How to turn your NFT brand into a movement
It’s no secret that movements are born from stories. And if you’re looking to create a movement around your brand, you need to start by crafting a brand story worth sharing. Your brand story should take your community on an emotional journey. It should make them feel something — inspiration, hope, or even anger. The more emotionally charged your story is, the more likely it is to create a movement.
But how do you tell a brand story that can create a movement? Here are five tips:
Make it relatable
Your brand story must be relatable if you want it to create a movement. Your community needs to be able to see themselves in your story and connect with it personally. The ability to mirror the audience and give them insight into themselves will make your narrative powerful and shareable. Resonance is powerful; you’re more likely to build momentum if you can create it in your story.
There’s a tendency to make brand stories aspirational in the crypto space — glitz, glamour, and wealth has been the (increasingly tacky) selling points for years. But they’re inaccessible and don’t work as a hook anymore.
Give it a purpose
Your brand story should have a purpose — it should be trying to achieve something. Whether starting a conversation about an important issue, or rallying people around a cause, your story needs to have a clear purpose. We are living in a time where people don’t just care about the bottom line…they care about the world they are going to leave behind. Our values inform our buying decisions more than ever, and purposeful brands will be able to stand out.
Focus on humanizing your brand and sharing stories highlighting your product’s or service’s emotional side.
Make it inspiring
Your brand story must also be inspiring if you want to create a movement. People must see that your story is about something bigger than your product or service. Bigger than their investment. Bigger than Discord engagement. You have their attention when you can get people to see that your story is about something that will change their life for the better.
Paint a picture of a better future and share stories of how your brand will help people reach their goals.
Make it actionable
Your brand story must be actionable if you want to create a movement. People need to see that your story is about something they can do, not just something they can consume. People are more likely to act when there’s a call to action that involves meaningful effort and reward. A good call to action empowers people to own the community they’re a member of and become the brand’s most prominent advocates everywhere they go. Think beyond tweet storms. Think beyond hoodie photos. Think about how you can give your community the tools, the knowledge, and the language to go out and do something.
Give your community concrete ways to participate in the movement you’re creating and share stories of how your brand is making a difference in the world.
Make it authentic
Lastly, your brand story needs to be authentic if you want to create a movement. People need to see that your story is accurate and that you’re not just trying to sell them something. Cash grabs come and go, and they’re increasingly easy to tell apart from the meaningful projects. Your story must be built on a foundation of authenticity if you want it to stand the test of time and create a movement that lasts.
Be transparent about your brand’s mission and values and sharing stories that showcase your team’s commitment to making a difference. But make sure you’re also clear about who you are — who you really are. Tell the world your name. Show them your on-chain history, OpenSea hidden folder, and all. Show them your track record and how it ties into the story you want to tell.