If you run a business in the crypto space, there’s something you need to know: Your brand matters more than you think. Your brand isn’t just a logo or a catchy name in this noisy and fiercely competitive industry. It’s the entire experience you create, the story you tell, and the promises you make to your community and loyal following.
When you strip back all of the complexities, technical jargon, and buzzwords, what’s left is how people really feel about your project. What do people really think when they see your brand name pop up? While you may have the best tech in town, if your brand fails to showcase your value proposition clearly, you’ll struggle to get a foothold and will inevitably lose pace amongst your rivals.
Just take one look at the CMC Top 100, and you’ll see plenty of projects with, let’s just say, “shaky” fundamentals. From the meme coins of Dogecoin, Pepe, and Shiba Inu to projects that gain traction through clever marketing rather than technological innovation, it’s clear to see that brand power can sometimes outweigh technical merit in this market.
Building a Brand Identity That Actually Resonates
What are your project’s core principles? For some companies, this is a very easy question to answer. For others, they may never have even considered them. If you fall into the latter category, there is a strong chance your marketing could be falling into the trap of opting for flash and hype over substance.
While that is a valid tactic in itself, it seems that the market is maturing and becoming increasingly skeptical of these plays as time goes on. Start by asking yourself what problem you are solving. Who benefits from your solution? Why should anyone care? The answers to these questions should inform the foundational aspects of your brand identity.
- Your name needs to be memorable, but it helps if it has some link or suggestion towards your function. Think about how “Bitcoin” directly communicates its purpose as digital coins/bits.
- Your visual branding should balance innovation with accessibility. The crypto space is full of animal logos and futuristic aesthetics. Don’t be afraid to break from that mold if it helps you stand out meaningfully.
- Your messaging needs to break down the technicals, not make them harder to understand. Can you explain your project to someone who has never heard of blockchain? If not, you haven’t distilled your message enough.
Doing Blockchain PR The Right Way
Crypto public relations is a misunderstood art form. Hurried technical teams and busy founders often see it as an afterthought. This leads them to push out generic press releases after generic press releases, targeting any outlets that will give them coverage. This spray-and-pray approach very rarely works.
Blockchain PR is about building a strategic communication strategy that positions your brand and team as serious players with something valuable to contribute.
If you bring in professional help, look for an experienced crypto PR agency with a proven track record in the space. You need seasoned pros on your team to see real results and get an ROI on your investment. They’ll help you map out cutting-edge tactics beyond the basic run-of-the-mill announcements that don’t gain traction. Here are some ideas:
- Create a thought leadership strategy in which your key team members (founders, lead developers, process specialists) share genuine insights and interesting thoughts about industry trends. This is not just promotional content about your own project.
- Develop a crisis communication plan before you need it. The crypto market moves quickly, and being prepared for potential issues (hacks, market crashes, regulatory changes) can help you protect your brand when you need it most.
- Look into making podcast appearances, hosting AMAs, and/or parking in Twitter Spaces to help bring a face to your brand and humanize your team. These formats give you a chance to have deeper conversations than written content can, and they help build authentic connections with your audience.
Community and Brand Go Hand in Hand
In crypto, your community isn’t just your user base. It can easily be one of your most powerful marketing forces. It acts as your development feedback loop and sometimes your governance mechanism. But if you want a valuable and well-oiled community, it will take some intention and care.
Start by defining clear community values. What kind of culture do you want to create? Is it purely focused on price action, or do you want to attract people who care about the technology, applications, and its impact on the industry (or even society) as a whole?
Remember to be present where your potential community members are. This likely includes places like Twitter, Discord, Telegram, and Reddit.
People in this space also really value transparency, especially after the countless scams and scandals we have seen over the years. So be sure to share your progress, admit when you’re facing setbacks, and always maintain open communication. The crypto community has developed a keen sense for detecting inauthentic behavior, so put your best foot forward.
Final Word
If you want to build a memorable brand in the blockchain world, you must think of it as more than just trying to stand out. It’s about standing for something.
Your brand is what people recognize, connect with, and hopefully trust. In the crypto industry, standing out and having users trust you is worth its weight in gold.
As you progress with your brand building, just remember that it isn’t a one-and-done task. Technologies advance, regulations shift, and user expectations evolve. Your brand needs to be flexible enough to adapt without losing its essential character.
This doesn’t mean rebranding every six months. It means building a brand foundation strong enough to allow for growth and change, one that is built on substance and integrity that can weather market cycles and continue building toward their vision.
To read more content like this, explore The Brand Hopper
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