Own the Narrative: How to Program Mindshare in Web3
In the Web3 world—where everything moves at breakneck speed—one of the most effective ways to stand out is by owning the narrative. Think about the top brands in or outside of crypto. They consistently dominate mindshare by linking themselves to specific words or phrases. When you hear “yappers,” you immediately think of Kaito. When you hear “modular,” you think of Celestia. These associations aren’t random—they’re programmed.
In this post, we’ll break down exactly how crypto founders, builders, and marketers can create and reinforce a crypto brand narrative around a single word. By the end, you’ll know how to choose a word that defines your brand, repeat it across all channels, and transform it into a rallying cry that your community embraces. This is how you grab market attention—and keep it.
Why Word Ownership Works
The foundation of this approach lies in what psychologists and marketers often call mindshare. If your audience thinks of your brand every time they hear a certain word, you’ve effectively embedded yourself into their consciousness. This phenomenon is hardly new. Household names in Web2 (and even Web1) have done it for decades—think about how people use the term “Google” to mean “search,” or say “Let’s Zoom” when referring to any video call service.
In crypto, word ownership is especially potent because the ecosystem thrives on memes, viral phrases, and tribal loyalty. By creating or capturing a word, you can:
Amplify Brand Recognition – Stand out in a saturated market where every new protocol, token, or NFT project competes for attention.
Streamline Your Messaging – A single word or phrase becomes the anchor for your content strategy, ensuring every communication feels cohesive.
Spark Community Engagement – When people adopt your word, they effectively spread your brand narrative for you.
Step 1: Choose Your Word
There are two primary approaches to picking the word you want to “own.”
1. Create a Word or Phrase
This is the riskier but potentially more rewarding route: invent something entirely new. For instance, Kaito introduced the term “yappers.” Before Kaito’s campaign, nobody in crypto was throwing around that word. Yet within a few months, the term gained traction, reshaping how people referenced on-chain chatter. When you successfully coin a new term, you can position yourself as the originator of an entire movement or concept.
Pros:
You become the undisputed authority on that term.
It’s easier to rank on search engines or social media because the phrase is unique.
If it goes viral, your brand can experience explosive, organic growth.
Cons:
It may take time for people to understand or adopt the new term.
If the term doesn’t catch on, you risk wasted effort.
2. Capture a Common Word
Alternatively, you can hijack an existing term or concept and associate your brand with it so strongly that people can’t mention it without thinking about you. Celestia did this perfectly with “modular.” They didn’t invent the word, but they attached themselves to the concept of a modular blockchain architecture so effectively that discussions about “modular” blockchains invariably circle back to Celestia.
Pros:
The word is already in circulation, so people grasp its meaning quickly.
You can ride existing trends and conversations for faster adoption.
Cons:
You may face competition from others also trying to claim that term.
If you don’t push your narrative strongly enough, you won’t stand out.
Step 2: Reinforce the Word
Picking your word is just the start. Now you must program your community to connect that word with your brand. This is where repetition—and consistent branding—come into play.
Focus on Two Key Senses
Sight
Visual Consistency: Every piece of content—whether it’s a newsletter, a landing page, or a tweet—should visually reinforce your chosen term. Use consistent fonts, colors, or logos that the audience can immediately recognize as yours.
Infographics and Memes: In crypto, visual memes spread like wildfire. By incorporating your word into meme templates or easy-to-share infographics, you accelerate adoption.
Hearing
Taglines and Catchphrases: If you’re appearing on podcasts, Twitter Spaces, or YouTube, repeat your chosen word often. Make it a staple of your brand’s elevator pitch.
Community Language: Encourage your community members to use the word in their discussions, AMAs, or casual chats.
Repeat It Everywhere
To truly own a word, you must deploy it across every medium where you have a presence:
Videos: Insert your keyword or phrase into intros, conclusions, and overlays.
Tweets: Incorporate it into your pinned tweet, bio, and replies.
Newsletters: Give it a headline mention and weave it into the main body.
Telegram or Discord: Pin posts that emphasize the term. If you run community calls, include the word in your agenda and chat discussions.
The goal is to reach a point where your audience not only hears or sees the word from you but starts using it on their own. When your followers or customers begin organically weaving your keyword into conversation, you’ve made a significant leap in “programming” their mindshare.
Step 3: Program Your Audience
Once people start picking up your word, the real fun begins. Now you need to keep the momentum and ensure your narrative remains consistent across the board.
Maintain Consistency
Monitor Online Mentions: Track how people are using your word in social media posts or community forums. Are they aligning with your brand message, or is it drifting off-topic?
Respond and Amplify: When someone uses your word correctly, engage with them. Retweet, comment, or shout them out to reinforce the behavior.
Stick to Your Tone: Whether your brand voice is formal, witty, or meme-heavy, keep it consistent every time you reference your word.
Enforce “Ownership”
Some critics might say, “Wait, you didn’t invent that word” (especially if you chose a common term). Don’t argue—use it as an opportunity to further define your stance. Show how you’re innovating within that space or adding new dimensions to the concept. When your competitors or critics end up using your term (perhaps with a negative spin), they’re still effectively marketing your brand narrative.
Case Studies: Kaito and Celestia
Kaito’s “Yappers”
A few months back, no one used the term yappers. Kaito introduced it as a playful way to describe on-chain chatter or user-generated insights. By consistently using “yappers” in newsletters, tweets, and community calls, the term stuck. Now, people all over crypto discuss “yappers” without prompting, associating it with Kaito’s brand.
Key Takeaway:
Be bold in inventing new words. If you commit to it fully, the crypto crowd may latch onto it. Humor and novelty can go a long way in a space that loves memes.
Celestia’s “Modular”
Celestia noticed the rise of modular blockchain technology and smartly seized the opportunity to own the narrative around the word modular. They didn’t invent the term, but they integrated it so deeply into their messaging that it became nearly impossible to discuss modular blockchains without referencing Celestia.
Key Takeaway:
You can harness existing industry jargon if you attach your brand strongly to that term. Back it up with thought leadership (blog posts, Twitter threads, educational content) to become the go-to resource on the topic.
Why This Matters for Your Crypto Brand Narrative
In a space as noisy and fast-moving as Web3, capturing attention isn’t enough—you need to shape how people perceive your project, protocol, or product. By deliberately choosing a word and tirelessly reinforcing it, you establish a crypto brand narrative that remains top-of-mind.
Clear Differentiation: When people think of your chosen term, they immediately connect it to you, setting you apart from competitors.
Community Engagement: A single keyword can transform into a rallying cry for your audience—something they can identify with and spread.
Long-Term Mindshare: Even if market conditions cool off or hype dies down, you’ll have cemented an association that can last for years.
Final Thoughts: Control the Conversation
Owning a word isn’t just about vanity or hype—it’s a strategic play in a crowded market. If you do it right, you’re essentially writing the script for how people talk about your segment of the industry. Competitors will have to adopt your language, and newcomers will discover your brand through that single, resonant term.
Action Steps:
Pick your word. Decide if you’ll create a new phrase or capture an existing one.
Roll it out. Reinforce it visually and verbally across all platforms—Twitter, newsletters, community channels, and events.
Stay consistent. Keep hammering the word until people in your niche echo it naturally.
Monitor and adapt. Keep an eye on how the word is being used. Pivot your approach if it’s straying from your intended meaning.
In the end, controlling the narrative is about more than just marketing. It’s about establishing trust, direction, and clarity. And in Web3—where trust can be a rare commodity—being the brand that owns the conversation can make all the difference.
