INSIGHT PAUL REES ASSOCIATES HOW TO BUILD A BRAND
is, i.e., to find your ‘Why,’ what you do, why it’s important, and why your customers should care. An exercise of this nature involves continuously asking ‘why’ to find a deeper emotional connection.
Te aim is to try to find ideas for your core brand message which will help drive an emotional connection with your customers. Real-world examples of a brand stand are: Reed: ‘Love Mondays again. Find a job you adore at Reed,’ and CentreParcs: ‘Get together again.’
BETTING AND GAMING OBSERVATIONS
In online gaming, it’s no coincidence that successful brands convert better than any other site because they convey a feeling of trust and security to the user. Whilst at ICE in February, many affiliates told me that they prefer to work with well-known brands because they convert.
Across all product categories, big brands are generally recalled well by customers, largely due to their investment in advertising spend. When I visit betting and gaming exhibitions and see all the big, impressive stands, it highlights to me the importance of having a presence in your target customers’ minds, which is, in effect, brand building, so that even if customers are not currently in-market to buy your products or services, you’re top of mind when your prospects are ready to buy.
For companies without the advertising spend of the big brands or the budget to invest in expensive stands at exhibitions, it’s still hugely beneficial to invest in your brand, as getting to the core of what makes your brand unique, understanding how your brand can look, sound, and ultimately connect with customers, and communicating that in an engaging way, can help drive awareness and engagement with your company.
Sports betting adverts have traditionally focused on promotions rather than the brand (with some notable exceptions) and are often characterised by vanilla call-to-actions, which usually involve a celebrity telling you to “bet now.” On average, betting customers switch between three to four betting apps on their phones with little separating them outside of surface-level differences such as marginally better odds or bonuses, often referenced in adverts.
Within B2B (business-to-business) betting and gaming marketing (like many other B2B sectors), communications tend to be largely functional, with a focus on product features and benefits, rather than directly referencing customer needs and pain points (which has been the modus operandi for many B2C brands in other sectors).
P44 WIRE / PULSE / INSIGHT / REPORTS
Within B2B (business-to- business) betting and gaming marketing (like many other B2B sectors), communications tend to be largely functional, with a focus on product
features and benefits, rather than directly referencing customer needs and pain points (which has been the modus operandi for many B2C (business-to-consumer)
brands in other sectors). B2B is often spoken about as a rational decision, but a
common misconception about “the rational buyer” means that many B2B marketing communications focus on features and technical sales
rather than considering what motivates people to buy.
More inbound inquiries: Driving brand awareness generally leads to more prospects seeking you out. Companies with higher brand awareness tend to receive a greater volume of branded search and inbound inquiries.
Increased lead generation and sales efficiency: When people are more aware of a brand, they are more likely to respond to emails, cold calls, and marketing campaigns versus brands they do not know. Tese leads also tend to have higher close rates and shorter sales cycles because they have a greater level of trust than a brand that someone has never heard of.
Higher business valuation: Strong brands carry significant value and can have a big impact on company exit values. After all, when someone buys a company, they’re also buying the brand. Tey can be valuable for their ability to generate future revenue streams, enhance brand recognition, or provide a competitive advantage.
IN SUMMARY
Developing a strong brand and driving brand awareness is beneficial for companies of all sizes. It’s a key ingredient for business success and should not just be reserved for the brand elite.
Over the course of my five articles, I have outlined the importance of developing a strong brand and the key strategic steps, which include customer targeting, brand positioning, identity creation, and goal articulation, before then implementing tactical actions.
B2B is often spoken about as a rational decision, but a common misconception about “the rational buyer” means that many B2B marketing communications focus on features and technical sales rather than considering what motivates people to buy.
BRAND COMMUNICATIONS ARE BENEFICIAL FOR ALL TYPES OF COMPANIES
Driving brand awareness isn’t just for big B2C brands. It can make a big difference for B2B SMEs as well.
As I referenced in my first article in March, there are a number of key benefits for companies of all sizes, such as:
A more competitive and differentiated offering: Once a positive brand image and reputation have been established, this represents a unique competitive advantage.
Effective brand communications transform strategic goals into actionable messages that engage customers and influence behaviour, creating emotional connections that drive loyalty and purchasing decisions. Balancing long-term brand building with short-term lead generation is key, as a strong brand enhances lead generation efficiency.
Tis strategic approach benefits all types of companies, from large B2C brands to B2B SMEs, by boosting inbound inquiries, sales efficiency, and business valuation through improved brand awareness and trust.
No matter your company size, investing in brand development and awareness is crucial for success. Follow the strategic steps I've outlined—from customer targeting to brand positioning and identity creation—and harness effective brand communications to engage customers and drive loyalty.
By balancing long-term brand building with short-term lead generation, you can boost inbound inquiries, enhance sales efficiency, and increase your business valuation. Start your journey towards a stronger brand today and see the difference it makes!
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