Secrets to Building a Game Brand Everyone Remembers

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Episode Summary

Think branding is just a catchy logo and some colors? Think again. While most indie developers focus solely on gameplay mechanics, the smartest ones understand that building an unforgettable brand identity is what transforms a good game into a must-play experience that players remember long after launch.

In this episode, we’re joined by Katie and Jonathan Binns, a powerhouse brother-sister duo who live and breathe indie game marketing. Katie brings over a decade of marketing experience, including work on Warhammer 40K Mechanicus, while Jonathan serves as a senior brand manager at Super Rare Games, the publishing company that brings digital games to life with limited edition physical releases.

We dive deep into what it really means to build an authentic brand that resonates with players, explore common misconceptions about branding, and reveal why your brand identity should be an entire ecosystem around your game. Plus, we analyze the real-world example of Lucid by Mac Black Studio to show you exactly how effective branding works in practice.

Meet Our Guest: Katie and Jonathan Binns

Katie Binns: has over a decade of marketing experience in the gaming industry, with notable work on games like Warhammer 40K Mechanicus. She specializes in community building and creating immersive brand ecosystems that extend the game experience beyond the screen. Katie is known for her creative approach to thematic marketing, including her memorable work as a Tech Dominus character who communicated in binary code with the Mechanicus community.

Navigame: Website

LinkedIn: Katie Binns

Jonathan Binns is a senior brand manager at Super Rare Games, the publishing company that specializes in bringing digital games to life with limited edition physical releases. With extensive experience in game production and brand development, Jonathan focuses on helping developers understand their unique selling points and craft authentic brand identities that resonate with their target audiences.

Super Rare Games: Website

LinkedIn: Jonathan Binns

Key Takeaways

“You know, tone of voice, community, narrative, branding. It should really be this beautiful ecosphere of what the game is internally shown externally. That’s really what I think it is.”
— Katie Binns, Navigame

Brand Is More Than Visual Identity: Your brand isn’t just a logo and colour scheme—it’s the emotional and narrative experience you want players to have before they even press start. It’s about creating that emotional connection and desire to be involved.
Start Building Your Brand Immediately: There’s no such thing as “too early” when it comes to brand development. The second you decide to make a game and pick up your development tools, you should be capturing content and thinking about your brand identity.
Authenticity Beats Perfection: Players can instantly detect when games don’t feel authentic. Your brand should mirror the experience in-game to the experience out-of-game, creating a cohesive ecosystem that feels genuine.
Target Specific Communities, Not Everyone: Instead of trying to appeal to “people who play video games,” find the specific communities where your target players already exist. It’s better to go into existing spaces than try to create new ones.
Use the “This Meets This” Formula: Don’t be afraid to reference existing games when describing your unique selling point. Use the formula “I am [Game A] meets [Game B], but with [your unique element]” to help players instantly understand your vision.
Collaboration Over Competition: The indie space thrives on mutual support. Reach out to developers of games that inspired you, collaborate on cross-promotions, and remember that there’s no real competition when everyone is creating from passion.
Brand Should Extend Beyond the Game: Create thematic marketing campaigns that mirror your game’s mechanics and themes. Use your game’s unique elements as inspiration for community events, social media presence, and marketing strategies.
Controls Define Brand in Action Games: For platformers and action games, how your game feels in players’ hands becomes part of your brand identity. Tight, responsive controls are essential for games in the Metroidvania and precision platformer spaces.

Show Notes & Mentioned Resources

Games Mentioned

LUCID: The Matte Black Studio’s “Celestoidvania” game analyzed as a case study
Hyper Light Drifter: Referenced for its rich storytelling and exploration elements
Celeste: Inspiration for tight platforming mechanics
Walkabout Mini Golf VR: Example of brand evolution and thematic marketing

Shoutout of the week!

Warhammer 40K Mechanicus: Katie’s first game project, featuring innovative binary communication marketing
Potion Permit: Developed by Massive, highlighted for inclusive community building

Chapters:

00:00 – What Does Brand Identity Really Mean?
05:30 – When to Start Building Your Brand
12:15 – Common Branding Misconceptions
18:45 – Finding Your Target Audience
25:20 – The “This Meets This” Framework
32:10 – Discovering Your Game’s Unique Voice
38:55 – Real-World Analysis: Lucid Case Study
45:30 – Choosing the Right Marketing Channels
52:15 – Building Authentic Community Connections
58:40 – One Action to Start This Week
1:02:25 – Final Advice for Standing Out
1:05:15 – Game Recommendations & Shoutouts

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