ETHWarsaw 2023: Daria Volkova - Brand strategy for a web3 startup

so hello guys uh nice to meet you and I'm happy to see you here so there are not so many people but I hope you'll get some great information from my presentation uh and it's quite unusual topic for such conferences so I'm sure you'll find something new for for yourself so uh today I'll talk about brand strategy for the web 3 startups and how to increase your value and visibility in the web 3 space um to users to developers and to your partners uh so my name is Daria wava I'm web3 product strategist and branding and communication expert I work with different web3 projects and you can you can scan the QR code to find out more about me and my experience uh so let's go uh please raise your hands if you know some of these brands you know probably all of them yeah uh so uh these companies spent many time much time money and effort to be visible and uh to be famous in the web stre space and out of this uh web space and here on the slide you see two unicorns uh one unicorn is the logo of the Unis Swap and next um next unicorn is logo of 1 inch so you see that uh companies and brands have the same characters for example or same uh design uh but uh totally different brands totally different brand strategies marketing strategies and uh everything different uh being in one Niche and having uh the same logos but branding is not about design not not only about design and I'll tell you more about branding so branding is about uh giving value meanings and feelings to your audience to help them be smarter to earn money and to stand out from the crowd and also brand is about creating value and value arises when the project sols a real problem so it it's very important uh also to create your web3 strategy I mean web3 brand strategy you have to create your positioning and positioning is the answer on the question what people have to think about your product or about your about your company and also position helps to un to uh choose your brand among others uh I like this example uh of changing positioning of a so in 2013 they had description like their next Generation smart contract and the centralized application platform and this year they have this long um description long positioning uh describing their Global Ambitions so it's the example how uh positioning can be changed due to uh project growth and you also can change your position of your product if you need uh to to change something yes and you need to focus on some other um PRI priorities uh the main stage of creating any brand so first of all you have to do market research market analysis and customer Journey map then you have to create your Mission Vision Values so they're important also positioning value proposition competitive strategy naming headline every in around design tone of voice communication strategy and in final you have everything to implement in real life so it's it's uh it looks I think um difficult but it it's uh it's really valuable part and in web 3 you have some additional features so in web 3 you have to create your brand identity and ton of voice for the community also you have create to uh you have to create a content and some different activities for development relations and also you have to create the feeling uh look and feel of your product in web 3 and metaverse or arvr formats so for web3 projects it's relevant uh how to make your brand a la Mark how to make it stand out so first of all you have to make it memorable it can be uh using uh interesting logo interesting naming so people have to me to to memorize your product also it have been meaningful attractive of course scalable to to share uh to share branding on different um um different channels and to make some brand system inclusive and secure secure uh it means that it has to be um trademark if you go Global oh sorry yes so in web 3 brand also is goes to community so if you have solid and big Community you have your brand and uh also if you give uh people opportunity to uh to interact with each other it means that you have your community but if you uh just interact like brand and audience so it doesn't mean that you have community so it's also important thing and one of um I don't know one of activities uh is mammo so mammo you can use a social glue uh to share some interesting about your projects and to create some conditions where people can create mems about your project so it's it's funny and sharable content uh also if you're web ref founder you have have to develop your leadership skills and your personal brand also it's relevant for key persons of the company so probably you know some of these guys or maybe all of them so they spend much money and time to to be visible yes and to help their companies uh be visible also uh some of them famous like notorious like Sam but anyway uh anyway uh uh you know all of them so to be uh to to build your personal brand you have first of all you have to share your personal experience to you be transparent with your audience to give value uh to uh be authentic and of course to do small steps but every day so you have to be consistent in this way so and that's the final uh slide uh you can follow me on LinkedIn and YouTube and I wish everyone to create meaningful uh strong and uh beautiful Brands uh for your users for developers and for your team so thank you very much if you have some questions I'm ready to answer because I have much more slides after this uh so if somebody needs I can explain but uh but on on the back yes so thank you very much