Metaverse-aware brands must be on our digital shelves, as well as our physical ones, as we explore our favorite new virtual worlds.
How does a brand have identity in a “metaverse” that doesn’t yet exist?
As we forge ahead with shaping a collective concept of the metaverse, identity will become a main focus. In our physical world, identity is connected to everything — from fashion and fandom to sexuality and career. We have seen large fashion and beauty brands including Givenchy and Clinique making entries in the digital space and Walmart and Nike creating their own customized experiences. Several major brands like CAA now have a metaverse strategy and even a chief metaverse officer.
There is a strong push into this space — a place where no one has yet established their identities, let alone the stories they are looking to tell. And before we say Roblox and Fortnite are the metaverse, we should start with understanding definitions. Those are both virtual game worlds with a social layer, much like EVE Online and World of Warcraft.
Plenty of virtual worlds have focused on character and story connecting to the player’s identity. Whether it’s the skill tree you’ve set for yourself, multi-classing your way to greatness, or the fashion style you’ve adopted, identity is a concept relatable to every human. We all have a certain vision of “self” constructed from our upbringing and surroundings and connecting to culture and environment, so this must carry into our digital representatives.
Identity is an amalgamation relating to both our physical and psychological being. It is our ontology, the stuff that makes up our character. And this “character” is projected through our physical as well as our digital identities. Most recently we have seen digital identities created by influencers showcasing their physical lives in a very specific way for financial gain. These portrayals are often unrealistic and unverifiable but serve the purpose for brands trying to sell their goods to that influencer’s followers.
