This analysis explains how to Build a Web3 Brand Without Relying on Hype through the source's decisions, evidence and operating constraints.
Read the evidence below as a decision trail: what changed, why it matters, which trade-offs shaped the result, and where the conclusion still depends on context.
The biggest gap between Web3 brands and Web2 brands comes from the commonality within their communities. This article will show you how to build a Something to Earn model in the Web3 field. After reading, you'll instantly understand how to manage Web3 brand marketing!
Blockchain Web3 brand Something to Earn Creation Secret
Something to Earn is an extension of the Play to Earn blockchain game Gamefi. In blockchain games, besides the game's in-game currency, there are also so-called crypto tokens. In blockchain games, crypto tokens play a role in building a bridge between the real world and the real world. Crypto tokens can stimulate gamers to dig more aggressively and create value beyond the game
From the brand's perspective, Web3 Something to Earn adds a token mechanism to encourage and strengthen users' existing motivational behaviors, making their original behaviors stronger and motivating you to do more brand-related activities
In Web3, the secret for Web2 brands to build something to earn is to make the user experience more enjoyable and encourage users to participateFor example, if you host a gaming esports event, users simply stay in the stands or watch online during the event. This is the environment provided by Web2 brands. But if Web3 elements are added, users watching each esports event can earn tokens or exclusive NFT items related to the brand based on their accumulated viewing hours or interactions. Would this enhance the overall user experience and excitement?
Strengthen fan engagement, amplify their identity and sense of identity, and create more valuable fan relationships
What challenges do you encounter when running a blockchain Web3 brand?
- There may not be a direct connection with users, or brand loyalty is insufficient
- It is impossible to accurately identify whether a user is a fan of the brand
- There is a lack of effective mechanisms to motivate users to interact with the brand
How to manage a Web3 brand! Create a growth flywheel that belongs to your brand
Adidas The Loyalty 3.0 initiative proposed by a former Web3 head builds a Web3 brand growth flywheel based on three features and one concept. Here, I'll quickly highlight the key points from my perspective
● Playability: Brands should provide users with an environment to participate and ensure a low barrier to entry. By using gamification to attract users and establish direct connections with them, the stronger the playability, the higher the engagement
● Community: Engage users through gamified playfulness, form a sense of identity and identity within the community, convert users into high-value brand users with long-term retention, and build brand faith (for how to build brand belief, refer to this article:NFT Marketing Strategy Sharing! Learn about the world's most successful BAYC explosive marketing!）
● Creativity: Some decision-making power for the brand is left to the community. Brands only need to provide tools and establish comprehensive incentive mechanisms. In Web2, brand incentives are centralized and unilaterally rewarded, with less transparency and lower user control. However, in Web3, brand incentives are not necessarily provided by the brand; they can be conducted through NFT transactions or crypto tokens among users
● Ownership: In Web2, the content or items you create for your brand cannot truly be recognized as ownership, because the brand itself does not belong to you. However, in Web3, all content created by brands through NFT users can be directly identified and protected. Combined with these three characteristics, any playable or creative content created will be granted ownership through NFTs, and all actions on the blockchain are transparent. It can further stimulate and encourage users to create content and build a sense of brand identity for themselves!
Through these features, let's build a growth flywheel for Web3 brands together!
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What to take away
The practical value lies in the decisions and constraints behind to Build a Web3 Brand Without Relying on Hype, not in copying one implementation without its context.