How to design a NFT brand identity that works | by Joan Westenberg | July 2022

It is not enough to design a landing page or a logo and call it good. Appealing to customers and building your NFT brand requires a little more nuance. To really understand what Your business is about, you need to be able to develop what is known as a brand identity.

Simply put, an NFT brand identity is how your customers perceive you. What images and emotions do they associate with you? Your identity is not just how you interact with your customers, but everything that makes up how your business presents itself to the world – the types of visuals you use in your marketing campaigns, the style you use in your email newsletters and on your landing page. , your logo, the value you offer customers, and so on. Designing a brand identity that works ensures that you will stand out from your competitors.

How do you design a brand identity that works? Here are some things to keep in mind.

You simply cannot build a brand identity without understanding your audience. Who is your target audience? What do they want from your brand?

It never hurts to ask the owners and ask. Did the brand building meet their expectations? If so, ask why it is. If not, find out what did not work. Assess whether your current marketing efforts are in line with your intended goals for the downturn.

What kind of values ​​do you want your brand to convey? Are you authoritative? Informal? Light-hearted? Decide what kind of mood you want your brand to convey. Be willing to ask yourself critical questions. Is the visual and message that your brand sends in accordance with the brand’s values ​​and imagined personality?

Effective NFT marketing and identity development requires you to be emotional. What kind of emotions do you want to arouse in your customers? One study showed that people experience four basic emotions: happiness, sadness, surprise / fear and anger. How do you want the NFT marketing and materials to reflect and evoke in the owners?

The type of emotions you play against will affect the color choices you use (bright colors like yellow and white play well against positive emotions while black / red / gray may be better suited when you appeal to more negative emotions), your style, and will affect how your identity your interacts with customers.

No business exists in a bubble. Even if your brand operates in an obscure industry, it helps to research competitors. Consider what kind of images and branding they use. If possible, consider their sales and market reach compared to yours. What are they doing right? What mistakes do you want to avoid? The better you understand who you are working towards, the better you will be able to understand what kind of identity you want your brand to convey.

But developing an identity should not be a solo effort. Collaborate with other departments in your company to find out what identity your brand should have. All aspects of your business need to work together. Your designers should understand your brand as deeply as your community leaders. Make sure you seek constant feedback throughout the process and inform everyone in your business about the story your identity is trying to tell. This will ensure that your identity is both strong and consistent.

Joan is a Web3 / NFT writer, angel investor, communicator and creative director. She is the founder of web3 marketing, PR, branding and creative company Studio Self, where she helps blockchain companies, founders and creative communication with people. She builds Metapunk Venturesa Web3 venture studio, and builds MODA DAO + Emanate