Can you remember the last few tiktoks or reels you watched? What were they about? Tough, right?
In today's world, we are overwhelmed with the amount of information filtered through our brains. That also concerns the number of companies trying to sell their services. With so many options offering the same services, it’s hard to make a choice.
If you want to sell and instill trust, there is a need to stand out. And this is where branding comes into play.
What is a brand?
"This is what makes you recognizable. It explains to your clients what you are standing for. This is how you present yourself in the world of business. In response, others understand why they should choose you. Because they trust you."
A good example is Nike’s famous "Just Do It" slogan, which perfectly matches the company’s purpose. It is easy to remember and inclusive, saying everyone can be part of a brand. What's more, it highlights important social values and brings real benefits: health and fitness.
Sweet music for the ears can become a reality if you put a little effort into it.
“Okay, let's get to the point; why do I need it?”
Brand shapes:
- Market price increase
You can increase the price of services by about 13% on average only on behalf of recognizability.
Take Ethereum, for example — a solid reputation lets it charge higher fees than other blockchains. Although cheaper options exist, users stick with Ethereum because they trust its security. This keeps fees high without losing customers.
- Trust building
People stick with brands that actually deliver. Some are even down to make a pre-order, confident you won’t let them down. Brand helps form a reputation that will keep you in business when times get tough.
Bitcoin faces criticism for its environmental impact and links to illegal use, but many investors still believe in its value and performance. Its dependable reputation keeps them sticking around.
- Project’s vision and mission
Vision — it's the roadmap for where a company is headed. When people know the direction, the progress and results follow. And it matters for the entrepreneur, too. With a mission, you know exactly why you jump out of bed each morning. Without them? Plans fall apart.
In 2013, Vitalik Buterin woke up with an idea to expand blockchain technology beyond transactions. With a clear vision and mission for Ethereum, he built a team within just a few years and made blockchain more practical. Today, thanks to Ethereum, many of the most popular Web3 solutions exist.
- Emotional attachment
The brand creates value for a team and a community. Just to be clear — 60% of people pick a job because it lines up with their own values. Simple formula: your actions align with your values — people with the same values find you and stay with you.
Solana professes a basic idea of all Web3 — censorship resistance and equal access to information. However, they make value by creating communities worldwide and lowering transaction fees with a unique protocol. Their values line up with what most of society cares about. Thus, they keep growing the ecosystem and offer many events to create positive connections with their brand.
How do we measure brand effectiveness?
Brand strategy creation is not enough: you need to know basic metrics to understand whether you are moving in the right direction.
Indicators and metrics
- Time spent with a brand
How much time does your community spend hanging out with your project? Building an emotional connection happens when your platforms are buzzing with activity. Share your story while they’re all ears.
- Engagement
The right brand pulls people in naturally. They'll dive into your dApp without needing a flashy ‘AIRDROP ALERT’ banner. And guess what? They’ll happily drop some glowing feedback, and no arm-twisting is required.
- Brand loyalty
Do the customers return to you after the first interaction? Do they recommend you over countless other projects? If not, it’s time to rethink.
- Memorability
It's such a pleasure when people remind your project without the trigger of push notifications, but at heart.
What can go wrong with a strategy?
Alright, let's jump into what can go wrong with a brand strategy. It’s not always effortless, and there are a few traps you might fall into. Someone messed up:
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Role of the owner
Understandably, business owners want to make decisions about the development of their business on their own. However, sometimes they find themselves clinging to methods that worked 'back in the day'. In industries where branding wasn't a thing, that might have been fine. But in today’s fast-paced world? Not so much.
Business enthusiasts might even be from Gen Z and lack that old-school experience. They still can be not fully aware of what it takes for businesses to stay successful in the long run. This article exists to fill that gap.
Role of the executor
In our case, “brand strategist” and “designer” refer to the same specialist.
Brand strategists' main task is to minimize risks. We all know there are things we can’t fully influence, but for such experts, that is responsibility for the result.
A skilled brand strategist always starts with solid research — “I know that I know nothing,” as Socrates wisely put it. It’s completely normal for a professional to spend time crafting mood boards and analyzing competitors. This isn’t a sign of inexperience — it’s a sign they’re committed to giving your project the thoughtful attention it deserves.
The design team is interested in speaking with clients so they can understand their needs better. This way, most of the effort goes into decision-making and clarification, which helps avoid wasting anyone’s time. Consider it a good sign if the specialist reaches out to you regularly, whether directly or through your project manager.
But before we get started, we usually conduct a stakeholder interview. This helps us avoid any mix-ups early on, so the final result is solid and matches what you're looking for.
Finally, a brand strategist should be able to work with heavy artillery — lean canvas. This comprehensive approach helps clarify who you’re designing for and the purpose behind it. It's a great choice if you're ready to speak to your customer segment as directly as possible.
[The Lean Canvas is a one-page tool for creating a business plan. It breaks down your business idea into key parts, making it easier to analyze and understand. This approach helps organize and test the core ideas behind a business model.]
Brand creation vs Sales activation?
Brand building is a long game, while sales activation gives quick results. But rookies often dive straight into sales, hoping for instant success and soaring profits. What’s the catch?
- No strategy or reputation was created;
- No promises were made;
- No emotional connection with the community was formed.
The result? A community without trust. You need customers who actually want to come back. Branding works for perspective, and it needs to take some time to pay dividends. The sales activation comes on the stage and plays a supporting role. It exists to boost the brand's value and bring it to a new level.
Strategy roadmap
Okay, we made it clear why branding is important for creating a reliable, sustainable, and thriving business. Now, let’s dive into the exact steps the client and strategist need to take:
- Gather for a meeting and decide what are the goals of the strategy
Decide the strategy and direction where you are going to move.
- Competitors and category research
To understand the market, you should know your competitors inside and out. That insight helps you craft the right value propositions. Create a positioning map: see where you are now, what and who is around you, and where you want to go.
- Custome your Client Profile
Choose a segment to target. Focus on what they need and want. Let the needs unite people, not gender or age.
- Create a base for a brand
Create a sense. Address every question that comes up — especially the ones you ask yourself.
- Visuals
Hold up, you have to pause and think carefully in here. Keep in mind that people fall in love with their eyes first. A memorable brand, easy-to-read fonts, pleasant colors, the resonance of values with design…yare yare yare. Oh, I could go on forever. We will circle back to this, I promise.
- Communication strategy
Find a way of communication which hooks your audience, shares your vision, and builds loyalty. Show them why you're worth their time and attention.
- Realization
There is no place for procrastination. If the strategy is ready, do not hesitate. Watch closely to see if your new brand or rebranding works.
Summary
Crafting a brand that sticks isn't just about logos and catchy slogans — it's about creating a story your audience connects with. At Amen Agency, we’re not just designers. We’re storytellers, strategists, and your creative partners. Whether starting from scratch or rebranding that clicks with your vision, we have the tools to make it happen.
Let’s build something your audience won’t forget. Contact us for a consultation and see our expertise for yourself.
The customer, as a brand owner
Your brand-strategy executor
The customer, as a brand owner
Your brand-strategy executor
The customer, as a brand owner
Your brand-strategy executor
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