Considering the popularity and accessibility of digital devices, most brands feel the need to build an app. For some businesses, an app becomes the core of their brand identity, while for others, it becomes an expensive mistake. The real question here is not whether apps matter. The question is whether you need to build your brand around one.
The answer depends on purpose, audience behaviour, and long-term direction.
Why Brands Feel Drawn to Apps
Apps provide control, and having one allows a brand to fully own its space. There are no social media algorithms to contend with, and notifications reach users directly.
Considering the power and other benefits that come with this level of access, many founders view apps as a sign of seriousness. For them, developing one signals growth and ambition. The truth, however, is that presence alone does not necessarily build loyalty, as users do not keep all apps.
When an App Makes Strategic Sense
Brands benefit from apps when they help users to solve daily problems. Banking, fitness tracking, food delivery, and communication tools fit this model. Often, the app is the product in this case, and without it, the brand falls apart.
Apps are also necessary when speed is a consideration. Tasks that require quick action or the storage of personal data perform better in a dedicated app, since websites struggle to provide a comparable experience.
When an App Becomes a Liability
Many brands assume novelty over need. In other words, they build apps for content that users consume less frequently. As a result, these apps become dormant, and users delete them quickly.
Before building an app, brands should define success clearly. The cost of maintenance might put pressure on the brand. Apps often require constant updates, so brands have to grapple with these issues while trying to meet users’ expectations. Unfortunately, businesses with limited resources often underestimate this burden and suffer when they are unable to keep up.
Audience Behaviour Should Lead the Decision
One secret guiding brand strategies and innovations is that strategy starts with behavior. How do people interact with your brand now? Do they return often? Do they complete tasks, or simply read content?
By understanding users’ habits, brands can make better, user-oriented decisions. People will not be enthusiastic about downloading apps they do not use frequently.
Alternatives Often Work Better
Not every mobile experience needs an app. Progressive web platforms now offer strong performance. They load quickly, adapt well to screens, and update easily.
For many brands, this route is more optimal and cost-effective. Users gain convenience alongside risk reduction. Email and messaging channels also remain powerful since they reach users without demanding storage or constant updates.
Brand Identity Versus Brand Access
Some brands confuse access with identity. An app is a channel, not a message in itself. In other words, a mobile program does not make a brand strong; a clear identity matters instead.
If users do not understand what a brand stands for, building an app will not change that. Strong brands remain recognizable irrespective of where people find them. On the other hand, weak brands rely on technology to mask confusion.
Brands that succeed already know their audience and their purpose, and they use an app merely to strengthen an existing connection.
Final Thoughts
Building a brand around an app requires strategic decision-making. Long-term thinking requires choosing options that align with needs. Brands should ask hard questions before committing to an app: What problem does the app solve? How often will users return? Can the business sustain long-term care?
These are necessary considerations to ensure that any app the brand creates offers true value and helps the brand scale. The strongest businesses choose tools that serve their audience rather than merely impress the market.
Checklist
Not every business needs an app, but it makes sense to keep one if it truly adds value. Consider an app if:
- It solves daily problems for your users.
- Tasks require speed or personal data handling that a website can’t match.
- You have a clear brand identity and understand your audience.
- You can maintain and update the app consistently without straining resources.