The secret to successful branding in Web3: The science of choosing
Human nature means it’s not easy to make decisions. Choosing one option often means forsaking others and can require careful analysis and thought, which takes energy. It’s why the term “decision fatigue” was coined, referring to our inability to continue making good decisions over a sustained period.
However, in crypto marketing, the inability to choose is treated as a universal feature, not a bug. For founders, there’s nothing like having the freedom to be everything to everybody all the time. Right? On your website, your investor decks, your whitepaper, your social channels and your blog, you boast: This brand is all about the tech.
But it’s also all about the community. Not to forget security, trust and privacy. And, of course, you are all about disruption, revolution and exponentialism.
Why not throw in a Lambo to the moon if it will make people happy?
A brand needs to leave a mark to be effective. No matter how deep or memorable, every interaction between the customer and the company is meant to contribute to leaving that mark. It’s always the same mark, in the same spot. That’s what it takes to be branded (metaphorically, of course) forever.
So, to achieve this effect, powerful brands make sure that their message is consistent. It has to be succinct, clear and delineated. It also must be understandable, credible and relevant. Only then does your brand start to form. But first and foremost, you must choose. Many of the most successful brands we know have made their name on a single unique selling proposition (USP).
Think cars such as Volvo and it’s association with safety. For decades they used one word, with one need and a singlular positioning. With Coca-cola for example — it’s always the real thing. You always
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