Monitoring Brand Performance with a Mobile Application Platform

One of the most prominent current trends among enterprise companies is the nearly insatiable demand for enterprise mobile applications. Mobile applications are the way that companies are interacting with all of their stakeholders. The most visible mobile applications for the enterprise are the ones that are directly customer facing, but enterprises are also increasing mobile applications for their employees and other stakeholders.

As more and more of the interaction with the company, its products, services, and operations are transacted through its mobile applications, these same applications are increasingly becoming the face of the company to all its constituents. As a result, the enterprises' mobile applications are becoming critical to the company's brand identity, both directly and indirectly.

Companies are very protective of their brand identity because the brand acts as the lens through which customers build a relationship with the company. Consumers build a solid emotional association on what a brand means to them, how it makes them feel, what other people may think of them wearing, eating, and driving a brand. These emotional associations build brand loyalty and human connection to a brand so consumers begin to treat a brand as an extension of them, a friend that they can always rely on.

Companies spend a lot of money and put a lot of effort into building and protecting their brands. There are, of course, many factors that contribute the company's brand value. It's not just your logo or your website, it's about everything that contributes to how a person builds their identification with the brand, and people are very passionate about that brand identification. As more and more of a person's interaction with a company happens through a mobile application or as a result of the use of a mobile application by a company's employees, the mobile applications will have an increasingly profound effect on the company's brand value, positively or negatively.

Can it be any clearer that just having mobile applications to help run your business is not enough?  Companies are spending incredible amounts of time, money, and effort to build their brands. You also have to make sure that those mobile applications perform flawlessly or at least that you can quickly identify and resolve issues quickly before they become big problems for your customers, your employees, and your partners or else you will have big costs and negative brand effects as a result of poorly performing applications. Otherwise, all of that investment in the brand can be wasted as a result of one bad incident.

To ensure the excellent performance of your mobile applications, you need to have a strategy and systems in place to monitor and manage their performance.