From our advertiser: Maxi Players — This piece contains sponsored links
In esports, branding is everything. It’s a crucial component for an overwhelming majority of esports businesses, be they organisations or individuals.
It acquired new dimensions in the digital era. Nowadays, elements of audio, animation and interactivity that go beyond logotype need to be incorporated. Yet, the core principle remained — to create a brand identity that people identify with and build an emotional connection with.
A strong brand identity is a key to success in the esports space, sometimes even more than skill; thus, it’s essential to do it right. While profitable businesses can choose from numerous branding companies that offer tailored solutions, it might be challenging for an amateur org or an aspiring esports athlete.
Maxi Players — an esports community that focuses on helping gamers develop their esports careers by hosting tournaments for players of all skill levels — advises making the following four essential steps to anybody who wants to build their personal brand in esports consciously.
For an esports player who practices regularly, streaming can be an efficient method of establishing a presence in the esports community. This way, daily practice can become a tool for exposure and recognition. To achieve the best results, however, mere streaming is rarely enough.
Everything starts with the first impression, therefore making the channel pleasant to the eye is an important first step. The channel should feature aesthetics that appeal to the target audience, but most importantly, it should include brand-specific symbols, together with basic information about the page. Moreover, establishing specific streaming hours and adhering to them is recommended, as today’s audiences value consistency and reliability.
The need to interact with spectators during the stream is obvious, yet it should be emphasised when discussing personal branding. Relationships with audiences are cultivated more effectively when communication flows both ways.
Other ways of building a strong connection with audiences and keeping them interested include hosting giveaways, organising charity streams, inviting guest streamers, sharing knowledge, or providing advice. To increase the stream’s reach, it’s always good to announce it on associated social media channels.
Similar to streaming, releasing regular content will draw an audience if done correctly. Because the internet is flooded with content, quality and value are the keys here.
It doesn’t need to be a perfectly edited video three times a week; it can be articles, blog entries or infographics — anything that brings value to the audience counts.
As opposed to streaming, content creation provides more space for forethought and attention to detail. It’s easier to control what goes out. Furthermore, if the content is good, it gets shared and promoted on social media, enabling the desired exposure.
For an esports player trying to build their brand, event participation is a must. Players should be visible so that they can be recognisable not only by their fans but also by sponsors and esports orgs. For some, organising their own small tournaments can also be a viable option, which can facilitate valuable industry connections.
At present, building a brand without social media is almost impossible, especially in a wholly digital space like esports. It’s a tool for connecting and interacting with the audience — the right place for anybody who needs an audience to thrive. It’s easier for people to remember the brand if they see it in their feed; that’s why staying relevant means staying active on social media.
Reporting on events, sharing thoughts on games or discussing strategies — these are just a few examples of esports pros connecting with their audiences, mainly through Twitter.
When building a brand as an esports pro, improving at the game and winning tournaments are probably the most influential factors for building a presence in the esports community. But there’s much more that can be done to boost one’s personal branding organically and consciously. The tools mentioned are available to anybody with internet access and make the brand-building process easier than ever. It’s only a matter of personal preference which ones to choose. A combination of all is perhaps the most potent.