Founders

HIGHER

How to build a brand for your crypto project? 

I analyzed what I consider the most interesting brand in Farcaster: $HIGHER.

/higher is a masterclass in branding and community building, originated by @six @martin and @lght.eth

Here are 5 tactics you can borrow from it as a founder to brand your project 👇

1/ Adopt radical simplicity

Brand building is more effective when it's minimalist: Higher is :
- 1 word for a set of values (such as positivism, wealth, collaboration)
- 1 simple, easily reproducible symbol ↑
- Ubiquitous distribution (the concept can be applied everywhere)

For example @bwilde cast :

Writer & Director /degenstheseries  - Co-founder @safary

1/ Adopt radical simplicity

Brand building is more effective when it's minimalist: Higher is :
- 1 word for a set of values (such as positivism, wealth, collaboration)
- 1 simple, easily reproducible symbol ↑
- Ubiquitous distribution (the concept can be applied everywhere)

For example @bwilde cast : 

2/ Build a brand people want to associate with

Higher has successfully associated itself with the crypto community. When building a brand, it's crucial to tie it to people's identities, their self-perception. Search for meaning, not features. 

I have never observed people getting tattoos of a memecoin before:

3/ Create an “Higher” network effect

As @lght.eth wrote, decentralized brands enable "permless media/infra/tooling/networks".

Brands become more powerful when they allow members to build upon them, shaping what they want to see emerge. Make it easy for users to create content on behalf of the brand.

4/ KOL distribution playbook

It's well-known that associating celebrities with brands effectively builds credibility. But how to do it? 

An effective way is to sell common values, not features or product, so KOL share it by themselves. Higher had mastered this organic distribution, because it's "more" than a token. 

5/ A movement

I believe Higher is pioneering a new generation of internet communities, following the 2021 DAO wave. It's more of a "movement" than an "organization". Since the token represents a set of shared values, the concept of being "in" or "out" doesn't really apply. This paradoxically enhances engagement.

3/ Create an “Higher” network effect

As @lght.eth wrote, decentralized brands enable "permless media/infra/tooling/networks".

Brands become more powerful when they allow members to build upon them, shaping what they want to see emerge. Make it easy for users to create content on behalf of the brand. 

I saw it in several crypto conf, Ethernaal used to have a booth with free tatoos. Some people did the Ethernaal logo.