When you’re ready to expand your brand’s reach, it may be time to consider developing a custom Android app.
The most difficult part is trying to condense your brand into an engaging Android app that’s useful to your desired audience. It’s important to ensure the app still reflects the best parts of your brand without seeming too bulky.
From determining features to thinking about the user experience, a branded app should be carefully planned out. Do it right and it could be one of the best ways to build even more brand loyalty.
- Think About Your User’s Needs, Not The Brand’s Odds are, you want to develop an Android app that focuses more on making your brand more profitable. This might involve a lot of hard selling. While that’s a great goal for your brand, it won’t draw people to your app. Instead, focus on what your potential app users love most about your brand.Consult customer feedback, look at your loyal fans interact with your brand online and think about what they enjoy doing. You want your app to be useful and engaging. For instance, a fashion brand wants to sell more clothes, but their app might focus more on a virtual dressing room feature or let them scan in their current clothing to better coordinate outfits. Users could still buy from the app, but the app would focus more on their needs outside of shopping.One of the best ways to do this effectively is to create user personas. These help you better relate to your end users. Amplitude showcases step-by-step how they create their user personas, if you want to see the process in action.
- Stay True To Your Brand While an Android app doesn’t have near as much room for branding elements as a website, it’s still a reflection of your brand and should be consistent with your branding everywhere else. For instance, if your central colors are red and green, these should be your main colors in your app. Suddenly changing to orange and purple will confuse users and won’t make your brand jump to mind while they’re using the app.Along with colors, you should keep other major branding elements consistent too, such as:
- Personality/Tone (if your brand is fun, keep the app fun)
- Types of illustrations/imagery
- Message (stay true to your brand’s message and values, which are what loyal fans love about you)
- Limit To The Most Important Aspects According to a study by Localytics, app retention rates aren’t high. In fact, only 29% of users stick with an app past 90 days. Even if someone installs your app, the study shows that 21% of users only open a new app once. This leads us to wonder, why aren’t users sticking with the apps they install?Some of the most common reasons include:
- Glitches in the app
- Doesn’t meet expectations
- Loads slowly
- Difficult to use
- Rarely needed features
If you try to put everything about your brand, you’ll push users away. You have a website and social media presence if users want to find out more about your brand. Think of your Android app as a teaser. For anyone new to your brand, it’s a great introduction. For loyal followers, it’s a welcome addition.
Limit the features to just the most important aspects of your brand. Stay true in style and tone, but keep your feature set to things a user might need on the go. Keep it simple, yet useful. This prevents it from becoming a bulky, complicated app.
- Create An Extension Of Your Brand As we’ve already covered, you don’t need to condense your entire brand into your Android app. Instead, you want just the most important parts. However, this shouldn’t just be a rehashed version of your website. For instance, if your app just includes some contact info or your latest blog posts.Make your app a useful extension of your brand. If you’re a retail business, make it easy to shop via the app. For restaurants, offer mobile ordering or reservations.Maybe you’re a lifestyle blogger branching out into an Android app. While adding your latest blog posts works in this instance, you need something more. For example, if you focus on a healthy lifestyle, your app might include a way to search for and save recipes or guided fitness routines. Create one or a few highly useful and engaging features.The only real exceptions to this rule are brands where a mobile app condenses the functionality of the website, such as with Facebook or Amazon. However, most brands will need something unique to stand out among the crowded Play Store.
- Make It Interactive And Current Condensing your brand into an engaging Android app means creating interactive elements to help users engage with your brand. And, just like your website, you want to keep the app updated with current content and features. Think of it like a mobile game. Games that update with new content regularly continue to build a larger following. Those with limited levels and content fade away quickly.The best part of adding an app to your branding strategy is you’re able to consistently improve the app. Listen to the feedback. Ask users to offer suggestions on what they want. You should even ask your brand’s followers what they’d love to see in an app to help you determine the perfect way to give your users the app they’ll love.Plan out your app carefully and it will become the perfect extension of your brand while helping build your customer base.
**In Collaboration with WPS Office.