Branding is the Up, Up, Down, Down, Left, Right, Left, Right, B, A for Esports Teams.
In esports, much like business, there is one thing that never changes - competition is fierce. And standing out is everything. That's why the significance of branding cannot be overstated.
Branding is how you win, beyond the server.
In esports, much like business, there is one thing that never changes - competition is fierce. And standing out is everything. That's why the significance of branding cannot be overstated. For esports organizations and teams to achieve success outside of the server, they need to win beyond the server too. And strong, recognizable brands that resonate with fans and sponsors alike have a massive advantage in that arena. Branding is the cornerstone that transforms an esports team from just a group of skilled players into a marketable entity with a loyal fanbase and substantial commercial appeal. Your brand is your product.
Branding is more than a team name and a logo.
Most esports teams start with their roster, their players and their logo or name. But what really needs to come first is a clear and compelling brand identity. What is your mission? What will guide your decision-making? How will fans connect with you? This will then lead to a logo, colour scheme, and a distinct voice that reflects the team’s values and personality. A well-defined brand identity helps teams stand out in a crowded market and fosters a sense of unity and pride among players and fans.
100 Thieves is a great example of a team who started with a very clear mission and they have strived to live up to it, most of the time. No matter how big they have gotten, they never stopped feeling like "one of the gang" - their mission dictates that. They want to represent every gamer, and make them proud.
Engaging Content and Storytelling
Effective branding goes beyond visuals; it’s about telling a compelling story. Fans connect with stories of perseverance, rivalry, and triumph. Esports organizations need to create content that engages their audience on a deeper level. This includes behind-the-scenes videos, player interviews, and engaging social media content that showcases the team's journey and individual personalities.
Team Liquid, for example, excels in this area. They consistently produce high-quality content that highlights their players' stories, from their training regimens to their personal lives. This not only humanizes the players but also strengthens the emotional bond between the team and its fans
Leveraging Sponsorships and Partnerships
A strong brand attracts lucrative sponsorships and partnerships, which are vital for the financial sustainability of esports organizations. Brands want to associate with teams that have a significant following and a positive reputation. By maintaining a strong brand presence, esports teams can secure deals with top-tier sponsors, ranging from gaming hardware companies to mainstream brands.
Cloud9 is a prime example of leveraging branding to attract sponsors. With a clean, professional image and a reputation for excellence, Cloud9 has secured partnerships with major brands like BMW, AT&T, and Puma. These partnerships not only provide financial support but also enhance the team's brand visibility and credibility.
G2 has always been a powerhouse in this space as well, with some of the most exciting collaborations esports has seen. They have brought next level brands on to the scene, including a long-standing partnership with Ralph Lauren, showing they understand that sometimes looking good is as important as playing good.
Fostering Community and Fan Engagement
A loyal fanbase is the lifeblood of any esports organization. Effective branding helps build and maintain a strong community. Engaging with fans through social media, hosting fan events, and creating exclusive merchandise are ways to foster a sense of belonging and loyalty.
100 Thieves, known for their lifestyle and streetwear branding, have built a massive following by merging esports with popular culture. Their stylish merchandise and active social media presence make fans feel like they are part of a larger movement, enhancing their connection to the team.
Branding can even play a role on the server.
By now everyone who knows Valorant, knows #WGAMING. Paper Rex has become an iconic name, hailing for Singapore - the island state with a long history in gaming but not a storied history in esports.
They burst onto the scene with a brand built on fun and chaos. A free spirit that deviated sharply from the serious world of Counter Strike and was perfectly tailored to the new world of Valorant. A game that featured a lot more fun and chaos than its' predecessor.
From the jersey design, to the content they create, Paper Rex embodied their brand to the fullest - and unique among a lot of teams they brought that brand right onto the server. Coining their own playstyle WGAMING - which represented a brave, confident, creative style of play that fit their brand to a T.
Branding doesn't have to break your economy
While top-tier branding might seem like it requires a dragon’s hoard of gold, it may not have to be expensive or time-consuming. There are new startups and options popping up, such as BrandRamen - who hopes to disrupt the marketplace. Where you would normally have to go to an expensive branding agency, BrandRamen is dedicated to making top-notch branding accessible to everyone, from startups to SMEs to personal brands. They are building a platform that will offer affordable, automated branding workshops designed to help anyone create their own standout brand. With a streamlined approach, they prove that you don’t need a massive budget to build a strong, cohesive brand identity that resonates.
By embracing the power of branding, esports organizations can not only achieve success in the digital arena but also create a lasting legacy that resonates far beyond the game. So, whether you’re an aspiring team or an established organization, remember that your brand is your most valuable asset in the mission to win beyond the server.