Branding is important to nearly every aspect of your business, including your app. For your app to perform well in the marketplace, the application of your brand is a crucial factor. It changes how people perceive the app, and you can use that to shape the narrative around it. Successfully controlling that narrative means that you can promote your app more effectively and see a larger return on your investment. In this article, we explore how branding affects your app performance and how you can use that to increase downloads.
What Exactly is Branding?
A company's brand is more than the logo, the colors, or the style of the advertising. Those things are all byproducts of the brand. The brand is the reputation of the company based on how it represents its core values and how others perceive that company. For example, Nike's brand is not the iconic swoosh logo, it is the sense that customers will get high-quality, stylish, and athletic products.
How Branding Affects App Performance
In physical form, a company's brand can be distilled down into symbols that represent the brand (i.e. the logo, color choices, style choices, etc...). When it comes to your app, you will need to use these branding elements to help you develop a connected brand for your app. You want your app to represent the values of your company, and an easy way to associate the two is by using the same elements that you use to brand your company.
This matters because your company's brand is already established and people will judge your app by the quality of your brand. If your brand is positive, then that brand recognition will help you promote your app. Likewise, the performance of your app will also reflect on your company and brand. They all become important parts of the system and one affects the other parts.
Branding Helps Your App Stand Out
Perhaps the most distinctive advantage that having a brand provides for apps is that they give apps a way of standing out in an entirely saturated market. There are too many apps for each individual app to stand out solely on its performance or design. In fact, if you look through the apps in a particular category, you will likely find some that are very similar.
What helps them stand apart is the brands that they are associated with. The brands that apps associate with are distinctive, even if the app is the company. For example, Instagram has a very distinctive brand, but not because of its style choices. It is easy to copy those style choices, but people still understand that Instagram is the leading app of its kind. Because of that, Instagram has instant recognition and an advantage over the competition, which is what all brands should strive for.
How to Develop an App's Brand
Developing a brand for an app can be a lengthy process, but it is often an extension of the company's brand. Many companies choose to work with experts like KitelyTech who work with industry leaders to design and implement branding material. Focus on giving your app a brand that really stands for something, and you are already well on your way to making your app distinctive.
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