Tiny Brains

The #XR industry is a space with a lot of new brands trying to break through every week. If you’re a software developer, you might be unsure about where to concentrate your efforts. Is it the studio name, or the product? Do you need to concentrate on establishing a community, or simply having a visible presence on social media? While there’s no definitive answer to these questions, I’ll offer some guidelines based on the success Tiny Brains has experienced with our clients.

Who Cares About Your Brand?

The short answer is: no one. Yep, that’s right. If you’re starting to promote your brand from scratch, nobody will care about it. At least, no one but you! Sounds a little harsh perhaps, but there are of course ways to remedy this.

You need to offer an immediate and obvious value proposition. What will your audience receive in exchange for their consideration? Is it a freebie? Access to new tools? Perhaps even just a sense of being part of something bigger? Whatever it is you plan to offer your users, it must be front-and-centre of your online presence.

What’s Your Brand Image?

Once you’ve established what your value proposition is going to be, you need to decide how you’re going to present it. Are you looking for a large influx of players to your game? Or do you want the development community to partake in tool evaluation? These two examples are extremely different, and require a different kind of approach to your image.

Here are a few things to take into consideration before deciding how to present your brand:

• What’s the market sector? Are you trying to appeal to gaming audiences or professionals? People with knowledge of XR, or those who have just bought their first HMD?
• Age is important. If you’re targeting younger audiences, it is key to bring someone on board that understands the performance factors of different social media platforms. Putting the same content out across all social media platforms does not work!
• Knowledge =/= attitude. You can do both. They are not mutually exclusive. You can be seen as a brand that leads the conversation whilst being a little humourous/sarcastic. However, it’s a very fine line to walk. If you want to go down this path, I recommend investing a lot of time researching social media accounts in the same market as your product. Everyone wants to be Jet Blue and Sonic, but different industries bring different opportunities.

What’s Your Growth Strategy?

After deciding on your value proposition and the attitude you’re going to portray, how do you intend to make it grow? There’s no denying that organic growth is by far the best strategy. But do you have several months to continuously invest in producing content with little response until it begins to take off? If you’re in a rush to get from 0-100, this may not work for you.

Instead, you may well consider hiring a social media specialist agency. However, if you do ensure that they have experience in not only XR, but your specific sector. There’s nothing worse than seeing a social media account that is very obviously run by an agency just to reach growth goals, opposed to being for the benefit of your audience.

If you’re wondering exactly how to get started with this go ahead and drop me a message! I’m always happy to talk with XR startups struggling to find their unique brand positioning.