Your Totem is more than a token, it’s an identity. The name, the image, the story you tell will determine whether people remember you or scroll past. In a space with millions of tokens, the ones that stick are the ones people actually want to talk about.
Why Branding Matters
Strong branding:
- Builds community - People rally around symbols and stories, not contract addresses
- Creates recognition - A memorable brand lives in people’s heads
- Signals legitimacy - Quality branding shows you’re serious about building
- Adds value - Perception matters. A strong brand elevates everything else.
The Essentials
1. The Name
Your name is your identity. Choose wisely.
Memorable - Can people remember it after hearing it once? Can they spell it without asking?
Shareable - If someone can’t easily tell their friends about your token, that’s friction you don’t need.
Original - Avoid names that sound like knockoffs of existing projects. Be your own thing.
The best names feel obvious in hindsight. When you land on the right one, you’ll know.
2. The Ticker
Your ticker is what people see in their wallets and type when trading.
- Short - 3-5 characters works best
- Clean - It should look good and be easy to type
- Available - Check that it’s not already widely used
3. The Visual
Your logo will appear as a tiny circle everywhere.
It needs to work at every size.
Requirements:
- Square format,
160x160to1024x1024 - Readable & identifiable at small sizes
- Works on dark backgrounds
No design skills?
- Freelancers on Fiverr are affordable
- AI tools like Gemini can produce solid results
- Your community might have designers willing to help
Test your logo as a small circle next to other tokens in a wallet. If it doesn’t hold up, iterate.
4. The Description
Keep it clear and concise.
Tell people what your Totem is and why it matters.
Stay Consistent
Once you establish your brand, protect it.
- Same logo everywhere
- Same name spelling, always
- Same tone and energy across all platforms
Inconsistency confuses people and erodes trust.
Common Mistakes
Copying what’s popular - Being “the next [successful project]” is a losing strategy. Build your own identity.
Overcomplicating - If you need a paragraph to explain your name, it’s too complex.
Rebranding - Every rebrand costs you recognition. Try to get it right the first time.
Playing it safe - Forgettable is worse than polarizing. Have a point of view.
Key Points
- Your brand is often more memorable than your features
- Simple and bold beats complex and clever
- Consistency builds trust
- Invest the time upfront, rebranding is expensive