Say what you want about building an esports brand. It should match a team’s values; social media channels should stir the pot; video content should be consistent and engaging; an identity matters. These things all matter.
Esports is a hybrid of entertainment and sport. FaZe Clan and 100 Thieves are building their brands a different way, based just as much on content and lifestyle branding as competitive success.
But these are exceptions to the rule. What ultimately determines and cements the popularity of an esports team is success on the server.