Most blockchain technology companies run into the same problem when they start building their brand. Namely, how to find their place on the spectrum between being dangerously revolutionary, and too traditional and out of touch.

Hardcore blockchain companies, with a strict decentralized ethos that extends from company structure to branding materials, often feel too new and risky for potential business partners.

On the other hand, established companies that are building blockchain solutions tend to stick to traditional marketing methods. They create the product, send out a 600 person sales team, and pitch a solution that’s hosted and controlled by an individual company.

Neither strategy is particularly appealing to companies looking for blockchain solutions that are more than just hype. They want something revolutionary that actually changes the fundamental ways in which their businesses operate.

If you want to succeed in building a reputable brand in the blockchain space, you have to find your balance on the spectrum. Not too far out there, but not simply a continuation of what’s come before.