A journey into exploring the possibilities brands have when entering the Metaverse. Analyzing the potential of creating a solid, effective, and creative Brand3 strategy that guarantees success. It will be interesting to see how other brands are already creating valuable actions and what possibilities currently exist to begin exploring actions and tactics within the project's philosophy. The implementation of a good strategy will serve to experiment and generate new business models that align with the brand culture.

A Revolutionary Approach for Brands in the Web3 Ecosystem

The rapid emergence and expansion of the Metaverse and virtual worlds present unique challenges and opportunities for brands looking to establish their presence to connect with users in these immersive environments. Traditional branding methods may not be enough, as the dynamics and peculiarities of the Metaverse require more innovative and adaptable approaches. In this context, the development of a Brand3 strategy becomes essential for brands looking to conquer these new virtual universes.

During this time, we have been observing, analyzing, and collecting information about the entry of Web2 brands into this new ecosystem: Road to Brand3. Over 400 renowned brands have already created some action using NFTs, Web3 developments, or campaigns in one of the current Metaverses. We are witnessing a space race for the conquest of attention and loyalty from new generations. But without a doubt, what is really standing out is the momentum being generated by native brands in this space. These Web3 organizations have brought new ways of relating to their audiences and offer innovative activations every day that surprise the market and show new possibilities. That is why many traditional brands have chosen to create alliances or even create sub-brands focused on this new ecosystem.

The Brand3 strategy is a constantly evolving comprehensive methodology led by FLOC* that considers the specific needs and characteristics of the Metaverse, as well as the multidimensional nature of brand interactions with their community. By building alongside projects, organizations, and DAOs such as MetaFactory, Bankless, Polygon, MetaCartel Ventures, Sushi, or Rarible, we have identified that the brand is not just what we see, it is something deeper, it is what people who interact with them feel. That is why it is positive for users to be part of decisions or at least offer them the possibility of getting involved in creation so that they can feel that they are part of the community. But it is essential to establish a roadmap to define the processes of participation and dynamization of activities in the environment of participatory branding and also to provide accessible resources and brand assets. This will benefit and add value so that others can expand the message and purpose of these organizations.

There are some brands that are building their identity through strategic exercises and decentralized thinking in favor of expanding their vision. Nouns may be one of the most successful and relevant use cases currently gaining prominence. By releasing both their infrastructure and their rights through CC0, they are relinquishing control of their assets; however, this has allowed their brand to expand and has led to new organizations emerging around them that strengthen the original idea. Such decisions create powerful bonds and relationships that make us reflect and observe new ways of managing brand assets. Therefore, it is necessary to explore all the possibilities that emerging technologies offer and draw inspiration from collective intelligence.

A few weeks ago, we decided to embark on a new adventure in the Brand3 environment. MetaBranding was born from the idea of this article, but it emerged from applying it in a real case. We wanted to assess whether it made sense to create an open and live native Metaverse brand directly in a virtual space like Spatial. During four express co-creation sessions, we were able to explore with MetaCharlas and the audience whether it made sense to start imagining and building brands differently. It is still too early to draw conclusions, but the truth is that we face challenges and complexities that we must continue to evaluate. In this other article, you can read the initial approach: Introducing MetaBranding. These exercises are the precursors to a series of processes in which we want to involve communities from a strong emotional connection with users to creating immersive and interactive experiences. The Brand3 strategy offers an initial roadmap for brands to follow as they venture into new virtual territories. That is why the next step we are determining is Brand3 in Public, a streaming process where we will showcase, work on, and question the methodology we apply with our clients to apply it to our own brand.

The Golden Circle and the 7 Layers of the Metaverse

In a world where traditional branding has lost its way, a new methodology is needed. This is because we are experiencing a rebirth of user power within communities—a power that arises from the creator economy and whose limits we still do not know. That is why we propose a series of exercises to measure and evaluate the status of a brand and delve into the depths of emotions and build from the inside out.

This workshop encompasses the fusion of Simon Sinek's Golden Circle, with the fundamental questions of "Why," "How," and "What" to drive a brand's purpose and strategic narrative, and Jon Radoff's seven layers of the Metaverse, which describe the various ingredients that should make up the technical and theoretical composition of the Metaverse.

The advent of Web3 has brought a new wave of brand creation that transcends conventional methods. The Golden Circle and the elements of a brand platform—Values and Attributes, Mission and Vision, Value Proposition, Personality, Brand Idea, Purpose, and Magnetism—remain integral in the process. However, in the context of the Metaverse, these concepts must adapt to the unique and ever-changing digital landscape. That is why a MetaBranding process should reflect the characteristics of the 7 layers of the Metaverse, taking advantage of the unique possibilities offered by this immersive digital environment. As technology advances and software evolves, MetaBranding will allow for the integration of cutting-edge tools and emerging technologies to optimize and enhance the branding process. The brand should be immersive, interactive, and experiential, offering users a personalized and seamless experience that aligns with their preferences and interests. Furthermore, new applications and branding approaches for native Metaverse brands require a focus on community engagement, participation, and rewards. Brands should leverage the unique features of the platform, such as NFTs and virtual events, to incentivize user engagement and create a sense of belonging and loyalty.

Below is a detailed description of each layer of the Magenta Circle, including its inspiration, approach, description, and a question for participants to express their ideas and thoughts in the context of building a MetaBrand3:

Magenta Circle

1. Mindspace*: Emotionally Connect

Emotions → Magnetism

This layer focuses on the emotional and internal aspect of brands in the Metaverse. Here is where emotional resonance is established and a bond between the brand and users is created, connecting with their values, aspirations, and personal experiences.

🧠 Which: What is the main emotion shared with our community peers? Think of a battle cry or mantra…

* The word "mind" comes from Old English "gemynd" and refers to the mind, thought, memory, and consciousness. In the context of the Metaverse, it relates to the emotional and psychological connection between brands and users.

2. Aetherspace*: Define Purpose

Essence → Purpose

This is the layer where brands establish their fundamental purpose in the Metaverse, ensuring that it aligns with the collective consciousness and shared values of the community.

🧠 Why: Why are we undertaking this effort and why will we build this idea to make it a reality?

* "Aether" or "ether" is a concept that comes from ancient Greek mythology and philosophy, referring to a subtle substance that permeates the universe. Aetherspace represents transcendence and connection with the collective consciousness in the Metaverse.

3. Gamespace*: Develop Personality

Environment → Personality

This is the layer where brands establish their personality and how they present themselves in the Metaverse, creating a unique and distinctive presence to interact with users.

🧠 Who: Who is the brand in terms of personality, and how does it present itself in the universe?

* The word "game" comes from Old English "gamen" and refers to a fun activity, entertainment, or sport. In the context of the Metaverse, Gamespace relates to the virtual environment and playful interactions between brands and users.

4. Envispace*: Visualize the Core Idea

Visualization → Brand Soul

This is the layer that focuses on the conceptualization and visualization of the brand idea in the Metaverse. Here is where the brand imagines and portrays how it will connect and interact between the physical and digital worlds.

🧠 How: How is the brand idea visualized and represented to reflect its soul in a visual and conceptual manner?

* The prefix "envis" is short for "envisage" or "envision" in English, meaning to imagine, foresee, or mentally conceive. Envispace refers to the ability to visualize and imagine how brands can interact between the physical and digital worlds.

5. Netspace*: Create Value Through Connections

Connections → Value Proposition

This layer focuses on data exchange, information dissemination, and the offering of virtual goods in the digital realm. Here is where brands engage in digital commerce and communication, providing products and services to their users in the Metaverse.

🧠 When: When and under what circumstances does the brand offer its differentiated value proposition to the users it wants to connect with?

* "Net" is short for "network", which comes from Old English "nett" and refers to an interconnected structure of nodes and links. Netspace relates to data exchange and communication in the digital realm of the Metaverse.

6. Tactispace*: Establish Mission and Vision

Interaction → Mission and Vision

This is the social layer that fosters a sense of belonging and meaningful participation with communities in the Metaverse. This layer focuses on the interaction between users and brands and how brands can establish strong and lasting relationships with their communities, fulfilling their mission and vision.

🧠 Where: Where do we want to go in the long term (Vision) and what will we do along the way to reach our destination (Mission)?

* The prefix "tacti" comes from Latin "tactilis," which means tactile or related to touch. In the context of the Metaverse, Tactispace refers to the interaction and sense of belonging between brands and communities.

7. Ambientspace*: Reflect Values and Attributes

Context → Values and Attributes

This layer focuses on the context and environment in which brands operate in the Metaverse. Here is where brands adapt and evolve their values and attributes, ensuring they are consistently reflected in all aspects of their presence in the Metaverse.

🧠 What: What values and attributes of the brand are reflected in the context and environment of the Metaverse and its IRL relationship?

* The word "ambient" comes from Latin "ambiens" or "ambientis," which means to surround or encircle. Ambient refers to the environment or context in which something exists or develops. Ambientspace focuses on the context and environment in which brands operate in the Metaverse.

Let's Build Together: Ask Your Community

The evolution of branding is happening right now. We are immersed in a time of change where the only constant is the speed at which information moves. That's why it's in our hands to contribute our vision and try to create conscious brands with everything that's happening. If organizations are decisive in defining goals and purposes, it's necessary to listen to the opinions and ideas of the people who are part of the communities. What would happen to your project if we opened it up to participation? How can we encourage collaboration? What is the magnetism that binds you?

We must ask the right questions at the right time. Why not do it?

Proudly funded by 🧠 CollectiveBrain Community.