# MolochDAO Brand Building

November 16 Meeting Notes:
* [John's (launchninja) notes](https://hackmd.io/yLkcDrqcTUarlYgndArl9A?view)

# Purpose

**Brainstorm**

* Why was MolochDAO started in the first place?
* What is the passion driving MolochDAO and how is it making a difference for DAO members and grant applicants?
* What is the legacy MolochDAO wants to leave behind?

# Vision statement

Use the information from the Purpose brainstorm to crystalise the Vision Statement

**Identify market pains**

- What are the problems that DAO members and grant applicants have?
- How do they attempt to solve their problems?
- What do DAO members and grant applicants value most?
- Is there an “a-ha” factor that MolochDAO can focus on? (For example, is there a fact or a message MolochDAO can deliver that will help DAO members and grant applicants quickly understand why MolochDAO is better/different?)

# Competition

Types of competitor:
* Direct: offering similar products and services to MolochDAO
* Indirect: while their products and services differ to MolochDAO, they relieve the same market pains
* Future: could easily and quickly expand or redirect their products and services to compete with MolochDAO

**List direct, indirect and potential future competitors:**

Compare competition to MolochDAO

- Product/service quality
- Product/service uniqueness
- Product/service features
- Product/service effectiveness
- Customer service
- Price
- Innovation
- Market Share
- Distribution channels/power
- Brand awareness/name recognition
- Reputation
- Corporate citizenship
- Financial strength
- Sales ability
- “Cool” factor
- Environmental responsibility

When evaluating MolochDAO and its competition try to be as objective as possible

**List criteria and rate MolochDAO against competition (1= worst, 5= best)**

|Criteria| MolochDAO | Comp. 1| Comp. 2 | Comp. 3 | Comp. 4 | Comp. 5 |
| --- | -------- | -------- | -------- | --- | --- | --- |
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What can MolochDAO learn from this exercise?

Think about:

* Where MolochDAO scored better than average (strong)?
* Where MolochDAO scored worse than average (weak)?
* Are there any categories where everybody got a low score? If so, this could be an opportunity to improve MolochDAO’s performance and create a differentiation
* Are MolochDAO’s scores significantly different to its competitors? If so, is this a differentiation that can be exploited?
* What can MolochDAO do to improve in those weak areas and would it be worth doing?

# SWOT analysis

MolochDAO now has key information about how it compares to its competition. This information can be synthesized into a SWOT Analysis

| | Helpful to achieving the objective | Harmful to achieving the objective |
| -------- | -------- | -------- |
| Internal origin - attributes of the organization | STRENGTHS (what MolochDAO does well) | WEAKNESSES (what MolochDAO does poorly) |
| External origin - attributes of the environment | OPPORTUNITY (available potential)
 | THREATS (obstacles in MolochDAo’s path) |

# Competitive positioning

MolochDAO’s value proposition is one of the key parts of its competitive positioning. It describes the methods it uses to deliver value to its market.

Understanding how MolochDAO delivers value to the market is important. It brings clarity to decisions about pricing, distribution, creative, messaging, marketing campaign design, brand and people.

There are three essential types of methods for delivering value:

1. Product leadership (delivering the highest quality product or service)
1. Operational excellence (delivering at the lowest cost)
1. Customer intimacy (delivering the best customer experience)

Most organizations use one of these as their primary method, with one of the others in support. It is very difficult, if not impossible, to use all three. Decide which is the closet match to MolochDAO and whether there is a second value proposition that is a partial match.

**Select value proposition**

| Value proposition | Description |
| ----------------- | ----------- |
| Product leadership | Your focus is innovation. You provide high quality products and services using the latest technologies. You are at the cutting edge in your market and your prices reflect this. Uniswap is a leading example of this type of organization. |
| Operational excellence | Your focus is on efficiency. Efficiency in your processes means that you can deliver similar products and services to your competition, but at a lower cost. Arbitrum uses operational excellence as their value proposition. |
| Customer intimacy | You focus on information. You know your customers’ needs and interests and can offer them tailored solutions drawn from your products and services. Your customers place high value on your relationship with them. RaidGuild uses the information it gathers about its customers needs to deliver customer intimacy. |

| Primary value proposition | Comments |
| ------------------------- | -------- |
| | |

| Secondary value proposition | Comments |
| ------------------------- | -------- |
| | |

# Mindshare

Mindshare is about differentiation and stranding out from your competitors. So it’s important to understand the mindshare that they own. It’s a lot easier to create a new position than it is to take one already held by somebody else.

Mindshare examples

* Ethereum = smart contracts 
* Axie Infinity = play to earn
* CryptoPunks = NFT OG

In the table below, list MolochDAO’s top competitors and the mindshare they currently own.

**Competitor mindshare owned**

| Comp. 1 | Comp. 2 | Comp. 3 | Comp. 4 | Comp. 4 |
| -------- | -------- | --- | --- | -------- |
| | | | | |

MolochDAO’s long term mindshare goal

To establish a mindshare goal consider MolochDAO’s vision, its competitive positioning and its competitors’ mindshare

| Mindshare goal |
| -------- |
| |

# Brand architecture

Explore the emotional benefits of MolochDAO’s brand:

- List the features and benefits of MolochDAO’s products/services
(For each functional benefit try to think about the emotional impact that benefit can have on DAO members and grant applicants)
- Determine whether the benefit is functional or emotional
Decide how you think DAO members and grant applicants would think of them: ‘expected’, ‘adds value’ or ‘will buy’
- Score the level of importance

This will ultimately help in deciding MolochDAO’s brand pillars.

| Feature | Benefit | Benefit type |
| -------- | -------- | -------- |
| An element of what something does or is. (It’s often a noun) | A positive result that the feature delivers | Determine whether each benefit is ‘Functional’ or ‘Emotional’ |
| Upgraded home sound system | Provides higher quality sound (this benefit is directly related to the functionality of the feature) | Functional |
| Upgraded home sound system | Makes the user feel like a rock star (this benefits the user’s feelings) | Emotional|

| Level of importance | Features | Functional Benefits | Emotional Benefits |
| -------- | -------- | ------------------- | ------------------ |
| Expected | 1 | 4 | 7 |
| Adds value | 2 | 5 | 8 |
| Will engage | 3 | 6 | 9 |

| Feature | Feature level of importance + rating | Benefits |Benefits type: Functional or Emotional | Benefit level of importance + rating |
| -------- | -------- | --- | --- | -------- |
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# Brand Pillars

MolochDAO’s Brand Pillars

Carefully evaluate all of those rated at or above a 6; you might decide to include a few functional benefits with the emotional benefits. You should be able to determine which of these are the strongest. Brand Pillars should convey the emotion of MolochDAO’s members and grant applicants to engage. They will help as a guide toward defining the experience MolochDAO should deliver.

| Benefits that are MolochDAO’s brand pillars |
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# Brand personality traits

Adding human personality traits to MolochDAO’s brand will help crystallise the experience to deliver.

These traits can be used as a check and balance mechanism for campaign creative and messaging, to create a memorable experience. Human personality traits are a powerful element that can help win the mindshare MolochDAO wants to own.

Review MolochDAO’s Brand Pillars and any potential Brand Themes to explore. Now, think about MolochDAO’s brand as if it were a person. how would you describe that person?

| Brand personality traits |
| -------- |
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# Determine brand promise

1. Target market
1. Frame of reference (or category)
1. Point of difference
1. Justification for point of difference

Formed into a sentence, the template reads:

To (1. target market), MolochDAO is the (2. frame of reference) that (3. point of difference) because (4. justification for point of difference).