Personal Branding in Web3 (101)

With the emergence of decentralized and blockchain-based social media and content-creator platforms, individuals now have more control over their data, identities, and transactions. As we can exercise more power in the digital world, it is as essential as ever to develop and utilize one's personal brand (PB) to further enhance that agency, especially while looking for jobs, new customers, and really, new value in business, not in the last place in the Web3 space.

Market conditions in Web3 are notorious for being volatile and outside our control, which is why PB has become a strategic asset for individuals and company leaders. Simply put, personal branding in Web3 de facto translates into digitally showcasing an identity, almost as it were a digital shadow of oneself. Subsequently, when companies and potential clients consider another person's or company's profile, digital presence acts as an assurance of one's credibility, expertise and values, with this potentially enabling or detracting from career or growth goals.

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Reasons why we believe personal branding in Web3 is essential & how to get started

• For landing jobs;

• To stand out as an employee;

• For being found by new business acquaintances;

• To learn how to effectively put oneself out there in the digital arena;

• Increasing awareness of your services/company by simply being visible.

An excellent way to start building a PB is by asking yourself what you wish to be known for and why. This 'why' should be well-aligned with any long-term objectives, providing a clear path for one's branding efforts. Ginnette Harvey, the co-founder of a Web3 recruitment firm, BlocHaus, whom we recently had the honor of hosting at Thrilld Labs' EcstaSHE meet-up, suggested focusing on the following points as an effective strategy to build a PB:

• Writing articles and blogs;

• Speaking engagements and podcasts;

• Publishing newsletters, or other content;

• Active social media presence (especially LinkedIn);

• Participation in industry associations and advisory boards. ‍

Which platforms to leverage? LinkedIn is a main tool of professional networking in Web3, with more than 70 million companies listed, and it plays a crucial role in the type of opportunities you receive and create. Custom URLs and professional photos, alongside a strong banner and headline, are great for capturing attention and expressing one's professional intentions. Detailed sections such as "featured," "about," and "experience" act as one's portfolio and should, therefore, include the most up-to-date information.

Posting on LinkedIn is great for building engagement with your target audience; aim for 3-5 posts weekly to maintain a consistent presence, also where it concerns a company account. If time allows, we suggest connecting genuinely with your network, especially first-degree connections, and don't hesitate to reach out to respected industry professionals – thought leaders in the Web3 space are oftentimes very approachable, as long as you reach out with sincerity, kindness, and don't seek to extract value from them merely.

At Thrilld Labs, we'd also casually suggest considering leveraging Thrilld for one's personal (or indeed, company) branding. As a free and open-access business solution, individuals can create a profile with professional information about themselves or their very companies. While looking for a job or hiring, you can even signal that on your profile. Whilst Thrilld does not allow individuals to post/publish or do cold outreach, it works well for generating new, tailored leads that fit one's business purpose (be it investments, collaborations, or else) whilst enabling that additional visibility amongst an ecosystem of Web3 professionals only.

Tips based on our team's industry experience

Thus, tailored to the ethos of Web3, we suggest to professionals in the space the following substantial approach to personal branding:

• Authenticity is key – we suggest no "copy/pasta" from other accounts;

• On that same note, avoid AI as much as possible for personal interactions or copywriting whatsoever;

• Deliver value and be respectful, both in your posts as in your outreach and messaging;

• Adopt a multi-channel (as in, re-use content elsewhere) approach, but focus your efforts on 2-3 platforms maximum;

• Adopt a multi-content approach; for instance, for certain topics, videos may work well, whilst for other purposes the written word might be more optimal;

• Where traditional social media is concerned, study the algorithms to maximize your content's reach.

On the whole, building a personal brand in the world of Web3 is quite necessary, especially in times when marketing funds are scarcer, yet transparency and authenticity are more important than ever. PB enhances one's visibility and ensures that you are consistently seen—for what you are building and for who you are or hope to become. By making your branding a strong digital asset (pun intended), you open doors to opportunities that can advance your career and even bring new personal relationships.

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Watch Ginnette Harvey share her insights on personal branding in Web3 as a guest speaker at EcstaSHE’s Hustle Hour here.