We need to know that brand is created by users after interacting with the company and its products and services, what is lost and acknowledged by users is pseudo-brand, for developers, the brand of app should be considered from logo and color first, but truthfully, logo and color is just a small part of any brand.
The important thing to remember is that a brand cannot be defined from the top down by the mobile app developer. You may have the perfect idea, but your own sense of app branding is not necessarily as good as people actually feel it is, because users are the ones who deal directly with your product for a long time. In other words, the brand is about how your company is seen and understood by the public, not yourself.
The personality of your brand
The easiest way to define the personality of a brand is to think of that brand as a person. Each person thinks, feels and acts in a unique way, and each person has a unique story to tell.
The most successful brands have personalities that are like people. Apple is rebellious and innovative, Nike is a passionate athlete. The personality of a brand is what customers think and how they feel about the brand.
A brand is the sum of all feelings, ideas and visual memories
The brand does not represent the product itself. The product ultimately influences people's perception of the brand, but there is an intriguing story behind each product. The personality of a brand is a combination of brand identity, brand story, brand look, brand values, brand mission, brand voice and brand message, and brand-customer relationship.
The best way to understand a brand is to start by defining the social archetype of the brand. In marketing, brand archetypes are the hallmarks that make a brand more recognizable.
Your brand's visual identity
As we mentioned earlier, a brand does not exist in the form of a logo in the mind of the audience. However, the visual representation of a brand reflects its personality. The personality of a brand is expressed in the emotional and interpersonal relationship with the brand's target audience.
Visual identity influences how viewers perceive your brand. If your visual identity does not match your values, then your brand itself may confuse and alienate your audience segment.
Your brand relationships
We have all heard that a good relationship is based on trust, therefore, brand promise will allow you to keep in touch with your users from time to time and enable them to distinguish the difference between a brand and a brand, or whether the value promise you offer to your users will be trusted by them when they sign up for the APP will be the key.
When we talk about value, we usually mean that the product offers something or other to the customer. But what exactly is a "benefit"? A benefit is something that attracts the attention of your target audience. You can only capture people's attention? It's also about meeting the user's substantive needs.
For example, if we want to order a pizza, we might download a food ordering app. In this case, our motivation is clear: we want to eat pizza and we want it delivered to our door.
But why would a user download our app instead of someone else's app? This is probably because our app also allows people to customize the shape of the pizza with the ingredients and etc. that they like, thus the product meets people's psychological goals of autonomy.
The value offered by mobile brands is only relevant when it meets the customer's goals. Among other things, stimulating user behavior by meeting their explicit or implicit goals would be a smart brand marketing strategy.
As in an example above, the user's core need is to eat pizza, but at the same time our app satisfies the user's implicit goal (giving the user some autonomy), which makes the user more likely to choose our product when choosing a brand.