Whether you are a small indie developer or a huge corporation, branding is important for every company. It helps set your company apart from what’s already out there and allows you to capture the market share. In this article, Denise Wegmann explores how to build a unique gaming brand by exploring some of the basic principles behind the Gaming Branding strategy.
A game brand is your game’s identity, including everything from the logo you use to the color scheme your design team decides. But to create and nail down a strong brand for your company, you need to take your time. A brand is your game’s promise and identity. It creates the overall impression of your product, including its appearance, how it sounds, and what messages and values it carries. Branding can be a complicated process, but you can create something that will resonate with players with some thought and creativity.
The Ten Steps to Creating a Branding for Your Game
The Ten Steps to Creating a Brand for Your Game are as follows:
- Define your brand’s identity
- Understand your game’s target audience
- Create a unique logo
- Choose a platform for your game (App or website)
- Establish a brand’s tone of voice
- Design a website where you can sell your game or advertise it
- Develop a marketing plan for a soft launch plan
- Build a profitable Performance marketing plan
- Invest in high and low intent marketing platforms
- Grow your social media channels
1- Define your brands identity
Defining what it means to be your brand is critical when creating your brand. Consider the type of energy you want to convey with your game, as well as what the community can expect from you during gameplay sessions. It is easier for others to understand what they can expect when they play in your world when you know who you are as a company or business.
2- Understand your game’s target audience
Finding your target audience is one of the first steps in building your game’s brand.
Marketers must know their target demographic.
Knowing this allows you to design your company’s website and create graphics that target that specific group. Even if the game is enjoyable, educating others on what it is and how to play it is necessary.
Many brand-new game developers make the mistake of thinking that their target audience is other established game companies. Most successful companies have an audience consisting of people who are entirely new to the industry and new to video games in general. They’re looking for a way to learn the ropes, and they want to discover something new and exciting.
3- Create a unique brand logo in 4 steps
A logo is a crucial part of any marketing campaign. It’s what consumers see first and can be used to build a memorable brand for your game.
When companies are looking for experts in their field, a logo can help establish credibility. A logo’s success depends on considering all aspects. Create a logo that works with other marketing materials like a slogan or tagline.
A classic is the golden arches logo.
Aside from the logo, all stores look the same and are easily recognized. Once you’ve chosen a genre, you can begin designing your game. The first step is to generate ideas. Deciding genre may take a while if you don’t have a game concept.
1- Art style
It would help if you thought about the art style of your game when you think about how your game will look and feel. Consider the world you want to make and look at in your art. Do not paint over it or make it look like pixel art if you’re making it better.
The art style must fit the type of game you’re making. First, think about how your game sounds, only about how it looks and works. The music in your game is an integral part of the whole experience and should not be forgotten! In games, there are “musical signatures” that they follow, as well as “soundtracks” that each game has.
2- The name of your game is its title.
How does your game sound? It would help if you thought about it from the perspective of a potential player. How would you describe it if you were trying to discover a new game? The look and feel of the brand have to be consistent across all channels for maximum effect, including the website and social media pages. Having a constant sound and visual identity will help you make your game stand out.
4- Graphic design
Graphic design is the look of your game, including logos, product images, and so on.
It sets the mood you want to create, conveys the message, and spreads awareness in different marketing campaigns. This is an area where it is essential to avoid clichés while still creating some eye-catching images to get people interested in your game.
4- The more ideas you have for a logo, the better.
Select the pictures that best represent the desired gameplay and aesthetic. Here are some suggestions: Add images to each design and combine them to make sure you like it.
Many people are disappointed with their first game design, so it is critical to do this early in the creative process.
4- Choose a platform for your game
The first step in designing your platform is deciding on many options, including PC, mobile, Facebook, and virtual reality. After selecting a platform, you can build a website or app.
Your game’s success will be determined by the platform you choose. You must first research the most popular media and then design your game for that audience to succeed
A game designer for iOS won’t likely enjoy a game designed for Windows 8 and vice versa.
Before choosing a platform, you must consider what features your project requires.
Some of the most popular platforms are:
- Windows 8 (PC and Tablet)
- iOS (iPhone, iPad, and iPod Touch)
- Android (smartphones and tablets)
- Kindle Fire and Kindle Fire HD (tablets)
5- Establish a brand tone of voice
The tone of voice refers to how your brand speaks and appears. Brand it accordingly if you want your game to have a clear and unique tone of voice.
Here’s how. A vague game lacks personality—for example, South Park or AdventureQuest Worlds. Even if you are one of these characters, you need a distinct tone. Even South Park’s episodes and games incorporate elements of other brands. The spirit of Xander is used in the Grim Reaper episode (Play Station 2).
6- Designing Your Website to fit your gaming branding strategy
Making a game website is simple. Begin by describing the website you want.
After answering these questions, consider your site’s page count.
- Is it essential for users to buy from your site?
- Which payment method will be available? PayPal/Google pay/credit card?
- What happens if a user makes a purchase? A receipt via email or an order number to track online?
All of these questions can help you create a simple and user-friendly design
- Balance your ideas and your audience’s wants. Customers may be confused about where to buy games if your site has many.
- Users may not find your site if you only have one or two games.
- Having multiple games on a website keeps users entertained.
- Always have ideas when designing a new website. So, brainstorm with the team.
- Don’t be afraid to take action!
7- Develop a marketing plan for a soft launch plan
Any new game needs a marketing strategy. Your game will succeed if you allow players to learn and play in a safe environment. Create a marketing strategy with a release schedule.
Before going public, soft launch a game; instead of flooding the market, you give small groups of people your game. Spreading tests allows people to report issues without affecting others. So any bugs or glitches won’t affect everyone.
Game Soft-launch involves the following steps
- Offer a free download of your beta/early access/soft launch.
- Put ‘private beta,’ ‘test,’ or ‘alpha’ in the title.
- Give your game’s buyers a beta key.
- Reward keys in social media games like Twitter.
- Allow friends and family to try it out.
People who fail at soft-launching do so because they underestimate the work involved.
A little planning ahead of time can save you time and help you get more out of the release.
- Allow yourself enough time to practice. — Buy new tools and software only before the soft launch is close to starting.
- Do not rush because you may end up spending more time fixing bugs than creating your game.
8- Build a profitable Performance marketing plan
Create a brand for the game. Marketing your game includes online advertising and marketing campaigns. It’s easier to see the connection between your product and your audience when you have a brand.
A marketing strategy must include advertising. Your brand will help you understand what makes gaming more rewarding for you personally. Your marketing efforts will be more successful if you pinpoint what makes players happy while playing your game.
You can create your in-game advertising feature to promote your game. In-game ads are most commonly run with Google Adwords or Facebook Ads. Choose the best platform for your game and ensure the ads are correctly targeted by using niche keywords that don’t have too many competitors.
9- Invest in high and low intent marketing platforms
A high intent platform has a specific goal or objective that people want to achieve. These platforms serve as the foundation for every marketing strategy.
Google Marketing as a High intent platform
Google ads are a high intent platform because they’re shown to people already interested in the topic. Also, these paid advertisements are shown to users searching for terms relevant to your business, and Google’s algorithms can carefully target those users who are most likely to convert.
A search ad is not only fast and affordable, but it can be the right message to get placed in front of a highly engaged audience — and it’s the most cost-effective way to get more clicks. Google’s AdWords platform offers search advertising at scale, reaching millions of users looking for a specific term or phrase on Google Search that matches your ad’s focus.
Facebook Marketing as a Low intent platform
Facebook is low intent. People aren’t searching for anything specific on the platform, so you need to create compelling ads that show what your business is all about.
The Facebook News Feed algorithm seems to value these kinds of ads more, which means that competitors can be left in the dust with ineffective or uninspired posts if they’re not creating similar content.
Understanding The Differences Between Google and Facebook
While Google is solely focused on searchers and their intent to purchase, Facebook is a mixed messaging platform. Facebook users stay on the platform to chat with friends, share content, and look at memes — not to find a business or product they can purchase (the bar for success is much higher). Facebook is also filled with noise and not much signal.
The Benefits of a Good Marketing Mix
A good marketing mix includes both high and low intent platforms, which will help you achieve ROI and scalability goals. Finding the right blend will ensure success.
A balanced approach to expensive and inexpensive marketing channels is necessary. Constantly plan your marketing efforts across multiple platforms, from high-intent ad platforms like Google Search and Facebook to low-cost platforms like an email newsletter. Consider each platform’s cost and potential ROI, and consider how to maximize your return on investment.
10- Grow your social media channels
Building a brand starts with a small social media presence. Start with Facebook and Twitter. You can create your brand by sharing status updates and other content. Next, target Instagram and Snapchat.
These image-based platforms are ideal for content sharing. If you have enough followers, you can ask them to share content to help you grow your audience and promote the game.
After gaining an audience, you must turn them into fans. The next step is to engage with your target audience, whether through email lists or an opt-in newsletter form. Then it’s time to get people playing on your platform. To host your server and run events and giveaways, you may need to partner with another company like Twitch or Discord.
Social Media Is Still a Powerful Game Promotion Tool in 2022
Social media is also essential in gaming marketing. In 2022, social media will still be a powerful game promotion tool. Create accounts for your game on all major social media sites (Facebook, Twitter, Instagram, etc.) and post regularly.
Interact with your fans and followers, don’t forget to respond to questions and comments, and hold giveaways or contests.
Generate Buzz and Excitement for Your Game
The goal of creating a new game is to get people to play it. Launch events or tournaments can help promote your game and generate pre-orders or sales. You can hold a launch in a small or large town; just spread the word.
To generate buzz and excitement for your game, you could host launch events or tournaments. You might be surprised at how much exposure can accomplish! Don’t underestimate the power of putting yourself in the spotlight, even if you don’t live in a big city.
We are sorry that this post was not useful for you!
Let us improve this post!
Tell us how we can improve this post?