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Branded App Benefits And Risks

A branded app is an application developed by a business to market its brand.

Branded apps usually show who the company is by using its slogan, values, colors, and logo, as well as its style and look.

This tutorial covers everything you need to know about creating a brand app as well as why mobile applications are crucial for your company. Let's get going.

Different Branded Apps

Branded Apps Come In A Variety Of Formats:

It is a straightforward mobile application that uses online material from the business.

For example, a newspaper could make an app with information, articles, and other content from its website that works well on mobile devices.

Games

For example, to promote the release of its new model, Audi made a branded app with a game called "Driving Challenge."

A Further Or Connected Service

McDonald's, for example, made a branded app that lets people order food from their phones and pick it up at a McDonald's at a certain time.

The adoption of branded apps by businesses to boost conversions and enhance the user experience (UX) with the brand is on the rise nowadays.

Branded apps are a good way to keep in touch with customers and potential customers while keeping them in the brand's environment and not bombarding them with ads, which is bad for the user experience.

Imac with a movie in disneyplus
Imac with a movie in disneyplus

Benefits Of Brand Apps

Experience Downloading Apps

Users that use a branded event app download your particular app from the app store and only view your events.

Customization

If you want a smooth, fully branded app experience, the Branded Event App is for you!

Unique Icon

Your own custom icon will be shown on the home screens of app users' devices.

Splash Page

You can give your branded event app a unique splash screen where you can show off the look of your event, offer a warm welcome, thank your title sponsor, or do all three at once!

You may match your unique icons and branding by changing the theme color of your branded event app to whatever you like.

Register, Log In, And Interact With Others

You may personalize how app users register and log in with the branded app. Enable any number of login choices, including Single Sign-On (SSO), social media, and email.

On the Branded App login page, you may even change the order in which some options appear.

Using A Mobile App To Improve Customer Experience

Some businesses employ branded applications to provide clients with better service.

For enhanced performance statistics, owners of Under Armour smart shoes can connect their shoes with the brand's mobile app.

Another restaurant app that allows customers to place orders using the company's mobile app is another illustration of this.

Providing Audience-specific Services To Increase Brand Awareness.

Branded apps may also place more of an emphasis on market positioning and brand loyalty than on revenue generation.

Players of the guitar, bass, and ukulele can tune their instruments using a free tuner app from Fender.

Supplying A Mobile Channel For Customers To Use A Brand's Services

Brands like news and entertainment periodicals can deliver their content through mobile applications in a way that caters to consumer preferences.

Every major publication has its own app for users to access material on their smartphone or tablet without relying on the mobile web.

Additionally, the publication now has more control over the user experience.

For example, the New York Times app has a feature called "Top Stories" that shows its most popular content.

It also has a tab called "For You" that shows content that is most relevant to the user.

Branded mobile apps

Considerations For Branded Apps

Effort And Time

There are various "moving elements" that can appear at a variety of times for branded event apps.

Why Not Make One?

Because apps have become such a normal part of our lives, we may not realize how powerful and good for branding they can be when used carefully as a platform for content marketing.

The Value Of A Brand Pops Off The Small Screen

The benefit of mobile applications goes far beyond developing a mobile-friendly version of your e-commerce website, a mobile app for your business's goods or services, or a game for your smartphone that features third-party brands.

Offering those perks to mobile audiences can undoubtedly benefit your marketing objectives.

The main strength of the branded app, though, is that it can give users a unique and satisfying mobile content experience that makes them more interested in your company.

I'll give you an illustration.

When you're considering your next vacation, the name Louis Vuitton (LV) is probably not the first company that comes to mind.

But if you're used to traveling in style, maybe it should be, given how good the information is in the company's City Guide app.

LV enlisted local specialists with a great sense of design for the content creation and offered them a platform to share their passion for the host city.

The app also lets users know how to improve their travel experiences in over 25 well-known places, lets them send digital postcards to friends back home who are jealous, and gives them professional advice to help them feel comfortable wherever their LV bags take them.

Coinview app icon
Coinview app icon

What possibilities for engagement does the market for mobile apps offer content marketers? Think about these usage patterns.

The amount of time American consumers spend using mobile apps is increasing 69% year over year, according to eConsultancy.

Compared to mobile advertisements, in-app branding might be less disruptive. Utilizing an app requires a conscious download, which often includes knowledge that the brand influences the content experience (especially when the app is offered for free).

Given that people are getting more annoyed by pop-ups and other annoying forms of mobile advertising, this tacit acceptance of brand messages could be seen as a big marketing advantage.

They could improve the value of the client relationship: Through apps, you can create a direct, two-way communication channel between your brand and your target market.

By requiring a registered account to access your app, you can take advantage of the opt-in relationship in a number of ways.

For example, you could give users access to special features, members-only product discounts, or fast-track customer service.

You could also ask for their feedback or ask them to help you with product testing, social sharing, and other projects.

They can provide useful consumer data: your brand has access to the user's information when they download your app from their preferred app store (Apple's App Store or Google Play are the two major players in this space) or create an account.

You can also combine it with other CRM data to improve targeting or use it to make your communications more personalized.

They are highly monetizable. Although consumers might be hesitant to pay an upfront price to download a branded app, they might be more prepared to part with a few dollars for worthwhile in-app additions at crucial times.

For instance, the Louis Vuitton City Guide app and its guide to Paris are both free to download, but you'll need to make an in-app purchase if you want recommendations for visiting other well-known destinations.

Deficiencies In Brand Acceptance

Mobile applications aren't the simplest content formats, despite their attractiveness.

They have limits that are already there, which may make them a bad option for many brands.

To begin with, creating the ideal content experience might take a lot of time and work when establishing an app.

Also, more money and technical know-how will be needed to make sure that the technology behind the creative idea works perfectly.

And that's only the start. You may face the following additional challenges on your way to becoming a brand-app superstar.

No chance can be taken with discovery. Apple and Google Play, two popular app shops, don't set up their content offers in a way that makes it simple to find branded apps.

Before finding your service, users might have to conduct a purposeful search for your brand name or go through a maze of generic category sites.

To ensure that these materials reach the proper users, you must carefully describe, tag, and promote them on social media and inside your chosen app ecosystem.

The entire mobile web is your rival; apps aren't always the quickest way to access the content for your business on mobile.

Customers who want to get the information they need and move on may find it difficult to market a megabyte-sized (or gigabyte-sized) download.

This is especially true if your app's offering isn't something they are likely to use frequently.

Apps must function consistently and faultlessly. According to neuroscience studies, consumers nowadays may experience greater physiological stress from slow mobile loading times than from watching a scary movie.

If you are successful in convincing them that your app is worthwhile, you run the danger of them deleting it right away the first time they use it and every time after that.

Great Examples Of Branded Apps

If you've weighed the pros and cons and think your company has what it takes to rule the app store.

These tips and case studies can help you come up with a content strategy that takes advantage of the mobile channel's strengths and gives your audience something of value.

Top 3 Branded Apps | Branded Arcade

Nike FIT

This co-branded app is excellent for encouraging couch-surfers in sports to leave their phones at home and head out to the fields (at least until tip-off time).

In addition to offering the most recent NBA (and WNBA) news headlines, videos, and game information, the NBA Fit social fitness experience also offers conditioning, nutrition, and training tips from professional players.

Practice drills that put their strength and endurance to the test; and challenges that pit users against other basketball fans for some friendly virtual competition.

Wedding Coordinator From The Knot

Planning the ideal wedding is one of the most difficult, time-consuming, and exhausting events.

For one (however big) day, all that upfront effort can feel like a huge time drain because it's something you only want to have to do once.

For busy brides and grooms, The Knot's branded app's content offerings are a lifesaver.

The software provides the happy couple with useful job checklists, design ideas, directories of nearby service providers and venues, editable wedding website templates, and tools to manage guest lists and finances.

This reduces stress, frees up time, and improves the overall experience.

Beyond The Bed

This big-box retailer of bed and bath products added a convenient "beyond-level" function to its mobile e-commerce app, the capability to browse using visual search outside of the store environment.

Users of the app can take images of things they find appealing or design inspiration they come across while going about their daily activities on their phones.

The software recognizes and classifies what is in a picture using photo recognition technology, and then immediately proposes Bed Bath & Beyond products that might be a fit for their requirements.

I took a picture of my favorite coffee mug with a pug motif as a test.

Kohler Shower View

One of the mobile app's main creative benefits over other content channels, including the mobile web, is its capacity to provide smartphone users with a more aesthetically pleasing perspective of their surroundings through augmented reality technology.

Kohler, a cutting-edge provider of kitchen and bathroom products, cleverly figured out how to use this advantage to accomplish both artistic and utilitarian goals.

With the Kohler View app, DIY home renovators can purchase the plumbing fittings they want to use to create the interior design of their dreams.

Also, customers can see a preview of how these things will look in their actual living space using augmented reality (AR) before they check out.

The Coca-Cola Company

Several branded apps with this brand are available for various uses. Coke Studio, a music app, and myCoke, a business-oriented app, are two examples of this.

Installing the company's flagship Coca-Cola® app allows users to access rewards and play games.

Users who have purchased Coca-Cola products can register their purchase and earn incentives using the app's scanning feature.

These include promotions at neighboring restaurants and theaters that are location-based.

With the right branded content app, these are just a few examples of the creative experiences your business can offer, the useful marketing goals you can go after, and the trustworthy customer relationships you can build.

Disney Company, Inc

In addition to the company's mobile streaming services, Disney also provides apps for kid-friendly mobile games as well as travel apps for Disneyland resorts.

With features including real-time wait times for rides, park opening hours, character greetings, and parade showtimes, My Disney Experience helps customers plan their trip to Disneyland more easily.

The app also features a GPS-enabled map for exploring Walt Disney World Resort and communicating travel arrangements with loved ones.

Play Disney Parks is a different app that may be used for interactive activities inside the park.

The IKEA App

In order to show customers how IKEA products would seem in their actual surroundings, IKEA Place uses augmented reality.

These products are 3D models created to provide customers with the best idea of what to expect if they make a purchase.

Based on downloads in 2018, IKEA Place rose to the second-most downloaded free app made with Apple's ARKit.

IKEA Place's success led other companies to spend money giving their customers augmented reality experiences.

Uber eats delivery bag as example of branded app
Uber eats delivery bag as example of branded app

People Also Ask

Why Do Brands Create Apps?

In order to keep their customers connected to their distinctive product and vice versa, most firms are aiming to develop an app.

The operative word here is "connected," because any lag, latency, or severe browser difficulties could damage your brand.

Why Every Brand Needs An App?

Marketing initiatives assist firms in informing both existing and potential clients about new goods and services.

Mobile applications improve marketing and promotional efforts since they necessitate an active installation effort on the part of potential buyers.

In other words, applications expand the marketing reach of a company by attracting quality leads.

Are Apps Successful?

It's a common misconception that 9,999 out of every 10,000 apps fail (or 99.99%). It's actually quite simple to refute.

The Google Play store had 2.9 million apps as of March 2021. (over 8.9 million apps total).

Final Statement

It stands to reason that businesses would want to capitalize on the fact that mobile applications have become such an important part of our daily lives in order to increase customer loyalty and brand recognition.

Even when their main services cannot be provided via an app, brands are constantly coming up with innovative and engaging methods to engage their target audience via mobile apps.

Your company can grow to new heights if you come up with innovative ways to use an app to market or enhance your current offerings.

This offers a chance to broaden your audience, build customer loyalty, and boost revenue.

Build a branded app carefully so you can expand its user base and market.

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About The Authors

Keith Peterson

Keith Peterson - I'm an expert IT marketing professional with over 10 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.

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