brilliant branding: how should you brand your app?
With the popularity of apps ever rising and their use reaching staggering levels across the globe, it’s no surprise so many businesses are leaping at the chance to launch their own. But to ensure your customers enjoy all that downloadable goodness you might offer through an app, you have to make sure they notice it – that’s to say, you have to brand your app effectively. Here are some ideas…
What’s in a name?
First things first; your app needs a name. Ideally, you don’t necessarily want to make it the same as your business name – but you still want it to be entirely pertinent to what you’re about. But why? Well, it’s about space. When you’ve downloaded and used apps, you’ve probably noticed they all have very short names; that’s not just because of a the-shorter-the-better maxim, but because after more than 11 characters the name will be cut off by an ellipsis (…). You want to avoid that at all costs.
Words are key
Internet search loves keywords – rich words that people are likely to search for to direct them to the most relevant product and services and who sells/ provides them. The Google Play Store for instance, although it doesn’t have a designated field you can fill out for keywords to make your app stand-out, it nonetheless allows for them in your app description. Take advantage of this – try getting them in the description to promote your offering about five times. Whenever there’s the opportunity to drop in keywords to help branding your app you should jump at the chance.
Visuals are critically important to your app. Chances are potential users will choose one app over another not just because it fits with their interests or what they fancy buying, but also because it looks better or simply because it catches their eye. So, you need to focus on your:
• app icon – your app’s primary image in the app store; it should be consistent with your website’s design elements (i.e. fonts and colour palette)
• launch image (or splash screen) – this appears when your app boots up; it should contain your logo
• header – your app’s banner, which features on every page of your app; it can include both your colour palette and font
• background – a ‘wallpaper’, effectively; it shouldn’t interfere with the foreground, of course, so minimalism’s key
• buttons – these can be customised on every page of your app; it’s a great chance to force home your brand even more
Finally, now that all the branding’s done, you need to be able to show off your app’s wares to prospective downloaders and users. The answer here then is to upload screenshots to the various app stores it’ll be available from. (Note: for iOS 8, you can also include a short video. Nice.) Make sure you feature screenshots of your app’s home page and primary content pages – that way your eager customers will have an idea of what they’ll be getting from your offering. It pays to advertise!