Apple sells technology that redefines possibilities, not phones. Disney sells an opportunity to be away from the hassles of life into another world of dreams and fairy tale, not park ticket or movies, Red Bull sells the propelling force that keeps people on in sports, not an energy drink.
The life of any business is in its brand. When people come to believe who you are, more than what you are selling, you’ve successfully kept yourself in business for a long time.
The bugging question is how people would know and get the message behind your brand
You can begin by constantly taking the statistics of your brand awareness. Many marketers don’t know that the app is one of the ways to measure this in today’s mobile era that gives you innumerable options to choose from. You will get the knowledge of how to use your app to measure visibility and how well you are understood.
Defining Brand Awareness
Your brand is a reflection of the problems you are solving, the promise you have made to your customers, your identity, what you are known for, not what you are selling.
The importance of measuring your brand awareness level is that the number of people who know what your brand represents validates how strong your brand is.
Brand awareness is the increase of your brand presence on media coverage by a particular percentage in a specific period of time. This would be based on the priority of your company.
10 App Brand Awareness Measuring Tip
Apps give brand values to customers and they get to operate it themselves. For example, Red Bull’s app offers the possibilities and excitement of adventure and a world of action to users. Disney created an app that can change you into your favorite Disney characters. Apps is very instrumental in checking your customer perception of your brand.
Your app can also help you answer the question of if people really get your brand message, if the right are the ones using your app and if your app is generating the relevant traffic needed at your marketing channels?
Use paid user acquisition campaigns to monitor your app listing page views and downloads in tandem
One of the great indicators of the extent of your app visibility and reputation in a crowded app store is the number of page views and downloads your app listing page is. If you are running paid user acquisition campaigns and observing quite a number of clicks, high page views, but a few numbers of downloads, it may be because your app’s listing page is not clearly conveying your brand message. It should be easy to tell which brand your app is connected to. Else, the feeling of doing business with a stranger without an identity starts to set in.
Using source, measure your attribution campaigns over time
Your brand awareness varies per platform. App attribution will help you discover some discrepancies such as getting strong organic interest, but low Facebook traffic because it is able to show you the number of new users and their engagement level from each channel. Always seek for trends to verify channels, bringing in valuable users and overtime improvement which would invariably mean improvement of your brand awareness on this platform.
Use your ranking keywords to search for app rank in app stores
You app ranking keywords in app stores should be related to your brand values. Use third-party tools, to see the terms people are using to search out your app. If the keywords you are ranking for does not represent your brand, your awareness level will be low. Readjust your terms created to increase awareness.
To see the features and functions focused on, always read your app reviews and ratings
Keep abreast on what users say about your app in their reviews and ratings. If their feedback addresses key features and functions, it shows good brand awareness since it is obvious people are properly using your app the right way.
Compare your target audience with your app’s user segments
The segments of people using your app should equal your target market. Your app should have the right users. Take note of the characteristics and attitude patterns of your users, group them into different segments, and compare the results to your target market. Are you surprised by the kind of persons using your app? If you are not getting the users you expect, then brand awareness is low among your key audience and this can be fixed with advertising.
How much press coverage is on your app?
Apps generate buzz, especially if they have distinct and appealing features. Check to see the third-party press coverage around your app and see if journalists, publications and influencers are able to correctly interpret the brand values. What do their reviews say your brand is all about and how do they think your app would fit into this bigger picture? If nothing is coming from the press, then hiring a PR agency would give the right public views
The social activity and conversations around your app should be analyzed
Another thing to look out for, are the discussions going on social networks about your app. Pay attention to what people have to say, the people talking, and if people are able to connect your app to your brand. Are there tweets about your app and brand? Essentially, you want your app users to find your brand on social media and talk about it.
Note your users app-time
Apps enable you to engage in a two way discussion with your customers while also finding out about their preferences and attitude. Check to see in app session length, or in-app conversions. If people are using your app more often, and engaging in meaningful in-app actions, then it’s likely that they’re starting to trust your brand.
Succeeding in bringing back latent app users shows your Remarketing campaign’s success
Repetition results in recognition. If you are using remarketing campaigns to bring back latent users, check how well they’re working. For example, Facebook gives data on ad impressions and clicks, the increase of these numbers, is ultimately the increase of your brand awareness. Constantly bring back to the minds of inactive users what your app is about to help keep your brand fresh in their mind
Look for another method to increase traffic to your other marketing channels
As your app users increase, look for other related method to increase traffic to your other marketing channel e. g. Your website. Users that fully understand your brand will look for you in other places too.
Apps Link People & Brands Together
Apps allow your visibility to your customers round the clock. This connection between businesses and customers builds relationships, trust, and loyalty. The more people connect to your app, the more understanding they will have for your brand.
App say all there is about your brand as well as notes how people read and understand your brand.