Lisk blockchain – Creating a brand-product ecosystem

A future-proof brand vision implemented in communication, the product ecosystem, and the organizational culture.

Blockchain is the ascending digital infrastructure of the future, offering a myriad of opportunities to create new services. Lisk’s innovation consists in providing a platform that allows people to build apps without having to be blockchain experts. Our human-centered approach to brand strategy is the reason Lisk trusted in Rlevance to help communicate this idea and take their organization to the next level. Grounded in extensive research, we developed the brand’s value proposition and identity in a way that was just as authentic to Lisk’s aspirations as it was relevant to its stakeholders. After defining the brand strategy, we supported Lisk in creating a marketing strategy, and developed guidelines for the organizational culture that would govern daily internal collaboration.

Understanding stakeholder’s needs and defining the Lisk brand strategy

By many, blockchain is regarded as the next internet. Unprecedented security and transparency in transactions without middlemen being one of the benefits that sets it apart. It is predicted to be impacting all levels of the digital sphere. Lisk’s goal is to open up the potential of blockchain to everyone by providing a platform that makes it easy for non-experts to build useful applications. Rlevance was brought in to develop a brand strategy and identity that would be the guiding star of Lisk’s corporate undertakings. Helping Lisk to become the go-to platform for building and managing Blockchain Apps would mean to enable the widespread adoption of Blockchain technology. Due to the nature of this technology, there is a complex ecosystem of stakeholders with diverse goals, expectations, and capabilities to navigate. This is why Rlevance first developed a research process to understand the needs of these stakeholders. We dug deep into the needs of blockchain developers through an online discussion group on Slack with a global group of developers, spanning from Asia over Europe to North America. Here we discussed goals, needs and expectations regarding blockchain technology and players in this field. Furthermore, we conducted one-on-one interviews with blockchain experts with backgrounds in investment, large corporations, and entrepreneurship. To disclose the full potential of Lisk, we conducted a series of workshops and interviews with the founders of Lisk, Oliver Beddows and Max Kordek, in which we collaborated to create the Lisk brand strategy as a value proposition. This provided a guiding star for all entrepreneurial decisions, as well as a sense of pride and purpose to the Lisk team members. Furthermore, the brand strategy helped to bundle Lisk’s various offerings into a product ecosystem that provides utility to their disparate stakeholders. Also, our results informed the work of design agency Taikonauten [https://taikonauten.com] which took on Lisk’s visual identity.

Marketing strategy and creative development
In the second phase, we supported Lisk to communicate their vision based on the brand strategy: To help the widespread adoption of blockchain technology. In a collaboration between Lisk, Rlevance and creative film production company Element E [http://www.element-e.net], we created and produced the video “Create the Future”, which premiered at Lisk’s launch event early 2018. Concluding our work with Lisk, we assisted them in their mid-term marketing planning around brand and product milestones.
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Internal branding and organizational culture

Because successful brands are carried from the inside out, it is the people in the organization that bring the vision to life. For such a fast-growing team, Lisk needed an organizational culture that would provide orientation to new hires and guide internal and external behaviors. Based on the Lisk brand strategy, we worked out five principles together with the founders in a multi-phased process that would guide behavior in all daily collaborations and interactions. These Lisk culture principles were introduced to the team in an internal culture day, a full day of workshops with all employees, that also yielded a range of ideas to improve the organization further.

All in all, Rlevance helped Lisk to create a strong, future-proof brand that was implemented not only in communication, but also in the product ecosystem, and in the organizational culture.

 

Are you faced with similar corporate challenges? We would love to hear about them.

Rlevance helped us tremendously defining our brand identity, focussing the benefits of our product and service ecosystem, and creating a solid marketing strategy.

Max Kordek

Co-Founder, Lisk

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