Let’s explore a niche subject. Creating a personal brand that supports a Web3 brand and an overview of what it can be like.
I’ve already written about personal identity in the digital era and touched on anonymity.
In this article, we’ll explore my experience navigating “web3” with a persona that aligns with an NFT collection: the good, the bad and the ugly.
Firstly, navigating a space with such a strong subculture is not a walk in the park. People care less about who you are and focus more on what you can do. And more specifically, many care most about what you can do for them.
For many, the promise of Web3 is a place where you can have fun and make money. Part of that is genuine; for most folks, it is inaccurate.
To start, you need to find your focus, namely, where you can add value.
Finding your thing
Communities represent different things. Finding where to start can be overwhelming. Taking your time to find your way is a good position where you can test the waters out and find your tribe.
And it might not just be one community you interact with. Often, there is quite a bit of overlap, whether it’s shared style, values or members you know from one thing to another.
Once there, instead of waiting around for things to happen, participation is the most valued asset where you contribute, whether it’s sharing, creating content or offering something else beyond simply a monetary transaction.
Many of us have a valuable skill, whether or not we realize it at first. It can take some time to find your way.
Launching a collection
For those who are out of the loop, someone involved in NFTs typically creates and launches a token that is a collection of a specific size that others can get for free or pay a fee to own.
Usually, there is a minting phase where supply diminishes until it is complete and folks can also buy on secondary markets after the fact.
You may find that there is nothing out there that entirely fits you. And that’s all right. Start your own thing, or create something for fun.
The ethos of Web3 is making something and sharing it with others. Someone out there will connect with you and appreciate what you’re doing.
This is precisely what I did. I’ve never felt like I “fit in” anywhere, per se. So, I launched a collection that reflects my views on the space and offers some perspective with an original pixel art collection of masks.
If you have a unique vision and not another “me too” type of proposition, I encourage it. We do not need another animal PFP collection.
What makes you different from all the other collections out there? That is the question you should answer before contributing anything. We need more signals, less noise.
Many collections are experimental, just for fun, or “as is” without utility.
The landscape of Subculture
The most fascinating part of Web3 is perhaps the different areas of focus.
Some shitpost on social media (primarily Twitter – yes, to me it will always be called this). Others are meme lords. Vibing on Discord. The entertainers are hosting live spaces, the gamblers. The speculators are finding the next hype thing.
It’s an easy way to kill some time, at the very least. It is a hobby for many—a full-time job for others.
Many make an NFT their entire identity. Whether it’s to flex status or because they support a community of like-minded people. Based on what it represents.
Early adopters are rewarded for being in the right place at the right time, believing in something they care deeply about, and sticking around long enough to realize a benefit.
Then, you have the builders making tools, products, or marketplaces.
And, of course, the artists. Without them, we wouldn’t have much to associate our tokens with.
From the thinkers to the doers to the creators and the influencers. The companies and the patrons. It’s quite a sight to see. On the surface, at arm’s length, it’s often viewed as scams and financial speculation; in the rabbit hole, it feels a bit different and unique.
It’s a self-aware space that pokes fun at itself, too.
Providing value
I would say that 80% of folks show up with their hands out, wanting something for nothing. This is a poor position to start from. Entitlement leads to resentment, which leads to making bad decisions.
Proving your worth is demonstrated by exploring your capabilities and contributing to the culture. Sometimes, simply showing up is enough.
Other times, if you are only here in the interest of what you own (your bags), then what motivates you is pretty transparent.
Understandably, many purchase an item expecting the “price to go up,” reducing their interest to only speculation and gambling. This leads to a never-ending game of hot potato on the continual hunt for exit liquidity.
Instead, I might argue that narrowing your focus, providing value, whether it’s participating in a community, sharing and extending the brand through creating or contributing in some way may lead to a more long-term gain, whether it’s through the connections we make or eventually realizing a monetary gain.
Being a part of something and belonging is worth its weight in crypto.
That being said, there are plenty of opportunities if you know where to look. If you are a focused and disciplined trader, you can do well or get lucky trying.
There is something for everyone, whether LARPing as a character or becoming an overnight success story by playing your cards on a random meme coin (few).
Cultivating community
The saying that you only need 100 true fans is discovered in real-time. And from there, it is exponential.
Supporting your people is paramount in Web3, whether running a Discord with engagement offers, moderators, or chatrooms. We see tribalism and alignment happen every day.
On the other hand, manufacturing engagement is a toxic practice that leads to pumping up interest in something that perhaps has no legs.
Enter the never-ending hunt for the next big thing.
Finding your way can be difficult at first. Many folks we can call “influencers” have an extensive reach and manipulate their audience for financial gain.
You have to be vigilant and conscious of these factors in play.
Creating content
Launching a token is fun, but everything else that supports it is the most essential thing.
Whether you have a road map or not, delivering consistent content is a good way to maintain structure and support the community through assets they can use and share to help drive word of mouth.
Spending the time and effort to craft a narrative that aligns with a promise and, ultimately, the item they are selling.
Consistently delivering
The main challenge in the space is attention span.
Many have lofty promises, hyped-up marketing and influencers paid to shill on the timeline. Authenticity is seen as few and far between.
Showing up and delivering what you promise is surprisingly rare. So manage your expectations on what is possible to manage other’s perception around what you are doing and what is possible.
Idealism is great for vision, but realism steers the day-to-day reality of the situation.
Growing a supporting base through organic marketing is ideal. We don’t all have marketing budgets and it’s also the most natural way to build.
The transition back from pseudonymous to the original self
I don’t feel I can be authentic if I always hide behind a mask. Maybe it’s because I’m a little older, or that’s just how I am.
It works great for other people, but I need to be out there as myself, sharing my work and what I’m up to without a layer of mystery that is not an accurate representation of who I am.
The mystery and intrigue only get you so far. Once the allure wears off, all you’re left with is yourself at the end of the day. And I am comfortable with that.
Focusing on what you’re good at and not getting distracted by the noise is critical. I plan to continue exploring the space and finding my way by creating more. I see where I am at right now as a starting point.
It won’t all happen quickly, but I have some areas yet to experiment with.
