Branding In Web3

A physical product comes associated with a physical experience via the five senses. So in cyberspace, there is nothing to grasp but digital space. Web3 companies filled the digital space with recognizable brands despite the general population’s knowledge gap on the technology. How? By creating new norms unrestricted by corporate rigidness. Corporate tech has standardized branding blueprints. Web3 takes those blueprints and puts its spin on them by playing around with visual and verbal identity.

Brands that are overly technical can come across as cold and unapproachable. This is why even ChatGPT includes personal remarks rather than just spitting out facts. On the other hand, if a brand is too focused on aesthetics, it risks losing the clarity of its purpose. Balance is essential — and at Guava, we master this balance by taking the guesswork out of branding. We carefully craft a brand identity for your Web3 product launch or event.

A brand encompasses both visual and verbal identities. Verbal identity refers to the tone, voice, and messaging associated with the brand, while visual identity is what customers see, including logos, colors, and design elements. These aspects blend together, like a person’s unique face and voice, to create a complete identity.

In Web3, the dominant branding language often centers around “meme” or “degen” culture. Engaging people with relatable memes has become a branding staple. Web3 brands frequently use humor to build rapport, with intern accounts dedicated to sharing offbeat memes that feature their logos or mascots. A defining Web3 trend is profiting from “Robot Chicken”-style humor. Meme-based branding has even helped sell coins like $Bonk, $ChickenFishHead, and $Goat.

Solana is a prime example of a brand taking cues from traditional giants like Apple by prioritizing user experience (UX) and user interface (UI). Apple won’t throw exotic dance parties like Solana, in public at least. Apple does have sleek visual identity and intuitive interfaces enhance the user experience, a model that Solana mirrors.

Conversely, Ethereum and Bitcoin focus heavily on technical performance, promoting the philosophy of decentralized “hard money” and resistance to inflation. Ethereum’s Layer 2 solutions, such as Superchain, extend its capabilities Bitcoin advocates emphasize its proof-of-work model for its security and value. The Ethereum and Bitcoin approach emphasizes a clear, serious brand voice that appeals to those interested in the technical substance of the product.

A philosophy is being sold where it requires studying the inner working of the product to fully comprehend its capabilities. The brand voice is more robust and a bit monotone to not distract from the product. Brand visuals vary but tend to be minimalistic and serious. There are also some Ethereum aligned companies that are just straight memes.

Web3 is building a new banking system, pioneering trading assets, and enhancing cybersecurity through cryptography. Given the general population’s limited knowledge of these innovations, building effective brand associations can be challenging. However, Guava has found the key to connecting people with these ideas through immersive product launches and engaging events, bridging the gap and warming audiences up to the value of your product