7Block, #7Block, 7 Blocks, and 7th Block: Branding Lessons From Web3 Native Studios

A practical, current-state playbook for choosing, protecting, and scaling a Web3-native brand name—across DNS, ENS, Farcaster, token tickers, app stores, and SEO—so decision-makers don’t bleed time and trust to collisions and impersonation. The examples below assume a hypothetical brand (“7Block”) and show exactly what to do in 2026.

TL;DR (description)

If you’re launching or rebranding a blockchain product, treat “7Block,” “#7Block,” “7 Blocks,” and “7th Block” as four separate namespaces with different rules. This guide shows precise steps—USPTO search syntax, ENS Name Wrapper choices, Farcaster username policies, CAIP-19 ticker checks, Organization schema, and verification across X, LinkedIn, Telegram, and Discord—using the latest 2024–2026 changes you must know. (uspto.gov)

Why Web3 brands need a “multi-namespace” strategy now

In 2026, discoverability and trust don’t live in one index. Web3-native studios that scale fastest treat brand names as a system spanning:

DNS/web (traditional domains and Google Search)
Onchain identity (ENS, Solana Name Service)
Social identity (Farcaster usernames, X handles, LinkedIn Pages)
Token identity (tickers/symbols across chains, CAIP-19)
Community surfaces (Telegram, Discord), with platform verification hardening

Each namespace has different rules, risks, and timing windows. A single word mark like “7Block” is just the seed; the system is how you avoid collisions, squatting, and SEO dead-ends. (docs.ens.domains)

What changed since 2024 that affects your brand plan

Google folded the “helpful content” system into core ranking and tightened spam policies, which changes how branded queries surface results and what schema helps disambiguate your entity. Plan for AI Overviews and keep brand pages useful, fast, and unambiguous. (developers.google.com)
Farcaster matured from “Frames” to fully capable mini-apps and payments. Even if you’re not “social-first,” your username and mini-app naming will impact search, wallets, and support flows. (theblock.co)
ENS signaled ENSv2 and L2 migration work; don’t permanently lock wrappers/fuses until you understand migration implications. (support.ens.domains)
ICANN’s next gTLD application window is slated to open April 2026; this is your window for defensive and .brand TLD strategy. (newgtldprogram.icann.org)
X (Twitter) formalized Premium Organizations pricing, enabling affiliation badges to curb impersonation. LinkedIn expanded Page verification and recruiter verification controls. (help.x.com)

The name itself: 7Block vs #7Block vs 7 Blocks vs 7th Block

Treat them as separate surfaces:

7Block (primary legal/brand)
#7Block (campaign/UGC tag)
7 Blocks (plural variant; may be used in natural-language content)
7th Block (ordinal variant; likely to collide with place names)

Onsite, set “alternateName” aliases in Organization schema so Google disambiguates all variants to your entity, then build a single evergreen “Name Variants” explainer page you can link in bios and support macros. (developers.google.com)

Example Organization JSON-LD for disambiguation (drop this on your About or Home page):

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "7Block Labs",
  "alternateName": ["7Block", "7 Blocks", "7th Block", "#7Block"],
  "url": "https://example.com",
  "logo": "https://example.com/logo.png",
  "sameAs": [
    "https://x.com/7block",
    "https://www.linkedin.com/company/7block",
    "https://warpcast.com/7block",
    "https://github.com/7block"
  ]
}

Google explicitly recommends robust Organization schema on your homepage to help it choose the right logo and interpret names. (developers.google.com)

Legal clearance and “collision math” you can do today

Before design and copy lock-in, run a real knock-out search in the USPTO’s new Trademark Search (TESS is retired). Use exact and regex variants across singulars/plurals and numerals/words (e.g., “seven block”). (uspto.gov)

Practical sequence (U.S.):

Exact word mark: CM:"7block" (then try “7 block”, “seven block”, “7 blocks”, “7th block”).
Regex expansion for lookalikes: CM:/.7.?block./ and CM:/.seven.?block./.
Combine results in Expert mode (AND/OR) to see crowded neighborhoods. (uspto.gov)
Classes: expect Class 9 (downloadable software), Class 42 (SaaS; specify the software’s function), and often Class 36 for certain financial services. Vague “SaaS” identifications will get refused; use the ID Manual’s precise phrasing and the ID Assistance Tool. (uspto.gov)

Note: The USPTO’s cloud-based search fully replaced TESS, with ongoing feature updates like “search builder.” Your counsel should run a comprehensive clearance, but these steps catch many conflicts early. (uspto.gov)

Onchain identity: ENS today, ENSv2 tomorrow

Wrap and sub-delegate only when you understand fuses. The ENS Name Wrapper converts names into ERC-1155 and adds irreversible “fuses.” Great for delegating subnames to communities, but locking can limit future L2 migration flexibility. The current ENS docs recommend caution before burning fuses if you want trustless subnames on Namechain (ENSv2). (docs.ens.domains)
For 7Block, a safe pattern in 2026H1:
- Register 7block.eth and 7blocklabs.eth on L1.
- Configure a Subname Registrar on testnet first.
- Pilot subnames for staff (alice.7block.eth) without irreversible locks until Namechain details stabilize. (docs.ens.domains)

Use-cases ENS supports natively with Wrapper:

Distribute subnames to NFT holders or employees, with granular “fuse” permissions like CANNOT_TRANSFER for compliance. (docs.ens.domains)

Onchain identity (Solana): .sol that actually resolves in browsers

The Solana Name Service (SNS) lets you map a .sol domain to URLs, IPFS, or Arweave, and Brave natively resolves SNS names for wallet UX. If “7block.sol” is available, it’s a low-cost defensive buy that also enables web resolution via the SNS resolver gateway. (brave.com)

Practical tip: Point 7block.sol’s URL record to your primary brand site; this reduces phishing by funneling Solana-native users to the right property. (bonfida.org)

Two types exist: offchain fnames (free, revocable) under fcast.id and onchain ENS names (e.g., 7block.eth). Apps should respect whichever you set as primary; character-limit is 16 chars, lowercase. (docs.farcaster.xyz)
Reserve both 7block (fname) and 7block.eth (ENS) and bind them to the same fid. Keep a short brand handle and a longer “7blocklabs” as backup. (github.com)
Payments and mini-apps: Farcaster added in-app USDC payments and evolved Frames into richer mini-apps. If you ship commerce flows or onchain support, your username and app name are now product names too—treat them as such. (theblock.co)

Token tickers: avoid collisions with CAIP-19, not just a cute 3–5 letters

Ticker collisions are rampant. “BLK” is already used by BlackCoin; picking BLK for a 7Block token would confuse exchanges, explorers, and wallets. CAIP-19 gives you a chain-agnostic Asset ID to unambiguously refer to your token across chains. (coingecko.com)

Example: if you choose symbol “7BLK” on Ethereum at address 0xabc… and Base at 0xdef…, publish canonical CAIP-19s:
- eip155:1/erc20:0xabc...
- eip155:8453/erc20:0xdef...
Put these on your website, docs, and in your EAS attestation (below), and you’ll reduce scam-token confusion dramatically. (chainagnostic.org)

Publish onchain “official brand” attestations (EAS)

Ethereum Attestation Service (EAS) is a neutral public-good protocol for attestations across mainnet and L2s. Create a “BrandProfile” schema that lists official domains, ENS names, social handles, and token CAIP-19s, then issue a signed attestation from your treasury multisig. Wallets, partners, and auditors can verify from-chain. (attest.org)

Useful deployed addresses to reference (example: Ethereum mainnet EAS and SchemaRegistry):

EAS: 0xA1207F3BBa224E2c9c3c6D5aF63D0eb1582Ce587
SchemaRegistry: 0xA7b39296258348C78294F95B872b282326A97BDF (github.com)

Example EAS schema and attestation sketch (TypeScript, SDK v1+):

import { EAS, SchemaRegistry, SchemaEncoder } from '@ethereum-attestation-service/eas-sdk';

const schema = "string domain,string ens,string farcaster,string x,string linkedin,string caip19_eth,string caip19_base";
const schemaEncoder = new SchemaEncoder(schema);

// After registering the schema via SchemaRegistry, encode your official values:
const encodedData = schemaEncoder.encodeData([
  { name: "domain", value: "https://example.com", type: "string" },
  { name: "ens", value: "7block.eth", type: "string" },
  { name: "farcaster", value: "7block", type: "string" },
  { name: "x", value: "7block", type: "string" },
  { name: "linkedin", value: "company/7block", type: "string" },
  { name: "caip19_eth", value: "eip155:1/erc20:0xabc...", type: "string" },
  { name: "caip19_base", value: "eip155:8453/erc20:0xdef...", type: "string" }
]);

// Submit attestation with your signer to EAS on mainnet/Base/OP…

EAS runs across major L2s like Base and Optimism; you can mirror attestations per chain and reference them from docs. (github.com)

SEO: win branded search in an AI Overviews world

Build a single “Brand and Variants” page mapping 7Block vs 7 Blocks vs 7th Block; include FAQs about “is #7Block official?” and link to your EAS attestation and CAIP-19 IDs.
Use Organization schema with alternateName and sameAs as above; keep the page thin but definitive—fast, first-party, and genuinely helpful. Google’s March 2024 update rewards this. (developers.google.com)
Track AI Overviews visibility in Search Console (Google clarified how these are logged). Don’t try to “optimize for AIO” with fluff; keep your branded assets consistent and authoritative. (developers.google.com)

X Premium Organizations: Affiliate your product, support, and team handles so followers see the yellow/affiliate badges; budget $1,000/month in the U.S. plus $50 per affiliate (or $10,000/year + $600/affiliate). Add these costs to your 2026 brand-protection budget. (help.x.com)
LinkedIn Page verification: eligibility now extends beyond Premium-only to pages with meaningful engagement or commercial relationships (Ads/Jobs). Request in Page settings; domain control is required. Verified Pages also enable employee verification. (linkedin.com)
Telegram: third‑party verification allows trusted services to add distinct verification icons beside your account name—use it for extra brand trust in crypto communities. (theverge.com)
Discord: official server verification is paused, so enforce server-wide verification levels and mandatory 2FA for admins; link the server from your domain and verified socials to prove authenticity. Note the 2025 age‑verification vendor breach risk—minimize data collection, and publish security contacts. (support.discord.com)

DNS and .brand TLD: timelines and why it’s relevant for 7Block

Defensive DNS registrations still reduce phishing and marketplace confusion (.com, .io, .xyz, .app, .dev, ccTLDs where you hire). WIPO recorded another record year of UDRP filings; plan budget for monitoring and recovery. (wipo.int)
If you’re a scaled brand (or plan to be), evaluate a .brand TLD in the ICANN 2026 round. The Applicant Guidebook was adopted in late 2025; application window opens April 2026 with a 12–15 week submission period. A .brand (e.g., .7block) centralizes trust and policy. (icann.org)

Web3 domain collisions: what to do about UD/alt-TLDs

Unstoppable Domains protects certain trademarked names and runs brand-protection workflows; if your mark qualifies, work through their protected brands program. This isn’t a substitute for ENS/SNS, but it defuses a class of confusion across their TLDs. (support.unstoppabledomains.com)

Farcaster mini-apps and payments: naming is product

If you ship a Farcaster mini-app (formerly Frames) for claims, billing, or support, its short title and domain-like identity will appear in social contexts. Keep naming consistent with your ENS and website; consider 7block.app naming inside Frames/Mini Apps, and use USDC flows for frictionless support refunds or incentive payouts. (cointelegraph.com)

30/60/90-day checklist for “7Block”

30 days (foundational)

Legal: Run USPTO exact + regex knock-out searches across 7Block variants; shortlist classes 9/42/36 with precise identifications using the ID Manual and ID Assistance Tool. (uspto.gov)
DNS: Register 7block.{com, io, xyz, app, dev}; set HSTS; publish a security.txt.
ENS/SNS: Register 7block.eth and 7block.sol; set primary ENS records; don’t burn irreversible fuses yet. (support.ens.domains)
Social: Claim 7block on Farcaster (fname + .eth), X, LinkedIn, GitHub; pin a canonical “Official links” post with CAIP-19 IDs. (docs.farcaster.xyz)
Schema: Ship Organization JSON-LD with alternateName and sameAs; create a “Brand & Official Links” page. (developers.google.com)

60 days (trust hardening)

EAS: Register a BrandProfile schema and publish signed attestations mapping official domains, ENS, socials, and CAIP-19s (per chain). (github.com)
X/LinkedIn: Upgrade to X Premium Organizations; request LinkedIn Page verification; affiliate staff accounts. (help.x.com)
Discord/Telegram: Enforce highest practical verification levels and 2FA for moderators; apply for Telegram third‑party verification via an eligible verifier. (support.discord.com)

90 days (scale and defense)

Farcaster mini‑app: Launch a support or claim mini-app for 7Block with USDC micro‑payments; monitor username collisions; document your name policy. (theblock.co)
ICANN readiness: If pursuing a .brand TLD, align leadership on budget and Registry Service Provider options before the April 2026 window. (newgtldprogram.icann.org)
Web3 domains: If relevant, work with Unstoppable Domains on protected marks; keep the canonical ENS/SNS prominent to avoid user confusion. (support.unstoppabledomains.com)

A concrete example: resolving a ticker conflict before it hurts you

Suppose you planned “BLK” for the 7Block token. Quick due diligence shows “BLK” maps to BlackCoin across data providers. That’s a hard no. Pick “7BLK” and codify it:

Website footer: “Official token IDs” listing CAIP-19 per chain.
EAS attestation: include both the symbol and CAIP-19s.
Explorer readme: list contract addresses and CAIP-19s; link back to the attestation and docs.

This reduces exchange listing errors, wallet mismatches, and phishing. (coingecko.com)

Decision guide: when to use 7Block vs #7Block vs 7 Blocks vs 7th Block

Product/UI strings: “7Block” only.
Community campaigns: “#7Block” for UGC or events; never on legal or docs.
SEO/editorial: Naturally use “7 Blocks” and “7th Block” in content, but route all variants to your “Official Brand & Variants” page to avoid split equity.
Legal filings: “7Block” as the core word mark; add stylized/device marks later.

Tie all back to a single “Official Links” page, EAS attestation, and Organization schema. (developers.google.com)

Emerging best practices (2026 edition)

Prefer onchain attestations over PDFs for “official links.” They’re harder to spoof and easier to integrate. (attest.org)
Don’t lock ENS fuses until ENSv2/Namechain specifics are settled for your use-case. Test subname registrars on Sepolia. (docs.ens.domains)
Budget for verification. X org verification is no longer a “nice-to-have” if you operate support on social. (help.x.com)
Publish CAIP-19s for every asset and chain you touch; reference them in docs, UIs, and support macros. (chainagnostic.org)
Track AI Overviews clicks in Search Console; your goal is consistent disambiguation, not chasing summaries. (developers.google.com)
If you have the scale, a .brand TLD can become your north star for links and verification across the stack—start diligence now for the April 2026 window. (newgtldprogram.icann.org)

Wrap-up

Brand building in Web3 isn’t a logo; it’s a system. If you treat 7Block, #7Block, 7 Blocks, and 7th Block as inputs to a single, verifiable identity graph—rooted in Organization schema, CAIP-19, EAS attestations, and consistent handles—you’ll win trust and search, avoid collisions, and cut down support chaos. Start with clearance and schema, add ENS/SNS prudently, lock social verification, publish attestations, and—if you’re ready—seek a .brand TLD in 2026. The compounding effect is real and defensible.

References and further reading

Google March 2024 update and spam policies; AI Overviews logging guidance. (developers.google.com)
USPTO trademark search system (TESS retired), search builder, and search strategies. (uspto.gov)
ENS Name Wrapper and ENSv2 cautions; Subname Registrar. (docs.ens.domains)
Farcaster usernames, ENS integration, Frames/Mini Apps, payments. (docs.farcaster.xyz)
Solana Name Service and browser resolution. (brave.com)
CAIP-19 asset IDs; BLK ticker examples. (chainagnostic.org)
EAS contracts/docs and SDK. (github.com)
X Premium Organizations pricing; LinkedIn Page verification. (help.x.com)
ICANN 2026 new gTLD round timelines. (newgtldprogram.icann.org)
WIPO UDRP record filings (2023). (wipo.int)