The process of redesigning and reformulating a brand's identity serves to modernize and reposition it in the market, aligning its values, mission, and vision, as well as better meeting customer expectations and standing out from competitors. "For a rebranding to be successful, it's necessary to study the scenario and develop a strategic plan for careful and successful implementation," advises Paula Faria, founding partner and CEO of Sua Hora Unha. 

Several factors may drive the need for this renewal, such as: competition for brand use; expanding the target audience and incorporating a wider audience; increased recognition; expansion and growth; innovations, among others. "Knowing how to identify the right moment for this change is essential because it ensures the company remains competitive and aligned with the needs and expectations of the sector," comments Faria. 

The businesswoman prepared a list of five tips to help you succeed in your transformation process. Check it out: 

How is the market? 

The first step is to conduct research and analyze the market. "You need to thoroughly understand what's happening in your field, what your competitors are doing, and the current perception of your brand. This way, you'll be well prepared for the next steps, so don't skip this step," reveals the partner.

Be objective

Establish a specific, measurable purpose for your rebranding. "Whether it's increasing visibility, reaching new audiences, or modernizing your company's image, set a goal to focus on achieving it," says Paula. 

Your second chance

This change is for your network to grow and succeed. Especially for those who weren't getting good results before, so embrace the repositioning as a second opportunity to do things differently and fix what you were missing. 

“It's important to make sure the new identity is consistent across all communication channels and materials,” says the CEO. 

Patience

Don't just follow your plan haphazardly; be calm and execute it carefully. Immediacy and lack of organization can cause you to miss crucial steps. "Create a detailed plan for the rebranding launch, including timeline, budget, and specific steps," advises Faria. 

Transparency

Maintain transparent communication with your employees, collaborators, and the public. "It's essential that your employees and customers understand the reasons for and benefits of the changes," he concludes.

Smartphone apps are essential to our daily lives. They serve a variety of purposes, including helping us do our monthly grocery shopping, ordering weekend pizza, watching TV shows and movies, and even scheduling and making medical appointments. It's hard to imagine a reality without the benefits and conveniences apps provide.

Currently, there are 5.7 million apps operating worldwide; 3.5 million of which are operating on the Play Store (Google's platform), and 2.2 million developed for iOS, Apple's operating system. In the vast world of apps, the competition for success in increasing users and app revenue is fierce; it is in this scenario that App Growth becomes necessary.

"App growth can be defined as a multifaceted strategy whose main objective is to increase an app's active users over time and sustainably, and consequently, boost revenue," comments Rafaela Saad, Sales Manager at Appreach.

How to prepare a solid App Growth strategy?

With the vast number of apps, the App Growth area has become even more strategic. It's crucial to differentiate yourself and consistently capture user attention. It's essential to acquire new users and engage your existing base to keep them coming back to your app and maximize your revenue.

An app growth strategy can be defined as a growth and marketing plan for your app. It will establish ways to increase your app's visibility, downloads, engagement, and sales. To achieve this, you need a very clear objective and KPIs (Key Performance Indicators) that contribute to achieving this goal.

"There are several complementary App Growth strategies, which can be organic or paid. Among these strategies, we can mention campaigns with influencers or affiliates, new user acquisition campaigns, and retargeting campaigns for re-engagement. It's worth noting that these strategies complement each other because each type can target a different part of the sales funnel," he comments.

The Importance of Data Analysis in App Growth

We live in an era of increasingly accessible data for business decision-making. However, it's important to be mindful of how you use this information when executing an app growth strategy. 

Analyzing internal data such as fraud rate, average ticket, ROAS, LTV, and performance per creative is extremely important for assessing the quality of app growth campaigns, while market and competitor benchmarking data (downloads, active users, paid campaigns, creatives, retention) helps understand market positioning and set realistic goals.

Creative ads make a difference

Ads are a crucial part of an App Growth strategy; they're the user's gateway to the brand and product. It's when they're exposed to the ad that the user decides whether or not to download the app.

"Developing a creative and well-developed brand line not only captures attention but also clearly and concisely communicates the app's benefits and unique features. This helps differentiate the product from the competition, ensures users quickly understand the value offered, and provides harmony to the brand's positioning," he says.

Cost-effectiveness should also be considered. Creative and well-executed ads improve conversion rates, resulting in a lower CAC. When users feel compelled by the ad, they're more likely to download and use the app, maximizing your return on investment.

Appreach Development in the App Growth Scenario

"Appreach has a multifaceted approach to app growth strategies. First, we understand that app growth depends on several factors, which can be directly or indirectly linked to growth strategies. Our work begins long before campaign activation. We first need to understand the client's business, their pain points, and objectives, and set realistic goals for both parties. We also understand each client's best workflow to deliver a smooth and seamless experience," he states.

The company's Data and BI team focuses on monitoring and analyzing the performance of advertising campaigns on a daily basis. The goal is to generate valuable insights and provide continuous feedback, enabling the identification of areas for optimization in marketing strategies. To support performance analysis and ensure transparency, reports and dashboards are made available as needed.

"In addition to the KPIs and channels directly related to campaigns, performance is influenced by several other factors. With this in mind, the Data and BI team also uses Market Intelligence and Benchmarking platforms to conduct comparative analyses with competitors. These analyses cover aspects such as creative performance, number of downloads, active users, retention rate, and investment in paid acquisition campaigns," he concludes.

With the evolution of customer service, consumers today expect instant response and an enhanced experience, regardless of industry, product, price, or communication channel. However, despite the benefits of adopting artificial intelligence (AI)-based technologies and tools, there is still a long way to go in terms of customer service and customer loyalty.

In this context, Willian Pimentel, Managing Director of Freshworks in Latin America, believes that the future of customer service will be brighter than ever, but requires industry leaders to think systematically about how, when, and where to apply AI to improve the experience.

"Rising customer expectations, which demand efficient and consistent service, similar to that offered by companies like Amazon, have reduced CX quality at a time of significant technological advancement. Customers want everything at their fingertips and expect minimal contact, so companies must adopt new tools to meet these expectations," says Pimentel.

This approach often results in poor customer experiences, according to Freshworks' Director. "For example, when AI is applied indiscriminately, it may handle initial calls well but fail to resolve more complex issues. Customers end up frustrated when their issues are misdirected or when AI solutions are insufficient."

For Willian Pimentel, it's crucial to apply AI systematically, starting with the simplest problems and gradually addressing the more complex ones. The expert explains that AI can perform excellent analyses and quickly understand customer issues, but when it makes mistakes, it can make many. "Therefore, human oversight is necessary to ensure that AI solutions are accurate and emotionally intelligent. This means allowing AI to handle simple, everyday problems while human agents handle the more complex ones," he commented.

As an alternative for companies that are lagging behind in customer service and want to quickly upgrade, the Freshworks executive emphasizes that they must first understand their specific challenges. "New SaaS companies can face complex problems that require careful management. Generative AI can help quickly build a robust knowledge repository and establish an effective AI classification system. This means categorizing problems based on their complexity and ensuring that simpler issues are resolved quickly, while more complex ones are flagged for human intervention." 

Pimentel also emphasizes that clear policies and procedures must be implemented: "In a B2C environment, this is essential for AI systems to provide effective support. For example, AI can handle simple problems following predefined protocols, but human agents must intervene when the AI ​​encounters problems that require more reasoning," he concluded.