Building An Irresistible Brand Identity: Lessons From Fourth Wing
Building an irresistible brand identity is as vital to your business as embracing your uniqueness is to the survival and success of your Squad at Basgiath.
Building an irresistible brand starts with you: knowing who you are, what you stand for and what makes your story unique and stand out. Knowing your Zone of Genius can help you get started creating your brand and services, but it goes even further than that.
Think about the riders and dragons in The Empyrean series. What makes them unforgettable? It’s not just their skills or strength—it’s their distinct personalities, their values, and the way they show up in the world. Each brings something different to the table, and they fit together into the perfect Iron Squad. Violet isn’t just another rider; she carves her own path, embracing her differences rather than trying to fit in. Xaden commands attention not just because of his power but because of his unwavering confidence, presence and purpose. Even the dragons, like Tairn and Andarna, have their own unmistakable presence, making them impossible to ignore.
The same applies to your brand. In a crowded digital space, standing out isn’t about being the loudest, the best, or even exactly like everyone else—it’s about being the most authentic. When you build a brand with a strong identity, you attract the right people, build trust, and create a lasting impact. Once you stop following the cookie-cutter strategies, messaging, and branding that everyone else has and simply show up as yourself, letting your uniqueness show, that’s when your brand truly becomes irresistible.
So, how do you create a brand that’s as unforgettable as a bonded dragon with its brilliant and unique rider? Let’s dive into the key lessons from The Empyrean series that will help you shape a powerful and distinct brand identity.
The Power Of Authenticity–Being True To Your Brand
Violet Sorrengail
Violet is a completely unique character in terms of fantasy heroines. She doesn’t have a choice but to show up authentically, exactly as she is, given her chronic illness. This hasn’t always been easy for her, but she has always succeeded the most when she set aside her insecurities and embraced who she was… despite the expectations placed on her. This is what makes Violet stand out.
She could have chosen to allow everyone to define who she was and what she was capable of, but instead, she created her own brand and took control of who she was and what she could do. Not ignoring her limitations but understanding them and creating new and innovative ways to show up despite them.
Your audience can see right through you. If you don’t show up authentically, your brand will always fall flat, and your audience will not buy it. It’s not that you have to bend to the will of the people, but when you don’t stay true to yourself and you create a brand that doesn’t align with who you are and what you want, success is harder.
Create a strong brand by taking control, breaking the rules, and showing up as true to you. Create an authentic and consistent message that resonates with your right-fit people. When you stay true to you and you create killer copy and branding, the people you attract will always be the right fit. Violet stays true to herself, and she forms bonds with her squadmates so strong, they literally follow her into certain death.
Actionable Advice: Staying True to Your Brand Values Amid Trends and Pressures
We live in a world where online marketing trends shift as fast as a rider dodging flaming breath and daggers on a battlefield against venin, it’s tempting to adapt your brand to whatever is currently popular. It can feel like you have to be like everyone else in order to be successful. If you make a brand just like theirs and follow all the big trends, you’ll have the same success as them. But just like Violet refuses to compromise who she is, your brand should stand firm in its identity, even when faced with outside pressures. Here’s how:
Define Your Core Brand Values—and Stick to Them
Just as dragons don’t bond with riders who don’t align with them, customers won’t connect with a brand that constantly changes its values. Define what your brand stands for—whether it’s authenticity, sustainability, innovation, empowerment or whatever you choose—and make sure every piece of content, product, and service aligns with those values.
Use Trends Strategically (Without Losing Your Brand’s Identity)
Jumping on trends can boost visibility for a hot minute, but only if they make sense for your brand. Ask yourself: Does this trend align with my brand’s message? If not, it’s okay to sit it out. If it does, put your own spin on it to stay consistent with your brand voice.
Stay Consistent Across Platforms
Whether you’re posting on Instagram, TikTok, or your website, your brand voice, visuals, and messaging should be easily recognizable. Think of how Xaden is always Xaden—intense, unwavering, and strategic—no matter who he’s dealing with (well, except with Violet behind closed doors, of course). Your brand should be just as consistent. If you’re not, your potential buyers will get confused, and a confused buyer doesn’t buy.
Prioritize Storytelling Over Hype
Short-lived trends fade, but compelling stories last. Instead of relying on flashy tactics to get attention, focus on telling stories that reflect your brand’s mission, journey, and values. Violet’s story is what makes readers root for her. They love how relatable she is, how hard she works to overcome her limitations, and they love rooting for the underdog. Your story is what will make customers connect with you. Pull out strategic pieces that can be used for your hero’s journey.
Listen to Your Audience, But Don’t Let Them Dictate Your Brand
Feedback is valuable, but not every opinion should lead to a brand shift. Just as leaders at Basgiath must make tough calls based on their vision (not just what others expect), you should filter feedback through the lens of your brand’s purpose. The best outcomes in battles have come when the squad leaders and wingleaders go with their gut and sometimes break the rules.
Set Boundaries with Trends and Competitors
Comparison can make you second-guess your brand’s direction. Just because another business is pivoting doesn’t mean you should, too. Stay grounded in your mission, and remember that long-term success comes from authenticity, not constant reinvention. If you constantly change, then you won’t be able to grow something. The Iron Squad is successful because it doesn’t bend to the whims of the other squads, and they instead focus on embracing and growing their own abilities.
By staying true to your brand identity, you’ll build a business that doesn’t just chase trends but becomes a brand that others look up to—just like the legends of Basgiath.
Embracing Strengths–Leverage Your Unique Traits
Xaden Riorson
Xaden is a big character. He shows up with unapologetic confidence in his abilities. He has finely honed his skills, and not only is he confident in himself, but he has made others confident in him, too. He shows up and constantly proves himself and his worth. He does this because he doesn’t try to be everything; he masters his unique traits and embraces his own strengths. He has spent time honing his craft, so he is a formidable opponent every time he steps on a battlefield.
Here’s the thing: Xaden knows his strengths and his signets. He uses the signets and other skills he possesses to ensure his success. He doesn’t look at other people’s signets and abilities and try to mimic them. He allows others to be in their lanes, and he stays in his lane, allowing him to rise above.
Businesses can take a lesson from him. We often see brands jumping on trends for marketing and their services. People see someone else having success and try to pivot to copy them. A virtual assistant who’s great at calendar management might see someone having success as a web designer and immediately declare that they’re a web designer. This can be problematic if that’s not a skill they possess and they don’t have an eye for it.
It works the same in marketing.
A business owner might see someone having success with a certain style of marketing and try to copy what they’re doing, expecting the same success. But, if that style doesn’t match their personality, their strengths, or their natural communication style, chances are they won’t experience the same success. The message will fall flat with their audience.
The best way to create an irresistible brand and stand out in your market is by recognizing and embracing your unique selling points. Markets are competitive, and people are critical. Take a lesson from everyone’s favourite shadow-wielding wingleader, and stay true to who you are. Embrace the talents that come naturally to you, and that will be the best way for your brand to experience success.
Actionable Advice: Identifying and Leveraging Your Brand’s Strengths
Just like Xaden Riorson knows exactly what makes him a force to be reckoned with—his leadership, battle instincts, and unwavering loyalty—your brand has unique strengths that set it apart. The key is to recognize those strengths and use them strategically to stand out in your market. Here’s how:
1. Identify What Makes Your Brand Unique
Every successful brand has a distinct edge. To find yours, ask yourself:
What do customers consistently praise about my business?
What problems do I solve better than anyone else?
What’s my brand’s personality and voice? (Think: Are you bold like Xaden, strategic like Violet, or nurturing like Andarna?)
What values define my brand?
What am I naturally drawn to in regular life?
This will help you pinpoint your Zone of Genius—the thing that makes your business unforgettable.
2. Lean Into Your Strengths in Your Messaging
Once you’ve identified what makes your brand unique, make sure it’s crystal clear in your content. If your strength is:
Resilience & Adaptability (Like Violet) – If you thrive on overcoming challenges and pushing through setbacks, share stories of perseverance. Show how you’ve adapted to industry changes, learned from failures, and kept moving forward despite obstacles.
Boldness & Confidence (Like Xaden) – If you stand out for your fearless approach, own it. Speak with authority, take a stand on industry topics, and be unapologetic about your unique perspective. Brands that exude confidence naturally attract loyal followers.
Strategic Thinking & Innovation (Like Tairn) – If your strength lies in being two steps ahead, highlight your ability to solve problems creatively. Show how your unique strategies, insights, or expertise make life easier for your audience.
Empathy & Connection (Like Andarna) – If your brand is all about nurturing relationships, lean into storytelling that fosters emotional connection. Share personal experiences, highlight customer transformations, and engage with your audience in a way that feels personal and meaningful.
Rebellion & Disruption (Like the Marked Ones) – If you challenge the status quo, make that a central part of your messaging. Call out industry myths, challenge traditional methods, and position yourself as the go-to brand for those who want to do things differently.
By amplifying these strengths in your content, you’re not just selling a product—you’re creating an irresistible brand identity that people connect with and remember.
3. Double Down on What’s Already Working
Look at your best-performing content, offers, or marketing strategies. What’s resonating most with your audience? Instead of constantly trying new things, refine and amplify what’s already getting results. If Xaden and the marked ones focused on their strengths instead of following traditional training methods, your brand should do the same.
4. Differentiate Yourself from Competitors
Standing out doesn’t mean being everything to everyone—it means owning what makes you different. Maybe your competitors focus on speed, but your brand is all about quality and attention to detail; make that known, show your differences and share why that’s important. Maybe they’re loud and flashy, while you offer a calm, trustworthy presence; share why that is beneficial. Lean into these differences instead of trying to blend in.
5. Adapt Without Losing Your Core Strengths
Challenges and changes (like algorithm shifts or new trends) will always come (and I’m not saying never change the way you do things), but strong brands adapt while staying true to what makes them special. Just like how Violet evolves as a rider without losing her strategic mind, your brand can grow while keeping its core identity intact.
By identifying and leveraging your strengths, you’ll build a brand that not only survives in a crowded market but dominates—just like the strongest riders at Basgiath.
Navigating Challenges–Evolving Your Brand Through Adversity
Dain Aetos
Dain had the biggest personal growth and story of overcoming obstacles (both external and internal). His resilience is the key to him becoming the person he was meant to be. He dealt with a father who lied and betrayed him, who manipulated him and his signet in order to harm others. He also had to overcome his obsession with being right, perfect, and always having to know what was best.
Overcoming challenges, admitting your mistakes, and being open to adapting and evolving is an important step in the growing-up process (remember, he’s only in his early 20s, so he still has a lot of growing up to do). Dain had to find himself (his true self) by working through everything that was pulling him back, including the expectations others put on him.
In the business world, this is no different. There will always be obstacles, and the best, most stand-out brands are the ones that can adapt to changes and grow from them. My brand and business are dramatically different from when I first started in 2018 (and that’s not even that many years ago). Brands that insist on staying the same over time are the ones that eventually become irrelevant.
Note: It’s not about jumping on every trend and changing your entire business and personality every season. It’s about keeping up with the times, adapting when necessary while still staying true to who you are and what you stand for.
Actionable Advice: Using Adversity to Strengthen Your Brand Identity
Every great rider at Basgiath is forged through challenges—facing adversity isn’t a setback; it’s a turning point. The same goes for your brand. When obstacles arise, you have two choices: let them break you or use them to refine your identity and make your business stronger. Here’s how to turn challenges into opportunities for growth:
1. Embrace the Hard Truths (Like Violet Accepting Her Own Limits)
When Violet entered Basgiath, she knew she wasn’t the strongest or the best fighter. Instead of fighting that reality, she leaned into her strengths—strategy, intelligence, and resilience—to survive.
Your brand should do the same. If a challenge exposes a weakness in your business (low engagement, weak messaging, an outdated offer), don’t ignore it—address it. Assess what’s not working, then refine your approach to align with your strengths.
2. Adapt and Innovate (Like Xaden and the Marked Ones Outsmarting Their Opponents)
Adversity forces creativity. When Xaden and the marked ones were pushed to the brink, they adapted, using unconventional strategies to win. Your brand should be just as flexible.
Pivot When Needed: If a marketing strategy isn’t working, tweak it. If an offer is losing traction, evolve it. The strongest brands don’t stay stuck—they adapt.
Anticipate Industry Shifts: Stay ahead of trends and be willing to experiment with new ideas while keeping your core identity intact.
3. Turn Setbacks into Storytelling Gold
Every obstacle you overcome is an opportunity to connect with your audience. Think about how Violet’s struggles made her more relatable and inspiring. Your brand’s hardships—whether it’s a failed launch, a rebrand, or a shift in direction—can become powerful stories that show resilience, growth, and authenticity.
Share lessons learned.
Show behind-the-scenes struggles.
Position challenges as stepping stones, not failures.
4. Stay True to Your Core Values (Even When It’s Hard)
Xaden could have taken the easy route and played by Basgiath’s rules, ignoring the hardships he knew were out there facing his people, but he stayed true to his mission. The same applies to your brand. When faced with pressure—whether it’s chasing trends, cutting corners, or compromising your values for quick success—remember what makes your brand your brand.
Know your non-negotiables. What will you never compromise on, no matter the circumstances?
Align every decision with your mission. If an opportunity doesn’t fit, let it go—even if it looks tempting.
5. Use Challenges as a Brand Differentiator
Violet, Xaden, and the Marked Ones stand out because they’ve faced more hardship than most—and thrived. Your struggles set you apart, too.
Did you start your business with limited resources?
Have you overcome a major roadblock that others in your niche struggle with?
Do you have an unconventional path that makes your perspective unique?
Lean into that. Highlight the obstacles that shaped your brand identity and use them as proof of your expertise, resilience, and value.
The Importance Of Visual Identity–Creating a Memorable Look
The Dragons
You know I couldn’t write a Fourth Wing inspired blog post and not mention the dragons. The dragons have distinct characteristics and traits that set them apart. The book frequently talks about the dragons’ colours and how that plays a role in their skills, talents and temperament. This is similar to how a brand’s identity should be unique and memorable.
The characters in the books can easily identify the different dragons in the sky. Even ones of the same colours. This is an advantage when they’re in battle as they’re able to find their squad mates as well as the enemies. When it comes to creating an irresistible brand, having your audience be able to recognize your brand in the busy online space is incredibly important. If you’re not memorable… Well, let’s just say, you’ll flop. If you’re just like everyone else, you’ll also flop.
The visual elements of your brand all play an important role in your overall brand’s success. It may seem like a trivial component, but I warn you not to hurry through this. Your logo, colours, schemes, web design and overall aesthetic can all either attract or repulse potential buyers.
Your logo should be clear, clean and easily recognizable. It should capture the heart of your brand and should attract your buyers. You also want to ensure it has some personality. There are a lot of very pretty logos, but the ones that do the best are the ones that are unique and showcase who you really are (just like the scales of each dragon).
Colours are all about psychology. Different colours elicit different emotions and hold different symbolic meaning. You’ll notice some colours complement each other really well, while others do not look good together. Just like the dragons’ colours play a role in their natural temperament, the colours you choose for your brand send a message to your audience. For example, dark, bold colours like black, navy and deep reds symbolize authority and luxury. Soft, airy tones like light blues, neutrals and pastel colours give off a sense of calmness, trust, and gentleness. Choose your colours wisely.
Your website and web presence also have an important role. Designs that are perceived as “cheap” or “messy” typically get passed up, while designs that are clean, sleek and easy to use tend to succeed. Everything you put online is being evaluated by the people who come across you. Thankfully, you won’t get burned alive by a dragon at Threshing if your website isn’t up to par, but you’ll probably have buyers turn away and go elsewhere.
Actionable Advice: Tips for Creating a Cohesive and Visually Appealing Brand Identity
Just like every dragon in the Empyrean Series has a striking, unmistakable presence, your brand’s visual identity should be cohesive, intentional and instantly recognizable. A scattered, inconsistent look weakens your brand—like a rider who hasn’t mastered their connection with their dragon. Here’s how to ensure your brand identity is as powerful and commanding as the legendary dragons of Basgiath.
1. Choose Colours That Evoke Emotion (Like a Dragon’s Scales)
A dragon’s scales aren’t just for show—they signal power, status, and personality. Your brand colours should do the same, creating an emotional connection with your audience. They are more likely to buy when they experience an emotion, while viewing your products and your colours play an important role in that.
Pick a primary colour that represents your brand’s core essence. Are you bold and fearless like Tairn? Consider deep, commanding shades like black or crimson. More rare and innovative like Andarna? Gold or soft pastels might be your signature.
Limit your palette to 3-5 complementary colours to keep your brand identity cohesive and professional.
Use your colours consistently across your website, social media, and marketing materials to make your brand instantly recognizable.
2. Design a Logo That Acts as Your Brand’s Crest
Just as bonded riders wear their signet marks with pride, your logo should be a symbol of your brand’s essence.
Keep it simple yet powerful. A strong, clean logo is easier to remember than something overly complex.
Make sure it reflects your brand’s personality. Are you elegant and refined? Edgy and disruptive? Your logo should communicate that without words.
Use a version of your logo everywhere—on your website, social media, email signature, and even as a watermark on content.
3. Create a Website That Commands Attention (Like a Dragon in the Sky)
Your website is the heart of your brand’s visual presence. If it’s cluttered, confusing, or outdated, visitors will leave before getting to know you. If the design seems immature or childish (unless your brand involves children), your buyers might get turned away. Do a little bit of market research and really think of your audience when deciding on your design.
Stick to your brand’s colours, fonts and aesthetic. Your website should be a seamless extension of your brand identity.
Prioritize readability and navigation. Make it easy for visitors to find what they need—just as a rider needs to trust their dragon in battle.
Use high-quality visuals and consistent styling. Low-quality graphics weaken your credibility, just as an untrained rider is easy to spot.
4. Stay Consistent Across All Platforms (Like a Well-Trained Bonded Pair)
Your brand should be as instantly recognizable as a dragon in the sky. Whether someone sees your Instagram post, website or email, they should know immediately that it’s yours.
Use the same colour scheme, fonts and logo placement everywhere.
Create branded templates for social media graphics and marketing materials to ensure a cohesive look.
Ensure your tone and messaging align with your visuals. If your visuals are fierce and bold, but your brand voice is soft and nurturing, there’s a disconnect.
5. Adapt Without Losing Your Core Identity (Like a Rider Growing Into Their Power)
Even dragons evolve—just as Andarna grows and changes, your brand can too. But no matter how much you adapt, your core identity should remain intact. Make sure you know and stand firm in your values, your mission and the impact you want to leave in the world.
Refresh your branding when necessary, but keep key recognizable elements.
Stay true to your brand values, even when experimenting with trends.
Ensure every change enhances your brand rather than confuses your audience.
Building a Strong Connection–Engaging Your Audience
Tairn
Tairn is an important character in the series. Like really, the biggest, baddest, scariest looking dragon chooses the “weakest” looking rider. We all love a great underdog story (remember that when you’re writing your copy, wink, wink). The thing that draws us in the most is Tairns's loyalty to his riders and the deep connection he forms with them. He is selective because of this loyalty. He barely recovered from losing his first rider, and he has stated that when Violet goes, he goes. Tairn is a great example of the importance of building strong, authentic relationships with your audience and people in your industry.
The heart of social media was to bring people together and create connections. In other words, to be social. So your audience is coming to social media to find connection. They’re probably not scoping Instagram and TikTok just to find something to buy (maybe they are, but that’s not common). So, even if you use social media to promote your products and services, it’s always important to create content from a place of building connection. Even if it’s a sales post, make sure connection is built into it.
One of the best ways to build a connection with your audience is through Storytelling. While it may not seem like a super important skill to learn (I mean, come on, there are so many skills you need as an online entrepreneur), the way to create an irresistible and recognizable brand identity is to find a way to stand out. Your stories and the stories of the clients you have worked with are what makes you different. You might sell something similar to someone else, but no one is like you. No one has the same stories, thoughts, beliefs and values, or sees the world like you. Use this.
Think about Tairn and Andarana. When Andarna becomes a teenager, she gives herself black scales so she can look just like him. But it’s often mentioned that it’s not quite the same. Tairn and Andarna are unique in their own way. Their backgrounds, stories, and personalities shine through. They each develop a strong connection with Violet, but neither connection is the same. Use your own uniqueness to form a strong connection with your community and engage your audience.
Actionable Advice: Tips for Building an Engaged Community Around Your Brand, Fostering Relationships, and Gaining Trust
Tairn isn’t just a dragon—he’s a force. Commanding, loyal and deeply connected to those he chooses to bond with. His strength isn’t just in his power but in the trust and respect he commands. That’s exactly how a brand should build its community—through unwavering authenticity, strong leadership, and deep relationships.
Here’s how you can cultivate a loyal and engaged community like Tairn:
1. Lead with Strength and Integrity
Tairn doesn’t follow trends or try to impress anyone—he knows who he is, and others respect him for it. Your brand should do the same. Show up as the unshakeable version of yourself. You don’t need to change who you are for the internet.
Stay true to your brand values no matter what’s trending. A strong, consistent brand identity attracts the right audience.
Be a leader in your niche. Share valuable insights, take a stand on important topics, and don’t be afraid to show your expertise.
Consistency builds trust. Whether it’s your messaging, content schedule, or interactions, showing up consistently reassures your audience that you’re reliable.
2. Prioritize Meaningful Engagement Over Numbers
Tairn doesn’t waste energy on meaningless chatter—when he speaks, it matters. Your brand should focus on quality engagement rather than chasing vanity metrics.
Respond to comments, DMs, and emails personally (not everything should be automated). Treat your audience like a bonded partner, not just a follower count.
Encourage discussions and conversations. Ask thought-provoking questions, reply with substance, and make your audience feel heard.
Showcase your community. Feature testimonials, user-generated content, and success stories to make your audience feel valued and involved.
3. Build a Space Where People Feel Safe and Connected
Tairn is fiercely protective of those he bonds with—your brand should create a space where your audience feels seen, supported and safe to engage. The internet can be a daunting and unsafe space for many. A lot of people scour the internet for a place where they feel safe. Create that space; invite them in. If they feel safe around you, they’ll buy.
Create exclusive spaces for deeper connections. Whether it’s a private Facebook group, Discord community or email list, give your audience a place to connect with you and each other.
Set clear community values. Whether it’s inclusivity, empowerment or knowledge-sharing, make sure your audience knows what your brand stands for.
Encourage interaction between community members. A strong brand community isn’t just about you—it’s about the relationships your audience builds with each other.
4. Speak with Confidence, But Listen Intently
Tairn doesn’t just command attention—he listens, strategizes and acts with wisdom. The strongest communities are built on two-way conversations, not just broadcasts. Your audience has a voice, and you can learn a lot from them. Give them the space to do so.
Ask for feedback and act on it. Show your audience that their opinions matter.
Adapt to their needs while staying true to your brand. If you notice common struggles or questions, create content or products that directly address them.
Be human. Share behind-the-scenes moments, lessons learned, and personal experiences to deepen the connection.
Just like the strongest dragons at Basgiath, an irresistible brand isn’t built overnight—it’s forged through clarity, consistency and the courage to stand out. Your brand should be as distinct and unforgettable as Tairn’s powerful presence, Andarna’s quiet but undeniable impact, Violet’s authenticity and Xaden’s strong and authoritative presence.
Building a brand identity isn’t just about colours and logos; it’s about the emotions you evoke, the trust you build, and the way people feel when they interact with you. It’s about embracing your unique strengths, staying true to your values even under pressure and fostering a loyal community that believes in your mission.
Like the riders who make it through Basgiath, the brands that endure are the ones that refuse to blend in. The ones that own their story, lean into their authenticity, and create something that people can’t help but rally behind.
So ask yourself—how will you make your brand as unforgettable as a bonded dragon and its rider? Because when you get it right, you won’t just be another business in the crowd. You’ll be a force to be reckoned with.
