Building a Brand through Mobile Apps: Strategies for CMOs
A mobile application isn’t just software on your phone – it’s a living and breathing brand! Think about how brands like WhatsApp or Fitbit have hooked audiences and garnered a strong position within their markets.
As most users look for apps to solve daily problems, an app for your brand can significantly enhance visibility and awareness. However, if you’re a CMO aspiring to build a stellar brand via an app, you’ll need a well-crafted strategy. For this, considering factors like target audience, brand USPs (unique selling points), user engagement, and personalization is essential.
Partnering with an agency offering app development services for the project can be a crucial part of the strategy. Here’s a guide to help you get started with developing your brand through a mobile app.
Step 1: Define the Audience and Brand Objectives
Start by identifying your target audience and build customer personas accordingly. This helps you position the brand in front of the right people. For example, a social media app might work better for a young audience instead of boomers or senior citizens.
Consider these factors while building the personas –
- Target audience lifestyle and preferences
- Approximate age
- Occupation and location
- Preferred social media platforms
Also, consider the target audiences of competitor brands to fine-tune your position.
Then, determine the brand objectives or how you’ll offer services. Consider the trial periods, subscriptions, pricing plans, and free features.
Step 2: Determine the USP and Visual Identity
It’s important to define the USPs for successful brand positioning. You need to pinpoint what you’re offering so that you can set your brand apart. Focus on the problem you are aiming to solve and how your solution can add value to the customers’ lives.
As a CMO, gather the following information from your team –
- What problem does the app solve better than competitors?
- Is the pricing justified against the features?
- How is the app or brand focused on the target audience?
- Is it convenient to buy products and services on the app?
Based on these answers, start working on the app’s visual design. As you’re clear about your offerings, crafting the user interface and functionalities will be easier.
Firstly, figure out the color palette and design that’ll leave a lasting impression. Ensure these design elements remain consistent through the different branding channels. These include the brand’s social media accounts, website, promotional emails, and newsletters.
Also, identify your brand voice – is it quirky or very professional? Maintain that tone of voice throughout the brand-specific content like emails, social posts, and digital ads.
Step 3: Position the Brand on social media
App development companies often face extreme competition due to competitor apps popping up every minute. One of the most effective ways to cut through this competition is social media app promotion or marketing.
So, start creating brand-related content on platforms like Instagram, LinkedIn and Facebook. Be it pre-launch or post-launch, it’s important to highlight key features and USPs. Post consistently to create a following and engagement around the app. Try to create a special place in the customers’ hearts and minds.
Here are some strategies to leverage social media to build and promote your brand -
- Create clickable ads leading to the app’s landing page or app store link
- Respond to user comments and queries promptly to improve customer relations
- Vary the content and ads according to the platform
- Ask open-ended questions through your posts to improve user engagement
- Launch competitions and polls to keep the audience hooked
Step 4: Utilize In-App Communities
Successful apps may have tons of users, but ground-breaking apps have global followings. When establishing a brand via an app, you must aim to create such widespread demand. This can be possible through in-app communities.
So, create a dedicated space or forum about the app or brand where users can interact. Ensure all paid and trial period users can chat freely here. They must share experiences, feedback, and in-app progress like calories burnt or miles walked.
These insights will enable you to enhance app features and brand offerings. It also develops a stronger connection with the customers, which can impact their retention. See how these communities can boost your brand –
- Helps gather customer feedback faster and solve their problems or queries
- Improves user engagement and opportunities to provide better services
- Converts customers into brand advocates that enhance brand reach
Step 5: Elevate Customer Support
Effective brand building is not only about conversions and retention. It’s also about offering top-class customer support that makes a stunning impression. So, while focusing on brand promotions and services, establish a detailed customer support plan.
It’s vital to have a dedicated customer support team to address queries 24/7. Ensure the team is available via live chat, email, and a toll-free phone number. Remember to address the problems customers put forward through social media and in-app communities.
Step 6: Create Customer Referral Programs
Prepare referral programs for the best customers to improve brand reach and marketing. These programs will provide special discounts and offers every time the customer refers your app to someone.
You can send the referral program link through the app marketing emails. It’s a great way to show you care about customers and how valued they are. It elevates the brand image and sets you apart from the competitors.
Moreover, ask loyal customers for testimonials and feedback about the app. Utilize them as social proof on the landing page or social media page to get more attention. Prospects will also view the brand as a reliable one, boosting the image even more.
Summing Up
As the app-based customer segment keeps expanding, brands will be more inclined to grow their businesses via applications. Ensure that you have a skilled development team that creates a customer-focused app. Also, be aware of the latest market developments and user needs to incorporate them into the app.
Regularly monitor the app to see if it meets the brand’s mission and key objectives. Conduct A/B testing and in-depth analysis to assess performance.
If you don’t have the necessary resources or team strength, outsource the project to seasoned app development companies. Discuss the desired branding outcomes, competitors, and USPs to make the initiative successful. However, the focus must always remain on offering users the best services.
