Branding is important for any business because it can create a unique identity that helps attract new customers and remind them what goods or services it is that your company sells.
The iGaming industry encompasses all legally permitted, real-money gambling websites, such as online casinos, sportsbooks, poker and lottery sites, and many of the most successful operators have mastered the art of branding to ensure they stand out from their competitors.
Let’s dive straight in and look at three important branding lessons businesses in most industries can learn from today’s market-leading iGaming operators.
Why is Creating a Solid Brand and Then Building Awareness For That Brand Important?
The aim of creating a solid, trustworthy, inclusive, welcoming, and recognisable brand for your company is to reach a broader target audience, attract new customers, convert them, and retain them by creating a feeling of reliability and familiarity and fostering a sense of trust with your brand so that people will return to your business in future and recommend to others.
Creating the ideal brand for your business means getting to know your target audience and understanding what they value and what they want. It also involves growing and engaging with your community of registered members/customers, diversifying your channels, staying on top of the latest trends, using the latest technology, and using a range of proven branding and marketing techniques.
Websites are the first thing customers see when looking for an online business that offers similar or the same goods/services as you, and it’s the first impression they will have of your business when they visit your site.
Branding shapes how customers perceive a product, service, and business and can massively influence purchasing decisions at the digital cashier/checkout on your site, so getting it right is super important.
Three Branding Lessons we Can Learn From The iGaming Industry
Many branding lessons can be learned from the iGaming industry. Take the official 32red online casino, for example – one of the world’s most instantly recognisable iGaming brands.
When most people see the 32red logo, they instantly recognise what that brand is all about and already have a certain amount of trust in the brand before they’ve even signed up to spend money on that site.
It takes years to raise brand awareness, and the three key branding lessons any business can learn from this trusted brand and other reputable iGaming operators are the following:
- Understand your target audience by creating an inclusive, inviting, friendly, trustworthy brand. Knowing your audience and what they want can increase conversions and retention, which also increases loyalty in your brand
- Use AI (artificial intelligence) and machine learning (ML) tools, software, and applications, and then gather/analyse big data to personalise the experience for your customers to reward them with a personalised experience and tailor relevant bonuses, promotions and rewards for them on an individual level. Gamification also helps online businesses grow
- Ensure your customers are securely protected by employing a range of cybersecurity measures, getting the necessary permits/licenses to operate legally, and being transparent in your day-to-day operations to enhance trust in your brand
It’s also important to have the right kind of website and app to showcase your business and give it a distinct identity.
Final Thoughts
Building a new business from scratch, growing your community, and raising brand awareness takes a lot of hard work and determination to succeed. Miracles won’t happen overnight, so don’t expect things to happen instantly.
Try to be consistent throughout your website and create a memorable logo with the right kind of fonts and colours. Also, simple things like choosing your business name wisely can really help people remember your brand and the products/services you sell.
If you look at the iGaming industry, you can see many examples of how branding can be the biggest tool for increasing sales and standing out from your competitors when it’s done correctly.
