if you ask me what my number 1 tip is, I’d say getting the entire team on board with that specific world idea.
What it looks like in practice:
Organize team meetings or dedicated sessions focused on identifying internal inefficiencies or customer pain points that align with the "enemy" and identify one key internal process or customer touchpoint that could better address the "enemy."
Discuss with the team what facing this looks like in each of the departments and roles.
📝 While your service might not involve interdimensional travel from the bathroom, understanding that fundamental human desire for escape is key.
Strategically weaving elements of that longed-for "portal out" into your brand experience helps transform mere clients into deeply engaged fans who don't just need your services but actively want to be a part of what you create.
