Anyone can create a web3 project but few manage to develop a strong brand image behind their jpegs and other.
Let's look at how to develop a strong brand image.
“A brand is at the same time sign, word, object and concept. Sign because the brand is multiform: it integrates figurative signs such as logotypes, emblems, colors, shapes, packaging and design. Word, in this case the name of the brand which is the support of the oral or written information on the product. Object, because the brand distinguishes one or more products from other products or services. Concept, finally, because the brand, like any sign, has a signified, i.e. a meaning”
→The brand would therefore be a sign of social distinction, a title of nobility.
By the way, if we stick to the traditional conception, a brand is equivalent, on the one hand, to its history, and on the other, to a product and a promise. According to this conception, the possible extensions are reduced to the qualitative improvement of the product, to new formats and packaging, to new varieties.
The purpose of a brand is not to be seen, it is to be heard, to get a message across and to make people recognize us (show understanding feel familiar address our pain points and speak to us in a way that we would except a friend or an acquaintance to speak to us in a way that feels familiar).
Creating a brand strategy is about creating an identity to connect your business to your audience with human engagement and that's why your brand needs a strategy.
→ What does the brand convey and the experience it offers?
The framework of a brand strategy is built on 11 points:
1- Uncover your brand core
Why the brand exists
Where it’s going
What it’s committed to
How it will behave
2- Develop your buyer personas (know you audience)
3- Weigh Up the competitive brands
4- Forge your differentiation strategy
5- Define your strategic market position
6- Align your brand archetype
7- Shape your brand personality strategy
8- Find your brand voice & tone
9- Define your brand messaging framework
10- Craft your brand storytelling framework
11- Define your marketing plan
Once all this is established, you will need to define one of the main marketing rules:
3A'S of brand growth:
Awareness -> Craft audience
Adoption -> Mass adoption
Advocacy -> Convert the community into mini marketing machines
Every project must have a basic positioning established.
A true guideline for your project.
To do this, you must:
👉 Choose a name that distinguishes the brand from its competitors
👉 Choose meaningful “products”
👉 Define the brand identity (see above)
Also answer these questions:
Why are we here
Who are we here for
Where are we going
What are we committed to
How are we different
Why sound they care
What’s our personality
What’s our message
This one must identify with the values of your project, with what you advocate and with your differences BEFORE talking about technique, design, etc.
Remember that the product is what the company produces, the brand is what the customer buys. Your core brand identity is ultra important, it defines what should remain permanent and what can evolve.
Remember also that credibility is essentially about the content, the statements of the brand, legitimacy is about its utterance. It's about what the brand says rather than what it says. The real question is not how the brand is perceived, but what the brand is, what its context is, its uniqueness. It is not up to the public to say what the brand should be, the brand must have its own identity.
Indeed, very often, when we talk about positioning, we commit an important inaccuracy.
We only talk about how the company would like the consumer to see its brand or its product, the brand as it should be in the mind of the consumer, which is never more than an ideal objective. This is the desired, expressed, projected positioning. On the other hand, the actual positioning (received and internalized by the consumer) can be very close or very far from the ideal targeted.
Brand is not marketing.
Your brand is the overall reputation of your company, product or service. It is made up of many elements, one of which is marketing. Other equally important parts of your brand are product, sales and customer service.
Your brand strategy should clearly define your company's purpose, vision, DNA, position, value and customer so that your team can make clear, unified and focused decisions to help grow your business. It should focus on the big picture, but include an achievable mission that aligns with your short, medium and long-term business goals.
A well-defined and focused brand strategy will position your company for long-term growth by:
Clearly defining its market position and the value it brings to new and existing customers
Creating a consistent message that increases brand awareness and customer confidence
Your marketing strategy is a function of your overall brand strategy and business plan. It describes the tactics you will use to communicate your key messages to your ideal customers. It can include your content strategy, digital marketing, campaign development, social strategy, advertising, public relations, retail marketing, etc.
Your marketing strategy is the vehicle that delivers your brand message tailored to the customer.
Your marketing strategy and tactics can change based on customer data, campaign success, technology, trends, budget, etc. Your brand strategy is the cornerstone of your overall business plan. It is your roadmap that guides you to your destination. It only changes if your destination changes.
ℹ️ Some branded projects that I really like and in different sectors that you can be inspired by:
DeGods🏛 https://twitter.com/DeGodsNFT
Redacted🦋 https://twitter.com/redactedcartel