Blockchain For Brands: 3 Tips For Educating Customers And Building Your Brand

Samantha Radocchia
Oct 4, 2018 · 4 min read
Image for post
Image for post

Most blockchain technology companies run into the same problem when they start building their brand.

Namely, how to find their place on the spectrum between being dangerously revolutionary, and too traditional and out of touch.

Hardcore blockchain companies, with a strict decentralized ethos that extends from company structure to branding materials, often feel too new and risky for potential business partners.

On the other hand, established companies that are building blockchain solutions tend to stick to traditional marketing methods. They create the product, send out a 600-person sales team, and pitch a solution that’s hosted and controlled by an individual company.

Neither strategy is particularly appealing to companies looking for blockchain solutions that are more than just hype. They want something revolutionary that actually changes the fundamental ways in which their businesses operate.

If you want to succeed in building a reputable brand in the blockchain space, you have to find your balance on the spectrum.

Not too far out there, but not simply a continuation of what’s come before.

Here are three tips for finding your balance and educating the market:

1. Bring people together around a common idea.

A blockchain is not a website, an app, or inventory software that an individual company uses for their specific business needs.

It’s a multi-party tool that companies use to interact and transact with each other. And that means traditional enterprise sales approaches don’t work. Typical B2B outreach like cold emailing or growth marketing doesn’t fit the technology.

The goal of any blockchain solution is to create a network. As the developer, you have to bring people together around a common idea, belief, problem, and solution.

Creating this ethos-backed ecosystem is the ideal strategy for blockchain companies who want to stay true to the technology’s decentralized nature.

It’s not just about multiple companies using the blockchain, it’s that they’re actually upholding the network themselves — as opposed to blockchain as a service, which isn’t really decentralized.

The key to building a strong brand is finding the common idea that can bring everyone together, then sharing it with your customers.

2. Share and inspire people about what they can achieve.

If you really are staying true to the blockchain ethos, then branding isn’t actually about your company.

It’s about the customer.

You have to be able to communicate what you’re doing, and help the customer understand the technology and what they can achieve with it. At this point, your job is to inspire people to come together with other companies in their industry — even the competition — to believe the idea you proposed will solve a major problem or challenge experienced by everyone.

For example, the denim industry is one of the worst polluters of water in the world. It’s a huge problem, and to their credit, the industry does recognize the severity of the issue. They don’t want to be doing it, and some companies have begun making strides towards a sustainable future.

Now, they’re ready to come together around this problem and find a solution.

The point is, industries don’t start with exponential value-added use cases. They start with a pain point, a regulation, or a challenge. That’s what brings them together.

You have to build your brand around both the network, the tools and the solutions to help them accomplish their goals.

And once they’re working together on the same network, more benefits will accrue.

Right now, getting people to understand the practicality of the technology — and making it more tangible for them — is another cornerstone of building a brand.

3. Separate the technology brand from the solution built on top of the networks.

Many brands want their name plastered on everything they do. It’s how they build awareness and let people know who built the product being used.

For a blockchain company, the value doesn’t necessarily come from name recognition — it comes from the networks you create. These are ecosystems that have a focus on a particular space or industry and have their own brand to go along with that specialization.

In order to separate the blockchain company’s brand from that of the ecosystem, you have to find people from within the industry who are willing to take on the task of deciding what the ecosystem should look like and how it should operate.

You want to find the best people, the ones who really care about promoting this cause for an entire industry.

And you don’t do that by looking for people who want to sell something. Instead, you’re searching for those who want real ownership over the process. They’re champions of their industry. They’ve been around long enough to know the business inside and out, and they want to promote the benefits they see in a blockchain solution.

The goal is to provide the support and technology for these champions to build their own ecosystems, while still giving them ownership over their entity.

Your marketing really has to emphasize those ecosystems and their potential more than your brand. It’s not like a traditional enterprise where the brand name is always attached to the solution.

And that’s the heart of branding a blockchain company — remembering that this is something new and different. You have to be accessible and educate your customers, and you can’t expect to find success by relying on tried-and-true tactics.

This article was originally published on

Thanks for reading!

Follow me on Twitter and Quora for more insights on blockchain technology. Or get in touch with the Chronicled team here.



how hackers start their afternoons. the real shit is on Take a look

By signing up, you will create a Medium account if you don’t already have one. Review our Privacy Policy for more information about our privacy practices.

Check your inbox
Medium sent you an email at to complete your subscription.

Samantha Radocchia

Written by

Emerging Tech Entrepreneur | Anthropologist | Author | Speaker| Blockchain | Forbes 30 Under 30 | Prev. Co-Founder at Chronicled

Elijah McClain, George Floyd, Eric Garner, Breonna Taylor, Ahmaud Arbery, Michael Brown, Oscar Grant, Atatiana Jefferson, Tamir Rice, Bettie Jones, Botham Jean

Samantha Radocchia

Written by

Emerging Tech Entrepreneur | Anthropologist | Author | Speaker| Blockchain | Forbes 30 Under 30 | Prev. Co-Founder at Chronicled

Elijah McClain, George Floyd, Eric Garner, Breonna Taylor, Ahmaud Arbery, Michael Brown, Oscar Grant, Atatiana Jefferson, Tamir Rice, Bettie Jones, Botham Jean

Medium is an open platform where 170 million readers come to find insightful and dynamic thinking. Here, expert and undiscovered voices alike dive into the heart of any topic and bring new ideas to the surface. Learn more

Follow the writers, publications, and topics that matter to you, and you’ll see them on your homepage and in your inbox. Explore

If you have a story to tell, knowledge to share, or a perspective to offer — welcome home. It’s easy and free to post your thinking on any topic. Write on Medium

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store