O SlideShare utiliza cookies para otimizar a funcionalidade e o desempenho do site, assim como para apresentar publicidade mais relevante aos nossos usuários. Se você continuar a navegar o site, você aceita o uso de cookies. Leia nosso Contrato do Usuário e nossa Política de Privacidade.
O SlideShare utiliza cookies para otimizar a funcionalidade e o desempenho do site, assim como para apresentar publicidade mais relevante aos nossos usuários. Se você continuar a utilizar o site, você aceita o uso de cookies. Leia nossa Política de Privacidade e nosso Contrato do Usuário para obter mais detalhes.
A Scribd passará a dirigir o SlideShare em 1 de dezembro de 2020A partir desta data, a Scribd passará a gerenciar sua conta do SlideShare e qualquer conteúdo que você possa ter na plataforma. Além disso, serão aplicados os Termos gerais de uso e a Política de Privacidade da Scribd. Se prefira sair da plataforma, por favor, encerre sua conta do SlideShare. Saiba mais.
How Indie Developers Can Polish Their Branding IGB 2020
How Indie Developers Can Polish
Indie Game Business #PitchYaGame August 2020
Rachel Presser, Sonic Toad Consulting & Media
About Sonic Toad Consulting
Business of games consulting
Indie, III, and freelance
Game marketing and content strategy
NEW E-LEARNING STORE COMING SOON!!!
Consult with me at clarity.fm/sonictoad
Visit sonictoad.com to learn more!
Why Do Most Indies Struggle with Marketing?
Marketing methods constantly evolving
Not enough time to actively manage
Traditional marketing not always a good
fit for indie games
Too many “wildcard” factors
But mostly, the foundation is missing: a
What Exactly is Branding?
Dictionary definition: marketing practice
in which a company creates a name,
design, symbol, etc. that easily
distinguishes it from other products and
Branding is an initial then evolving
process; marketing is more ongoing and
all-encompassing while advertising is
Why Should Indie Developers Care About Branding?
Why Should Indie Developers Care About Branding?
Helps establish ownership of your work
and builds long-term value
Demonstrates that you are invested in
your games and company
Provides your audience with an idea of
what to expect
Drives home the impression that you want
to give people about your productions!
Where Does Your Branding Go?
Game distributor pages
Swag (tote bags, chip clips, pens, etc.)
Official letterhead and documents
Opening fanfare of the game and any
other appropriate points
Virtually any other time you’re asked for a
The Goals of Branding: Business & Legal
Your game and web content gets
copyrighted, your logo, slogans, and
other “marks” can get trademarked
It’s a good idea to formalize and register
your business and make sure the name
and similar marks are not taken
Branding and trademarks helps prove you
have a real business for tax and other
The Goals of Branding: What It Says About You
What impression do you want to give?
How do you want people to FEEL when
they visit your website, game pages, see
your logo, or hear about you?
What do you want them to THINK when
they hear about your studio?
What do you want to communicate with
your imagery, words, and other branding
The Elements of Branding
Textures & Shapes
Memorable Punchy Evocative
Logos foster brand cohesiveness
The logo should say something about
your studio—or at least give the
impression it does
How does your logo compare with other
Why would someone want to check out a
game, webpage, etc. that has your logo
splashed on it?
What makes your logo memorable?
Slogans: usually 2-5 words that are punchy
and easy to remember, make an emotional
Taglines: longer than slogans, catchphrases
Webpage Copy: who is the audience?
What impression should you give from how
you write about your games/IPs and studio
What kind of information is being
Social Media and Email Communications:
how do you come across to your fans?
Forming a Brand Voice
Language that informs versus language
that entertains and/or builds your brand
Formation of a style guide
Expected reading level of your target
Potentially taking on your game or game
world’s setting and characters
Colors make us FEEL things!
What colors do you see in items, rooms,
and aesthetics that you like?
What are those colors associated with?
Why or why not would you want your
brand associated with that color or
Finding a Color Scheme with Color Wheels
Hue: a color and how saturated it is
Tint: adding white to the hue
Shade: adding black to the hue
Complementing colors: opposites on the
color wheel, like purple and yellow
Analogous colors: colors juxtaposing a
hue, like yellow-green and blue-green
Try making a triangle, trapezoid, or
parallelepiped on the wheel!
…or just say screw the color wheel and
go with what you think looks great!
Textures and Shapes
Shapes and textures make an impression
just as much as colors
Geometric vs. abstract and free-form
Bold texture or little to no texture?
Too much texture can be distracting
What does the shape(s) represent?
Fonts and Text Styles
Text types can make a HUGE impact!
Line and character spacing
Logo, headers, slogans
How do you want the text to look? What
impression should it give?
Text on your website, game pages,
physical branding (e.g. stickers, boxes)
Readability and accessibility
Simple Branding Tools to Get Started
Canva (disclosure: Sonic Toad affiliate
Messing around with WordPress and
See if any graphic designers have
templates or kits you can start with