When mobile apps were first introduced, they just served as a distraction or a strategy to keep customers involved. Initially, mobile app developers concentrated on perfecting their apps, so their creation would stay unique in a world of changing consumer demands. But the evolution of mobile apps as an awareness strategy was a slow progression, and when it finally happened, it actually helped in brand positioning.
In the beginning, this success seemed too far-fetched; now it is not only a possibility but has turned into a huge reality. So if you have been planning to build an app that would help get the word of your brand across, here are some tips that would help.
#1. Offer Great Value
While developing an app for your brand, it would be perfect if you could offer great value to your customers. There are so many mobile apps in the market; most of them are almost like junk. So if you want to create a successful app, you must offer great value to customers.
When you offer value, you can expect them to come back for more. But take care to send only relevant push notifications or your customers will just block you out.
#2. Offer Customized Messages
It is important to deliver customized messages based on the most recent purchases of your customer. Offers with customized messages will always be welcomed.
#3. Focus on Functionality rather than just Entertainment
Functional and informational apps are always greatly accepted when compared to pure entertainment apps. Or rather, you can plan it in a hierarchy where informational value would be at the top, followed by functional and then entertainment.
You can easily create a brand around your app this way because quality content is always looked up to. An informational app would also prompt remembrance of your brand because it creates an engagement, a connection among your customers / users. Therefore, in order to build a great brand experience, follow the hierarchy.
#4. Where Information comes Free
There is always a strong connection when information comes free. Many business owners and traditional marketers might argue that giving away information for free is not a bright idea because information is always valuable and should come with a price. When you release an app, send along with it free information that people can use. Useful content can always help people remember your brand, give them the indication that you are reliable and even position you as a knowledgeable genius.
Points to collect:
You can ask the following questions while building an app around your brand, because ultimately, it all centers around your app:
- Your client’s location, where will he be while accessing the app?
- Does your client want to be informed or entertained?
- Is you mobile app more appealing than your website?
- Will the client access your app just because he was bored or because he wants to gain something from it?
- Can you compel him to share your app?
- Does the mobile app fulfill his need?
- And now, about your competitors’ apps – are your apps more innovative and unique than theirs?
#5. Customize to a Target Audience
If you build your app features to cater to the specific requirements of a target segment, it would definitely help you grow your brand as a reliable resource for them. Your user must say “This was exactly what I was looking for”, and that’s when you know your app has been successful.
#6. Create Benevolent Apps
Mobile apps can help you built relations and generate trust. Such apps are called benevolent apps, and unlike apps that would help you promote special deals, these apps are mainly created to provide special information and aid in decision making.
#7. Some Apps can Bring Success through their Uniqueness
Uber’s brand positioning was through its mobile app. It was a bold and risky move, but paid off in the end, thanks to their marketing efforts. Recently, the new logo of Uber caused quite a stir and it has already started creating a new sense of brand direction.
What people say about the logo:
Some people say that Uber’s decision to revamp its “U” logo in its mobile app was not entirely a good decision. Some experts say that the new logo shows that Uber is evolving and certain others say that users used to identify the company with its“U” logo and this will not be possible with the new logo.
However, Uber is of the opinion that the new logo, with its trendy color combination, would help users to relate to it in a better way. This move was done to generate brand awareness, but whether it was for the good or the bad, remains to be seen.
Now Facing the Biggest Challenge of all – Retaining Customers
Building and releasing an app is an easy job when you compare it with the task of promoting it, especially after the initial hype is over. Because that is really when the app begins to promote your brand.
One way to increase the popularity of your brand would be through coupons and similar enticements. Apart from being a useful engagement tool, these promotional strategies would definitely get the word across, thereby strengthening your brand.
A good example of mobile royalty rewards program would be Starbucks, when they released My Starbuck Rewards. Users can log into the mobile app and make an in-app purchase and earn rewards, in the form of Stars, to win free drinks and eatables.
Many brands have already started using mobile wallet apps that work in accordance with marketing channels like reward programs and coupons to attract customers. They also use banner ads to spread the word.
When you enter the mobile app bandwagon, it is a big plunge. You do it right or you bow out, because when you make the wrong moves, it can affect your branding drastically.
There is no dispute in the fact that with quality apps, you can provide useful information and entertainment to your users and boost brand awareness in the process. The reward for this would be enjoyed when your visitors convert, because, half the sales process is completed the moment the customer walks in the door.
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