AR brand marketing utilizes augmented reality (AR) technology to enhance brand engagement and consumer experiences. This innovative approach overlaps digital content—images, videos, or 3D models—onto the natural world through devices like smartphones or AR glasses.
Brands leverage AR for interactive advertising, allowing users to unlock additional content by scanning print ads, and for product visualization, enabling customers to virtually try on products or visualize items in their real-world environment. AR brand marketing fosters immersive interactions, promotes products innovatively, and creates memorable experiences that contribute to heightened brand awareness and consumer engagement.
Lately, companies with greater focus on marketing are using Augmented Reality (AR) and Mixed Reality (MR) to promote their products in an exciting way. This is especially helpful for cosmetic brands that want to stand out.
By adding AR features to their apps or websites, they can create and include a unique brand identity in their marketing efforts. In this post, we will explore how AR integration and its subsequent inclusion in marketing can help build a company’s brand identity.
Understanding AR Marketing
The global ad spending in the ‘AR Advertising’ segment of the AR & VR market is forecasted to continuously increase by 2.4 billion U.S. dollars between 2023 and 2027. Before fully comprehending its wider impact, let us define AR marketing followed by brand identity strategies.
With a smartphone or AR gear, augmented reality technology superimposes digital components like pictures, movies, or 3D objects on the physical world.
This technology has the potential to satisfy all 4Ps of marketing. It can improve consumer experiences and boost engagement, leading to wider brand recognition.
Define Your Brand Identity
Knowing exactly what your brand stands for is the first step in integrating AR marketing. Your company’s basic principles, mission, vision, and personality are all a part of your brand identity.
Identity is the core of what distinguishes your brand from others. Ask yourself questions like the following when you spend time defining your brand:
- What are our core values?
- What is our brand’s mission and vision?
- Who is our target audience?
- What is our brand’s personality? (e.g., playful, professional, bold?)
- What makes our brand unique?
Once you have a solid grasp of your brand identity, you can start brainstorming ideas to amplify your USP with AR marketing.
Creating Immersive Brand Experiences
AR marketing is all about creating immersive experiences that resonate with your audience. If you’re still unclear on how augmented reality works, think of it as the next-gen tool for marketing, a feature that your brand simply cannot miss out on.
To align AR experiences with your brand identity, consider the following strategies:
Consistent Visual Branding
Ensure that the visual components of your AR ads, such as 3D objects and animations, adhere to your business’s color palette, logo, and design principles. This consistency strengthens your brand identity and brand familiarity.
Storytelling
Create engaging stories that reflect the character and values of your brand. Use augmented reality to tell these tales in a fun and interactive way. Make sure the narrative is consistent with your brand’s message, whether it’s a virtual tour of your company’s history or a storytelling game.
Personalization
Utilize Augmented Reality to give your unique audience experiences. Keep note of user preferences and behavior to customize the information and interactions, demonstrating that your brand values each customer. The reputation of your brand as being customer-centric can thus be improved with personalization.
Establishing Brand Identity With Enhanced Customer Engagement
One of the primary goals of AR marketing is to engage your audience effectively. To align this engagement with your brand identity, the following aspects become necessary:
Interactivity
Create interactive AR experiences that encourage users to engage with your brand actively. For instance, your brand can develop AR games, quizzes or challenges that are fun and align with your brand’s personality.
With SelfStylo, you can integrate virtual try-ons onto your brand app or website to let users try on your product before purchasing. With higher satisfaction rates, your brand can easily build brand loyalty with the AR experience.
Education
You can use augmented reality to educate your customers on whether the core of your brand identity is expertise or knowledge. Make augmented reality lessons, product demonstrations, or how-to instructions highlighting your brand’s dominance in your sector.
Social Sharing
Users should be encouraged to post about their AR experiences on social media. In addition to raising brand awareness, this fits with a brand identity that emphasizes community and social interaction.
Measuring and Iterating
You must regularly assess their efficacy and obtain feedback to ensure your AR marketing initiatives align with your company identity.
Keep track of key performance indicators (KPIs), including user feedback and conversion rates. Utilize this information to intelligently modify your AR initiatives and ensure they remain consistent with your brand identity.
Case in Point: IKEA’s Place Campaign
IKEA’s Place campaign is considered to be one of the best AR marketing campaigns in recent times. It demonstrates the effectiveness of matching augmented reality marketing with brand identity.
The core principles of IKEA’s brand identity are convenience, affordability, and ease of do-it-yourself assembly. They integrated their brand identity with augmented reality marketing through the IKEA Place app.
The IKEA Place app lets users virtually arrange furniture in their homes using augmented reality technology. As it encourages accessibility and testing before buying, it is the ideal representation of IKEA’s brand identity. Customers can easily shop as they get to see how IKEA furniture fits in their room.
The app also represents the DIY element of IKEA’s brand identity, empowering users to make choices and customize their surroundings. This lets IKEA engage with customers and strengthen its reputation as an affordable, customer-focused, and forward-thinking furniture business.
Integrate AR for Unique Brand Identity Today
Integrating AR marketing into your brand strategy can shed positive light on your brand identity. You can build unique and engaging interactions that connect with your audience by matching AR experiences to your products.
However, ensure that your AR marketing initiatives are being measured and improved regularly to keep them in line with the goals and values of your company.
Suppose you’re a brand willing to jump into the AR marketing hype but do not have AR properly integrated yet – worry not! We at SelfStylo offer AR integration services that will seamlessly mold your existing product lineup. With fully functional AR support, your brand can be the next big name in AR marketing campaigns.
To know more, request a free demo with us today!
