How should my app be branded to complement our overall strategy?
The branding of your app is the visual look and feel, and tone-of-voice that combine to give your app its own personality. Branding sets your app apart from the competition and makes users fall in love with your product. Your branding efforts will vary depending on whether you are integrating with an existing brand or starting from scratch.
Branding to Match an Existing Visual Identity
If you are creating an app for a brand or company that already exists, you can strengthen the corporate brand and save resources by pulling visual elements (colors, fonts, copy, look and feel) from existing collateral. Expect to be flexible with existing visuals. Adjustments may need to be made to accommodate native operating system interface elements or to take advantage of plug-ins.
Branding a Visual Identity from Scratch
If you are creating an app that is not tied to an existing brand, you can create an identity from scratch. This may feel overwhelming, but adequate research will clarify your app’s personality. Thoroughly investigate users and competitors. Form a solid core brand proposition and tone-of-voice for your app which appeals to users and embodies its main function. All visuals and copy should support the direction you choose for your app.
Research is key in determining the sweet spot for your app’s pricing. You want a price that will not deter people from checking it out but one that is high enough to reflect the product’s value and maximize revenue.
Consider these questions when setting a price:
- Are you developing a small-scale app where volume is going to be your key to success?
- Alternatively, are you creating a large-scale app that focuses on a particular business sector or industry? If this is the case, your app may command a premium price based on the business efficiencies gained.
- Is your app meant to be a revenue generator, or is it intended to build visibility and brand awareness with your customers?
- What is the size of your potential market?
- Is there a lot of competition in this space?
- What are your competitors charging?
- How do the distribution channels for your app influence the price you will set?
Content strategy is not a new concept, however the ways in which we create and distrtibute timely, thoughtful and relevant content has transformed with each new technical advance. Now, as we are faced with consumers looking for up-to-the-minute (sometimes even second) content updates it is important to understand not only what to share but how best to share it.
Content Strategy in a Mobile World is an article recently published by iBusiness and authored by Suzanne McKee, Director of Marketing at InspiringApps. Read the full article here to explore how content strategy has evolved and what you can do to successfully share content with your mobile audience.
August 2, 2012
Category: Business & Strategy
What do I need to consider for a successful external marketing campaign?
If your app is heading to the Apple App Store, Google Play, or other app deployment site, you will want to put significant time and effort into making sure your target market is aware of its presence. Gone are the days when simply putting an app in the store means it will be seen by the masses. The app market is so saturated it is imperative to implement solid marketing strategies to get the word out about why your app stands above the rest.
Within external marketing there are a few other things to think about. When your app is published, will you be employing a push or pull marketing strategy? In other words, do you want people to go to the app store knowing exactly what they are looking for, or will you rely on people stumbling upon your product and trying it out? Sometimes both are appropriate.
Either way, traditional marketing concepts apply.
Your marketing team makes a critical contribution to the planning and development process with their market knowledge, research, and branding expertise. They serve as an important representative of the customer’s voice from the moment your idea for an app is conceived.
Involving your marketing team from the beginning means not only do you benefit from their input throughout all phases, but because they have been fully engaged and have a strong sense of product ownership, they will be poised and ready to act when your app is ready to launch.
The adage,”If you build it, they will come.” does not hold true in a marketplace flooded with apps, books, and games. It’s time to focus on how to get the word out about the amazing app your company has put so much energy and brainpower into producing.
Why are there comparatively so few apps for business? Is there a business in business apps? Why don’t we see the same level of development activity?
As an Appcelerator Gold Integration Partner, InspiringApps demonstrates our commitment to deliver top-notch cross platform (iOS and Android) mobile apps to our clients. Support, training, and certification from Appcelerator ensure our team employs the latest development best practices.
For an industry that intensely relies on cutting edge technology to prevent disease and save lives, can it be said that they are, in some respects, behind the times? It’s an interesting dichotomy that you can be standing in the same office and experience the newest, most advanced ultra-sound machine at the same time as encountering shelves and shelves of 2-inch thick file folders on each patient that walks in the door. Does high-tech equal paperless? If it does, our healthcare system has some catching up to do.
When healthcare meets “healthtech”, there is an endless amount of things to consider. This post does not profess to cover the nitty gritty details but rather to get us thinking—how can the healthcare industry benefit from going digital? From doctor offices to hospitals to the ambulance careening down the street, could patients receive better care if mobile technologies were more widely embraced?
March 6, 2012
Category: Business & Strategy
How do I effectively communicate with and motivate my internal staff?
You’ve just created a business apps that is going to revolutionize your business process, or boost sales with ground breaking new presentation tools and now you need to know how to get your team on board. Don’t be fooled by the fact that you aren’t selling the app externally for money, this may be one of the most important “sales” activities that you embark on.
A business app’s success, no matter how beautifully designed or technically constructed, relies on internal adoption. If you build an app for your sales team and they don’t embrace it then you can say goodbye to all those great projections you made about increasing efficiency, lowering costs and improving the bottom line.
If you’re thinking that your business could benefit from updated software applications (either for your desktop users or for those going mobile) there are a few things to consider to ensure you make the right choice. If your business has an issue that would benefit from an innovative software solution the first place to start is to compare off-the-shelf products with a custom option.
It is oftentimes the case that a pain point for one business is an issue for others as well which means that a solution may already exist. Other times, your needs are unique and an off-the-shelf product can not provide the necessary solution. There is also a middle road where custom apps can fill in the gaps between existing solutions that you work with. For instance, if Salesforce mostly takes care of your database and CRM needs then don’t start from scratch. Determine what still needs to be addressed and build a smaller scale app that will integrate and exchange data with other tools.
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