As highlighted by several studies, consumers nowadays spend a very large percentage of their digital media time on mobile apps. No enterprise can implement a branding strategy successfully without adopting a mobile-first approach. In addition to connecting and communicating with customers through the app, an enterprise also needs to explore ways to use the app as an extension its brand image. An enterprise can even consider making mobile app branding an integral part of its mobile app development strategy.
While developing a mobile app to extend its brand, a business must explore ways to make the app standout in the crowd and deliver outstanding user experience. Also, the business must test the mobile app under varying user conditions to nurture a strong relationship between the customers and the brand. At the same time, an mobile app developer can also implement a number of mobile app branding strategies to capture user attention and meet user expectations.
Understanding 7 Effective Mobile App Branding Strategies
1) Opt for User-Centric App Design
Like mobile app development strategy, mobile app branding strategies also focus on meeting user expectations and improving user experience. An mobile app developer must remember that the app will be finally used and judged by end users. Hence, its functionality, usability, and performance will directly impact mobile app branding. While developing the mobile app, the mobile app developer must perform A/B testing to understand user needs and assess user experience accurately. A/B testing will further help the enterprise to design the app with elements and features that will be appreciated by end users.
2) Personalize App’s User Experience
The mobile app’s user experience will be impacted hugely, it users encounter problems and bugs. Hence, an enterprise must get its mobile app tested elaborately to make users say good things about the brand. A business can further enhance brand appreciation by personalizing the app’s user experience. Emerging technologies like near field communication (NFC), artificial intelligence (AI) and machine learning have made it easier for businesses understand the choices and preferences of individual users. An organization must leverage the customer data collected from various sources to personalize the app’s user experience and enhance brand image.
3) Choose the Best Name for the Mobile App
An mobile app developer can easily enhance mobile app branding by choosing the most appropriate name for the mobile app. While naming the app, the mobile app developer must remember that its name will make users identify and remember the mobile app. He can always consider naming the app based on its functionality and usage. Also, he needs to ensure that the name is relevant for the app and easy to pronounce and remember. It is also a good idea to choose the right name for the app by getting the shortlisted app names evaluated by a group of trusted people.
4) Choose the Best Icon for the Mobile App
In addition to complementing the mobile app’s name, the app icon will also make users connect with the brand. Hence, an mobile app developer can easily make his mobile app standout in the crowd by creating a unique icon. He can even consider creating multiple app icons and compare these app icons to choose the one connects with users and depict app’s key features. At the same time, the mobile app developer needs to ensure that the app icon complements the app’s colour scheme and refers to the app directly.
5) Enable Users to Refer and Share the App
No enterprise nowadays can implement mobile app branding without focusing on social networks. Most users explore ways to share information about recently-downloaded mobile apps. Also, they refer their social media friends to use an app that deliver outstanding user experience. You can easily create a powerful mobile app brand by allowing users to spread information about the mobile app through various channels — social networks, text messages and emails. The option to share and refer will make new users download the mobile app. Also, the word of mouth promotion will help the enterprise to promote its mobile app as a popular brand.
6) Maintain Consistency
No enterprise can enhance mobile app branding by creating a fancy mobile app. While developing a mobile app, the enterprise must define and implement the brand guidelines — logos, images, typography and colour schemes. Also, it needs to ensure that app delivers original and relevant content/information to users in the most appealing way. The theme and guidelines of the brand must be implemented throughout the mobile app. Also, the essential elements of the app like colour and fonts must appear consistent across various screens. The consistency will make it easier for users to remember and recall the app over a longer period of time.
7) Monitor and Evaluate Competitors
While implementing mobile app branding strategies, an mobile app developer must remember that most businesses nowadays brand mobile apps. Many enterprises even use innovative ideas to promote their mobile apps as popular brands. Hence, it is always important for the mobile app developer to monitor the mobile app branding strategies used by competitors and explore ways to score higher. An enterprise can easily enhance user experience and engagement by updating the mobile app regularly. Likewise, it can make the mobile app standout by including a help or support section in the mobile app. The mobile app developer also needs to update and modify the mobile app branding strategies regularly to meet emerging trends and beat competition.
On the whole, an enterprise has option to choose from a number of mobile app branding strategies. But the mobile app developers must remember that mobile app branding is an ongoing process. He must experiment with various strategies to decide the most effective way to create strong branding for the mobile app. At the same time, he needs to make changes to the mobile app branding strategies to meet emerging trends and changing user preferences.