Building a Web3 Brand: The First Step to Success
What are the critical components of a successful brand?
A strong logo, memorable tagline and an overarching strategy for the future. Sounds easy, right?
Well, it’s not. Building a brand from scratch is certainly no easy feat, but it’s an essential step in the process if you want your company or product to stand out from the competition. Creating a brand is an exercise in strategy and requires much forethought before diving into the design process. It’s also one of the most important steps when launching a new company or product.
When it comes to branding, you must think about how your audience will perceive you as well as what sort of image you want to portray. If you’re starting from scratch with your own personal ICO that you plan on releasing soon, here are some tips on building a solid Web3 brand:
Know your audience
As with any marketing strategy, it’s essential to understand your target audience before you start building a brand. This will help you identify what they like and dislike, as well as any commonalities between them.
This will, in turn, help inform your brand decisions and guide you as you move forward. Ask yourself: Who is your typical customer?
What is their age range? What is their gender? Are they married, single, or have kids? Are earning a low or high income? Are they educated? What is their job title? Do they have any special interests? What does their social media feed look like? What publications do they subscribe to?
Knowing these details about your audience will help you understand how to appropriately brand your company or product. It may also be helpful to conduct a survey or conduct an online focus group to provide a deeper understanding of your audience.
Research is key
As mentioned above, it’s important to do some research before starting to brand your company or product. While it’s best to keep your branding fresh and original, there are a few things to keep in mind.
For instance, if you’re building a product on top of the Ethereum blockchain, should your logo choice should be either black or yellow? These are the colours of the Ethereum brand and logo.
Similarly, if you’re building a product on top of Bitcoin, is it best to pick either red or grey? While these are not set in stone, following these guidelines will help you avoid clashing with other brands and being associated with the wrong colours. Another thing to keep in mind is who your competitors are. If you’re creating a product that’s similar to another company, make sure your branding isn’t a carbon copy.
This will only make you appear unoriginal and will make it harder for your customers to differentiate between the two products. If you start branding too soon, your company or product may shift and evolve, making your creative assets out of date.
Define your brand’s mission and values
While many people might not think about this, it’s essential to define what your brand stands for and what its key values are.
This will help you take your branding to the next level and provide a deeper meaning. What is the problem that your product solves? How does it make the lives of your customers easier?
What positive impact does it have on the world? Defining these things will help you stay on track and provide a deeper meaning behind your brand. For instance, you could say that your product makes it easy for people to send and receive crypto payments for free. Or, if you’re creating a dApp you could say that it brings together people and companies through trust-less smart contracts, or it provides a place for people to discover new and exciting blockchain projects. You get the picture.
Pick your brand’s voice and tone
Now that you know what your brand stands for and what its key values are, it’s time to pick your brand’s voice and tone. What do you want your customers to feel when they hear your brand name?
How do you want them to feel when they use your product? What do you want your brand’s voice and tone to be? Pick one word that best represents your brand and make it your mantra.
This will help guide your decisions moving forward. For instance, if you’re building a product that connects people to social causes, your brand could have a voice and tone that is playful and fun but also serious and mindful. It’s important to keep your voice consistent as you scale and are marketing your product to a wide audience. This will help customers know what to expect from your brand.
Develop a logo and colour palette
The logo is a fundamental part of your brand, but it’s also one of the most important decisions you’ll make. This is the image that will be associated with your company or product for years to come, so it’s important that you get it right.
The logo is the first thing people see when visiting your website or reading an article about you. It’s also the first thing people will see in print, whether that’s on a billboard, a conference banner, or on a t-shirt. As such, it’s important to pick a logo that is memorable and easily identifiable. There are many ways to go about designing your logo, but there are a few things to keep in mind.
Before you start designing your logo, conduct some more research on colour palettes and fonts. This will help you narrow down the design process and make it easier to decide what direction to go in.
Don’t skimp on quality
Lastly, remember that if you want your brand to be successful, you must invest in it. Even if you’re on a tight budget, it’s important to invest in high-quality materials and stick to your brand’s colours. This will help your customers associate your company or product with a certain image.
It will also look more professional and show that you’re dedicated to the longevity of the brand. Investing in a quality logo from the beginning will help your company look more reputable and trustworthy. It will also be easier to scale and grow as you scale your business.
If you start branding too soon, your company may shift and evolve, making your creative assets out of date. Don’t worry, though; this is all part of the process! As long as you’re consistent with your branding moving forward and make sure to keep your logo consistent with any colour variations, there will be no problems.