The Braintail Method
Your story's ability to travel far and fast is its strongest advantage over sales-driven, in-person growth
This newsletter is adapted from a blog post originally published on Braintail’s website → https://braintail.ai/blog/the-braintail-method/
Your story’s ability to travel far and fast is its strongest advantage over sales-driven, in-person growth.
The old playbook can’t keep up. As regulation evolves, it creates frameworks of trust that replace the need for face-to-face meetings. You no longer have to look prospects in the eye to know you can “steal horses” together. Meanwhile, AI has leveled technical advantages and flooded marketing channels with noise. More competitors can enter the market than ever before, and everyone’s fighting for attention in the same saturated space.
The companies that will win are the ones that invest in their brand deliberately, not as a nice-to-have, but as a winning strategy for sustainable growth.
After 10 posts analyzing iGaming B2B companies, covering branding, differentiation, positioning, messaging, and storytelling, I want to take a step back and zoom out.
Here’s what I see when I look at iGaming B2B brands:
They’re more different than they realize—but don’t know how to articulate it.
They don’t translate to prospects—leaving cognitive gaps that kill deals.
Their stories don’t excite—so they can’t travel further than a sales team can reach in person.
This post isn’t about a specific company. It’s about how I look at brands, the method I use to create stories that stand out, and the framework you can use to do the same.
The Braintail Method
1. Know how you’re different.
Companies have a brand whether they want it or not. A brand is how the market perceives you. When you don’t deliberately manage your brand, you’re leaving prospects to shape their own perception of you. Prospects will take the path of least resistance, putting you in the same box as everyone else they already know. That goes against the very notion of being different. Of standing out.
The first thing you need to do is figure out what in your company—in how you create value, in your offering—is different from others in your market.
What can only you deliver? What is your competitive, unfair advantage? How are you different, and why does it matter?
It could be tech, culture, capability, data, or network. But it must be something.
When you sound like everyone else, you become invisible and forgettable.
2. Translate to prospects.
Your difference might create real impact, but if prospects can’t immediately grasp how it helps them, you’re leaving money on the table.
Here’s a concept from cognitive psychology that helps explain why translation matters: Process Fluency is the subjective feeling of ease when the brain processes information. The higher the fluency, the easier your message is to process and for prospects to understand it, accept it as true, and perceive you as trustworthy. This isn’t manipulation, it’s how human judgment works.
Low process fluency creates cognitive gaps. When there are such cognitive gaps between your differentiators and how they impact prospects, you can’t control how prospects will close that gap themselves. Maybe they’ll get it, maybe they won’t. Maybe they’ll arrive at the wrong conclusion entirely.
Translation closes the cognitive gap. It’s a quick, proven way to win trust and drive your point home exactly the way you want. There aren’t many opportunities like this in the buyer’s journey. Take it.
Does your differentiated offer drive revenue? Cut costs? Improve customer experience? Boost speed to market? Reduce risk? Ease regulatory compliance?
These are the most common business values. Most people will get it, start there if you’re not sure. It doesn’t mean you can’t highlight something else, as long as it’s simple for prospects to understand how it affects their business.
Close the cognitive gap. Spell it out. Speak in their language.
Examples of the gap in action:
155 offers chaos betting with real ducks and marbles racing on camera. Interesting, but what’s in it for operators? By going through the process of spotting your differentiators and translating them into prospects’ language, you may find new positioning opportunities that can create an entirely new market category for you to dominate.
Inpay has the vastest, fastest, most reliable payout network in the industry. Yet even its name does a disservice when it comes to translating to prospects.
Bazoom is well-known in iGaming SEO. But without clearly translating their differentiators and closing the gap, they invest time, money, and resources in costly in-person meetings.
The lesson: Being different isn’t enough. Seize the opportunity to generate trust by closing the cognitive gap. Translate your difference into clear prospect value. Done right, translation doesn’t just clarify, it can reveal positioning opportunities that create entirely new categories.
3. Excite emotionally and rationally.
Translation closes the cognitive gap and wins trust. But that alone won’t make your story spread.
Your story’s ability to travel far and fast is its strongest advantage over sales-driven, in-person growth. The network of people between you and your prospects works like a neural network. People hear marketing messages all day long, but they don’t respond to all of them, just like neurons don’t fire in response to every trigger. What dictates whether they’ll act on your message and spread the word is whether your story excites them.
To excite, you need both emotional triggers and rational claims working together. Our brains make decisions in a split second in response to emotional triggers, then seek rational claims to back them up, to rationalize the decision that was made instinctively. This is why you need both elements.
Examples where both work together:
I want an iPhone (emotional trigger) because it has a great camera and ecosystem (rational claim).
Z-Gaming, a 150+ brands casino platform from Southeast Asia, is lean to operate (rational claim) and quick to break even (emotional trigger), addressing one of the operators’ key concerns when starting a new brand, and the logic for why it makes sense.
CSB Group, the corporate service provider from Malta, has a unique 360° approach (rational) thanks to its culture of always being one step ahead of the customer (emotional trigger).
Tal Ron, the crazy-genius gaming lawyer from Tel Aviv, is a kingmaker (emotional) and reality-bender (rational).
Where the story falls short:
Finnplay clearly excels at compliance, but its story doesn’t give prospects the emotional trigger. It’s missing an ingredient.
finera. promises to end the pain of payments, but the emotional promise gets buried, so the story doesn’t spread.
The lesson: Your brand is what people say about you when you walk out of the room. Give them a story worth sharing. That’s how stories travel far and fast. That’s how you reach prospects before you even meet them in person.
4. Put your story to work.
A brand that doesn’t put its story to work is like having a McLaren sitting in your living room. Impressive, but pointless.
Your story works best when it shows up everywhere, consistently. Consistency builds recall, the ability for prospects to remember your brand and story without prompting. In psychology, recall measures how memorable your brand is. Strong recall means you’re top-of-mind when purchasing decisions happen. Repetition and consistency across every touchpoint strengthen recall and prevent the broken telephone effect as your message spreads through the market.
Every touchpoint should reinforce the same story. Sales pitches. Product roadmap. Support calls. Marketing oversees many different aspects where your story needs to show up: SEO, brand perception management, campaigns, visual identity, website, PR, LinkedIn profiles. That’s how your story reaches prospects wherever they are.
Things to consider:
Put all your chips on a single story. Don’t split your chips between stories like Bettorify. Choose one, and give it everything you’ve got.
Need help deciding? Perhaps you don’t have to. Instead of picking one audience, you could zoom out and reframe the problem entirely, like Blask.
Match your story to your edge. If you’ve got a differentiator that sets you apart, flaunt it. Yaspa has something no one else offers, and that should lead their story.
Own your position before competitors do. Maincard is winning despite its story, not because of it. Don’t leave positioning opportunities unclaimed. It’s an open invitation to the competition.
An outsider can see what you can’t. When you’re deep in the trenches building your product, it’s hard to spot the nuances that matter to the market. An outsider can often see opportunities to create new categories or position your difference in ways you’ve overlooked.
The bottom line: Investing in a brand isn’t a nice-to-have anymore. In saturated iGaming B2B, it’s a winning strategy in a changing business environment.
You need to eloquently and concisely tell a story that captures your unique value, translates it into clear prospect impact, and sparks emotion while making logical sense.
That’s how you get noticed. That’s how you get chosen.