Digital Currency Group
Brand Documentation
Brand Documentation
1.1
Brand platform
To be prepared for whatever the future might bring, we need to clearly define who we are. Our brand platform answers a few critical questions about us. When we all know and live by them, we can create one strong brand.
Where we act.
What we do.
Who we target.
How we differentiate.
Why we exist.
Where we act.
DCG is the most important operator and investor in the crypto industry.
Where we act.
We are the catalyst & capital engine, providing funding and support to the brightest minds of the industry through all stages of their journey.
Who we target.
DCG has numerous and diverse target groups. When interacting with them, it is important that our appearance is consistent; everything from what we say to how we appear, act and behave.
Primary target groups
– DCG Employees (existing & potential)
– Investments (existing & potential)
– The Crypto Community
– Venture Capitalists & Co-Investors
– Regulators & Policy Makers
– Investments (existing & potential)
– The Crypto Community
– Venture Capitalists & Co-Investors
– Regulators & Policy Makers
Secondary target groups
– Regulators & Policy Makers
– Subsidiary Customers
– TradFi
– Shareholders
– Press and Media
– Subsidiary Customers
– TradFi
– Shareholders
– Press and Media
How we differentiate.
Brand values describe how we want to be perceived by our target audiences, both externally and internally. They are foundational to how we behave, what we say and how we appear.
Credible
We are aware of the issues that the industry need to solve to become successful. The reach and depth of our network keeps us informed. We are building the infrastructure that the crypto community needs to mature.
To do this we want to be seen as a legitimate, serious and credible actor to all kinds of stakeholders. We are grounded and not overly influenced by the hype. We have been the adult in the room through the industry's boom and bust cycles.
To do this we want to be seen as a legitimate, serious and credible actor to all kinds of stakeholders. We are grounded and not overly influenced by the hype. We have been the adult in the room through the industry's boom and bust cycles.
Committed
DCG is steadfast in its conviction. The cryptoindustry will drive necessary change across the global financial system. We are champions and partners to founders, not simply investors.
We serve as the catalyst and capital engine. This gives us the flexibility to deploy funding in creative ways in both down and up markets. We are agile and quick to adapt, always delivering what we promise.
We serve as the catalyst and capital engine. This gives us the flexibility to deploy funding in creative ways in both down and up markets. We are agile and quick to adapt, always delivering what we promise.
Foresighted
We have a long-term vision for how we want to invest. We don’t invest only for financial return. We want to learn new things and support innovation. We anticipate needs and act proactively; we are one step ahead. Deep-thinking and a forward-looking perspective guide our daily activities. Our employees are driven by an intellectual curiosity and an ability to think outside the conventional.
Thoughtful
We nurture an open and friendly culture where
people can be their best selves. Authenticity and humility characterize us. Because good ideas can come from anyone. This mentality guides us from the inside out. We care. That means we listen, pay attention to the details and are solution-oriented. We are truly collaborative and value team work. To us, treating everyone with the same respect and inclusion is fundamental.
Why we exist.
Our mission is to show the world the power of the financial system at its best, so more people can benefit from it.
The financial industry or beyond?
In the coming 10 years we have a lot to do that relates to changes within the financial system. When we’ve succeeded in that there might be more opportunities within blockchain, and our business might expand beyond mainly the financial industry.
Crypto or blockchain
– how big is our arena?
– how big is our arena?
If we want to go beyond the financial system in our mission, we need to revisit other parts of the brand platform as well. Branding is about clarity and consistency.
PREVIOUS
←
Files & Templates
NEXT
Logotype
→