Lesson 10: Marketing Preparation & Branding

Your game is playable and tested. Before you start posting on social media or reaching out to press, you need a clear brand and a set of assets that represent your game everywhere: store pages, trailers, and social posts. This lesson walks you through defining your game's brand, visual identity, and key messages so your marketing feels consistent and professional.

What You'll Learn

By the end of this lesson you will be able to:

Define your game's brand: name, tagline, and core message
Create a simple visual identity (logo, colors, fonts) that fits your game
Write a short elevator pitch and key bullet points for store and press
List the store assets you need (capsule art, screenshots, trailer) and their specs
Prepare a small brand kit so future marketing stays on-message

Why This Matters

Without a clear brand, every tweet, screenshot, and store description can look and sound different. Players and press form a first impression from your capsule art and one-line description. A small amount of prep now makes every marketing step in the next lessons easier and more effective.

Step 1: Define Your Brand Core

Before designing anything, lock in the words and ideas that define your game.

Game name and tagline

Name: Final or near-final. It should be memorable, searchable, and not conflicting with existing games or trademarks. Check Steam, itch.io, and app stores before committing.
Tagline: One short phrase that captures the experience (e.g. "A cozy farming game with a dark secret"). Use it under the title on store pages and in social bios.

Core message

In one or two sentences, what is your game and why should someone care? (e.g. "A 2D roguelike where you build your deck between runs. Easy to learn, hard to master.")
Write it down and keep it handy. Every description, tweet, and press pitch should reflect this.

Target audience

Who is this game for? (e.g. "Fans of classic platformers and speedrunners" or "Casual players who like short sessions.")
Your tone and visuals should match this audience. A hardcore strategy game and a cozy puzzle game use different language and art.

Pro Tip: Test your tagline and core message on a friend or in a Discord. If they can repeat it back and understand the game, you are on the right track.

Common mistake: Writing long, vague descriptions. Short and specific beats long and generic every time.

Step 2: Create a Simple Visual Identity

You do not need a full agency-style brand book. You need a few consistent choices.

Logo or wordmark

A simple logo or stylized game name is enough. Use it in the main menu, store capsule, and social avatars.
If you cannot commission one yet, a clear font choice and one accent color can still read as "branded."

Colors

Pick 2–4 colors: one primary (e.g. for UI and key art), one or two secondary, and optionally an accent. Note hex codes so you reuse them everywhere.
Ensure enough contrast for text and accessibility (e.g. WebAIM Contrast Checker).

Fonts

Choose one font for headings and one for body (or one font with two weights). Use the same in your game UI, store text, and graphics so everything feels cohesive.

Mood and tone

Is your game funny, dark, cozy, or intense? Your visuals and copy should match. Screenshots and capsule art should look like they are from the same game.

Pro Tip: Create a one-page "brand sheet" with your name, tagline, hex colors, font names, and 2–3 example screenshots. Share it with anyone helping with marketing or assets.

Common mistake: Changing style every week. Consistency over time builds recognition.

Step 3: Write Your Elevator Pitch and Key Bullets

You will use these in store pages, press emails, and social bios.

Elevator pitch (2–3 sentences)

What the game is, who it is for, and what makes it special. No jargon, no feature list. Example: "Rune Forge is a 2D action-RPG where you craft weapons from defeated enemies. It is for players who love tight combat and build variety. Every run changes your loadout and play style."

Key bullets (3–5 points)

Main features or selling points in one line each. Examples: "Procedural dungeons," "Local co-op for two players," "No microtransactions, buy once and play."
Use these in store descriptions, press kits, and FAQ.

Pro Tip: Keep a "press kit" doc (Google Doc or Notion) with: elevator pitch, key bullets, story summary (if any), credits, link to trailer, and link to high-res assets. You will use it in Lesson 12.

Common mistake: Leading with tech ("Made in Unity") instead of experience ("Explore, fight, and craft in a living dungeon").

Step 4: List Store Assets and Specs

Stores need specific image sizes and formats. Prepare a checklist so you do not miss anything.

Capsule / key art

Steam: Header capsule (460x215), main capsule (231x87), small capsule (231x87). Steam Artwork Guidelines.
itch.io: Cover image (e.g. 630x500 or 1280x720). Check itch.io documentation for current specs.
Consoles / mobile: Each platform has its own specs; look up the store’s developer docs when you are ready.

Screenshots

Typically 16:9 or 4:3, 1920x1080 or similar. No UI clutter unless it is a feature. Add short captions if the store allows.
Plan 5–10 strong shots that show variety: gameplay, mood, and one or two that look "shareable."

Trailer

30–90 seconds often works best. Hook in the first 5 seconds, show gameplay and feel, end with title and store link. You will refine this in later lessons; for now, note "trailer" as a required asset.

Pro Tip: Reuse your brand colors and fonts in screenshot overlays or trailer text so even raw assets feel branded.

Common mistake: Using low-resolution or inconsistent screenshots. One set of high-res, cropped images is better than a mix of random grabs.

Step 5: Assemble a Mini Brand Kit

Put everything in one place so you and others can stay consistent.

Include:

Game name, tagline, elevator pitch, key bullets
Hex colors and font names
Logo or wordmark file (PNG with transparency)
2–3 "hero" screenshots in high res
Link to trailer (when ready)
Contact or studio name for press

Where to keep it

A shared folder (Drive, Dropbox) or a simple press kit page. Update it when you change tagline, art, or build.

Pro Tip: When you send keys or press emails later, link to this kit. It saves time and looks professional.

Mini Challenge

Write your game name, tagline, and elevator pitch in one document.
Pick 2–4 brand colors and note their hex codes.
List every store asset you need (capsule sizes, screenshot count, trailer) and mark which you already have and which you still need.

Troubleshooting

Problem: I do not have a logo yet.
Solution: Use a clear, readable font for your game name and one strong screenshot as your "visual" until you can commission or create a logo.

Problem: My game fits several genres.
Solution: Lead with the one or two that best match your target audience and store tags. You can mention others in the description.

Problem: I keep changing my tagline.
Solution: Set a deadline (e.g. by end of this week) and stick to one version for all public-facing text. You can refine after launch based on feedback.

Pro Tips

Tip 1: One Line Is Enough to Start
You can refine your pitch over time. Start with one sentence that says what the game is and why it is fun; expand from there.

Tip 2: Screenshots Are Free Marketing
Spend time getting 5–10 great screenshots. They go on the store, social, and press kit. Good screenshots sell more than long text.

Tip 3: Match the Store
Steam, itch.io, and console stores have different cultures and norms. Tailor your tone and visuals to where you are publishing; keep the core message the same.

Next Lesson

In Lesson 11: Social Media Strategy & Community Building, you will use this brand to plan your social channels, content calendar, and early community so you have an audience when you launch.