When we onboarded a client in the Bitcoin-backed stablecoin space, their product had solid functionality: it allowed users to borrow against the BTC they held and earn yield on it.
But here’s the problem:
• If we went with “stablecoins,” we’d be competing against giants like Circle or Tether—a losing battle.
• Even narrowing it to “Bitcoin-backed stablecoins,” the space was already crowded with competitors offering similar products.
So, here’s what we did instead:
1. Nailed the ICP
Their ideal users were Bitcoin holders who weren’t maxis. Unlike maxis, who prefer HODLing their BTC, these users were more open to putting their BTC to work and earning yield while still maintaining ownership.
2. Research popular narratives in the space
Using a quick Kaito search, we uncovered popular narratives in the Bitcoin space. ‘DeFi on Bitcoin’ and ‘Stablecoin’ were gaining traction and were aligned perfectly with our client’s product.
3. Worked out the positioning
We used jin and ekrahm’s branding and positioning sheet to create a unique positioning for the project.
(jin has recently launched the AMOS community, which gives members access to an AI agent swarm exclusively for crypto marketing—this should help you with your positioning too. Join the community here.)
Here’s the positioning statement we came up with:
“A DeFi app on Bitcoin that lets you put your BTC to work while self-custodying it.”
Our tagline?
“Earn yield while HODLing BTC.”
Now, for the ultimate test — does the positioning make you uncomfortable?
It does—and that’s why it works.
This positioning isn’t just describing a product. It’s making a statement:
“You don’t have to sell your BTC to make it work for you.”
In a world where Bitcoin is often seen as a “buy and hold” asset, this positioning challenges the norm.
It gives HODLers a way to stay true to their values—self-custody and long-term holding—while still earning yield on their BTC.
