Alex Louey

7 June 2016

Why a Killer Brand Will Help You Grow Your App

In app marketing, branding is everything. While having a stellar product is obviously essential, that won’t draw customers in. What will capture their attention is your personality as a company – this is what will truly provide them a reason to buy.

Without knowing what your brand actually is, it can be difficult to craft a killer marketing strategy that will turn heads. Before you do anything else to grow your product, make sure you develop a clear strategy for how you’ll approach your marketing and make sure everyone shares your vision.

Consider things like:

  • How do you want your customers to perceive you?
  • What do they already know about your company?
  • What are the benefits of your products?
  • Who is your audience – young millennials, professionals or retirees?

Being able to answer these questions means you’re a step further towards marketing your product with more bang.

Then, begin your branding plan with the following things in mind:

Maintain consistency

Step one is to ensure everything, from your tone of voice and your customer service to weekly blog schedules and outdoor advertising, is consistent. As soon as people look at your marketing, they should know that it comes from you. What’s more, consistency builds trust and positions you as an authority in your field.

Whether you have a marketing team or just one person handling everything, you need everyone to be on the same page. Draw up a strategic plan that outlines everything from your voice (professional and earnest or fun and cheeky) to the colours that you use on your website and print products. Then, stick to this plan.

Honesty goes a long way

People appreciate when they are able to interact with brands as if they’re individuals – when the company is too large, they may be seen as impenetrable, impersonal and impossible to understand. Instead, speak to your customers as a human and don’t try to distance yourself from them. The more emotional connections you can build, the more they’ll feel inclined to purchase from you.

Key in developing this sense of individuality for your brand is remaining honest, authentic and straightforward. When something goes wrong – and it probably will – handle the problem with dignity, your customers will respect you a lot more than if you just gloss over the issue.

Invest in top design

When most people think of branding, they think of the standout features – the logo and the graphics that they associate with a brand. The simpler, the better – this just means a customer can more readily recognise you. Your design should translate across all marketing material, from ads to letterheads and even your website. Investing in great graphic design is a perfect idea if you wish to put your best foot forward.

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