Building a brand is one of the most important things you can do for your app or apps business. Why? Just look at the success of Angry Birds brand, valued at over $1.2 billion. It's not the Angry Birds game that holds the value... the value is in the brand. The brand is the reasons why Angry Birds have been able seal entertainment and merchandising deals, launch additional apps and exponentially grow their business. So how do apps like Angry Birds and Clash of the clans build billion dollar brands? Let's take a closer look.
1. Super-Targeted-Marketing
If you were to ask me, what's the one thing an app developer needs to do to ensure their app brand is successful, my answer is simply this: Only. Focus. On. Your. Target. Audience.
What makes brands like Nike and Red Bull so powerful is that they hone in on a specific target audience and these people become their advocates. There is no one-size-fits-all, and if you still think that your target audience is anyone who owns a smartphone then maybe app marketing isn't your game? I'm only being honest.
2. Use Media / Build Hype
Talking about your app is important. But what's more important is getting others to talk about your app. Spreading the word of your app brand is all about getting people to do the talking for you. I'm not suggesting that you hire a handful of backpackers to spruik your brand outside the local supermarket... What smart marketers do is build a compelling story around your brand. A story that people will want to share with their friends, family and/or colleagues. A great story or piece of marketing has the potential to go completely viral.
3. Look Like You're Worth Talking About
An important thing about building a brand is that you need to look professional. Not like something that's run out of your parents garage... even if it is. This means you need a website, good sales copy, brilliant graphics congruent with your brand, and other potential marketing/branding mediums, i.e. promotional videos, press release, etc.). The other day I saw a TV commercial for Candy Crush Saga and if that doesn't scream "OFFICIAL" then I don't know what does!
4. Be Consistent
Branding is about consistency. Sending out the same message through every single one of your channels. Any deviation from this rule creates a discrepancy in the eyes of the consumer. Be consistent in everything from your copy, to the colours of your brand, slogans, etc. The rule of thumb is that given today's economy, a marketing message has to be seen on 7 unique occasions by the same person (on average) he or she will make a purchase. Consistency in your message will ensure that your audience see the message enough times that they will actually download your app.
5. Build A Killer App
It goes without saying that if your app stinks then you're going to have a hard time branding it. Your app needs to be something that people will want to come back to and use again, and again. The concept doesn't need to be completely unique, but it does need to have a point of difference that matters. Looking at Hay Day by SuperCell. Here's a game that almost completely copies every other social game available (DragonVale, Farmville, etc.) yet its point of difference makes it something that your target audience can love and relate to.
Branding isn't as hard as it is made out to be, but you have to stick to the steps above and follow through on them RELIGIOUSLY. Success in any venture comes down to consistent perfect action. And in app branding, it's the same deal.
Article Source: http://EzineArticles.com/7863211
1. Super-Targeted-Marketing
If you were to ask me, what's the one thing an app developer needs to do to ensure their app brand is successful, my answer is simply this: Only. Focus. On. Your. Target. Audience.
What makes brands like Nike and Red Bull so powerful is that they hone in on a specific target audience and these people become their advocates. There is no one-size-fits-all, and if you still think that your target audience is anyone who owns a smartphone then maybe app marketing isn't your game? I'm only being honest.
2. Use Media / Build Hype
Talking about your app is important. But what's more important is getting others to talk about your app. Spreading the word of your app brand is all about getting people to do the talking for you. I'm not suggesting that you hire a handful of backpackers to spruik your brand outside the local supermarket... What smart marketers do is build a compelling story around your brand. A story that people will want to share with their friends, family and/or colleagues. A great story or piece of marketing has the potential to go completely viral.
3. Look Like You're Worth Talking About
An important thing about building a brand is that you need to look professional. Not like something that's run out of your parents garage... even if it is. This means you need a website, good sales copy, brilliant graphics congruent with your brand, and other potential marketing/branding mediums, i.e. promotional videos, press release, etc.). The other day I saw a TV commercial for Candy Crush Saga and if that doesn't scream "OFFICIAL" then I don't know what does!
4. Be Consistent
Branding is about consistency. Sending out the same message through every single one of your channels. Any deviation from this rule creates a discrepancy in the eyes of the consumer. Be consistent in everything from your copy, to the colours of your brand, slogans, etc. The rule of thumb is that given today's economy, a marketing message has to be seen on 7 unique occasions by the same person (on average) he or she will make a purchase. Consistency in your message will ensure that your audience see the message enough times that they will actually download your app.
5. Build A Killer App
It goes without saying that if your app stinks then you're going to have a hard time branding it. Your app needs to be something that people will want to come back to and use again, and again. The concept doesn't need to be completely unique, but it does need to have a point of difference that matters. Looking at Hay Day by SuperCell. Here's a game that almost completely copies every other social game available (DragonVale, Farmville, etc.) yet its point of difference makes it something that your target audience can love and relate to.
Branding isn't as hard as it is made out to be, but you have to stick to the steps above and follow through on them RELIGIOUSLY. Success in any venture comes down to consistent perfect action. And in app branding, it's the same deal.
Article Source: http://EzineArticles.com/7863211
