ICOs and Brand
Last week we looked at Advisers. This week I want to talk about brand and why it’s important to an ICO.
Do not underestimate how big an indication the quality of the brand and presentation of an ICO can give you on the quality of the project and it’s team.
In a sense, it’s not surprising. Traditional investors have always been impressed by the quality of individual CEOs during investor presentations – often being swayed by their performance (or lack of it!). It’s therefore no surprise in the ICO arena that quality of brand materials carries significant value. Not least because of the amount of scam projects and fear in the market.
Because there is a lot of rubbish out there from second-rate ICOs and out-and-out scammers, you have to look for world-class ICOs in the way they put out their messaging, the quality of the imagery, the presentation of their collateral. Their website must be world-class as you are looking for those that are miles ahead of the less credible offerings. If they are going to succeed, their brand and marketing HAS to be in the top 1% of all ICOs, as only 1% will truly go on to great heights.
Mind Your Grammar. This may seem minor, but in fact is absolutely critical: would you buy from a vendor who couldn’t even be bothered to speak your language? Do you want to feel like you’re buying from the City of London, or an Azerbaijani corner shop? When you can’t see into the team’s eyes, the least they can do is present themselves professionally.
There are many poorly written ICOs online, riddled with broken English. There are also some fairly decent ICOs presented in English, but who then treat their foreign buyers as second-class citizens by auto-translating sales materials with Google Translate – heaven forbid!
Seek out World Class content from the ICOs you research.