Interview With Bijan Burnard, CEO of Lattice Labs

Bijan Burnard, the CEO of Lattice Labs

Bijan Burnard, the CEO of Lattice Labs, Europe’s foremost and expansive blockchain laboratory, leads a team specializing in developing cutting-edge blockchain solutions for diverse industries.

Lattice Labs’ flagship product is a decentralized identity management platform, ensuring secure and tamper-proof verification processes for clients across sectors. With a clientele comprising major financial institutions, logistics companies, and government agencies, Lattice Labs is at the forefront of leveraging blockchain technology for enhanced security and efficiency.

Under Burnard’s leadership, the company has forged strategic partnerships and generated significant revenue streams, solidifying its position as a leader in the field.

What’s Your Backstory?

I’ve always been fascinated by the potential of blockchain technology to revolutionize industries. My journey into this career path started when I was studying computer science and became enamored with the concept of decentralized systems.

Seeing the transformative power of blockchain in various sectors inspired me to dive deeper into the field and eventually led me to found Lattice Labs.

Where did the idea for Lattice Labs come from?

The idea for Lattice Labs emerged from recognizing the need for a comprehensive and collaborative space dedicated to blockchain research and development in Europe.

Having a background in defense working thoroughly on private sector block lattice encrypted data structures alongside intelligence agencies in the Middle East, the block-lattice structure for civilian application was a perfect fit for the growing interest and potential of blockchain technology, especially in Europe, which motivated me to create a platform where innovators, researchers, and entrepreneurs could come together to explore, innovate, and create solutions for real-world problems.

Do you think that PR is a tool that the blockchain industry need to implement in and how does it help to grow Lattice Labs? 

PR is essential for building credibility, establishing thought leadership, and increasing visibility in the market.

By effectively leveraging PR strategies, we can communicate our Lattice Labs values, achievements, and contributions to our industry, thereby enhancing brand reputation and attracting potential clients, partners, and investors.

What social media platforms does Lattice Labs usually use to increase the company’s awareness and why?

Lattice Labs primarily utilizes platforms like LinkedIn and Twitter to amplify our brand’s message and connect with our target audience.

These platforms offer a professional environment conducive to sharing industry insights, thought leadership content, and engaging with stakeholders in meaningful conversations.

What is Lattice Labs experience with paid advertising, like PPC or sponsored content marketing campaigns? Does it work?

Lattice Labs experimented with PPC campaigns and sponsored content marketing to boost blockchain education awareness.

While these tactics can yield results, we’ve found that organic engagement and authentic connections often have a more significant impact on fostering long-term relationships with people around the world.

What is your main tactic when it comes to making more people aware of blockchain education and engaging with people? How did Lattice Labs stand out?

Lattice Labs’ main tactic revolves around creating valuable examples for world problems that educate, inform, and inspire people around the world.

By sharing insights, case studies, and success stories related to blockchain technology, we position ourselves as trusted advisors in the industry, thereby standing out and attracting blockchain enthusiasts from around the world.

Based on your personal experience, what advice would you give to Entrepreneurs considering PR for their industries?

My advice would be to approach PR strategically, focusing on building genuine relationships with media outlets, industry influencers, and relevant stakeholders.

Invest in crafting compelling narratives that highlight your unique value proposition and differentiate your brand in a crowded market.

What form of marketing has worked well for blockchain education throughout the years?

Thought leadership content, strategic partnerships, and community engagement have been instrumental in driving brand awareness and customer acquisition for our business over the years.

Ok, let’s now jump to the core part of our interview. In a nutshell, how would you define the difference between your company marketing and your product marketing? Can you explain?

Company marketing is about shaping perceptions and emotions associated with a company or its products, focusing on building long-term relationships and trust with the public. Product marketing, on the other hand, involves promoting specific products or services and highlighting their features, benefits, and value propositions to drive sales and conversions.

Can you explain to our readers why it is important to invest resources and energy into building a company, in addition to the general marketing and advertising efforts?

Investing in building a strong company identity fosters loyalty, credibility, and differentiation in the market. It creates a foundation for sustainable growth, enabling businesses to command premium prices, attract top talent, and weather market fluctuations more effectively.

Ok, here is the main question of our discussion. Can you share 5 strategies that a company can do to upgrade and re-energize”? Please tell us a story or an example for each.

  • Revamp Visual Identity: Refreshing the company aesthetics to reflect the evolving identity and values, creating a more modern and cohesive visual presence.
  • Enhance Customer Experience: Implementing customer-centric initiatives such as personalized communications, responsive support, and seamless user interfaces to elevate the overall product experience.
  • Thought Leadership Campaigns: Launching targeted thought leadership campaigns through webinars, whitepapers, and industry conferences to position the company as experts in the industry.
  • Community Engagement: Fostering a vibrant online community through social media, forums, and meetups, encouraging knowledge sharing, collaboration, and advocacy among stakeholders.
  • Strategic Partnerships: Forming strategic partnerships with complementary businesses, academic institutions, and government agencies to expand our reach, access new markets, and drive innovation collaboratively.

How can our readers follow you online?

You can follow Lattice Labs on LinkedIn and Twitter for the latest updates, insights, and industry news. Additionally, visit our website for in-depth articles, case studies, and upcoming events.

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