INSIGHT PAUL REES ASSOCIATES HOW TO BUILD A BRAND
BRAND IDENTITY WITHIN BETTING & GAMING
Within the Betting & Gaming sector, the big operators have clearly defined visual brand identities. For example, Bet365's logo and its core colour scheme of green, yellow, and white, along with promotional materials, are consistent across different platforms and regions. Tis consistency helps create a strong, unified image that is easily recognisable. Te company has consistently used Ray Winstone as its brand ambassador—an individual with whom its target customers can readily relate. Tis has etched a lasting memory in our psyche, engaging us, creating trust, and securing buy-in.
Ladbrokes is known for its red and white colour scheme and has a very recognisable brand. Teir shops and online presence maintain this consistent colour theme and branding.
William Hill uses a distinct blue and yellow colour palette, which is visible in their logo and throughout their betting shops and online platforms. Te simplicity and consistency of the logo help maintain its visibility and recognition.
Paddy Power is known for its green branding and stands out not just visually but also in its tone and approach to advertising. Tis makes its brand memorable and distinctive within the industry.
Coral uses a blue and white colour scheme that is very recognisable. Teir logo is simple but effective, and their visual branding is consistent across both their physical locations and digital platforms.
Betfair's logo and overall visual identity use a simple orange and black colour scheme, which is highly recognisable. Tey differentiate themselves with a focus on exchange betting, which is reflected in their innovative and professional branding approach.
A STRONG BRAND IDENTITY IS EQUALLY IMPORTANT FOR BETTING & GAMING SUPPLIERS.
Having a strong visual brand identity is crucial for Betting & Gaming suppliers. It’s important for B2B (Business-to-Business) suppliers to create a strong first impression. A strong visual brand identity establishes credibility and professionalism, and it assures potential customers that they are dealing with a reputable and stable company. Tis is particularly important in a highly competitive sector like Betting & Gaming.
A distinctive and consistent visual brand identity helps B2B suppliers become more recognisable in the crowded Betting & Gaming market. Purchasing decisions can be lengthy and complex, and staying top-of-mind is crucial. When a company’s visual identity is consistent across all touchpoints, it enhances
P28 WIRE / PULSE / INSIGHT / REPORTS
A distinctive and consistent visual brand identity helps B2B suppliers become more
recognisable in the crowded Betting & Gaming market.
Purchasing decisions can be lengthy and complex, and
staying top-of-mind is crucial. When a company’s visual
identity is consistent across all touchpoints, it enhances memorability and trust, making it easier for potential customers to recall the brand when making procurement decisions.
in order to send a clear message to existing and new customers that SIS was evolving, was relevant to their needs, and to convey that SIS was an innovative B2B partner.
A key part of the brand refresh, subsequent to developing a new vision, values, and positioning, was the development of a new visual brand identity. Tis new identity supported the new vision, values, and direction of the business.
Distinctiveness was crucial in the crowded Betting & Gaming market, so we mapped out our competitor set and chose a new vibrant colour palette with colours that were not currently common amongst other suppliers. A new simple logo was created, which conveyed confidence and robustness, and modern 'beams' graphics were incorporated as a 'distinctive brand asset' or 'brand code' for the brand.
Te refreshed visual brand identity was rolled out across all customer touchpoints and consistently communicated, which ultimately helped drive improved brand perceptions among current customers, and very positive perceptions among new prospects.
IMPLEMENTATION OF YOUR BRAND IDENTITY
Companies should ensure brand consistency across all customer touchpoints. Ideally, everything should be codified, but most companies don't codify enough.
memorability and trust, making it easier for potential customers to recall the brand when making procurement decisions.
B2B suppliers often interact with betting operators through multiple channels and platforms. A strong visual brand identity ensures that whether an operator visits a website, sees your stand at ICE, reads an email, or attends a virtual conference, they receive a consistent brand experience. Tis consistency reinforces the brand’s professionalism and makes the brand's messages more convincing and cohesive.
A REAL-WORLD EXAMPLE WITHIN BETTING & GAMING
While Head of Marketing at SIS (Sports Information Services), a leading supplier of 24/7 live betting content, I led the brand refresh. SIS was looking to diversify its product offerings and customer footprint internationally and online, following 30 years of successfully delivering live pictures and data for horse and greyhound racing to UK retail betting shops. Tis change was prompted by significant pressures facing the UK retail betting market.
Tere was a need to reconsider our brand approach to drive customer re-appraisal of SIS,
It’s advisable to create brand guidelines—a document that sets the rules defining the overall look and feel of your brand. Brand guidelines are an invaluable reference point that helps ensure consistency across all uses of your visual elements. Tese guidelines should detail how to use the logo, colour palette, typography, and imagery.
Your visual brand identity should ideally be implemented consistently across all touchpoints, e.g., website, social media, physical products, advertising, and more. Consistent use of visual identity reinforces brand recognition and loyalty.
It’s important to evaluate and evolve your visual brand identity, as it should not be static. As markets evolve, so should your brand’s visual identity. Regularly assess the effectiveness of your visual identity and make adjustments as necessary to keep it fresh and relevant.
In conclusion, a strong brand identity is a fundamental tool in building a successful brand. It makes your business memorable, sets it apart from competitors, fosters customer loyalty, and communicates your brand’s values and personality. By following these key steps, you can develop a brand identity that not only looks impressive but also profoundly connects with and engages your target audience.
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