Katsiaryna Covaci and Anton Tatarinovich (ASO Consultants at Phiture) talk about why it is essential to build an effective brand on the store for your app, providing measurable ways of building a great brand presence and creating a systematic framework for building a brand for your app on the store.
Consider misspellings and abbreviations for your brand. If you don't rank for them, add them to the metadata (at least at the beginning).
When it comes to brand terms, stay dynamic and keep testing. You can later remove certain brand search terms from your metadata in favor of generics and still keep the ranks you gained.
(Black Hat) Although you might get penalized if you add a competitor's name to your app metadata, if you add it in a different alphabet then it might be ok.
Looking at brand search terms popularity can indicate if your brand becomes stronger or weaker. If there is no other active ASO efforts in place and no other campaigns (or campaigns stable?) then it can also help identify spikes from offline channels and brand campaigns.
Using your brand assets on the store product page is beneficial in the locales where your brand awareness is high.
You want to ensure consistency in your creatives between different organic and non-organic channels. Example: from Facebook app to App Store listing.
Consider misspellings and abbreviations for your brand. If you don't rank for them, add them to the metadata (at least at the beginning).
When it comes to brand terms, stay dynamic and keep testing. You can later remove certain brand search terms from your metadata in favor of generics and still keep the ranks you gained.
(Black Hat) Although you might get penalized if you add a competitor's name to your app metadata, if you add it in a different alphabet then it might be ok.
Looking at brand search terms popularity can indicate if your brand becomes stronger or weaker. If there is no other active ASO efforts in place and no other campaigns (or campaigns stable?) then it can also help identify spikes from offline channels and brand campaigns.
Using your brand assets on the store product page is beneficial in the locales where your brand awareness is high.
You want to ensure consistency in your creatives between different organic and non-organic channels. Example: from Facebook app to App Store listing.
Consider misspellings and abbreviations for your brand. If you don't rank for them, add them to the metadata (at least at the beginning).
When it comes to brand terms, stay dynamic and keep testing. You can later remove certain brand search terms from your metadata in favor of generics and still keep the ranks you gained.
(Black Hat) Although you might get penalized if you add a competitor's name to your app metadata, if you add it in a different alphabet then it might be ok.
Looking at brand search terms popularity can indicate if your brand becomes stronger or weaker. If there is no other active ASO efforts in place and no other campaigns (or campaigns stable?) then it can also help identify spikes from offline channels and brand campaigns.
Using your brand assets on the store product page is beneficial in the locales where your brand awareness is high.
You want to ensure consistency in your creatives between different organic and non-organic channels. Example: from Facebook app to App Store listing.
Notes for this resource are currently being transferred and will be available soon.
ASO managers mostly deal with generic keywords and have little or no influence on brand. But brand searches are critical.
To capture maximum value on the App Store or Google Play you need a brand.
Identity of a company that helps users differentiate your product among competitors. Positive expectations explain high CVR on branded keywords.
ASO ↔ Brand dynamic
You want to maximize ASO output by utilizing your brand: brand keywords convert and retain better.
[💎@02:09] Consider misspellings and abbreviations for your brand. If you don't rank for them, add them to the metadata (at least at the beginning).
[💎@02:41] Stay dynamic and keep testing. You can later remove certain brand search terms from your metadata in favor of generics and still keep the ranks you gained.
How ranking works for brand keywords included in metadata
When localizing, keep in mind that native speakers of the language you are localizing for will often search for your brand in their language.
[💎@04:26] (Black Hat) Although you might get penalized if you add a competitor's name to your app metadata, if you add it in a different alphabet then it might be ok.
[💎@04:44] Looking at brand search terms popularity can indicate if your brand becomes stronger or weaker. If there is no other active ASO efforts in place and no other campaigns (or campaigns stable?) then can help identify spike from offline channels and brand campaigns.
[💎@05:36] Using your brand assets on the store product page is beneficial in the locales where your brand awareness is high.
Including brand in assets in locales where brand is not strong can help grow it.
[💎@06:25] Including a brand wordmark in the icon is one of the well known best practices.
[💎@07:19] You want to ensure consistency in your creatives between different organic and non-organic channels. Example: from Facebook app to App Store listing.
If you already grew a strong web presence before launching an app, you can direct the web traffic towards the new app. Same if you have a well-established app on the market.
You can also leverage your strong web traffic to do your own App Store A/B testing (vs. using Splitmetrics or Storemaven).
3 most important ASO assets for your brand strategy (use brand names or key keywords):
If you manage to make your marketing tagline up to 30 characters long and keyword optimized, you can use it for your subtitle on the App Store which ensures consitency.
Build your icon with ASO best practices in mind in order to help your acquisition efforts: either with wordmark or with icons.
Develop the tone of voice and messaging that resonates with the user thanks to the creative matrix.
ASO managers mostly deal with generic keywords and have little or no influence on brand. But brand searches are critical.
To capture maximum value on the App Store or Google Play you need a brand.
Identity of a company that helps users differentiate your product among competitors. Positive expectations explain high CVR on branded keywords.
ASO ↔ Brand dynamic
You want to maximize ASO output by utilizing your brand: brand keywords convert and retain better.
[💎@02:09] Consider misspellings and abbreviations for your brand. If you don't rank for them, add them to the metadata (at least at the beginning).
[💎@02:41] Stay dynamic and keep testing. You can later remove certain brand search terms from your metadata in favor of generics and still keep the ranks you gained.
How ranking works for brand keywords included in metadata
When localizing, keep in mind that native speakers of the language you are localizing for will often search for your brand in their language.
[💎@04:26] (Black Hat) Although you might get penalized if you add a competitor's name to your app metadata, if you add it in a different alphabet then it might be ok.
[💎@04:44] Looking at brand search terms popularity can indicate if your brand becomes stronger or weaker. If there is no other active ASO efforts in place and no other campaigns (or campaigns stable?) then can help identify spike from offline channels and brand campaigns.
[💎@05:36] Using your brand assets on the store product page is beneficial in the locales where your brand awareness is high.
Including brand in assets in locales where brand is not strong can help grow it.
[💎@06:25] Including a brand wordmark in the icon is one of the well known best practices.
[💎@07:19] You want to ensure consistency in your creatives between different organic and non-organic channels. Example: from Facebook app to App Store listing.
If you already grew a strong web presence before launching an app, you can direct the web traffic towards the new app. Same if you have a well-established app on the market.
You can also leverage your strong web traffic to do your own App Store A/B testing (vs. using Splitmetrics or Storemaven).
3 most important ASO assets for your brand strategy (use brand names or key keywords):
If you manage to make your marketing tagline up to 30 characters long and keyword optimized, you can use it for your subtitle on the App Store which ensures consitency.
Build your icon with ASO best practices in mind in order to help your acquisition efforts: either with wordmark or with icons.
Develop the tone of voice and messaging that resonates with the user thanks to the creative matrix.
ASO managers mostly deal with generic keywords and have little or no influence on brand. But brand searches are critical.
To capture maximum value on the App Store or Google Play you need a brand.
Identity of a company that helps users differentiate your product among competitors. Positive expectations explain high CVR on branded keywords.
ASO ↔ Brand dynamic
You want to maximize ASO output by utilizing your brand: brand keywords convert and retain better.
[💎@02:09] Consider misspellings and abbreviations for your brand. If you don't rank for them, add them to the metadata (at least at the beginning).
[💎@02:41] Stay dynamic and keep testing. You can later remove certain brand search terms from your metadata in favor of generics and still keep the ranks you gained.
How ranking works for brand keywords included in metadata
When localizing, keep in mind that native speakers of the language you are localizing for will often search for your brand in their language.
[💎@04:26] (Black Hat) Although you might get penalized if you add a competitor's name to your app metadata, if you add it in a different alphabet then it might be ok.
[💎@04:44] Looking at brand search terms popularity can indicate if your brand becomes stronger or weaker. If there is no other active ASO efforts in place and no other campaigns (or campaigns stable?) then can help identify spike from offline channels and brand campaigns.
[💎@05:36] Using your brand assets on the store product page is beneficial in the locales where your brand awareness is high.
Including brand in assets in locales where brand is not strong can help grow it.
[💎@06:25] Including a brand wordmark in the icon is one of the well known best practices.
[💎@07:19] You want to ensure consistency in your creatives between different organic and non-organic channels. Example: from Facebook app to App Store listing.
If you already grew a strong web presence before launching an app, you can direct the web traffic towards the new app. Same if you have a well-established app on the market.
You can also leverage your strong web traffic to do your own App Store A/B testing (vs. using Splitmetrics or Storemaven).
3 most important ASO assets for your brand strategy (use brand names or key keywords):
If you manage to make your marketing tagline up to 30 characters long and keyword optimized, you can use it for your subtitle on the App Store which ensures consitency.
Build your icon with ASO best practices in mind in order to help your acquisition efforts: either with wordmark or with icons.
Develop the tone of voice and messaging that resonates with the user thanks to the creative matrix.
