Building a Brand in the Metaverse: A Human-First Approach.

In A Landscape Of Competing Virtual Platforms, The Key To User Adoption Is Building A Brand On Human Connection.

The Metaverse's Core Branding Problem

While hardware advancements and new content are driving momentum in virtual reality, many metaverse platforms struggle with user acquisition and retention. The primary issue is a lack of clear brand identity and a human-centered value proposition.

Instead of defining their unique purpose, many metaverses present a vague promise of socializing, fun, or gaming. This generic approach often leaves them overshadowed by the commercial brands they host. While major brands like Nike and Balenciaga have successfully leveraged these virtual spaces to enhance customer engagement, the platforms themselves frequently fail to establish a distinct, memorable identity.

This disconnect highlights a critical flaw: metaverse-specific brands have not learned from the success of their commercial counterparts.

Many oscillate between utopian, yet often abstract, visions and non-committal promises, failing to ground their platforms in tangible, user-centric value.

Prioritizing Humans Over Tech

Building a successful metaverse brand requires a shift in focus from technology to people. True inclusivity and meaningful experiences are built by prioritizing community-building and facilitating connections. For example, the platform The View prioritizes a "solar punk" aesthetic, envisioning a future where nature and technology coexist.

This intentional design choice creates a vivid, positive atmosphere that fosters tranquility and creativity, setting it apart from competitors with more sterile, tech-first aesthetics. This approach proves that a powerful brand can be built on a clear, human-centered vision.

Another crucial element is brand transparency. In a space where the virtual and real converge, authenticity is a brand's most powerful asset. Platforms that align their virtual experiences with their core values build trust and credibility. For example, blockchain-based platforms like Decentraland and Sandbox exemplify this by giving their communities a voice.

Decentraland, governed by its community, publishes annual updates and allows users to vote on proposed changes, positioning its users as central to its evolution. Similarly, platforms like Star Atlas make their development roadmaps public on platforms like Notion, providing full transparency and fostering community involvement.

This level of openness builds trust and directly addresses the need for a brand that is both agile and accountable.

Building Like a Startup: Embracing Agility

Branding in the metaverse is an agile, continuous effort. Unlike traditional, monolithic branding, a metaverse brand must be ready to adapt and evolve, much like a startup. This requires a willingness to challenge established rules and accept that a brand's core elements may need to be revisited every six months to remain relevant.

This agile approach is a strength, not a weakness. By viewing branding as an iterative process, metaverse platforms can stay closely connected to their user base and the dynamic nature of the VR industry. The future of the metaverse lies in brands that are defined by their ability to deliver unique, engaging, and transparent experiences.

By strategically shaping a brand that is both adaptable and human-centered, platforms can capture the transformative potential of this technology and build lasting relevance.

Bottom Line

The metaverse will not be defined by its technology, but by the brands that successfully connect with people.

To succeed, metaverse brands must reject vague value propositions and prioritize human-centered design, transparency, and community-building as foundational principles.