WHAT is ______?
And what does that make me feel? What do I associate it with? WHAT is the purpose of this app in my daily life? Is it fun? Is it inspiring? Is it funny? Is it serious? Are the colors and fonts making me Happy? Anxious? Energized? Is ___Casual? Executive,? Is it “humanistic”?
Within the first two seconds _______’s BRANDING has to answer those and more instantly. Not only that, but it has to give people a reason to 1. Click 2. Come back, and 3. Share with friends. Now that the app shell has been built, creating a coherent identity for ____ is the next step.
GAP ANALYSIS: Currently, app is missing a “sticky” quality that branding can provide. There are numerous services we can provide, but I am recommending the following: HOW WILL THEY REMEMBER US?
1. Naming: Tie the ____name with a concept that is inherently exciting and immediately clear at first look 2. Include branded content and calls to action within the app that further hammer in ____’s brand identity so that it can be extended out of the app and recognizable by users 3. Upgrade some UI with branded widgets, keyboards/ and or verbiage to make the process more emotional 4. Refine the gaming aspect of the app through a branding lens to make app cohesive and addictive 5. Create taglines at different points of discovery (example: app store) to clearly motivate new users to click through. 6. Refine landing page and conversion funnel pages with branded and targeted CONTENT and LOOK/FEEL to get click-though and brand message across 7. Provide creative direction through branding lens to aesthetically adjust proportions and LOOK/FEEL to create a desired end-feeling in user 8. Logo that can be extended not just within app but outside on social sites, and anywhere else for easy and immediate concept .recognition
GAMING GAP ANALYIS: What is addiction about _____? After reviewing the existing app, there are few gaming elements that we can add to make it more sticky that will make it consistent with agreed-upon feel for end-user. Looking at the existing slides, I identified at least 3 pain points good branding can solve.
Let’s use the rankings as an example. Right now, users have silver, gold, bronze rankings. From a BRANDING POV, this is almost reminiscent of paid memberships. What am I redeeming my level for? If I’m a user motivated by competition then how am I sharing that socially...these and more can be solved as we Brand thoughtfully.
DISCOVERY NOTES:
Additional Qs the user might ask once converted to using the app that have to be answered in the first 2 minutes of perusing the app once installed on handheld: Is there an outcome of all of these great ideas? If so, is it in the form of a ranked list? Is there a reality loop-back? Is there a conversation that gets started? Can I connect with others locally or just virtually? Branding and concepting can satisfy those user concerns by integrating these into the functionality, design and/or core concept/s. We can focus on creating sticky verbiage, identity, and consequent iterations of that identity throughout the app itself.
GROUPTHINK
Is there corporate responsibility built into the app? If yes, then branded insertion is key here to maintain authenticity- the #1 Value _____’s users most likely uphold dear. Are we crowd-sourcing solutions for companies? Or are we a gorgeous list of thoughts?
If a salient point of the app is indeed ____ as a social and a bridge platform let’s highlight it in some way and make it part of our ID.
DEV BRANDING CONCEPT REVISED STATEMENT OF WORK
WHO, HOW and WHERE: 1.NAME-Name has been picked, but WHAT, WHO, &HOW of what is ___ is yet to be determined and communicated . a BRANDING CONCEPT that will be consistent throughout app and its marketing is necessary at this time. 2.TAGLINES-Taglines need to be developed for all user discovery touch-points as well as for use in Press, Pitches, Social Media/Web placements. *Subsequent content wherever needed can be created from both the concept and taglines as you go forward with ______. And we can address that at that time as needed. 3. LOGO- ______ is in need of a LOGO concept for Landing Page, Header, and App store placement
THE APP ITSELF 4. As discussed, once initial concept is established, a BRANDED LANDING PAGE that hooks a user in right off the bat is necessary. 5. Additionally, I would recommend a BRANDED WELCOME PAGE, which is the second screen you play with as you sign in. 6. With the new user conversion funnel in mind, I would also recommend creating further branded content in 2-3 places within the existing app that will drive home a “_______ feel” and emotional / functional objectives.
CREATIVE DIRECTION
7. THE LOOK, THE FEEL The interior needs a branded upgrade to give it a “______” feel while keeping familiar features that remind users of Instagram and other favorite apps. This includes but is not limited to placement, size, proportion, color, quality, and anything else associated with transforming _____ into a fully branded product.
I’d be happy to creatively guide further development with users in mind in terms of color psychology, proportions, fonts, content and anything else that contributes to the FEEL of the app via aesthetic front.
BRANDED INTERFACES & REWORKING FLOW
8. SCREEN BY SCREEN On the UX/UI side form a branding perspective, I have a few suggestions that will change the feel of the app depending on the concept we choose together. This will involve shifting a few screens and creating extra swiping action and/or functionality depending on how we choose together to best engage your users. Additionally, let’s hone in how to best get users to PLAY and how to upgrade the current “Bronze, Silver and Gold” type ranking into something more interesting and on brand.
USERS 8. EMOTIONS AT PLAY: USER TESTING Working off instinct is what we do best, and branding is much about praxis and experience in knowing what works and what doesn’t. It is vital to user test colors to assure emotional stickiness creating a balance between hyper-active visual elements (keyboards or specific colors/widgets that pop) and calming “spaces” within the app.
I highly recommend to all of my clients a quick and dirty user testing at this stage of product dev.
NOTE: First impressions are made of the stuff of color, and user testing can also address the universality issue Rick raised about being able to catch niche constituents but then branch out. We will structure the user testing based on different demographics to better get a read on what ALL of our users will like. This way you can nail down exactly how people will FEEL about interacting with the app before you risk a soft launch.
THE ELUSIVE, MILLION DOLLAR “PLAY” FACTOR 5. After review, the PLAY factor should work in concert with BRANDED CONCEPT and get users motivated. Add-ons like _____ Branded Emojis and other branded widgets can make people excited to discover more features promoting a sense of PLAY keeping them in the app longer. Once we choose a direction, adding these in to the mix is a plus.
MARKETING
It is the BRANDING’s job to create a STORY for marketing to execute in its plans following release. We will help you nail down the appropriate product story and collateral that can then be pitched to press. Additionally, that story and/or stories will be branded for cross-pollination and will be sticky enough for people to share amongst themselves in the referral process.
This includes but is not limited to: Advertising hooks, taglines, concepts that tie the name to the object itself, aesthetic identity that gives it a clear delineation from industry comps, and other future PR and internal material. Should you want placement in Print Media we can assist you with that at that time, as well as other marketing efforts should you require our expertise.