The iGaming industry is more crowded than ever, making it harder for companies to stand out. However, while many focus solely on corporate branding, personal branding has emerged as a powerful tool that benefits both individuals and the companies they work for. Marija Hammon, Marketing Director at Relax Gaming, shares her insights on why personal branding is essential in iGaming and how to build one effectively.
Why Personal Branding Is Important in B2B iGaming
Many people associate personal branding with influencers or B2C marketers, but in B2B iGaming, it can be just as impactful. Marija explains that the industry has become highly saturated, and products are often seen as interchangeable. This means standing out requires more than just a strong corporate brand.
A personal brand acts as a direct endorsement of the company you represent. It builds credibility, trust, and showcases expertise, enhancing your industry reputation and opening up new opportunities.
Despite this, many companies are still hesitant about employees developing a personal brand, fearing a potential loss of control. Marija believes this is a mistake. When employees build their brands, they bring added value to their companies by humanising them and reinforcing their credibility.
Getting Started: The First Steps to Building Your Brand
Personal branding is both an art and a science, requiring strategy and consistency. While many want quick results, Marija emphasises that it is a long-term effort. If you’re starting from scratch, she recommends:
- Identifying your niche or area of expertise
- Choosing the right platform where your target audience is active (for Marija, this is LinkedIn)
- Establishing clear content pillars that provide value
- Engaging with industry leaders and relevant communities
- Being authentic and sharing your personal story
The last point is particularly crucial. “There are so many cookie-cutter templates and AI-generated content out there, but what makes you stand out is your personal perspective and unique experiences,” Marija explains.
Consistency is also key. Some may post daily, others a few times a week, but what matters most is showing up regularly and maintaining a strong presence.
Aligning Your Personal Brand with Your Company
While your personal brand is your own, it should still align with your company’s values and goals. Marija advises maintaining professionalism and respect while highlighting achievements, insights, and lessons learned. “If you’ve built a team, talk about how you did it. If you’ve progressed in your company, share that journey,” she suggests.
She advises against sharing sensitive company information, emphasising instead the importance of adding value by sharing experiences, building trust, and demonstrating expertise for both yourself and your employer.
Thought Leadership Without Giving Away Secrets
In iGaming, where confidentiality is crucial, sharing knowledge without revealing sensitive information is a fine balance. Marija challenges the outdated mindset of gatekeeping information, arguing that sharing expertise should be seen as mentorship rather than a risk.
“By sharing knowledge, you’re helping those a few steps behind you. It is not about revealing secrets, but about contributing to the industry and learning from one another,” she says.
She also points out a shift in mindset where competitors are no longer just rivals but potential collaborators. The ability to build in public and share insights is becoming a major advantage in today’s industry.
The Role of Conferences and Speaking Engagements
Public speaking at industry conferences, panels, and events can significantly boost personal branding. These opportunities build credibility, increase visibility, and expand networks. While senior professionals often get invited to speak, Marija believes personal branding can create these opportunities for anyone, regardless of experience level.
“In the past, you had to wait until you reached a certain level to get media exposure. Now, if you share valuable content consistently, opportunities will come to you,” she explains.
She has personally received invitations to speak at events simply because a particular post resonated with someone. This highlights the power of content in attracting the right opportunities.
Measuring the Impact of Personal Branding
When it comes to measuring success, traditional metrics such as engagement rates, follower growth, and post-interactions matter. However, Marija values direct impact over vanity metrics.
She believes the strongest indicators of success are:
- Direct messages and feedback from people who resonate with your content
- Requests for mentorship or advice
- Business opportunities or collaborations that arise from your online presence
For those running businesses, personal branding can also be measured by tangible metrics such as revenue growth tied to content efforts.
What is the Takeaway from This?
Personal branding is not just for influencers. It is a powerful tool in B2B iGaming that can help individuals stand out while benefiting their employers. Professionals at any level can establish a strong presence by sharing valuable insights, building credibility, and engaging with industry communities.
Marija’s journey proves that personal branding is about consistency, authenticity, and adding value. Whether you are a CEO, a junior marketer, or somewhere in between, the key is to start, share your story, and let the opportunities follow.
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