Metaverse Branding and Design Strategies to Focus On
The Metaverse is here, and it doesn’t seem like anyone is turning back.
Do you remember the simpler times when having a website was optional, social media was just for kids, and mobile apps were all novelties? (Tilts mobile to pretend you’re drinking milk… cool!)
It’s a digital world constructed in space, where 3D graphics and colours spin and follow you. Customers are here, and they all experience the narrative you give them.
Interactions with them aren’t quantified in clicks or calls but in activations.
The Metaverse was designed to be the fourth dimension of branding, and at least today, it’s a gold rush for brands to jump aboard.
But the rules are very different.
What worked in our 2D digital worlds of websites and social media is… flat like a paper map in a spaceship – challenging to navigate in a 3D space.
In this new world, branding isn’t about what you say. It’s more about what you make. What you let people interact with digitally.
We need to reconsider every element of branding and marketing for this. We aren’t just building a brand in the Metaverse; we are building a universe.
Are you ready for the new normal? Let’s look at some Metaverse branding and marketing strategies that could make a difference.
Why Should You Care About Metaverse Branding?
You have your Oculus or Meta Quest on; you’re plugged in.
Walking down the virtual street, your avatar is decked in the latest fashion. And suddenly, a brand catches your eye.
It’s your favourite brand, but not like you’ve seen it before. Welcome to branding in the Metaverse.
As a business (brand) owner, why should you care?
- In 2023, the Metaverse industry is worth around $86 billion. But it’s predicted to be 10x to $800 billion by 2031.
- As of today (August 2024), 17% of US adults use the Metaverse, and 40% of adults are ‘interested’ in getting involved.
- Brands like Nike, Louis Vuitton, Gucci, Microsoft, and Google are already making waves in their virtual worlds.
You could ignore these statistics, but why would you want to? Does your Nokia 3310 work well in this 5G world already?
Understanding the Metaverse Landscape
Let's get our bearings before jumping into some of these branding strategies.
The Metaverse isn’t a single ‘place’ – it’s more a collection of virtual spaces, each with its own rules, vibe and opportunities.
Popular Metaverse Platforms
- Decentraland: This is a 3D virtual world where users buy (and own) plots of digital land. Think NFTs and fashion.
- The Sandbox: A 2D gaming platform where users can build, own and monetise their gaming experience.
- Roblox: Huge with kids, it’s a platform that hosts millions of user-generated games.
- Fortnite: No longer just ‘a game’, they have developed a virtual social space with concerts and events.
- Meta Horizon Worlds: This is Facebook’s (Meta’s) big bet on the Metaverse future.
There’s a lot more than that, but you should be able to see the massive potential for brands to get on. Remember that success in one doesn’t mean success in another – it’s like trying to push your TikTok marketing strategy onto a LinkedIn audience.
Crafting Your Metaverse Brand Identity
Your metaverse branding isn’t a direct clone of your real-world brand identity. It’s more of an opportunity to reimagine your brand in a digital world, free from physical elements.
Translating Your Brand Values
How do you take your intangible brand values and make them visible in a virtual environment?
It’s not as simple as slapping your logo on a virtual banner.
You have to create experiences that embody what your brand stands for!
We can take Nike as an example. In real life, they push the boundaries to achieve the impossible.
In the Metaverse, they’ve created a world – Nikeland – in Roblox, where users can compete in sports minigames. This isn’t just a ‘game’ – it’s the virtual embodiment of Nike’s brand ethos.
Designing Your Virtual Presence
Your brand can take any form in the Metaverse. It could be a floating, talking logo, an animated brand mascot or even an entire virtual world. The key here is to create something that aligns with and digitally expresses your brand identity.
Just think about this:
- If your brand was a building, what kind of form would it take?
- How would people interact with your brand in a 3D space?
- What sounds or music would people associate with your brand in the metaverse?
Remember, the only limit is your imagination in the metaverse (and maybe your dev’s coding skills).
Engaging Users in the Metaverse
Engagement in the metaverse is far beyond the traditional likes or comments. Engagement here is about creating immersive experiences that people want to participate in.
Creating Interactive Brand Experiences
Regardless of your brand, consider your metaverse presence like an amusement park. You want your world to have attractions that they would queue up for.
Here’s a few ideas to get started:
- Areas where users can explore your products virtually.
- Brand storytelling experiences, preferably with an interactive element.
- Gamification – think loyalty programs, rewards, and achievements.
- Virtual product launches or events – like Apple events, guest speakers, or virtual live acts.
- Products or experiences that could be ‘Metaverse-exclusive’ to build FOMO.
For example, there was a Gucci Garden in Roblox, where users could try on and buy virtual Gucci-branded clothing for their avatars. It’s not just about selling products; it’s about creating a memorable experience with the Gucci brand.
Leveraging User-Generated Content
Users in the metaverse aren’t just consumers; they’re also creators. As a brand, you can tap into this creativity by:
- Hosting design contests for virtual products
- Develop tools that allow users to customise your products
- Showcase user-created content (UGC) in your virtual world.
Don’t forget that your customers can be your best brand ambassadors. Give them the tools to show their love for your brand – they might make something incredible.
Metaverse Marketing Strategies
As with branding in the Metaverse, marketing isn’t just about advertising. You have to create experiences that users will want to be part of.
Influencer Marketing in the Metaverse
Influencers have broken into the Metaverse – they aren’t just on Instagram anymore! People like Lil Miquela and Noonoouri are taking off here.
What’s slightly different here is that you need more than just to partner with them.
Consider developing your own virtual brand ambassadors – characters that embody your brand values and can interact directly with users across the various platforms.
Event Marketing in Virtual Spaces
Do you remember all the live concerts going online, virtually, during and post-pandemic? Well, the metaverse is taking that to a completely different level.
Fortnite has hosted concerts by Tavis Scott and Ariana Grande, pulling in millions of virtual attendees.
But don’t think it’s just about music, what about:
- Doing your virtual product launches in front of an audience
- Have an interactive brand museum where users can learn more about the brand
- Set up a Metaverse fashion show with your branded merch
- Have virtual meet-and-greets with brand representatives.
You just have to think about events uniquely suited to working in the metaverse – experiences that would be seemingly impossible in real life.
Designing for the Metaverse
Designing metaverse worlds differs significantly from websites or even mobile apps. It’s an entirely 3D experience, providing an immersive world with which users worldwide can interact.
3D Modelling and Animation
You must invest in 3D modelling and animation skills to make your brand elements in three dimensions. But it’s not just about making things look good; you must create brand assets that are both meaningful and interactive.
Here are some things to think about:
- How would a user enjoy interacting with your brand in a 3D form?
- What kind of animations would give your brand life?
- What kind of 3D assets can you create that are both visually engaging and functional?
Spatial Design in Virtual Worlds
Consider designing in the metaverse like being an architect, interior designer, and urban planner, all bundled up in one job description. Here, you create total spaces for users to explore and interact, not just individual assets.
For example, think about:
- If you have a physical space in real life, how would that transfer to a virtual one?
- How would users navigate through your branded experience?
- What kind of atmosphere or vibe do you want to create?
The Metaverse isn’t just like a digital storefront; it’s a branded world.
Monetisation Strategies in the Metaverse
As you can see, the metaverse is so much more than another marketing channel. It’s arguably the new frontier for commerce. But how can you convert virtual engagements into real-world revenue?
Virtual Products and NFTs
We’ve all seen the buzz about NFTs (Non-fungible tokens) and how they've created new possibilities for selling genuinely digital products. As we covered before, brands like Gucci and Louis Vuitton have been selling virtual clothing and accessories for avatars as NFTs.
But NFTs aren’t just replicating your physical products in a virtual form. Here are a few ideas to consider.
- Develop trading cards with brand mascots or products to collect
- Offer virtual ‘skins’ or customisations of your products
- Develop NFTs that grant exclusive VIP access to events
- Create a series of NFTs that show older versions of your company logo
- Offer limited NFTs as rewards to loyal customers.
- Develop virtual real estate in your world, such as billboards or posters.
- Create puzzle or game-like NFTs that reveal hidden content.
In the metaverse, a digital handbag can be just as desirable as a physical one!
Virtual Real Estate and Advertising
Like in the real world, location is crucial in the metaverse. Big brands are already snapping up virtual real estate in popular metaverse communities. This space can be used for:
- Digital storefronts or showrooms
- Advertising banners and billboards
- Areas to host events or experiences.
But be careful with this – no one likes a pushy salesperson, not even in the virtual world. Your presence in the metaverse must add value to the user's experiences, not detract from it.
Measuring Success in the Metaverse
How can your ROI be measured virtually when it’s not just about sales? Well, it’s about engagement, brand awareness and the experiences you create. So that’s what we track.
Metaverse-Specific Metrics
Here are some things we can quantify for now:
- How long do users spend in your virtual spaces?
- How many interactions do users have with branded elements?
- Are virtual sales being made? What about try-ons?
- What kind of attendance is occurring at your virtual events?
- How much user-generated content exists featuring your brand?
Success in the metaverse will look different from other channels, so we must find new ways to measure its impact.
Challenges and Considerations
It may be a blast for users; it’s not all fun and games for brands. There are some pretty big challenges to bear in mind.
Privacy and Data Security
Unlike web browsing, users aren’t just sharing their history – they share their movements, interactions and biometric data in some instances! How can we protect their privacy while creating such personalised experiences?
We must:
- Have transparent data policies about what is being collected and why.
- Allow for opt-in consent, with straightforward ways to opt out if they change their minds.
- Collect only the data you absolutely need.
- Have robust security measures with end-to-end encryption.
Accessibility and Inclusivity
Only some have access to or can afford high-end VR equipment. So, how do you create metaverse experiences accessible to the broadest range of users? Further, how do you ensure these spaces are inclusive and welcoming to everyone?
- Provide multi-platform support for access across various devices: VR/AR, desktops and mobiles.
- Consider cultural sensitivities when developing your environments.
- Provide language support for a global community.
- Create ‘safe spaces’ with moderation and reporting systems.
- Build a diverse development team from various backgrounds.
- Implement features that consider the user's mental health.
The Future of Metaverse Branding
Ultimately, we are just beginning this journey into the metaverse. As technology improves, so will the possibilities for online branding and marketing.
Emerging Technologies
Keep an eye on:
- Haptic feedback technology for more immersive experiences
- Brain-computer interfaces for more intuitive interaction
- AI-powered virtual beings for more realistic NPCs
Cross-Platform Integration
The metaverse isn’t siloed into disconnected virtual worlds – there’s a seamless integration between virtual and physical experiences. It’s all about how we bridge the gap between the two.
Conclusion: Embracing the Metaverse Mindset
As I mentioned, the Metaverse isn’t just a new marketing channel to explore. It’s an entirely new way to think about branded experiences.
We need to create immersive and interactive worlds that showcase your brand values, engaging users in ways that we never before possible.
But success in the Metaverse doesn’t come from transferring real-world marketing strategies into a virtual space. The unique possibilities of these digital worlds have to be embraced and explored.
So, is your brand ready to leap into the metaverse?
It’s not as simple as being where your customers are already – it’s about where they will be in the future. Is the metaverse the new frontier of branding and marketing? We can’t be sure. But would you rather be a pioneer or risk being left behind?
To sum up, the Metaverse is only limited by your imagination.
Dream big, boldly experiment and create experiences your customers will never forget.
FAQs
What is the definition of metaverse in today’s world?
The metaverse is a collection of 3D virtual worlds dedicated to social interaction. It is often considered an advanced version of the internet where users are more immersed in the interaction.
Should I be on all Metaverse social networks?
Not really. The overriding point instead is to select those that suit your brand and are frequented by your audience.
What is the budget for establishing a metaverse presence?
Various factors affect spending, usually determined by the company’s objectives and the level of detail regarding the virtual assets. Complex, specially-made spaces need a few to dozens of millions of dollars.
Can small businesses take advantage of branding in the metaverse?
Without a doubt! Businesses of all prospective sizes have something within the metaverse. Even small enterprises can craft a unique, unforgettable experience for their clients.
How can I defend my brand in the metaverse?
Consider registering any virtual goods and services you may have and trying to watch for illicit use of the brand elements in the metaverse.
Are only B2C companies able to benefit from metaverse branding?
Companies in the B2C sector would be the most talented in this and may seem to be the only focused audience. However, companies in the B2B spaces can also partake in branding in the metaverse in the thought of trade shows and virtual product displays.
How can I measure ROI for metaverse marketing?
The ROI can be evaluated by assessing aspects like virtual audience walk-ins, brand element interaction, virtual product purchase, and sentiment analysis of the brand in the metaverse space.
What skills do I need on my team for metaverse branding?
Include specialised skill sets such as three-dimensional modelling and animation, video game development, augmented and virtual reality development, and user experience design in your team.
How can I ensure my metaverse presence is accessible?
Think of giving VR less immersive experiences, make sure your users have different aqua spaces to navigate through your spaces, and instead of making it mandatory, include satisfying sensory engagement options.
What’s the future of metaverse branding?
More and more boundaries between physical and virtual environments may become blurred, direct brain-computer interfaces for immersive brand experiences may become commonplace, and more advanced forms of AI may provide the needed interactivity with users.
