Creating a Brand Story with Emotional Connection for Your App

Creating a brand message, story and feel that creates a positive emotional connection with your customers is a paramount part of successful marketing. It doesn’t matter if it’s for consumer products, lifestyle, an app business or even B2B - emotional connection is about understanding and finding a point of resonation with your end customer.

The app market is highly competitive and many apps in the marketplace offer similar functionality or services. To win the battle, creating a connection with your audience is key. It could also be vital in ensuring loyalty and longevity of use. But in order to create a compelling brand story, you need to think it through.

Start with Your Audience

Knowing your target audience is essential to being able to communicate with them. Do you have a clear picture of who your target audience is? Do you know their age, their primary gender, their typical living situation? Have you considered which digital platforms they use and trust the most? It’s all part of understanding how and where to communicate with them. Spend time identifying your audience before you go any further.

What is their Need?

Arguably the most vital cog in the brand story machine is understanding the needs of your audience. To have a need they must have a problem that you can solve. You need to identify and then flesh out your customer’s problem which you and your app can solve for them. As an example, your audience’s problem is crushing boredom on their commute. You can solve that with an entertainment app.

Flesh out the problem and position yourself as being the solution and fulfilling the need their problem creates. If you can communicate to your audience that you can solve their problems, you meet their needs and that makes your app vital to them.

Build the Story into Everything

Your brand story and emotional connection isn’t purely a sales tool. It should be built into every piece of communication and every message you put out to your audience. That includes your app content, your website content and your download page description.

Whenever you speak to your audience or release something new, remember their needs and make that emotional connection every time. It doesn’t all have to be heavy hitting but it should always be relevant to them.