looking at coin base as a case study -

Coinbase .

main logo for coinbase

“Coinbase is creating the safest, most accessible way for everyday people to get involved in the crypto economy — and investing is only the beginning. Coinbase has a vision of becoming a new kind of global bank, one that allows everyone, including the unbanked populations of the world, to participate in the global economy and not only invest, but store, send, and use money across borders without the restrictions that governments and traditional banking institutions impose. That means no getting turned away for having no credit. No international fees. No currency exchanges. All you need is a cell phone and an internet connection. Coinbase calls this mission increasing global economic freedom. Put simply, when money can move freely, people can too.

The only problem is, crypto is a threat to existing institutions. Coinbase knows this and is one of the only crypto companies working closely with governments to make the transition from fiat (traditional) money to crypto go as smoothly as possible. They also have an institutional side that enables traditional economic institutions to invest in cryptocurrency. That presents an interesting brand problem: