A new channel for brands to communicate with consumers is the metaverse. Learn about developing your brand in the metaverse.
There is growing recognition that developing your brand in the metaverse can put your marketing on a different playing field.
A multiverse, perhaps?
There is a good lot of ambiguity and confusion with all the hubbub surrounding the metaverse, especially within the marketing sector.
And that makes sense because we’re all still learning as we go.
You must, however, fasten your seatbelt whether you like it or not.
Gartner predicts that soon a quarter of the world’s population will spend an hour or more daily in the metaverse.
How are you, you cry?
According to Cryptoslate, they are engaging in activities that they often engage in in the real world, like their employment, shopping, learning, amassing, and playing. much playing.
Additionally, it might be quite profitable for enterprises. According to analysts at Bloomberg Intelligence, the market opportunity is expected to be in the neighborhood of $800 billion.
Here’s how to position your brand for the long game of the metaverse now that I have your attention.
What Does “Metaverse” Even Mean?
I understand that you have a lot to process. So, to quote Maria von Trapp, “let’s start at the very beginning.”
Let’s divide it into the “meta” and the “verse.” There are many definitions of meta, all of which are ideal in this context.
First, it can be used to describe something that is self-referential or self-aware, such as data about data (see metadata).
The Greek word for “meta” is then defined as “beyond” or “after,” signifying the next step.
Verse, in this instance, is a shortening of the “universe.”
Therefore, the metaverse can be thought of as a developing universe in which you live as a highly intelligent avatar that enables you to interact with and experience the 3D world to a greater extent than you are able to in the existing “real world.”
That is, at least, how I would define it.
Although it might appear as though Second Life has gained some momentum recently, that is not the case.
Not quite the “Ready Player One” atmosphere. Actually, it’s a collection of various 3D worlds that are housed on various world-building platforms.
We refer to this as the multiverse.
How Does It All Work?
You can produce content because of a more decentralized web 3.0, which is the next development from web 2.0.
What distinguishes that from web 2.0?
Web 2.0 gives centralized organizations control over who can use a service.
On the other side, Web 3.0 gives you the ability to own, own, and monetize this material via blockchain and cryptocurrencies on the metaverse.
Brands have the freedom to decide where in the metaverse they want to exist.
Depending on who they want to reach, how they want to reach them, and what product they want to sell, they can have a variety of styles and forms simultaneously operating in several of these virtual worlds.
But with so much freedom, how do we stop the metaverse from degenerating into a lawless wasteland?
With the introduction and expansion of Metaverse Decentralized Autonomous Organizations (DAO), we see how the use of cryptocurrency, autonomous governance, and community involvement is being revolutionized by the use of blockchain and metaverse.
Why Should I Care About Brand Building In The Metaverse?
Along with the possibility for large profits, it is a fantastic opportunity to strengthen relationships with your clients.
Owning the omnipresent experience with your client gives you great brand power.
Authenticity and individuality are crucial for anything beyond 2020, thus this is a fantastic chance to develop both of them.
It offers a fresh, more efficient way to enhance customer-brand interactions.
Furthermore, in this environment as opposed to more conventional platforms, businesses can afford to be a little more innovative, experimental, and customized. Additionally, the metaverse offers unmatched immersive encounters and interactions.
How To Build Brand In The Metaverse
I won’t lie; developing a brand in the metaverse is not without difficulty. But if you do it correctly, you will benefit.
Non-fungible tokens (NFTs) are the preferred form of currency in the metaverse.
Never before has blockchain technology appeared more appealing. NFTs are immutable digital assets that are recorded on the blockchain and can be compared to works of art, money, or even fine wine.
There is an original, just like with physical assets. Although there are copies, there is only one master copy.
The information and time stamps—code kept on the blockchain—used to authenticate the NFT in the metaverse.
In this sense, the NFT is something that can be had, exchanged, purchased, sold, gathered, shared, coveted, and appreciated – all within the virtual world you reside in.
Brands can increase income and expand through this NFTs channel.
And not just the usual tech-heavy brands are engaging in this. Coca-Cola, Gucci, and Louis Vuitton have already established businesses in the metaverse and are successfully marketing their goods to this highly connected consumer base.
So, how do you do it?
Get Your Head In The Game
If you think of Gucci’s brand-building on Roblox, you can take this literally.
Let me clarify, though, that high brand budgets are not the only ones that can afford this.
Brands of all sizes have the chance to increase their visibility in the metaverse through content creators.
You just need to visualize how something will appear in virtual reality. In this case, there are so many possibilities that I can’t even advise you.
Start considering immersive experiences, or activities you now engage in that you’d like to recreate in the virtual realm.
What is the purpose of this area for your target audience?
Walk down a busy street, attend a concert, or see a movie with friends? No issue. You can even conduct promotions and distribute branded items while giving a corporate presentation online.
Keep your feet on the ground and your thoughts in check, but before you go too far, I offer this word of caution.
All marketing efforts, whether they take place online or offline, must be in line with your primary branding goals.
Do your research. Who is your target audience? What problem do you solve for them?
Does your target audience spend any time in the metaverse?
Does your brand benefit from radical marketing digitization? Don’t lose your head. Stay true to your brand objectives.
Explore Brand Gamification
The convenience of NFTs is that they may be included in the majority of games.
They therefore represent a fantastic method of rewarding devoted customers with unique, coveted digital assets.
Never undervalue the influence of rarity and desire, even in the digital age. This intrinsic quality that exists in everyone of us can be used by brands to increase awareness, harmonize messaging, embrace company values, and attract customers.
Create Immersive Experiences
I am aware that I am not the first to make this statement. But it’s one of the ways you may establish a name for yourself in the metaverse.
Why do you do this? You consider the sales process in the real world and then design extraordinary virtual world journeys that support it.
In a specially designed setting of your choosing, your sales staff can conduct live presentations and demos for potential customers.
Avatars can play the game while wearing custom-made apparel bearing your brand and virtually try on your goods.
It’s not just cool; it’s also a passive strategy for enhancing your brand among competitors.
With the help of NFTs, they can purchase, sell, and exchange virtual representations of your things in their reality. In 3D galleries of their own creation, they can exhibit their NFT artwork.
The metaverse can even be used for internal brand-building strategies.
For the best immersion, training sessions, staff orientations, and meetings can be held in a 3D environment. NFTs and cryptocurrencies can be used to award rewards and recognition.
Consider rarity, collectibles, and genuine feeling.
Hunker Down And Wait It Out
It’s difficult to predict the course that this will go, as it is with any new technological advances. You can still take a moment to breathe and watch at this point.
Look at what the rivals are doing. Take what is working, improve it, and implement it.
But don’t wait too long; you don’t want to miss this train.
In the next years, the risk of becoming lost in the metaverse crowd could be just as difficult as being on page two of Google.
Final Thoughts
The metaverse provides businesses with a one-of-a-kind, innovative, and thoroughly immersive platform to engage with consumers in novel ways.
From the sale of digital goods and apparel to fully immersive team meetings, it is positioned to emerge as the next digital marketing behemoth.
Get clarity on how your brand can appear in this arena without compromising its unique brand voice, as with everything marketing-related. While keeping an eye on immersive brand building’s future, remember the current marketing goals.
The metaverse won’t be disregarded, therefore, whether your approach is to plot, play, or simply observe passively.
Thankfully, it is open to big and small brands. So get started!
