How To Master the AR & VR Brand Experience
Brands are constantly seeking innovative ways to engage with their audience and create memorable experiences. In recent years, Augmented Reality (AR) and Virtual Reality (VR) technologies have emerged as powerful tools for brands to enhance their presence and connect with consumers in new and immersive ways.
These immersive technologies allow brands to connect with consumers in a whole new way, blurring the lines between physical and digital experiences. From interactive product demonstrations to immersive storytelling, AR and VR offer endless possibilities for brands to create unique and engaging experiences.
In this article, we will explore how brands can master the AR & VR brand experience and leverage these technologies to strengthen their brand identity, storytelling, and overall brand strategy.
Understanding AR & VR Technology
Before delving into the ways in which Augmented Reality (AR) and Virtual Reality (VR) can elevate brand experiences, it's crucial to grasp the fundamental technology and the significant impact it can have. Understanding these aspects will pave the way for a more insightful exploration of their potential benefits.
Some current UK statistics around the current state of the AR and VR market include:
- The AR & VR market in the United Kingdom is forecasted to achieve a revenue of US$1,403.0m by the end of 2024.
- Anticipated to experience a steady annual growth rate of 10.88% between 2024 and 2028, this trajectory is forecasted to culminate in a market volume of US$2,121.0m by 2028.
- The VR Hardware market segment emerges as the largest in the United Kingdom, projecting a market volume of US$498.7 million by 2024.
What is VR or a Virtual Reality Experience?
VR technology creates a simulated environment that users can interact with using VR headsets or other devices. Users are transported to a virtual world for an immersive experience where they can explore and interact with digital objects and virtual reality environments. Popular VR headsets include the Oculus Rift, HTC Vive, and Samsung Gear VR.
The VR market has witnessed significant growth, driven by advancements in VR technology, the availability of more affordable VR solutions, and an increasing appetite for immersive experiences among consumers and businesses alike.
These developments, particularly through the wider lens of increased digital transformation in branding, have not only made VR experiences more accessible to a wider audience but have also expanded the potential for virtual environments in various sectors. From corporate services, retail and real estate to education and entertainment, the application of VR tech is transforming how we interact with digital content, making every brand VR experience more realistic and engaging.
Companies are now investing in VR software development to create custom VR solutions tailored to their brand's needs and the expectations of their audience. This shift towards personalised virtual environments allows brands to craft distinctive narratives and interactive experiences that resonate with their target demographics.
By leveraging the capabilities of VR tech, brands can establish a more profound connection with their audience, setting themselves apart in a competitive market, and maintaining brand consistency from employee training through to customer-facing communications.
What is AR or an Augmented Reality Experience?
AR overlays digital content onto the real world, enhancing the user's perception of reality. AR experiences can be accessed through smartphones, tablets, or AR glasses. Examples of AR applications include Pokemon Go and Snapchat filters.
These smaller-scale immersive technologies have been gaining popularity among brands as they offer a more accessible entry point into the immersive tech space compared to VR. AR experiences can be integrated into existing apps and platforms, making it easier for brands to reach a broad audience without significant investment in hardware.
AR also offers unique opportunities for brands to showcase products, create interactive installations, and enhance in-store experiences. By incorporating AR technology into their brand strategy, companies can create more personalised and engaging experiences for their customers.
Augmented Reality Experiences by Apple
Enhancing Brand Strategy with AR & VR
Brand Identity
AR and VR can play a significant role in shaping brand identity by providing immersive experiences that align with its brand values and personality. For example, a luxury fashion brand could use VR technology to create virtual fashion shows, allowing users to experience their latest collections in a virtual environment. Just look at the rise of the Metaverse Fashion Week for one global example of this brand experience in action.
By leveraging VR, brands can communicate their unique brand aesthetic and create a lasting impression on consumers. AR, on the other hand, can be used to enhance a brand's identity by bringing their products or services to life in the real world.
For instance, an automotive brand could use AR technology to showcase their vehicles' features and capabilities in a more interactive and engaging way.
Brand Storytelling
Storytelling is an essential component of brand strategy, and AR and VR offer new opportunities to engage audiences through immersive narratives. Brands can use VR to transport consumers to different locations or time periods, allowing them to experience stories in a more visceral and interactive way.
Similarly, AR can be used to enhance real-world experiences by overlaying digital content that complements the brand's narrative, building a cohesive and immersive marketing strategy that truly brings your users into your brand's world.
Brand Guidelines
Maintaining brand consistency is crucial across all touchpoints, including AR and VR experiences. Brands should ensure that their AR and VR content aligns with their existing brand guidelines in terms of aesthetics, tone, and messaging.
By adhering to a tailored brand toolkit, brands can maintain a cohesive brand identity and reinforce key brand attributes in their AR and VR experiences. This consistency will help create a stronger brand image and increase brand recognition among consumers.
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Leveraging AR & VR for Unique Brand Experiences
Interactive Product Showcases
According to HBR, AR is the perfect tool to entertain, educate and help users evaluate.
As such, one of the most compelling applications of both augmented and virtual reality technology for brands is the ability to create interactive product showcases. Retailers can use AR technology to allow customers to visualise products in their own space before making a purchase, enhancing the online shopping experience.
Similarly, VR can be used to create virtual showrooms where users can explore products in a simulated environment. This enables brands to showcase their products in a more engaging and interactive way, helping them stand out in a crowded market.
Virtual Events and Experiences
With the rise of remote work after stringent social distancing measures, virtual events have become increasingly popular. AR and VR technology can enhance these experiences by creating immersive environments for participants.
Brands can use this technology to host conferences, product launches, or virtual tours of their facilities. This allows them to connect with a global audience and create memorable and unique experiences that align with their brand.
Enhanced Customer Service
AR and VR can also be leveraged for customer service, providing more personalised and innovative brand experiences for consumers. By incorporating AR technology into customer service strategies, brands can offer virtual consultations, product demos, or troubleshooting assistance.
This not only enhances the customer experience but also demonstrates a brand's commitment to innovation and customer satisfaction, which can create a positive brand image and increase customer loyalty.
Immersive Storytelling
AR and VR offer unparalleled opportunities for brands to tell immersive stories that captivate audiences. Whether through interactive narratives or immersive installations, brands can use AR and VR to create memorable experiences that resonate with consumers on a deeper level.
By engaging multiple senses and emotions, brands can forge stronger brand emotional connection with their audience and leave a lasting impression. This can ultimately lead to increased brand loyalty and advocacy.
For example:
- With the Ikea Place App, AR lets you picture Ikea furniture in your space.
- Wal-Mart’s Training Academy immerses employees in VR for cutting-edge training simulations.
- Ford Motor Company’s designers dive into MR headsets to bring 3D car models to life.
Gamification
Gamification is another effective way to leverage AR and VR for brand experiences. By incorporating game elements such as challenges, rewards, and leaderboards, brands can create engaging experiences that encourage interaction and participation.
Whether through branded games, scavenger hunts, or interactive experiences, gamification can help brands drive engagement and foster a sense of fun and excitement.
Key Tips for Utilising AR & VR for Brand Development
- Understand Your Audience: Before diving into AR and VR experiences, take the time to understand your target audience and their preferences. Tailor your experiences to resonate with their interests and behaviours.
- Focus on Quality: Invest in high-quality content and experiences that reflect the premium nature of your brand. From visuals to interactions, strive for excellence in every aspect of your AR and VR experiences.
- Experiment and Innovate: Don't be afraid to push the boundaries and explore new ideas when it comes to AR and VR. Experiment with different formats, technologies, and storytelling techniques to create unique and memorable brand experiences.
- Integrate Across Channels: Integrate AR and VR experiences seamlessly across all touchpoints, including social media, websites, and physical locations. This ensures a consistent brand experience and maximises reach and engagement.
- Measure and Iterate: Continuously monitor the performance of your AR and VR experiences and gather feedback from users. Use this data to refine and improve your experiences over time, ensuring they remain relevant and effective.
Closing Thoughts
AR and VR technology present exciting opportunities for brands to create immersive and engaging experiences that resonate with consumers. By leveraging these technologies effectively, brands can strengthen their brand identity, storytelling, and overall brand strategy. From interactive product showcases to immersive storytelling, the possibilities are endless for brands looking to master the AR & VR brand experience and stay ahead in the digital age.
If you’re looking for world class support with innovation in your corporate branding, Huddle is the team to help.
Throughout our expert brand strategy, brand identity, brand storytelling and brand toolkit services, we can provide expertise and support in leveraging the latest technologies like AR and VR to enhance your brand experiences.
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VR & AR Brand Experience FAQs
Do brands need a VR headset to drive VR experiences?
While VR games and experiences do require a headset, brands can create simple VR experiences that don't require any additional hardware. These include smartphone-based VR experiences or web-based VR experiences that users can access through their browsers.
Can AR and VR technology be expensive for brands?
The cost of implementing AR and VR technology varies depending on the complexity of the experience. However, there are now more affordable options available for creating AR and VR experiences, making it accessible to brands of all sizes. Additionally, the potential return on investment from these experiences can make them a worthy investment for brand development.
How can brands ensure their AR and VR experiences align with their brand's values and messaging?
Brands should have a clear understanding of their brand identity, guidelines, and values before incorporating AR and VR experiences. With this in mind, they can ensure that all content and interactions within the experience align with their overall brand messaging. Additionally, it is crucial to have a thorough review process in place to ensure consistency and alignment with brand guidelines.