When it comes to brand positioning, it's not just about creating a catchy tagline or flashy logo. The true power of branding lies in creating a strong differentiation that sets you apart from the competition.
Etymology
And where does the term "brand" come from? It actually hails from the world of farming, where farmers would burn a mark on their cattle to distinguish them from others. This process was dubbed "branding" livestock, and the word "brand" has since been extended to far different contexts.
But the through-line that connects these contexts is differentiation. What mark, physical and mental, will you burn into your prospects' minds to separate you from the rest? Differentiation has two sides - positioning and branding - which are like yin and yang. Positioning is the rational side, answering the what and why with precise and matter-of-fact phrases. It's not the same as a tagline, which is a manifestation of your position.
For example, Nike's tagline "Just Do It" is not their corporate position. Nike's corporate position, as stated in a recent press release, is "the world's leading designer, marketer, and distributor of authentic athletic apparel." On the other hand, branding is emotional - it's the overall gut feeling that people have towards your differentiating signal.
However, brand is a response, not a stimuli.
You can't actually brand something, you can only position it for a response. Brand is a prize that you have to earn through consistent and authentic communication.
Web3 branding
In Web3, brand positioning is an entirely different animal than in Web2. The unique network effects make it harder to sustain a brand positioning in Web3. Therefore, it's crucial to underpin the community of your protocol with a shared belief.
When you create a strong sense of community, you create a shared sense of purpose that makes it easier for people to connect with your brand on an emotional level. So, when it comes to brand positioning, don't just focus on the rational or emotional side. Instead, find the balance between the two and create a shared sense of purpose within your community to sustain your brand positioning.
"We really truly believe that your access to finance and financial stability shouldn’t depend on your current location, origin, religion, or race.” ~ Vitalik Buterin