Branding is everything for marketing success. If you are looking for some new running shoes, then there are probably brands that are immediately going to come to mind first, simply because of how dominant and successful their branding has been over the years.
It takes a lot of time and money to build a brand identity and reputation, to the point where people immediately relate it to the service being offered. Any new online operator entering the crowded space of the best free spins casinos, has to bring their A-game with them when it comes to marketing and branding.
How this is done can be the thin line between failure and long-term success, but what does it take to get there?
What Are the Benefits of Branding Investment?
Any business needs an identity, including online casinos, and that identity is part of the overall exposure and vision that consumers will see and relate to. Quite simply, a strong branding message is far more likely to resonate with people.
It’s all about putting the business front and centre so that people know where to go when they want to play at an online casino. That is why, when browsing around at different online gambling platforms, you will see so many platforms adopting a branding “theme”, like tapping into the luck of the Irish, an underwater world or a dynamic, edgy space experience - they are trying to stand out.
Defining the Brand
The brand has to be well-defined. There is a need for it to stand out from all the other online platforms out there and to that end, the name and the theme of the site should be memorable.
This isn’t just based on a random choice, however. The starting point is identifying the ideal customer base that is going to make up the core of active accounts. An example is targeting more high-roller VIP-style players, or going for a younger, general crowd of casual players.
It should also be determined well ahead of time what the unique selling point of the casino is going to be. What’s the big thing that is the foundation of the identity, such as exclusive game titles, the biggest selection of live dealer tables or some unique rewards club that benefits players?
Visual Identity
Online casino sites are very visually dynamic, as they are platforms for entertainment which are full of strong, colourful aesthetics. So having a strong visual identity instead of something minimalist and serene is going to serve the business better because it fits the experience.
The logo also has to tie into the brand name. Colours are important too because the palette of the site shouldn’t be anything off-putting. The portfolio of games will be colourful enough, so a simple background which doesn't clash is likely to be the best option.
Other important design elements are having fonts that are simple and clear to read while complementing the theme and the logo. Using high-quality images will help to make the feel of the site more professional because the look is extremely important for engaging customers and keeping them.
Consistency Is Key
The branding also has to stay consistent throughout all promotional material. When a new promotion is launched, or an email blast goes out, it all still has to tie back into the overall brand identity.
Once the identity is locked in, that’s it, logos shouldn't be changed, and colours shouldn’t be altered from one thing to the next. Consistent branding should also happen in how customer service representatives communicate with customers and what advertising is put out there.
Social Media
Social media is an ideal way to try and build brand loyalty as well. It costs more for businesses to acquire a new customer than to keep an existing one, and looking for ways that organically pull in more players through visibility will help immensely.
People tend to stick to what they like and what is familiar to them, so it’s just about getting a brand in front of them. Having a strong social media presence, where information about the latest games, tournaments, site features and promotions can be shared, is crucial.
Again, this all has to stay on point with branding, and consistently pushing the social media angle through engaging content can get people commenting on and sharing posts, helping to create an awareness of trust and building a reputation.
In Conclusion
Creating a strong brand that resonates with the target customers is a crucial part of running an online casino. It’s a highly competitive and crowded industry, and doing anything that can be done to stand out from the crowd is only going to benefit the chance of long-term success.
