--- title: "Crypto Blockchain Branding 101: The Projects You Choose Are the Brand You Become | AlphaGrowth" description: "ETH is the Amazon Fantom is DeFi Harmony is games Solana is NFTs Get hungry because soon, your chain must eat. Eat competition, eat and industry, eat and co" url: "https://alphagrowth.io/blog/crypto-blockchain-branding-101-the-projects-you-choose-are-the-brand-you-become/" --- [Back to blog](https://alphagrowth.io/blog/index.md) Author Bryan Colligan Growth Hacking 2 min read / 4 years ago # Crypto Blockchain Branding 101: The Projects You Choose Are the Brand You Become To say this two years ago would make degen frens go cringe. But: blockchains are branding themselves. Whether they mean to or not. _ETH is the Amazon_ _Fantom is DeFi_ _Harmony is games_ _Solana is NFTs_ Get hungry because soon, your chain must eat. Eat competition, eat and industry, eat and conquer. Why? Because scaling means branding means scaling. There can only be one or two Amazons and Googles. Crypto already has them. The real questions for your chain: - _What will the chain eat?_ - _What vertical will chain, layer, your crypto kingdom take over?_ - _What will it be known for?_ When you’re everything to everybody, you’re nothing. Users won’t know why they should adopt and bridge and play. They won’t build their DEX, launch their lock drop, stake token or play your games’ next season unless you give them a reason to do it on your chain and nowhere else. Niching down is hard. It’s ego. It’s fomo. It’s seeing all the possible directions choosing one outcome from all the possible threads. It’s really hard for big brains. There’s so much you could do. But fail to niche, and you will fail to attract sustainable user communities, generate value and grow. Define your niche and support the projects that help build the brand, and you build intangible assets that are priceless: - _Brand recognition_ - _Brand awareness_ - _Credibility_ - _Social proof_ Harmony ate games. No not all games. But the most notable in the ecosystem: DeFi Kingdoms. $5B AUM. It signaled to the world that Harmony is the gaming chain. Even when DFK launched Crystalvale season two on AVAX, Harmony is still the game chain. Because once your brand gains reputation, it’s yours to lose. Reputation is stronger than reality. Fantom is still the DeFi chain, with or without Andre. But it couldn’t have become that without the projects that solidified that rep. It wouldn’t have become that without another thing: telling people what it was. _Harmony say: we are for games._ _Fantom say: we are for DeFi_ Take a page from SaaS: Salesforce. There are way better solutions than Salesforce. But it ate the CRM vertical. Try getting an enterprise customer to move from the platform. Let us know how it goes. So how do you help the projects help you brand your blockchain? First, you have to decide what you want to be when you grow up. It’s a choice. There are many verticals out there that future chains will own. Who will own: - _The image-driven chain_ - _The video chain_ - _The bio-med chain_ - _The travel chain_ - _The learn to earn chain_ A highly specialized chain optimized for a specific vertical’s unique problems eats the world. The reason: your chain will become known for what it allows users to do really well, said differently the problem it solves. Apps are really just functions. Humans see function over form (Brain sees sitting thing first. Later it’s called a chair). Once brand recognition, awareness, credibility and social proof are built, users will know to come to your chain for specific reasons. Keep them engaged, keep allowing them to create value, they stay. To build your brand, your chain must attract and invest in the projects who will build your vertical and help you eat the world. If you need help choosing or developing the right ones, we can help. _If you’re interested in learning about more growth strategies for your project, we encourage you to connect on Twitter_ [_@bryancolligan_](https://twitter.com/bryancolligan) _. Join our_ [_Telegram_](https://t.me/joinchat/jQLg9NmYX6BhZTk5) _for members-only alpha on projects we’re watching and DYOR resources for creating growth, credibility and engagement for your project._ SHARE THIS [Share on X](https://x.com/intent/tweet?text=Crypto%20Blockchain%20Branding%20101%3A%20The%20Projects%20You%20Choose%20Are%20the%20Brand%20You%20Become&url=https%3A%2F%2Falphagrowth.io%2Fblog%2Fcrypto-blockchain-branding-101-the-projects-you-choose-are-the-brand-you-become%2F) [Share on LinkedIn](https://www.linkedin.com/sharing/share-offsite/?url=https://alphagrowth.io/blog/crypto-blockchain-branding-101-the-projects-you-choose-are-the-brand-you-become/) ## Related news Growth Hacking Market Analysis Podcast [### Hot Takes Cardano Prime builders vol.1 with Alpha Growth](https://alphagrowth.io/blog/hot-takes-cardano-prime-builders-vol1-with-alpha-growth/index.md) Oksana Vlasenko / 2 min / 2 days ago Biz Dev Growth Hacking [### Fund the Founder, Not Just a Code](https://alphagrowth.io/blog/fund-the-founder-not-just-a-code/index.md) Bryan Colligan / 6 min / 4 weeks ago Growth Hacking Real Yield [### Where Whales Look: Getting Your Yield Found](https://alphagrowth.io/blog/where-whales-look-getting-your-yield-found/index.md) Bryan Colligan / 5 min / 4 weeks ago