In this episode of The Silicon Dreams presented by Orbis86, host Sharlaine interviews Tanisha Kohli a seasoned content strategist at ZKX Protocol, exploring the intersection of Defi and brand strategy.

Sharlaine: Tanisha, with over six years of strategic prowess, you've certainly made a mark for yourself, especially within the dynamic tech industry, venturing into startups and Web3, which is commendable. Before we delve into the intricacies of DeFi, could you share with our listeners how you embarked on your journey into the captivating realm of Web3?

Tanisha: I think, firstly, thank you, Sharlaine. I mean, absolutely happy to be here. I have hosted so many people myself given my background, but it's the first time I'm on the other side, so I'm so excited how it goes. And Yeah, I'm just happy to be here. And let's kick it off. I think your first question is, how did I get into Web3? I mean, now, looking down at my career, it's somewhere in the middle, where you're not a junior, but you're not really somewhere in the middle, I guess. So I think if I looked At my six years now, you can't really plan that. So I think how I started into Web3 is very interesting because I was a public relations consultant. And I actually started my career with tech startups, B2B business, fintech. So I was always in that space. And I think when DeFi summer really happened, I think you could see a lot of influence that we were seeing. We were talking about Gamestop. We were talking about how do we do that. I think we started seeing a lot of business come from Web3. And that's how I got into it because I was in that space, literally.

Sharlaine: That's fascinating. It's quite refreshing to hear your perspective, especially since many individuals drawn to Web3 are typically focused on the technical aspects. However, having someone with your background in PR and marketing is indeed a rarity in this space, which is increasingly recognizing the importance of such expertise. Transitioning to the realm of decentralized finance, PR and marketing present a unique set of challenges compared to traditional industries. Can you shed some light on the distinct hurdles that professionals like yourself encounter in this domain?

Tanisha: The question would just be two years of my career, I guess. But the thing is, when I got from PR and when I I was given this opportunity that evolved from PR into marketing and growth and content strategy. What I realized was that the difference, I would say the challenge is in the difference and why Web3 is so unique to some people, or why it's attracted to some people is that, let's say you launch a beauty product. In this time and age, you say, Okay, this is how I look. These are my color. This is my audience. Okay, what else do I need? I need to define myself. Okay, done. Do I need PR You have push. Okay, done. You can do a release. Then you do an interview. From a growth perspective, let's say you look at a brand from a 360 perspective, and you say, Hey, I could do Instagram ads. Beauty is now so much on Instagram. You can influence people. You can do Facebook ads. If you really want to go Google, and you can do Google Ads. We know. Let's see, if you take any brand in particular, let's not take name.

Sharlaine: Absolutely, indeed. Community building and trust are paramount in Web3, forming the bedrock of projects emerging in this space. Now, let's delve deeper into ZKX, a platform revolutionizing trading through gamification. Tanisha, could you elaborate on how this innovative approach benefits traders and share further insights into ZKX?

Tanisha: I would like to simplify it for everyone. Let's say, and that comes with the level of how much you know in deeper at one point. Everybody talks about gamification, decentralized permission less, but for a user who wants to trade, what the hell is going on? So think of ZKX as an exchange. It's a protocol. And think that ZKX has two products at the moment. One is called OG Trade and the other is called Pro Trade. They both are exchanges. One, they both are decentralized exchanges. What that means is they're on a ledger blockchain, which is L2 called StartNet. What that means is that there is transparency. Everything is done on the blockchain. Now, what we are doing at ZKX is that we have built two types of exchanges. Nobody really does that. If you really look into the competitor landscape. I've never really seen a protocol due to exchange. And the reason is what we understood was that one solution doesn't meet all needs. So what we created was we created an advanced terminal, which is for advanced traders who want to use strategy in a different way. And then we created something called Ogie Trade, which was more fun, more accessible.

Sharlaine: Absolutely, accessibility is key for traders across the board. It's reassuring to see ZKX prioritizing inclusivity in trading access. Now, navigating the branding journey within the DeFi landscape presents its own unique challenges. Tanisha, could you share the strategies you've found most effective in establishing and cultivating a brand in this dynamic environment?

Tanisha: Finding a strategy that works is crucial, but it's important to remain adaptable. Market dynamics change rapidly, so what works now may not work in the future. Our brand's clarity on our vision - making our product accessible to all - has been instrumental. We've targeted emerging markets due to high trading volumes in Asia. Communication strategies pivot accordingly. Content is key; it should be reflective, fun, and interactive. Our highly engaging content has been a success. Consistency in brand personality has been paramount to our success.

Sharlaine: Absolutely. Definitely. And like you said, community building and trust I think that's what stood out for me, and that's what stands out for the Web3. People building in Web3, definitely, because I think that is the core and the base of how projects need to and have to come up in this space, definitely. Now with that, I think, yes. There are a lot of misconceptions around Web3, crypto, decentralized exchanges. But focusing on decentralized exchanges, how does ZKX address or overcome these misconceptions? Or at a personal level, what do you think is something you can do to help people take off that negative connotation with it? It revolves around DeFi or Web3 in general.

Tanisha: When users first delve into the crypto space, they often encounter various platforms like Binance, where they navigate the complexities of buying coins and exploring different investment options. However, as they become more immersed, they may face uncertainties and concerns, particularly regarding security and control over their funds. Unlike traditional centralized exchanges, decentralized platforms like DeFi offer users greater autonomy and transparency. Yet, transitioning from centralized to decentralized exchanges can be daunting due to the learning curve and apprehensions about security and fees. To address these challenges, platforms like ours prioritize user-friendly interfaces, security enhancements, and cost-efficiency through technologies like ZK roll-ups. By empowering users with control over their assets and ensuring a seamless experience, we aim to alleviate apprehensions and foster trust in the Web3 ecosystem

Sharlaine: Ensuring seamless onboarding is crucial, especially given people's familiarity with Web2. While Web3 is relatively new, it's essential to acknowledge the inherent risks, much like the apprehensions faced during the early days of Web2. Just as society adapted to social media and the internet, we anticipate a similar evolution with Web3. Our efforts to integrate Web3 with familiar Web2 elements aim to facilitate this transition smoothly. Additionally, emphasizing education and conducting thorough research are vital for both aspiring and established entrepreneurs venturing into the Web3 space. As a parting piece of advice, I encourage all listeners to prioritize continuous learning and adaptability in navigating the dynamic landscape of Web3

Tanisha: For anyone entering the Web3 space or considering creating a meme coin, clarity of vision is paramount. Communicate your vision effectively, emphasizing long-term goals and team continuity. Embrace community collaboration through programs like ambassador and contributor initiatives. Seek out networking opportunities at events to gain insights and connect with like-minded individuals. Transparency is key; maintain an open dialogue about your project's progress and needs. Leveraging the openness of Web3 fosters connections and facilitates growth. Remember, in Web3, information flows freely, so capitalize on networking opportunities to learn and innovate.

Sharlaine: Absolutely, having a clear vision and being transparent about your project is crucial. Ensure you have a roadmap, showcase your team, and engage with the community for support and feedback. Don't underestimate the power of in-person events like those hosted by Office 86 to foster connections and mutual assistance. Identify your unique selling proposition (USP) and focus on delivering value. Thank you, Tanisha, for your insights today. Your expertise has been invaluable, and I'm certain our listeners have gained valuable takeaways from your journey. Much appreciated!

Tanisha: Thank you so much for having me. It's been a great experience. My first experience to be on the other side. I absolutely love it. You've been a great host. It's just good to discuss something like you said, marketing. Still so new in Web3. So just good to put these conversations out there, I think. Absolutely.

Sharlaine: Indeed, that's the core concept. The primary rule is to educate and seamlessly onboard individuals to Web3. To our listeners, thank you for joining us. In the rapidly evolving realm of Web3 and DeFi, adaptability and innovation are essential. Stay informed, stay engaged, and continue to pursue ambitious dreams.