Marketers need to make things that people want, as opposed to making people want things. It's a simple concept, and one that will be easier to use with the help of brand utility. Brand utility is a marketing tool that adds additional value or service for the consumer while integrating the brand experience to drive awareness and loyalty.
So what exactly is brand utility? According to Mobile Marketer, brand utility is any service that is provided to the consumer as part of a brand promotion. It is meant to enhance the brand experience but is not the main product or service offered by the company. Using a brand utility allows companies to more actively influence sales and repeat usage, and the best way to do this is through a mobile app. Since consumers are mobile, they are intent and need driven. Consumers spend several hours using their mobile phones, and having your brand utility available to them on the go makes it that much more beneficial for them.
A great example of a company using brand utility is Scrabble. Scrabble created an app for consumers to play a word-based game in exchange for free minutes of Wi-Fi. Players would receive a group of jumbled letters, and receive points that would translate into minutes based on the word they were able to create out of the letters. If you shared your word to Facebook, you would earn double the amount of minutes. Scrabble was able to create a fun, interesting way for consumers to get something they already wanted and needed, while staying true to the Scrabble brand.
What do you guys think? Have you seen a company use brand utility to create a useful app? Share your thoughts in the comments!