Most important thing is experience. There is some way by which we can find it. Like we have to observe their website very carefully. All the mandatory points like Team, Partnerships, News Articles, Whitepaper (where available), should be checked. Research about their team carefully. Check their Roadmap and compare their Twitter tweets with their roadmap. You will understand if they are working properly according to their plan or not. One of the best character of a genuine project is they work according to their roadmap and updated the community via twitter. So twitter is one of the best platform to track an project's progress.
Instead of all this many projects scam. Because they also know how we check any project. So they put fake team, fake products, fake updates about their project and also try to create wrong hype like "Binance listing" etc. And for this kind of projects our experience and knowledge comes into play to protect us.
And I strongly believe that never do kyc in any project that is not 100% confirmed genuine.