As we said in a previous article, there are different approaches a crypto brand or business can take to securing an audience. This includes creating a brand that is either relatable or aspirational for different audiences. At the same time, crypto businesses can also choose to be very open and accessible to customers or thrive on mystique.
Any business looking to make its mark in the crypto sector needs to decide which approach is best for it, and there are several factors to consider. In this article, we will explore mystique as a brand image and how it may benefit you.
What is Mystique for Crypto Brands?
First, it’s worth exploring what exactly mystique means in the context of crypto brands, and how this may help you. Mystique refers to a brand that divulges little to no information to customers and generally shrouds itself in history. Some brands, for example, post minimally on social media, do minimal advertising, and may even go the extra step to make their products largely inaccessible. In the context of the crypto brand, mystique would mean a brand that does not rely as heavily on content marketing, and if they do, they do not put out a lot of content.
Take a company that makes crypto wallets, for example. A company leaning into mystique would mean that they don’t post endless unboxings, reviews, interviews, and much more. Such a brand might put out a photo of the product in question and simply offer a link to buy it. The idea is that the brand does not need to say much to get its message across and capture attention.
The appeal of mystique is allowing the audience to fill in the gaps, but also basking in their lack of knowledge. The truth of the mysterious person has been prevalent in media for centuries, and typically focuses on figures that have minimal backstory and don’t speak much. Some consumers are drawn to this, and when applied in a brand context, it can be a game-changer.
With this in mind, it’s best to explore whether or not mystique as a marketing tactic would help your business.
Benefits of Mystique for Crypto Brands
First, it is worth looking at the different ways that leaning into a mysterious persona can benefit your crypto business:
Cost Saving
One of the first things you should be aware of is that having a mysterious persona can save your brand a lot of money. These days, a lot of crypto brands put a lot of effort into speaking with the audience consistently, but this requires money. If you’re creating relatable videos on TikToks, launching campaigns consistently, and much more, you’re spending quite a bit of money. But if you are a brand that prides itself on having minimal interaction with your customers and not putting out a ton of content for engagement, you’ll save money in this regard. If your brand is on a budget or otherwise wants to save money, this is something you should certainly consider.
Less Chance of Scandal
In the age of the Internet, it is easier than ever for public figures and businesses to get into hot water with their public statements. Whether this is an ad campaign that was poorly conceptualized, an interview with a CEO gone viral for the wrong reasons, or much more, a scandal seems to be around every corner.
However, leaning into a mysterious persona means that there is less chance of offending anyone. It’s the same way that the person who rarely speaks never makes enemies, because there are no negative statements to latch onto. If your brand only ever shows photos of your products and does not speak in any other regard, you’re likely to have better PR. Think of the celebrities who are famously reclusive and only emerge once every few years to drop a product and then return to hiding. They are way less likely to get caught up in a scandal compared to the internet personalities and celebrities who are in the public‘s face all the time. So, keep this in mind.
Taking Advantage of FOMO
While having a mysterious persona means that you have less constant public engagement, it can be an absolute goldmine as well. Crypto businesses that put out products with minimal engagement could create hype not only by leaning into a mysterious persona, but also a sense of FOMO. Think of the limited edition products and offerings by semi-reclusive brands that tend to sell out quickly when done well. Oftentimes, the public knows that this is one of the few occasions they will engage with a business in question, and so, they may rush into it. Of course, be very cautious as you approach this, as you want to find the right balance between maintaining mystery, while not being completely hidden.
A Distinct Identity
In this day and age, businesses are always fighting to be at the forefront of public consciousness. We have top world leaders making relatable TikToks, brands posting content multiple times a day, and celebrities speaking to the public seemingly every waking moment. In the crypto industry, the presence of competition means that many brands are creating public personas that are endlessly accessible and very front-facing. Being known as a crypto business that does not do a lot of content creation or public engagement will help you stand out. A crypto wallet maker that has tons of videos, articles and social media content makes them one of dozens. But the crypto business that you know little to nothing about, other than the product, is alluring and will likely stick more in your consciousness.
Conclusion
Not every crypto brand can pull off a mysterious persona, but if you can, there are tons of benefits to be had. From people rushing to get a piece of your product while it’s still available to standing out from the crowd, an entire marketing strategy can rest on the shoulders of this persona. This must be approved with care, however, as you don’t want to risk alienating your audience in a bid to seem more distant.
