This is brand building in the context of web3 VCs. Most principles are quite universal( writing, communication, podcasts, building an audience and a brand ), but some are web3 specific.

Brand building

Not only it is important to invest in great products, it is also important to let the world know that you are doing it. This would allow you to attract the best founders and instead of chasing leads, good founders will come to you. This will also allow you to attract LPs and be more selective in the kind of capital you allow in your fund.

A great investment record is the cornerstone for the brand of a VC fund. But that is not all, brand can also be built using Writing, Podcast, Presenting, Panels, Presence in good web3 conferences. Below I present my current thoughts on brand building based on my experience last year

Writing

• How to write better
  • Write simply - No fancy words, use headings and subheadings mindfully so that the text is easier to scan, make the paragraphs concise. Paul Graham has some great pieces on how to write better.
  • Build a Narrative - Write with a narrative that flows smoothly between paragraphs, write for an average Joe, not for a technical audience. Technical posts if needed can be done after a more generic post. Use frameworks like SCQA (situation, complication, question, and answer) to structure your writing.
  • Graphics and dank memes - Have graphics and pictures that enhance the narrative, add the meme spin to it
  • SME Reviews - Get your writing reviewed by the Subject Matter Experts like the builders and thought leaders in the area, this gives good insights, builds relationships with them and add credence to the article, always credit the sources
  • Twitter(X) posts- Combine your long form articles with teaser posts in twitter that has the meat of the article, most people do not have the patience to read long form. Keep your twitter feed buzzing with good content is great for brand building.
  • New, novel and esoteric Ideas - While its helpful to simplify complex topics, real value comes by writing about new things, new tech, product and protocol design ideas. Get in front of the zeitgeist, write about something before it becomes cool.
  • Data backed writing - Write articles that are backed by data, trends. Familiarise yourself as to how you can query blockchain and get insights, Dune dashboards help but there are many other options for fine grained data.
• Take better notes - Critical skill when you are meeting founders, thought leaders, in conferences etc
  • Always add a date, context, parties present
  • Divide into subsections with headings and subheadings so that notes are readable, and do not loose the reader’s attention
  • Write notes for the reader , not for yourself, make them punchy so that readers have incentive to read

Podcasts

• If possible do podcasts with experts in a vertical, where you are the least knowledgable person.
• if leading a podcasts with external guests, make sure that you ask well researched questions, give guests time to prepare answers
• Prepare a script but leave plenty of room for spontaneity
• More technical topics will have to prepared more thoroughly
• Always provide context, provide use cases, opportunity size, challenges, example what is FHE, why FHE is important, what are its use cases, how will it change the existing business models, current issues
• If you are a guest, explain technical concepts with analogies
• Only go into complicated technical details if the audience is technical or the question is technical. Example - No one wants to know about Lattice cryptography in a podcasts

Presenting and Panels

• Present a Storyline, and a Hook
• Talk about the problem, make the audience feel the discomfort caused by the problem, then present solution
• Ask probing questions in panels, why now, why it is better, what it unlocks
• Answer honestly, if you don’t know, admit it and then only venture a guess