On the latest episode of iGaming Daily the show’s SEO expert, Ivana Flynn, was back to discuss the importance of brand alongside Irina Birsanescu, Marketing Director at ICONIC21, and Tara Alvarez Garcia, Founder of TYS Coaching.

Reflecting on why effective branding is so important, Irina said: “It’s the personality, it’s the way the company or the person shows up in the world. It’s what makes people remember you and trust you.

“Of course, the goal is to ultimately make people choose you or your company over someone else or something else. So the process of branding is how you shape that perception.”

This is especially true, she continued, in a sector such as iGaming given that the products “start to blur together”, therefore, the difference lies in effective branding to differentiate from competitors.

Effective branding also entails making an emotional connection, therefore, it is vital to understand the audience you are promoting to.

Focusing specifically on iGaming, Irina said: “It is an industry where you want to appeal to the egos of decision makers. At the end of the day, all the operators and all the providers want to be the best in the industry.

“You need to instill that sense of success in them and you need to help them envision success. I think through storytelling and the way campaigns are being built in the B2B sphere would really work in that direction.”

The mechanism of brand building has drastically changed in recent years due to the rapid development of artificial intelligence (AI), however, Irina warned that marketers should use AI as another tool at their disposal rather than a crutch to take over their workload.

She said: “If you use [AI] in a generic way, you’re going to get generic results. If you put more instructions into it, if you use it for brainstorming, for speeding up certain processes, that makes a huge difference.

“The difference is always in how you use it, how you put your own creativity into the process, your tone of voice, layering the human insight into it and adding strategic thinking to it. Then it simply becomes a very good marketing assistant that’s cheap and one of the best out there.

“It’s all a matter of finding the right combination of good branding elements that can be produced with the help of AI.”