How to Build Your App’s Brand on the App Store

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7

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.

Source:
How to Build Your App’s Brand on the App Store
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Presentation
Publication date:
April 5, 2020
Added to the Vault on:
April 12, 2020
These insights were shared through the free Growth Gems newsletter.
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💎 #
1

Consider misspellings and abbreviations for your brand. If you don't rank for them, add them to the metadata (at least at the beginning). 

02:09
💎 #
2

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. 

02:41
💎 #
3

(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. 

04:26
💎 #
4

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. 

04:44
💎 #
5

Using your brand assets on the store product page is beneficial in the locales where your brand awareness is high. 

05:36
💎 #
6

Including a brand wordmark in the icon is one of the well known best practices. 

06:25
💎 #
7

You want to ensure consistency in your creatives between different organic and non-organic channels. Example: from Facebook app to App Store listing. 

07:19
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💎 #
1

Consider misspellings and abbreviations for your brand. If you don't rank for them, add them to the metadata (at least at the beginning). 

02:09
💎 #
2

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. 

02:41
💎 #
3

(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. 

04:26
💎 #
4

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. 

04:44
💎 #
5

Using your brand assets on the store product page is beneficial in the locales where your brand awareness is high. 

05:36
💎 #
6

Including a brand wordmark in the icon is one of the well known best practices. 

06:25
💎 #
7

You want to ensure consistency in your creatives between different organic and non-organic channels. Example: from Facebook app to App Store listing. 

07:19
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💎 #
1

Consider misspellings and abbreviations for your brand. If you don't rank for them, add them to the metadata (at least at the beginning). 

02:09
💎 #
2

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. 

02:41
💎 #
3

(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. 

04:26
💎 #
4

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. 

04:44
💎 #
5

Using your brand assets on the store product page is beneficial in the locales where your brand awareness is high. 

05:36
💎 #
6

Including a brand wordmark in the icon is one of the well known best practices. 

06:25
💎 #
7

You want to ensure consistency in your creatives between different organic and non-organic channels. Example: from Facebook app to App Store listing. 

07:19
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Generic vs. brandkeywords

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.


What is a brand

Identity of a company that helps users differentiate your product among competitors. Positive expectations explain high CVR on branded keywords.


The Mobile Brand Framework


How existing brand can be leveraged in ASO

ASO ↔ Brand dynamic


You want to maximize ASO output by utilizing your brand: brand keywords convert and retain better.


Utilizing brand in your KWO strategy


[💎@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.


Including your brand in brand assets

[💎@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).


ASO to build your brand

3 most important ASO assets for your brand strategy (use brand names or key keywords):

  • Icon
  • Title
  • Subtitle


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.


Q&A

  • How to measure value of the ASO work when it comes to brand?
  • If it's due to offline channels you will see a huge spike and then go back to the baseline. If you isolate brand keywords you won't be able to attribute ASO work during an offline campaign but once that campaign is over you should still be above the baseline.
  • Best app research pre-launch?
  • Choose your category carefully, look at competitors. Phiture is using AppTweak for keyword research.
  • What to do if competitors are using/stealing keywords?
  • Organically it shouldn't be happening and you should talk to your Apple representative. If it's on Apple Search Ads you can try adjusting your ASA strategy, increase your bids, etc.
  • What about the dilution of brand identity when you replace brand by generic in app title?
  • If you are a brand, always keep it. You can usually include your brand name + generic keywords, you need to find the right balance.


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

Generic vs. brandkeywords

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.


What is a brand

Identity of a company that helps users differentiate your product among competitors. Positive expectations explain high CVR on branded keywords.


The Mobile Brand Framework


How existing brand can be leveraged in ASO

ASO ↔ Brand dynamic


You want to maximize ASO output by utilizing your brand: brand keywords convert and retain better.


Utilizing brand in your KWO strategy


[💎@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.


Including your brand in brand assets

[💎@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).


ASO to build your brand

3 most important ASO assets for your brand strategy (use brand names or key keywords):

  • Icon
  • Title
  • Subtitle


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.


Q&A

  • How to measure value of the ASO work when it comes to brand?
  • If it's due to offline channels you will see a huge spike and then go back to the baseline. If you isolate brand keywords you won't be able to attribute ASO work during an offline campaign but once that campaign is over you should still be above the baseline.
  • Best app research pre-launch?
  • Choose your category carefully, look at competitors. Phiture is using AppTweak for keyword research.
  • What to do if competitors are using/stealing keywords?
  • Organically it shouldn't be happening and you should talk to your Apple representative. If it's on Apple Search Ads you can try adjusting your ASA strategy, increase your bids, etc.
  • What about the dilution of brand identity when you replace brand by generic in app title?
  • If you are a brand, always keep it. You can usually include your brand name + generic keywords, you need to find the right balance.


The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
Request Access

Generic vs. brandkeywords

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.


What is a brand

Identity of a company that helps users differentiate your product among competitors. Positive expectations explain high CVR on branded keywords.


The Mobile Brand Framework


How existing brand can be leveraged in ASO

ASO ↔ Brand dynamic


You want to maximize ASO output by utilizing your brand: brand keywords convert and retain better.


Utilizing brand in your KWO strategy


[💎@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.


Including your brand in brand assets

[💎@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).


ASO to build your brand

3 most important ASO assets for your brand strategy (use brand names or key keywords):

  • Icon
  • Title
  • Subtitle


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.


Q&A

  • How to measure value of the ASO work when it comes to brand?
  • If it's due to offline channels you will see a huge spike and then go back to the baseline. If you isolate brand keywords you won't be able to attribute ASO work during an offline campaign but once that campaign is over you should still be above the baseline.
  • Best app research pre-launch?
  • Choose your category carefully, look at competitors. Phiture is using AppTweak for keyword research.
  • What to do if competitors are using/stealing keywords?
  • Organically it shouldn't be happening and you should talk to your Apple representative. If it's on Apple Search Ads you can try adjusting your ASA strategy, increase your bids, etc.
  • What about the dilution of brand identity when you replace brand by generic in app title?
  • If you are a brand, always keep it. You can usually include your brand name + generic keywords, you need to find the right balance.